ACKNOWLEDGEMENT No task whatever big or small can be completed without proper guidance and encouragement.

It gives us a great pleasure to our deep sense of gratitude and reverence to every person who created a congenial atmosphere for successful completion of this project.

We would like to express our gratitude and profound thanks to Prof.Jinal Parikh (AMSoM) for her constant support and guidance.

We would also like to thanks Mr. Ashit shah and Mr.chintan Shah (Director of Het Graphics) and Mr. Pranay Shah (Khushi advertising) for their guidance and support.

We would also like to thanks each and everyone who are involved in this report completion without which it would not have been possible for us to complete this project

Introduction
It has been wrongly assumed that the advertising function is of recent origin. Evidences suggest that the Romans practiced advertising; but the earliest indication of its use in this country dates back to the middle Ages, when the use of the surname indicated a mans occupation. The next stage in the evolution of advertising was the use of signs as a visual expression of the tradesmans function and a means of locating the source of goods. This method is still in common use. The seller in primitive times relied upon his loud voice to attract attention and inform consumers of the availability of his services. If there were many competitors, he relied upon his own personal magnetism to attract attention to his merchandise. Often it became necessary for him to resort to persuasion to pinpoint the advantages of his products. Thus, the seller was doing the complete promotion job himself. Development of retail stores, made the traders to be more concerned about attracting business. Informing customers of the availability of supplies was highly important. Some types of outside promotion were necessary. Signs on stores and in prominent places around the city and notices in printed matters were sometimes used. When customers were finally attracted to the store and satisfied with the service at least once, they were still subjected to competitive influences; therefore, the merchants signs and advertisements reminded customers of the continuing availability of his services. Sometimes traders would talk to present and former customers in the streets, or join social organizations in order to have continuing contacts with present and potential customers. As the markets grew larger and the number of customers increased, the importance of attracting them also grew. Increasing reliance was placed on advertising methods of informing about the availability of the products. These advertising methods were more
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economical in reaching large numbers of consumers. While these advertising methods were useful for informing and reminding and reminding, they could not do the whole promotional job. They were used only to reach each consumer personally. The merchant still used personal persuasion once the customers were attracted to his store

The invention of hand press increased the potentialities of advertising. By Shakespeares times, posters had made their appearance, and assumed the function of fostering demand for existing products. Another important event was the emergence of the pamphlet as an advertising medium. The early examples of these pamphlets disclose their sponsorship by companies want to generate goodwill for their activities. The low cost of posters and handbills encouraged a number of publishers to experiment with other methods.

JUSTIFICATION
The present study has focused on effect of outdoor advertising on consumer perception and their attitude towards different products and services. It has been observed through various researches, that the mode of advertising used like print media i.e. magazines and newspaper; electronic media i.e. television and radio; outdoor advertising i.e. billboards, hoardings, electronic displays plays an important role in determining the buying behavior of consumers .Outdoor advertising has been focused and compared with the other types of media to make the comparison on the basis of effectiveness. Outdoor media is developing and taking shape in best marketing promotion activities. Also studying the perception and consumer attitudes regarding different advertising media will provide an insight to further future development.

REVIEW OF LITERATURE
Kotler,(1994)According to a research concentrating on the advertisers viewpoint, advertisement is an important tool which companies use to directly persuade buyers and public .Being a key element in the marketing process, advertisements face many challenges in reaching the audience.

Krugman, 1975 - One of the main obstacles is the low audience involvement . In most forms of communication, the audience least make some effort to pay attention or appear to be doing so. The adverts are meant for the audience to watch but unfortunately the audience is likely to take active steps in avoiding them. The advertiser therefore have problem of making loomed perhaps generally evasive audience pay attention to what is going on or at least enough to get basic selling message The challenge gets more difficult in a multiracial country such as Malaysia.

Bonnex,(1975) - The existence of the advertisement rooted in Malaysia dated back to the 1971as claimed by in his thesis. His theory is even supported by the Honorable Minister Tan SriGazalis speech in 1971(Bernama, 1971). Advertising agencies fuel the basic needs of accompany to plan, strategies and introduce their product in the market. It is one of the basis of the supply chain and many advertising agencies are involved in this business in Malaysia.

Aaker and Mayers, 1975 As known for decades, advertisement is one of the main strategies in marketing either a product or service. It can be defined as An Advert that does not create a buying response, or at least produce a desire to want to know more is not an advert (Quinn,1985).

Porter (1980). The value chain is a systematic approach in examining the development of competitive advantage. It was introduced by one of the pioneer in the ICT and business industry Potter also explains the sources of cost reduction and differentiation within a firm. Potter treats every firm as a collection of activities carried out to develop, strategically market, deliver and maintain its products or services.

RESEARCH OBECTIVES
To study types of advertisements. To study effectiveness of advertisements i.e. on sales, profitability. To study the perception of consumers towards the different modes of advertisement i.e. electronic media, print media and outdoor media. To find the ways to make it more effective.

ADVERTISING BASICS HISTORY OF ADVERTISEMENT

Archaeologists have found evidence of advertising dating back to the 3000s BC, among the Babylonians. One of the first known methods of advertising was the outdoor display. Archaeologists have uncovered many such signs, notably in the ruins of ancient Rome and Pompeii. An outdoor advertisement excavated in Rome offers property for rent, and one found painted on a wall in Pompeii calls the attention of travelers to a tavern situated in another town.

In medieval times word-of-mouth praise of products gave rise to a simple but effective form of advertising, the use of so-called town criers. The criers were citizens who read public notices aloud and were also employed by merchants to shout the praises of their wares. Later they became familiar figures on the streets of colonial American settlements. The town criers were forerunners of the modern announcer who delivers radio and television commercials.

Although graphic forms of advertising appeared early in history, printed advertising made little headway until the invention of the movable-type printing press by German printer Johannes Gutenberg about 1450. This invention made the mass distribution of posters and circulars possible. The first advertisement in English appeared in 1472 in the form of a handbill announcing a prayer book for sale. Two hundred years later, the first newspaper ad was published offering a reward for the return of 12 stolen horses.

In the American colonies, the Boston News-Letter, the first regularly published newspaper in America, began carrying ads in1704, and about 25 years later Benjamin Franklin made ads more readable by using largeheadlines.In the United States, the advertising profession began in Philadelphia, Pennsylvania, in1841 when Volney B. Palmer set up shop as an advertising agent, the forerunner of the advertising agency. Agents contracted with newspapers for large amounts of advertising space at discount rates and then resold the space to advertisers at a higher rate. The ads themselves were created by the advertisers. In 1869 Francis Ayer bought out Palmer and founded N. W. Ayer & Son, an agency that still exists today. Ayer transformed the standard agent practice by billing advertisers exactly what he paid to publishers plus an agreed upon commission. Soon Ayer was not only selling space but was also conducting market research and writing the advertising copy.

Advertising agencies initially focused on print. But the introduction of radio created a new opportunity and by the end of the 1920s, advertising had established itself in radio to such an extent that advertisers were producing many of their own programs. The early 1930s ushered in dozens of radio dramatic series that were known as soap operas because they were sponsored by soap companies.

Television had been introduced in 1940, but because of the high cost of TV sets and the lack of programming, it was not immediately embraced. As the American economy soared in the1950s, so did the sale of TV sets and the advertising that paid for the popular new shows. Soon TV far surpassed radio as an advertising medium. The tone of the advertising was also changing. No longer did advertising simply present the product benefit. Instead it began to create a product image. Bill Bernbach, founder of DoyleDane Bernbach in New York City; Leo
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Burnett, founder of the Leo Burnett agency in Chicago, Illinois; and David Ogilvy, founder of Ogilvy & Mather in New York City, all came to prominence in the late 1950s and 1960s and led what has been called the 'creative revolution.'Bernbach's agency captured the spirit of the new age. Bernbach believed that advertising had to be creative and artistic or it would bore people. He also believed that good advertising began with respect for the public's intelligence. The ads his agency created were understated, sophisticated, and witty.

For example, when Bernbach's agency picked up the account for the Henry S. Levy Bakery in Brooklyn, a borough of New York City, the agency created an ad that entertained New Yorkers and provided fodder for many conversations. The ad showed a Native American eating a slice of the bakery's rye bread with the headline, 'You don't have to be Jewish to love Levy's.'But it was the advertising for Volkswagen that made the agency's reputation.

The creative foundation established by Bernbach and others has been critical to the success of contemporary advertising. The introduction of the TV remote control and access to hundreds of cable channels means that today advertising must interest and entertain consumers or else they will simply use the remote to change the channel. New digital devices even threaten to make it possible to edit out commercials. The development of interactive television, combining the functions of a computer with access to high-speed transmission over cable lines or optical fibers, will likely enable consumers to select from a vast video library. Consumers will be able to determine not only when they watch something, but also, to a greater extent than ever before, what they will watch. Some industry observers believe that as consumers gain greater control over their viewing activities, they will find it easier to avoid advertising.
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DEFINITION OF ADVERTISING
The word advertising originates from a Latin word advertise, which means to turn to. The dictionary meaning of the term is to give public notice or to announce publicly.

Advertising may be defined as the process of buying sponsor-identified media space or time in order to promote a product or an idea.

The American Marketing Association, Chicago, has defined advertising as any form of non- personal presentation or promotion of ideas, goods or services, by an identified sponsor.

What Advertisement Is?

Advertisement is a mass communicating of information intended to persuade buyers to by products with a view to maximizing a companys profits. The elements of advertising are: (i) It is a mass communication reaching a large group of consumers. (ii) It makes mass production possible. (iii) It is non-personal communication, for it is not delivered by an actual person, nor is it addressed to a specific person. (iv) It is a commercial communication because it is used to help assure the advertiser of a long business life with profitable sales. (v) Advertising can be economical, for it reaches large groups of people. This keeps the cost per message low.

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(vi) The communication is speedy, permitting an advertiser to speak to millions of buyers in matter of a few hours. (vii) Advertising is identified communication. The advertiser signs his name to his advertisement for the purpose of publicizing his identity.

What is Included in Advertising?

(i) The information in an advertisement should benefit the buyers. It should give them a more satisfactory expenditure of their rupees. (ii) It should suggest better solutions to their problems. (iii) The content of the advertisement is within the control of the advertiser, not the medium. (iv) Advertising without persuasion is ineffective. The advertisement that fails to influence anyone, either immediately or in the future is a waste of money. (v) The function of advertising is to increase the profitable sales volume. That is, advertising expenses should not increase disproportionately.

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Advertising Objectives
Each advertisement is a specific communication that must be effective, not just for one customer, but for many target buyers. This means that specific objectives should be set for each particular advertisement campaign. Advertising is a form of promotion and like a promotion; the objectives of advertising should be specific. This requires that the target consumers should be specifically identified and that the effect which advertising is intended to have upon the consumer should be clearly indicated. The objectives of advertising were traditionally stated in terms of direct sales. Now, it is to view advertising as having communication objectives that seek to inform persuade and remind potential customers of the worth of the product. Advertising seeks to condition the consumer so that he/she may have a favorable reaction to the promotional message. Advertising objectives serve as guidelines for the planning and implementation of the entire advertising programme.

The basic objectives of an advertising programme may be listed as below:

(i)

To stimulate sales amongst present, former and future consumers. It involves a decision regarding the media, e.g., TV rather than print ;

(ii) (iii)

To communicate with consumers. This involves decision regarding copy To retain the loyalty of present and former consumers. Advertising may be used to reassure buyers that they have made the best purchase, thus building loyalty to the brand name or the firm.

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(iv)

To increase support. Advertising impliedly bolsters the morale of the sales force and of distributors, wholesalers, and retailers, it thus contributes to enthusiasts and confidence attitude in the organizational.

(v)

To project an image. Advertising is used to promote an overall image of respect and trust for an organization. This message is aimed not only at consumers, but also at the government, shareholders, and the general public.

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IMPORTANCE OF ADVERTISING
Generally, advertising is a relatively low-cost method of conveying selling messages to numerous prospective customers. It can secure leads for salesmen and middlemen by convincing readers to request more information and by identifying outlets handling the product. It can force middlemen to stock the product by building consumer interest. It can help train dealers salesmen in product uses and applications. It can build dealer and consumer confidence in the company and its products by building familiarity. Advertising is to stimulate market demand. While sometimes advertising alone may succeed in achieving buyer acceptance, preference, or even demand for the product, it is seldom solely relied upon. Advertising is efficiently used with at least one other sales method, such as personal selling or point-of-purchase display, to directly move customers to buying action. Advertising has become increasingly important to business enterprises both large and small. Outlay on advertising certainly is the voucher. Non-business enterprises have also recognized the importance of advertising. The attempt by army recruitment is bases on a substantial advertising campaign, stressing the advantages of a military career. The health department popularizes family planning through advertising Labour organizations have also used advertising to make their viewpoints known to the public at large. Advertising assumes real economic importance too. Advertising strategies that increase the number of units sold stimulate economies in the production process. The production cost per unit of output is lowered. It in turn leads to lower prices. Lower consumer prices then allow these products to become available to more people. Similarly, the price of
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newspapers, professional sports, radio and TV programmes ,and the like might be prohibitive without advertising.

In short, advertising pays for many of the enjoyable entertainment and educational aspects of contemporary life. Advertising has become an important factor in the campaigns to achieve such societal-oriented objectives such as the discontinuance of smoking, family planning, physical fitness, and the elimination of drug abuse. Though in India, advertising was accepted as a potent and recognized means of promotion only 25 years ago, its growing productive capacity and output necessitates the finding of consumers and advertising plays an important role in this process. Advertising helps to increase mass marketing while helping the consumer to choose from amongst the variety of products offered for his selection. In India, advertising as a profession is in its infancy. Because of this fact, there is a tremendous scope for development so that it may be productively used for the benefit of producers, traders, consumers, and the countrys economy.

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OUTDOOR ADVERTISING
Any advertising done outdoors that publicizes your business's products and services. Outdoor advertising includes various types of promotional displays, from highway billboards to transit posters and arena placement, all geared towards communicating a message to the public. The message might be to buy a product, take a trip, vote for a politician, or give to a charity. It might even be a public service announcement. According to the Outdoor Advertising Association of America, Inc. (OAAA), businesses spent $11.75 billion dollars on outdoor advertising in 2010 a figure expected to rise again in 2011.

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FACTORS AFFECTING OUTDOOR ADVERTISING

1. Modern urban lifestyles 2. Technological advancements 3. Boom in the real estate and infrastructure a) Malls b) Buildings c) Flyovers d) Toll roads e) Metro trains 4. Rise in consumerism a) Consumer awareness b) Purchase options c) Buying power 5. Growth in rural markets 6. Saturation of other Medias

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Types of Outdoor advertisement

1. Billboards 2. Kiosk 3. Hoardings 4. Gantry 5. Signages 6. Mobile van

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CLASSIFICATION AND TYPES OF ADVERTISING

1. Product Related Advertising A. Pioneering Advertising B. Competitive Advertising C. Retentive Advertising 2. Public Service Advertising 3. Functional Classification A. Advertising Based on Demand Influence Level. Primary Demand (Stimulation) B. Selective Demand (Stimulation) Institutional Advertising C. Product Advertising Informative Product Advertising Persuasive Product Advertising Reminder-Oriented Product Advertising 4. Advertising based on Product Life Cycle Consumer Advertising Industrial Advertising 5. Trade Advertising Retail Advertising Wholesale Advertising 6. Advertising Based on Area of operation National advertising Local advertising Regional advertising 7. Advertising According to Medium Utilized Product Related Advertising
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1) Product Related Advertising

It is concerned with conveying information about and selling a product or service. Product advertising is of three types, viz. A. Pioneering Advertising B. Competitive Advertising C. Retentive Advertising

A. Pioneering Advertising

This type of advertising is used in the introductory stages in the life cycle of a product. It is concerned with developing a primary demand. It conveys information about, and selling a product category rather than a specific brand. For example, the initial advertisement for black and white television and color television. Such advertisements appeal to the consumers emotions and rational motives.

B. Competitive Advertising

It is useful when the product has reached the market-growth and especially the market-maturity stage. It stimulates selective demand. It seeks to sell a specific brand rather than a general product category. It is of two types A. Direct Type: It seeks to stimulate immediate buying action. B. Indirect Type: It attempts to pinpoint the virtues of the product in the expectation that the consumers action will be affected by it when he is ready to buy.
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Example: Airline advertising.Air India attempts to bid for the consumers patronage either immediately - direct action-in which case, it provides prices, time tables and phone numbers on which the customer may call for reservations; or eventually indirect action when it suggests that you mention Air Indias name when talking to your travel agent.

C. Retentive Advertising:

This may be useful when the product has achieved a favourable status in the market that is, maturity or declining stage. Generally in such times, the advertiser wants to keep his products name before the public. A much softer selling approach is used, or only the name may be mentioned in reminder type advertising.

2. Public Service Advertising

This is directed at the social welfare of a community or a nation. The effectiveness of product service advertisements may be measured in terms of the goodwill they generate in favour of the sponsoring organization. Advertisements on not mixing drinking and driving are a good example of public service advertising. In this type of advertising, the objective is to put across a message intended to change attitudes or behaviour and benefit the public at large.

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3. Functional Classification
Advertising may be classified according to the functions which it is intended to fulfil. (i) Advertising may be used to stimulate either the primary demand or the selective demand (ii) (iii) It may promote either the brand or the firm selling that brand. It may try to cause indirect action or direct action.

i. Advertising Based on Demand Influence Level. A. Primary Demand Stimulation

Primary demand is demand for the product or service rather than for a particular brand. It is intended to affect the demand for a type of product, and not the brand of that product. Some advertise to stimulate primary demand. When a product is new, primary demand stimulation is appropriate. At this time, the marketer must inform consumers of the existence of the new item and convince them of the benefits flowing from its use. When primary demand has been stimulated and competitors have entered the market, the advertising strategy may be to stimulate the selective demand

B. Selective Demand Stimulation

This demand is for a particular brand such as Charminar cigarettes, Surf detergent powder, or Vimal fabrics. To establish a differential advantage and to acquire an acceptable sort of market, selective demand advertising is attempted. It
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is not to stimulate the demand for the product or service. The advertiser attempts to differentiate his brand and to increase the total amount of consumption of that product. Competitive advertising stimulates selective demand. It may be of either the direct or the indirect type.

ii. Institutional Advertising

Institutional Advertising may be formative, persuasive or reminder oriented in character. Institutional advertising is used extensively during periods of product shortages in order to keep the name of the company before the public. It aims at building for a firm a Positive public image in the eyes of shareholders, employees, suppliers, legislators, or the general public. This sells only the name and prestige of the company. This type of advertising is used frequently by large companies whose products are well known. HMT or DCM, for example, does considerable institutional advertising of its name, emphasizing the quality and research behind its products. Institutional advertisements are at consumers or focus them upon other groups, such as voters, government officials, suppliers, financial institutions, etc. If it is effective, the target groups will respond with goodwill towards, and confidence in the sponsor. It is also a useful method or introducing sales persons and new product to consumers. It does not attempt to sell a particular product; it benefits the organization as a whole. It notifies the consumers that the company is a responsible business entity and is patriotic; that its management takes ecologically responsible action, is an affair- motive action employer, supports the socialistic pattern of society or provides employment opportunities in the community. When Indian Oil advertisements describe the companys general activities, such as public service work, this may be referred to as institutional advertising because it is intended to build an overall favorable attitude towards the
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company and its family of products. HMT once told the story of the small-scale industries supplying it with component parts, thus indicating how it aided the development of ancillary industries.

iii. Product Advertising

Most advertising is product advertising, designed to promote the sale or reputation of a particular product or service that the organization sells. Indanes Cooking Gas is a case in point. The marketer may use such promotion to generate exposure attention, comprehension, attitude change or action for an offering. It deals with the non-personal selling of a particular good or service. It is of three types as follows:A. Informative Product Advertising B. Persuasive Product Advertising C. Reminder-Oriented Product Advertising

A. Informative Product Advertising This form of advertising tends to characterize the promotion of any new type of product to develop an initial demand. It is usually done in the introductory stages of the product lifecycle. It was the original approach to advertising. B. Persuasive Product Advertising Persuasive product advertising is to develop demand for a particular product or brand. It is a type of promotion used in the growth period and, to some extent, in the maturity period of the product life cycle.

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C. Reminder-Oriented Product Advertising The goal of this type of advertising is to reinforce previous promotional activity by keeping the brand name in front of the public. It is used in the maturity period as well as throughout the declining phase of the product life cycle.

4. Advertising based on Product Life Cycle

A. Consumer Advertising B. Industrial Advertising

A. Consumer Advertising

Most of the consumer goods producers engage in consumer product advertising. Marketers of pharmaceuticals, cosmetics, scooters, detergents and soaps, cigarettes and alcoholic beverages are examples. Baring a few, all these products are all package goods that the consumer will often buy during the year. There is a heavy competition among the advertisers to establishan advantage for their particular brand.

B. Industrial Advertising

Industrial executives have little confidence in advertising. They rely on this form of promotion merely out of fear that their competitors may benefit if they stop their advertising efforts. The task of the industrial advertiser is complicated by the multiple buying influence characteristics like, the derived demand, etc. The objectives vary according to the firm and the situation. They are
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 To inform To bring in orders To induce inquiries To get the advertisers name on the buyers list of sources To provide support for the salesman To reduce selling costs To help get items in the news column of a publication To establish recognition for the firm or its product To motivate distributors To recognition for the firm or its products To motivate distributors, to create or change a companys image To create or change a buyers attitude, and The basic appeals tend to increase the rupee profits of the buyer or help in achieving his non-monetary objectives. Trade journals are the media most generally used followed by catalogues, direct mail communication, exhibits, and general management publications. Advertising agencies are much less useful in industrial advertising. Trade Advertising A. Retail Advertising B. Wholesale Advertising A. Retail Advertising This may be defined as covering all advertising by the stores that sell goods directly to the consuming public. It includes, also advertising by establishments that sell services to the public, such as beauty shops, petrol pumps and banks. Advertising agencies are rarely used. The store personnel are usually given this responsibility as an added task to be performed, together with their normal functions. The result is that advertising is often relegated to a secondary position in a retail store. One aspect of retail advertising is co-operative advertising. It refers
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to advertising costs between retailers and manufacturers. From the retailers point of view, co-operative advertising permits a store to secure additional advertising that would not otherwise have been available. B. Wholesale Advertising Wholesalers are, generally, not advertising minded, either for themselves or for their suppliers. They would benefit from adopting some of the image-making techniques used by retailers the need for developing an overall promotional strategy. They also need to make a greater use of supplier promotion materials and programs in a way advantageous to them.

6. Advertising based on Area of Operation

It is classified as follow: A. National Advertising B. Regional Advertising C. Local Advertising

A. National advertising

It is practiced by many firms in our country. It encourages the consumer to buy their product wherever they are sold. Most national advertisements concentrate on the overall image and desirability of the product. The famous national advertisers are:Hindustan Levers, DCMITC, Jay Engineering, TISCO

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B. Regional advertising

It is geographical alternative for organizations. For example, Amrit Vanaspati based in Rajpura claims to be the leading hydrogenated oil producer in the Punjab. But, until recently, itmainly confined itself to one of the vegetable oil brands distribution to Malihabad district (inU.P. near Lucknow).

C. Local advertising

It is generally done by retailers rather than manufacturers. These advertisements save the customer time and money by passing along specific information about products, prices, location, and so on. Retailer advertisements usually provide specific goods sales during weekends invarious sectors.

7. Advertising According to Medium

The most common classification of advertising is by the medium used. For example: TV,radio, magazine, outdoor, business periodical, newspaper and direct mail advertising. Thisclassification is so common in use that it is mentioned here only for the sake of completeness.

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Measuring Advertising Effectiveness

All advertising efforts are directed mainly towards the achievement of business, marketing and advertising objectives i.e., to increase the sales turnover and thus to earn the maximum profit. The advertiser spends lakhs of rupees in to this advertising activity. In the background of all these efforts, is an attempt to attract the customer towards the product through advertising. As soon as the advertising campaign is over, a need is generally arisen to measure the effectiveness of the campaign. Whether, it has achieved the desired results i.e. desired sales profitability or results in terms the change in customer behaviour in favour of the companys product which will naturally, affect the future sale of the product. In order to measure the effectiveness of advertising copy, two types of tests pre tests and post tests- can be undertaken. Pre tests are generally conducted in the beginning of the creation process or at the end of creation process or production stage. There are several pre and post tests techniques to measure the effectiveness of the advertising .The effectiveness of advertising in a particular media may also be measured in any of the following ways (a) By giving different addresses to different media (b) Different newspapers may be selected for advertisements of different departments, (c) Coupon blank etc. May be provided with the advertisement or (d) Enquiry from consumers should mention the name of the source of information. The technique is known as keying the advertising.

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It is important to see

(i)

Do consumers feel that the advertisement communicates something desirable about the product?

(ii)

Does the message have an exclusive appeal that differentiates the product from that of the competitors?

(iii)

Is the advertisement believable?

Although a lot of money is spent on protesting yet the advertisers like to confirm the results by post testing of their promotional campaigns due to the following reasons:(i) There is a need produce more effective advertising by retaining the good and removing the bad. (ii) The advertising executives can prove to the satisfaction of the management that a higher advertising budget will benefit the firm. (iii) There is a need for measuring the results to determine the level of expenditure that is most promising. Most research focuses on the communication effect rather than sales effect because it is along run process. In the short run, however sales may be slight and important but in the long run its effects on brands and companies may be of great importance. Indirectly it will affect the sales in the long run, by changing the consumer awareness and attitude. The advertisers are therefore, concerned with their impact on consumer awareness and attitude.

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Factor affecting Advertisement

The final external factor in the planning framework concerns environmental factor social, legal, and global. Law forbids deceptive advertising. One solution is to create brand advertising that is vague and contains little specific information. However, such an approach can result not only in ineffective advertising; by it can lessen the social value of advertising by reducing the amount for useful information that it provides to society. Thus, and advertiser who attempts to provide specific, relevant information must be well aware of advertising regulation.

Even more difficult consideration for people involved in the advertising effort is broad social and economic issues. Another concern is that advertising, especially when it is more irritating than entertaining, is an intrusion into an already excessively polluted environment. A whole set of rules is emerging to cover advertising directed at children, and advertising for products such as alcohol and cigarettes, and the use of environmental and health claims in advertising.

Thus advertising has a tremendous impact on international marketing and the two concepts therefore go hand in hand and are dependent on each other.

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IMPACT OF ADVERTISEMENT
Advertising has an important effect on a countrys economy, society, culture, and political system. This is especially true in the United States where the advertising industry plays such a prominent role.

1. Economic Impact

Most economists believe that advertising has a positive impact on the economy Because it stimulates demand for products and services, strengthening the economy by promoting the sale of goods and services. Manufacturers know that advertising can help sell a new product quickly, enabling them to recoup the costs of developing new products. By stimulating the development of new products, advertising helps increase competition. Many economists believe that increased competition leads to lower prices, thereby benefiting consumers and the economy as a whole. These economists also argue that by interesting consumers in purchasing goods, advertising enables manufacturers and others to sell their products in larger quantities. The increased volume of sales enables companies to produce individual units at lower costs and therefore, sell them at a lower price. Advertising thus benefits consumers by helping lower prices. Other economists, however, believe that advertising is wasteful. They argue that the cost of advertising adds to the cost of goods and that most advertising simply encourages consumers to buy one brand rather than another. According to this view, advertising simply moves sales from one company to another, rather than increasing sales overall and thereby benefiting the economy as a whole.

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2. Social Impact

Advertising can have wide-ranging repercussions on a society. Some critics suggest that advertising promotes a materialistic way of life by leading people to believe that happiness is achieved by purchasing products. They argue that advertising creates a consumer culture in which buying exciting new products becomes the foundation of the society's values, pleasures, and goals. Other critics express concern over the way advertising has affected women and racial minority groups. Ads in the 1950s depicted women primarily as decoration or sex objects. Although millions of women worked outside the home in the 1960s, ads continued to focus on their role as homemakers. Whether owing to the feminist movement or to women's increasing economic power, after the 1960s it became more common to see women depicted in professional roles. However, many ads today still emphasize a womans sexuality. The way advertising has depicted racial minorities has also been harmful. Prior to 1960, African Americans were usually shown in a subordinate position. Due to the influence of the civil rights movement, however, advertisers by the 1980s had begun to depict African Americans as students, professionals, or business people. However, many African American organizations and community activists continue to object to the way that alcohol and tobacco companies have seemingly targeted low-income minority communities with a heavy preponderance of outdoor advertising for their products. As ads have begun to more fully reflect the lives of women and African Americans in the United States, increasing attention has been paid to the way in which advertising shows other ethnic groups, including Hispanics, Asians, Native Americans, and Eastern Europeans. There is still considerable debate over how advertising influences public perception of gender and of particular ethnic groups. Advertising has a major social impact by
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helping sustain mass communications media and making them relatively inexpensive, if not free, to the public. Newspapers, magazines, radio, and broadcast television all receive their primary income from advertising. Without advertising, many of these forms of mass communication might not exist to the extent that they do today, or they might be considerably more expensive, offer less variety, or even be subject to government control through subsidies. In-depth news programs, a diversity of magazines, and free entertainment might no longer be widely available. At the same time, however, some critics warn that because advertising plays such a major economic role, it may exercise undue influence on the news media and thereby curtail the free flow of information in a free society. Reporters and editors, for example, may be hesitant to develop a news story that criticizes a major advertiser. As a result, society might not be alerted to harmful or potentially harmful conduct by the advertiser. Most members of the news media deny that pressure from an advertiser prevents them from pursuing news stories involving that advertiser, but some members of the media acknowledge that they might not be inclined to investigate an issue aggressively if it threatened to offend a major advertiser. Advertisers may affect media programming in other ways, too, critics charge. For example, companies that sponsor TV programs prefer relatively wholesome, noncontroversial programming to avoid offending a mass audience. This preference causes TV networks to emphasize this type of programming. The result is that society may be denied the benefits of being able to view challenging or highly original entertainment programs or news programs on controversial issues. Because advertisers are especially interested in attracting the 18 to 34 year olds who account for most consumer spending, television shows are often developed with this audience in mind. If the ratings show that a program is not attracting large audiences, particularly among 18 to 34 year olds, advertisers often

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withdraw support, which causes a program to be canceled.As a result, shows that are more likely to interest and to be of value to older audiences are not produced. The impact of television on young children has received much attention. Research suggests that children see television advertising as just another form of programming and react uncritically to its messages, which makes them especially vulnerable to advertising. There is also concern about the way in which adolescent girls respond to advertising that features beautiful, thin models. Research indicates that many adolescent girls are unduly influenced by this standard of beauty, become dissatisfied with their own bodies, and may develop eating disorders in pursuit of a thin figure. New research suggests that adolescent boys are also being influenced by advertising images of bulked-up, buffed bodies. As a result, many become dissatisfied with their own body image, devote large amounts of time to weightlifting, and may even take drugs that have harmful side effects in order to develop more muscle. Those over the age of 60 are thought to be less influenced by advertising, but some elderly people no longer process messages as easily as younger people, making them more susceptible to questionable advertising claims.

3. Political Impact

Advertising is now a major component of political campaigns and therefore has a big influence on the democratic process itself. In 1998 more than $467 million was spent on election campaigns in the United States. That amount of spending placed political advertising in the ranks of the countrys 30 leading advertisers that year. Political advertising is a relatively new development in U.S. history. Advertising professionals did not become involved in electoral campaigns until the 1950s. But since then, political advertising has grown in sophistication and complexity. Political advertising enables candidates to convey their positions on important
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issues and to acquaint voters with their accomplishments and personalities. Television advertising is especially effective for candidates running for national or statewide office because it can reach so many people at once. Candidates can also use advertising to respond effectively to the charges of their opponents. Various campaign finance reform proposals, however, have tried to address the impact of television advertising on political campaigning. Because of the high cost of television ads, the costs of political campaigns have skyrocketed, making it necessary for candidates to raise money continually, even after they have been elected to office. Critics say this factor jeopardizes the democratic process by making elected officials beholden to wealthy contributors and by making it more likely that only the wealthy will run for office. Some reform proposals have called for free airtime, but television and radio networks have resisted this idea. Critics of political advertising also charge that the 30-second television spot has become more important to a political campaign than a thorough discussion of the issues. As a result, voters are bombarded with image advertising rather than being acquainted with the candidates positions. They contend that this practice is harmful to good government. Issues are simplified, and candidates are packaged and sold much like a consumer product, thereby distorting the political process.

4. Cultural Impact

Advertising can affect cultural values. Some advertising messages, for example, encourage aggressive individualism, which may clash with the traditional cultural values of a country where the collective or group is emphasized over the individual or humility or modesty is preferred to aggressiveness. With the globalization of the world economy, multinational corporations often use the same advertising to sell to consumers around the world. Some critics argue that advertising messages are thus
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helping to break down distinct cultural differences and traditional values, causing the world to become increasingly homogeneous. Many advertising campaigns, however, have universal appeal, overriding cultural differences, or they contribute to culture in a positive way. Humor in advertising has made many ad campaigns widely popular, in some cases achieving the status of folklore or taking on new life in another arena. For example, a popular ad campaign for a fast food chain with the slogan Wheres the beef? became part of the 1980 Democratic presidential primary campaign between Gary Hart and Walter Mondale. The ad ridiculed a competitor by depicting a small hamburger patty dwarfed by a huge bun. During a primary debate one of the candidates used the ad slogan to suggest that his opponents campaign lacked substance.

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RESEARCH METHODOLOGY
Research Design : Data Source : Descriptive

Primary data Secondary data

Research Instrument : Questionnaire Sample design : Sample size : Sample location : Sample element :

Simple random design

100

Ahmedabad

Students House hold Professional

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SAMPLE SIZE DETERMINATION: CONFIDENCE LEVEL:-95% S VALUE:- (population s.d) Likert scale ( 5 point scale) =5-1/6 =4/6 =0.67 Z VALUE:- 1.65 TOLERANCE ERROR:-0.07 SAMPLE SIZE DETERMINATION = ( Z*S/e)2 = (1.65*0.67/0.)2 = 249

Due to time limitation n place limitation we have take only 100 sample size.

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RESEARCH METHODOLOGY

Chi-Square Test Chi-square is a statistical test commonly used to compare observed data with data we would expect to obtain according to a specific hypothesis. For example, if, according to Mendel's laws, you expected 10 of 20 offspring from a cross to be male and the actual observed number was 8 males, then you might want to know about the "goodness to fit" between the observed and expected. Were the deviations (differences between observed and expected) the result of chance, or were they due to other factors. How much deviation can occur before you, the investigator, must conclude that something other than chance is at work, causing the observed to differ from the expected. The chi-square test is always testing what scientists call the null hypothesis, which states that there is no significant difference between the expected and observed result The formula for calculating chi-square ( 2) is: 2= (o-e)2/e That is, chi-square is the sum of the squared difference between observed (o) and the expected (e) data (or the deviation, d), divided by the expected data in all possible categories. Step-by-Step Procedure for Testing Your Hypothesis and Calculating Chi-Square

1. State the hypothesis being tested and the predicted results. Gather the data by conducting the proper experiment (or, if working genetics problems, use the data provided in the problem).

2. Determine the expected numbers for each observational class. Remember to use numbers, not percentages. Chi-square should not be calculated if the expected value in any category is less than 5.
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3. Calculate 2 using the formula. Complete all calculations to three significant digits. Round off your answer to two significant digits.

4. Use the chi-square distribution table to determine significance of the value. Determine degrees of freedom and locate the value in the appropriate column. Locate the value closest to your calculated on that degrees of freedom df row. Move up the column to determine the p value.

5. State your conclusion in terms of your hypothesis. If the p value for the calculated is p > 0.05, accept your hypothesis. 'The deviation is small enough that chance alone accounts for it. A p value of 0.6, for example, means that there is a 60% probability that any deviation from expected is due to chance only. This is within the range of acceptable deviation. If the p value for the calculated is p < 0.05, reject your hypothesis, and conclude that some factor other than chance is operating for the deviation to be so great. For example, a p value of 0.01 means that there is only a 1% chance that this deviation is due to chance alone. Therefore, other factors must be involved. The chi-square test will be used to test for the "goodness to fit" between observed and expected data from several laboratory investigations.

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ANALYSIS OF DATA COLLECTION

In order to present the report with a pragmatic approach along with the theoretical aspect some primary and secondary data is collected so as to present our report with facts and figures.

PRIMARY DATA:

The primary data has been collected by preparing a questionnaire, which was circulated over hundred persons. They have been asked questions regarding the different kind of media affecting their choices regarding the different products. A specimen of the questionnaire is attached.

SECONDARY DATA:

The secondary data is also of utmost importance. It helps in the in depth analysis of the organization. Various facts and figures have been gathered through different websites & portals. A list of all those referral websites is mentioned later in the report in references.

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SAMPLING UNIT
Sampling Unit is the total number of samples differed in different locality.

NO 1 2 3 TOTAL

CLASSES STUDENT PROFFESIONAL HOUSEHOLD

NO.OF CLASSES 33 34 33 100

Data have been collected through the survey method while surveys have been conducted in one city:

i) AHMEDABAD

The data collected was both from the primary and secondary source. The primary data was collected through questionnaires and was collected personally.The secondary data was collected through books, magazines, and websites. All the area had segmented according the population of this area. We have considered 100 as sample size.

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CHI-SQUARE TEST
Aim- To find out is there a relationship between the occupation of the customer and mode of advertising media affecting their perception with regards to different products.

Following is the information collected from the primary source .

TYPE MEDIA

OF OUTDOOR PRINT ELCTRONIC

OCCUPATION OF PEOPLE STUDENT 10 8 9 10 27 2 1 45 48 20 20 60 100

PROFESSIONAL 10 HOUSE HOLD TOTAL 5 25

Step 1: H0: There is no significant difference (or no relationship) between the people occupation and the mode of advertising media affecting their perception. HA: There is significant difference( or relationship) between the people occupation and the mode of advertising media affecting their perception. Step 2: Level of significance considered in this analysis is 5% =0.05. Step3: Calculation for the expected frequency We use formula
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(Row total*column total)/Grand total E11=R1C1/N=(25*20)/100=5, E12=(R1C2)/N=(27*20)100=5.4 E13=(R1c3)/N=(48*20)/100=9.6 EE21=(R2C1)/N=(27*20)100=5.4 E22=(R2c2)/N=(48*20)/100=9.6 E23=(R2C3)/N=(25*20)/100=5, E31=(R3C1)/N=(60*25)/100=15 E32=(R3C2)/N=(27*60)/100=16.2 E33=(R3C3)/N=(48*60)/100=28.8 Step 4: Test statistic for testing H0 is: ^2=(0i-Ei)^2/Ei Step 5: Statistic follows a chi-square distribution. So(r=no. of rows c= no. columns) Degree of freedom df=(r-1)(c-1) = (3-1)(3-1) = 2*2= 4. Tabulated value at 4 degree of freedom and 0.05 level of significance. D(4,0.05)= 9.488 Step6: ^2 cal > ^ tab. The decision rule is to reject the null hypothesis if the calculated value of the ^2 comes to be greater than the tabulated value of the ^2 and to accept it otherwise. In this case we reject null hypothesis. Thus accept the HA,

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Step:7 Conclusion: There is a significant difference between the people occupation and mode of media affecting their perception regarding different products. Hence People with different occupation are affected differently by different kinds of media i..e Print media ,electronic media and Outdoor media.

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Product moment correlation :A statistic summarizing the strength of association between two metric variable. It is an index used to determine whether a linear, or straight-line, relationship exist between X and Y. It is indicates the degree to which the the variation in one variable, X,is related to the variation in another variable,Y.Because it was originally proposed by Karl pearson,it is known as the Pearson correlation coefficient. We used SPSS (Statistical package for social science) for calculating the correlation of variables.

CORRELATION:(OUTPUT OF SPSS)
Descriptive Statistics Mean LANGUAGE INFORMATION CELEBRITY INTENSITY 1.5600 1.3800 1.7400 1.7000 Std. Deviation .68638 .63214 .64542 .75879 N 100 100 100 100

Correlations LANGUAGE LANGUAGE Pearson Correlation Sig. (2-tailed) N INFORMATION Pearson Correlation Sig. (2-tailed) N CELEBRITY Pearson Correlation Sig. (2-tailed) N INTENSITY Pearson Correlation Sig. (2-tailed) N **. Correlation is significant at the 0.01 level (2-tailed). 100 -.007 .949 100 .172 .086 100 -.004 .969 100 100 .022 .830 100 .177 .078 100 100 .293
**

INFORMATION 1 -.007 .949 100 1

CELEBRITY .172 .086 100 .022 .830 100 1

INTENSITY -.004 .969 100 .177 .078 100 .293

**

.003 100 1

.003 100 100

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CLUSTER ANALYSIS
Initial Cluster Centers Cluster 1 LANGUAGE INFORMATION CELEBRITY INTENSITY PROFFESION AGE 3.00 1.00 1.00 1.00 2.00 2.00 2 1.00 3.00 2.00 3.00 3.00 1.00

Iteration History

Change in Cluster Centers Iteration 1 2 3 4 5 6 1 1.569 .165 .046 .044 .057 .000 2 1.764 .206 .057 .066 .082 .000

Cluster Membership Case Number 1 2 3 4 Cluster 1 2 1 1 Distance 2.370 1.833 1.291 .977

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5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38

1 2 1 1 1 2 1 2 2 2 2 2 2 2 1 2 2 1 1 1 2 2 1 2 2 1 2 2 1 2 2 2 2 1

1.531 .893 2.352 .960 1.278 1.187 1.520 1.101 1.134 .920 1.496 1.021 1.575 1.359 1.410 1.463 1.992 1.959 .896 1.416 1.758 1.613 1.602 1.813 1.079 1.368 1.446 1.552 1.937 2.174 1.968 1.412 1.021 1.623

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39 40 41 42 43 44 45 46 47 48 49 50 51 52 53 54 55 56 57 58 59 60 61 62 63 64 65 66 67 68 69 70 71 72

1 1 1 1 1 1 1 1 2 1 1 1 1 1 1 1 1 1 2 1 1 1 2 1 1 1 2 2 1 1 2 1 2 1

1.446 1.446 1.349 1.515 1.537 1.564 1.003 1.446 1.377 1.580 1.644 1.317 1.317 1.487 1.317 1.138 .977 1.196 1.943 1.464 1.446 1.464 1.421 .896 .847 1.224 1.666 .852 .960 1.618 2.157 1.724 1.471 1.368

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73 74 75 76 77 78 79 80 81 82 83 84 85 86 87 88 89 90 91 92 93 94 95 96 97 98 99 100

1 1 1 1 2 1 1 1 1 1 2 2 1 2 2 1 2 1 2 1 1 1 2 2 2 2 1 2

1.368 1.714 1.434 1.416 1.737 1.548 1.362 1.531 .877 1.123 .959 .959 1.689 1.454 1.412 1.336 1.386 1.258 1.658 1.937 1.355 1.963 1.247 1.651 1.552 1.924 1.937 2.082

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Final Cluster Centers Cluster 1 LANGUAGE INFORMATION CELEBRITY INTENSITY PROFFESION AGE 1.58 1.25 1.47 1.19 1.93 1.54 2 1.54 1.56 2.12 2.44 2.10 1.68

Distances between Final Cluster Centers Cluster 1 2 1.460 1 2 1.460

ANOVA Cluster Mean Square LANGUAGE INFORMATION CELEBRITY INTENSITY PROFFESION AGE .038 2.276 10.138 37.953 .661 .478 df 1 1 1 1 1 1 Error Mean Square .476 .380 .317 .194 .667 .240 Df 98 98 98 98 98 98 F .080 5.982 31.944 195.279 .992 1.991 Sig. .778 .016 .000 .000 .322 .161

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Number of Cases in each Cluster Cluster 1 2 Valid Missing 59.000 41.000 100.000 .000

Interpretation
Before iterations, it shows which attribute is given to the variables by each of the cluster. We can see that two major clusters have been made. Cluster 1 and cluster 2. In cluster one, all the respondents have collectively rated language as 3 i.e. they cant say whether there is any substantial effect of language used in the advertisement and its effect on the effectiveness of the advertisement. While, the respondents of cluster 2 say that language plays a vital role in its effectiveness as theory response is 1 i.e. yes, language affects the advertisement effectiveness. For the second variable, information, cluster one says that yes information displayed on the advertisement affects a lot, and they prefer advertisement which provides lots of information. Whereas cluster two says that it is important but not to a greater extent. For next variable, cluster one says that presence of celebrity affects their choice of product or services while cluster two says it do not matter at all. For the next variable, which says that whether intense advertisement affect the effectiveness of the overall advertisement, cluster one says that yes it does affect to a large extent how many times they come across the advertisement and how intense it is. Whereas cluster two says that they are not sure of how far intense advertisement is effecting the overall advertisement, because they say that there are

54

many advertisements which are not intense but due to its catchy content they are successful. In regration r square is 0.57. Regrtaion equation for our study is Y= 3.965+0.279X1+0.313X2+0.122X3+.000X4+.001X5.0135X6 So that this equation is satisfied at 57% regration is not so good according to this data and analysis.

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GRAPHICAL INTERPRETATION
1. From where do you get information about the new product?

90 80 70 60 50 40 30 20 10 0 Television Newspapers and Magazines hoardings & billboards radio percentage

People mostly rely on information from television, and news papers. Radio do not play major role for information gathering of product. Reasons can be, Radio is used for listening songs and people hardly pay any attention to their advertisements.

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Q.2 Which form of advertisement do you like more?

percentage

Still image Moving image

From the above graph we can easily understand that people more like moving image compare to the still image. That is the main reason why outdoor ad industry is now focusing in making hoardings with moving image. This type of hoarding is more attractive and it seeks the more attention of the people.

We can see these type of hoarding near panjrapole cross road and near IIM cross road at Ahmedabad

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Q.3 For you advertisement is a source of?

percentage
80 70 60 50 40 30 20 10 0 Information Entertainment Both None percentage

From the above graph we can conclude that advertisement is a source of both information as well as entertainment for the general public. Most of the student advertisement is a source of entertainment rather than information.

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Q.4 Does entertaining advertisement affect your opinion about the product?

19

YES NO 19 61 can't say

This is very important question. According to above graph we can conclude that entertaining advertising affects the opinion about the product. There are many company which do entertaining advertisement which seeks the attention of the people

Ex:-Happident,Center fresh,Minto fresh etc.

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Q.5 Does information provided in advertisement affects your opinion about the product?

6 16 Yes No can't say

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This is very important question.78% people says that information provided in the advertisement affects their opinion about the product.16% said that information provided in the advertisement does not affect their opinion about the product.

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Q.6 Does language use in advertisement affects your opinion about the product?

10

30 60

Yes No can't say

According to this graph language is very much important variable in the advertisement. it affects the opinion about the product.60% respondent replied that language affects the opinion about the product. Only 10% respondent said that they cant said anything about the effect of language on their opinion of product.

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Q.7 Does presence of celebrity in advertisement affects your opinion about the product?

9 42 Yes 49 No can't say

According to this graph 49% respondent said that presence of celebrity does not affect their opinion about the product. And 42% respondent said that presence of celebrity affects their opinion about the product.

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Q.8 Does intensity of advertisement affects your opinion about the product?

19

42

Yes No can't say

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This is an important question. We got a mixed reply for this. There are almost fifty percent of respondents who said that the intensity of the advertisement affects the effectiveness of the advertisement. Also there were 20% of respondents who said that they were confused about whether it was important factor of advertisement or not because there are many instances where the intensity is low but the effectiveness is high.

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Q.9 Does presence of social issues use in advertisement affects your opinion about the product?

70 60 50 40 30 20 10 0 Yes No can't say Series2

The presence of social issues in advertisement is a new trend adopted by the advertisers. More that 50% of the respondents believes that when a social issues is addressed in an advertisement it catches the attention of majority of population and plays a vital role in the effectiveness of the advertisement. It also adds on to the brand value of the product and also addresses the corporate social responsibility on part of the advertisers.

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Q.10 Do you think advertisement help in increasing sales of products?

120 100 80 60 40 20 0 1 Yes No

Almost everybody feels that the advertisement affects the sales in a positive way. The prime motive of the advertisement is for increasing the sales which is what every respondent believed in.

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EXPERT OPINION
We interviewed prominent people in advertisement industry of Ahmadabad. We interviewed Mr. Asit Shah and Mr. Chintan shah of Het Graphics the following were the responses which we got from them which helped us understand the advertisement industry scenario of Ahmedabad better. It also helped us gain knowledge on the effectiveness of advertisements in our project. We would like to thank them for their valuable time and knowledge contribution.

1) How do you decide the location for outdoor advertisement? (Hoardings,Signages and Gantry) Ans:-On the basis of its visibility to maximum people. Higher the

possibility of large population getting to see it, higher is it preferred. Six roads, signals cross roads, fly over have greater exposure for hoardings rather than small cross roads or one ways. We decide the location as per the economic condition of the area. On basis of which market we want to target, we survey the lifestyle and mentality of people residing in that area and decide the location.AMC also issued tender for the same, so we also bid the tender for the same.

2) Information v/s entertainment: how do you decide the content? If the advertisement is for a new product, then informative advertisement is used. Like new product, new schemes, social awareness, government adv for public etc If the product is already established or people recognize it just with its brand logo or name then entertaining adv can be used which act as reinforcing the product in
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their memory and not getting out of sight out of mind. Innovative and catchy adv are used here.

3) How do you decide which stage of product life cycle should adopt which type of advertisement? Initial indoor and outdoor Growth indoor Maturity outdoor Decline - reduce cost of advertisement

4) In outdoor what type should be adopted? Billboard, hoarding or kiosk? The selection mostly depends on the needs of the customer. It depends on the budget, target market of the product, information they want to put up, and duration of the advertisement they want. If the client wants to enhance brand image i.e. Brand Oriented then signage and kiosk are preferred. Eg: If the client wants Sales Oriented advertisement- then hoardings, gantry is preferred. Eg: Real estate company like Safal , Apple wood etc.

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5) How do you rate outdoor and indoor advertisement? Outdoor can be rated 6 on 10 for several reasons1) It is expensive 2) The target market is low comparative to indoor 3) Attractiveness plays vital role 4) Everything depends on location 5) High competition for location of advertisement 6) High cost Indoor can be rated 9 on 10 for several reasons1) Less expensive 2) Covers majority of target market 3) It provides detailed information 4) It can be preserved in case on newspaper/ magazine 5) Location is not a concern 6) Cost is very low

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FINDINGS
Advertisements with moving image are more effective than advertisement with still image. Information provided in the advertisement has more influence on consumers perception about the product.

Language used in the advertisement also plays important role in increasing effectiveness of an advertisement. Intensity of advertisement affects the perception of consumers towards the product and leads them for its purchase. Social issues included in advertisement affects the perception of high age group people. National advertisement has more influence on consumers perception about the product instead of local advertisement. Advertisement increases the sales of any product.

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SUMMARY
Advertising may be defined as the process of buying sponsor-identified media space or time in order to promote a product or an idea. The American Marketing Association, Chicago, has defined advertising as any form of non personal presentation or promotion of ideas, goods or services, by an identified sponsor.

Advertising focuses on mass production and mass communication along with the niche markets and specialized markets . Advertising includes the following forms of messages: The messages carried in Newspapers and magazines; On radio and television broadcasts; Circular of all kinds, (whether distributed by mail, by person, thorough tradesmen, or by inserts in packages) Dealer help materials, Window display and counter display materials and efforts; Store signs, motion pictures used for advertising, Novelties bearing advertising messages and Signature of the advertiser, Label stags and other literature accompanying the merchandise. Advertising seeks to condition the consumer so that he/she may have a favorable reaction to the promotional message. Advertising objectives serve as guidelines for the planning and implementation of the entire advertising program.

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Each advertisement is a specific communication that must be effective, not just for one customer, but for many target buyers. This means that specific objectives should be set for each particular advertisement campaign. Advertising is a form of promotion and like a promotion; the objectives of advertising should be specific. This requires that the target consumers should be specifically identified and that the effect which advertising is intended to have upon the consumer should be clearly indicated. The objectives of advertising were traditionally stated in terms of direct sales. Now, it is to view advertising as having communication objectives that seek to inform persuade and remind potential customers of the worth of the product.

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CONCLUSION
CHI-SQUARE reveals that all the determinants are not internally equal they are significantly different from one another. Similarly, all the parameters are not internally equal they are significantly different from one another. In order to measure the effectiveness of advertising, which approach (communication effectiveness or sales effectiveness), is more suitable? Two factors are to be considered in deciding the approach. They are

1. Relevance of advertising objectives on the overall performance objectives:

Generally advertising managers would like to know the role of advertisements on the overall performance of the business firm i.e., return on investment and on profitability. A sale is a determining factor of company performance.

2. Difficulty and cost of obtaining data needed to evaluate effectiveness:

Generally communication measures are easy to follow than sales effectiveness measures. If the measures of advertising are more relevant they will be difficult and costly. If it is less difficult and cheap the measures will not be more relevant. Therefore, the advertising manager has to make a balance between these two approaches.

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LIMITATIONS
The marketing researcher has to face certain difficulties while he carries out the research work. He knows the limitation beforehand, uncontrollable and others are controllable. Some important limitations, which are faced by researchers as follows: Sample size restricted to 100 only which was very less according total population. The responses given by respondents were not always accurate because the respondents gave the response according to their understanding. Survey is a time consuming process but the time to collect the data for research was very less. Sometimes the respondents are not willing to fill the questionnaire and hence the resultant may not be correct. Marketing researchers studies the behavior that is rational. Very often, they do not express their feeling correctly what they think. In such cases their habitual, practice, preferences cannot be assessed correctly.

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SUGGESTIONS
Advertisement should be made with keeping the determinants of effectiveness in mind. Advertisement should be according to the product and its suitability with different age groups. To make advertisement more effective all the determinants of effectiveness should be taken care of. Investment in advertisement should be made with great care of media of advertisement and type of advertisement. Advertisers should develop new and more effective ways of advertisement.

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