PROJECT ON THE ICICI BANKS ON

ADVERTISMENT:
Introduction:
People no longer buy shoes to keep their feet warm and dry.
They buy them because of the way the shoes make them
feel masculine, feminine, rugged, different, sophisticated,
young, glamorous, "in" buying shoes has become an
emotional experience . Our business now is selling
excitement rather than shoes. - Francis C. Rooney
Modern marketing calls for more than developing a good
product it attractively and making it accessible to target
customers. Companies must also communicate with their
present and potential customers. Every company is
inevitably cast into the role of communicator and promoter.
What is communicated however should not be left to
change. To communicate effectively; companies hire
advertising agencies to develop effective ads; sales
promotion specialists to design sales incentive programmes
and public relations firms to develop the corporate image.
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They train their sales people to be friendly and
knowledgeable. For most companies, the question is not
whether to communicate but rather what to say, to
whom.Promotion influences demand by communicating
product and company message to the market. A promotion
Techniques involves the co-ordination of all communication
efforts aimed at a specific audience; consumer and
shareholder. The most critical promotional question is the
proper mix of advertising, personal selling, sales promotion
and publicity. The promotion mix is usually co-ordinate on a
campaign basis, taking the campaign may efforts include a
total campaign with one unified theme. All promotion
messages tie in to this theme in one way or the the, rather

than conflicting with it.

Vision:

 To ensure most cost effective power for sustained growth of India.

 To provide clean and green power for secured future of countrymen.
 To retain leadership position of the organisation in Hydro Power
generation, while working with
 dedication and innovation in every project we undertake.
 To maintain continuous pursuit for cost effectiveness, enhanced
productivity for ensuring financial health
 of the organization, to take care of stakeholders’aspirations
continuously.
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  To be a technology driven, transparent organization, ensuring dignity
and respect for its team members.
 To inculcate value system all cross the organization for ensuring
trustworthy relationship with its
 constitutent associates & stakeholders.
 To continuously upgrade & update knowledge & skill set of its
human resources.
 To be socially responsible through community development by
leveraging resources and knowledge base.
 To achieve excellence in every activity we undertake.
ADVERTISING:
The word ‘Advertising’ has its origin from a Latin word
‘Adventure’ which means to turn to. The dictionary meaning
of the word is ‘to announce publicity or to give public
concerned to a specific thing which has been announced by
the advertiser publicity in order to inform and influence
them with the ideas which the advertisement carries. In
business world the terms in mainly used with reference to
selling the product of the concern.
The advertising, as Jones defines it is "a sort of machine
made mass production method of selling which supplements
the voice and personality of the individual salesman, such as
manufacturing the machine supplements the hands of the
craftsman." It is thus a process of buying/sponsor/identified
media space or time in order to promote a product or an
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idea. From a careful scrutiny of the above definition, the
following points emerge.
Advertising is a paid form and hence commercial in nature.
This any sponsored communication designed to influence
buyer behavior advertising. Advertising is non-personal.
Unlike personal selling, advertising is done in a non-personal
manner through intermediaries or media whatever the form
of advertisement (Spoken, written or visual). It is directed at
a mass audience and not directed at the individual as in
personal selling. Advertising promotes idea, goods and
services. Although most advertising is designed to help sell
goods, it is being used increasingly to further public interest
goals.
Advertising is identifiable with its sponsoring authority and
advertiser. It discloses or identifies the source of opinions
and ideas.
Advertising thus is:
1. Impersonal
2. A communication of ideas.
3. Aimed at mass audience
4. By a paying sponsor.
The two forms of mass communication that are something
confused with advertising are publicity and propaganda. If
we eliminate the elements of the "paying sponsor" (The paid
requirement) we would have the element of publicity left:
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For publicity is technically speaking, advertisement without
payment in a similar manner. If we eliminate the
requirement of an "identified sponsor", the resulting
communication is propagandistic.
It is important for us to emphasize that advertising may
involve the communication of ideas or goods of service. We
are all aware that advertising attempts to sell goods and
services. But we may overlook the more important fact that
it often sells ideas. Advertising may persuade with
information; it may persuade with emotion: more frequently,
it endeavors to persuade with some mixture of both.

The types of advertise media used by icici bank:

(1) Electronic Media
Advertisers use two types of media to reach target
consumers over the airwaves; radio or T.V.

(A) Radio:
Advertisers using the medium of radio may also be classified
as National or Local advertisers. The radio is a prominent
vehicle of advertising in our country and accounts for a large
sum of the total advertising budget. The radio serves
principally local rather than national or large regional

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markets. Many small advertisers use the radio. So do some
large organizations.
When T.V. became a factor in the advertising scene, some
industry observers felt that radio advertising might become
insignificant or even disappear. This has not been so, for
radio operators have responded to the challenge by offering
programmers that features music etc.
(B) Television:
Late in India, a growing class of advertising media has been
the TV. In our country, commercial advertising on TV is
severely limited because broadcast timings are only in the
evenings. The TV is a unique combination timing of sight
and sound and achieves a deeper impact than the other
media do. This is particularly advantageous for advertisers
whose product require demonstration. TV advertising offers
advantage of impact, mass coverage, repetition, flexibility
and prestigious. In our country not everyone has a TV set;
therefore it does not reach everyone. Moreover, in rural
India where 76.31% of our population lives. There are hardly
any TV sets, except at the community centers where
electricity is available. Moreover, TV programmers in our
country do not offer much selectivity. The translation is
limited; any centers do not have TV towers.
TV appeals to both the senses of sound and of sight. As a
result is combines the two to produce high-impact
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commercials. Finally, the fact that product or service is
promoted on TV may build a prestigious image of the
product and its sponsor. The pleasure derived from watching
TV is at least potentially transferable to the advertising
message delivered through the medium.

(ii) Print Media

The print media carry their massages entirely through the
visual mode. These media consist of newspapers, magazines
and direct mail.

(A) Newspaper:
A sizable share of the total advertising budget is spent on
advertising in newspapers. Newspapers in our country

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virtually reach most of the homes in the cities. Since
newspapers are local, marketers can easily use them to
reach particular markets. This selectivity is easily rigorous.
Some are in the twelve-hour range. From the viewpoint of
the advertiser, newspaper offers several advantage, they
are local in content and appeal and provide opportunity for
direct communication between a product and its local
dealers or distributors. Because newspapers supply news,
they offer an atmosphere of factual information and of
currency that may be favourable for some advertising
situations.

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(B) Magazines:
Magazines are also mean of reaching different market, both
original and matinal and of general and specific interest. An
organization may approach national markets through such
publication as Business India, Famina, Sports week, India
Today, Business World and Film fare. Some marketers divide
their market on the basis of such variable as age,
educational level and interest magazines. Magazines are
divided into those parts that serve business, industrial
consumers, ladies, sports etc. The diversity of magazines is
tremendous. Some offer news or together "General Interest"
content to huge audience. Others are highly specialized,
technical or even exotic. In general, magazines offer
advertiser the opportunity to reach highly selective
audience. The primary advantage of magazine advertising is
selectivity of market targets; quantity reproduction long life;
the prestige associated with some magazines; and the extra

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service offered by many publications.

(iii) OUTDOOR AND TRANSIT MEDIA

(A) Outdoor Advertising:
Outdoor advertising involves the use of sign and bill-boards,
posters or displays (such as those that appear on a
building’s wall) and electric spectacular (large, illuminated,
sometime animated sign and display). The marketers may
purchase billboards on the basis of showings. A showing
indicates the percentage of the total population of a
particular geographic area that will be exposed to it during
one month period. The highest showing is 100. Here the
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number of billboards is would attract approximately 50% of
the local population about 20 times during a month. Sings
are usually smaller than billboards and are erected and
maintained by the marketer rather than by the advertising
media.This form of advertising has the advantage of
communication quick and simply ideas of repetition and of
the ability to promote products that are available for sales.

(B) Transport Advertising:

Transport advertising appears on the inside or outside of
taxis, buses, railways and other modes of passenger
transportation. Marketers may use transit advertisement to
attain high exposure to particular groups consumers on
theory way to and from work and tourists. Repeat exposure
is possible for a majority of the people in our country use
public transport basis. Transport advertising is useful in
reaching consumers at an advantageous point which they
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are embarking on a shopping trip. This medium is a low cost
medium.

SALES PROMOTION
According to the American Marketing Association, Sales
Promotion consists of those marketing activities other than
personal advertising and publicity that stimulate consumer
purchasing and dealer effectiveness, such as displays shows
and expositions, demonstration and various non-recurrent
selling efforts not in the ordinary routine.
Sales promotion activities are impersonal and usually non-
recurring and are directed at the ultimate consumers,
industrial consumers and middlemen. These activities tend
to supplement the advertising and personal selling efforts.
Examples of sales promotion are free product samples,

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trading stamps, store displays, premiums, coupons and
trade shows.

PUBLICITY
Publicity is a means of promoting the mass market and is
similar to advertising, except that it is free, is found in the
editorial portion of news media and pertains to newsworthy
events. The most common type of publicity are news release
(also know as press release), photographs and feature
stories. Marketers have less control over the nature of the
publicity that their organization and products receive than
they have over their advertising, personal selling and sales
promotions messages. Upon receiving a news release, for
instance, the editor or broadcast station programme director
may choose to throw the release in the waste paper basket,
change the hording, or print or broadcast it in the original
form. The disposition of the news release is entirely in the
hands of the media and cannot be dictated by the marketer.

PERSONAL SELLING
Personal selling consists of persons to communication
between the sales persons and their prospects. Unlike
advertising, it involves personal interactions between the
sources and the destination. Advertising aims at grouping
the shotgun approach, while personal selling aims at
individuals the right approach. Sales persons are in the
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position to tailor their messages according to the unique
characteristics of each prospect. Further, by observing and
listening, sales persons receive immediate feedback on the
extent to which their messages are getting across. If
feedback indicates that the message is not getting across,
the sales person may quickly adjust it or the method of its
presentation.

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PUBLIC RELATIONS
Marketers engage in public relations in order to develop a
favorable image of their organization and products join the
eyes of the public. They direct this activity to parties other
than target consumers. These "other" include the public at
large labour unions, the press and environmental groups.
Public relations activities include sponsoring, lobbying and
using promotion message to persuade members of the
public to take up a desired position. The term public
relations refers to a firm's communication and relationships
with the various sections of the public. These sections

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include the organization customers, suppliers, share holders,
employees, the government, the general public and the
society in which the organization operates.
ADVERTISING EFFECTIVENESS:
Advertising is an art not a science. Effectiveness of which
cannot be measured with a mathematical or empirical
formula some advertisers argue that advertising efforts go
to waste, but every advertiser is keenly interested in
measuring or in evaluation of ad. effectiveness. Testing for
the effectiveness of ad. will lead advertisement testing must
be done either before or after the ad has done in the media.
It is of two types, pretesting which is done before the ad. has
been launched and one is referred to as cost testing which is
done before the ad. has been launched and one is referred
to as cost testing which is done after launching the
advertising campaign. The basic purpose of advertising
effectiveness is to avoid costly mistakes, to predict the
relative strength of alternative strength of alternative
advertising strategies and to increase their efficiency.

Sales-Effect:
Communication-effect advertising research helps advertisers
assess advertising's communication effects but reveals little
about its sales impact. What sales are generated by an ad
that increases brand awareness by 20% and brand
preference by 10%? Advertising's sales effect is generally
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harder to measure than its communication effect. Sales are
influenced by many factors besides advertising, such as the
product's features, price, availability and competitors'
actions.
PROGRESS TESTS:
These assess the various stages of buyer awareness,
preference, buying intention and the actual purchase in
relation to ad. effort. They are called sales effect tests.

Measuring Sales Response to Advertising:

Though increase in sales in the true measure of advertising
effectiveness, in reality it is difficult to measure the increase
that is due to a particular advertisement. It is rather difficult
to correlate the response in sales with the advertising
programme. However, a few methods have ben discalled in
the following paragraphs which are generally used to
measure the sales response to advertising.

Sales Results Tests :

 The additional sales generated by the ads are recorded,

taking several routes.

 Past Sales before the ad and sales after the ad are

noted. The difference is attributed to ad impact.

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  Controlled Experiment: In experimental market, any

one element of marketing mix is changed. It is

compared with the sales of another similar market. The

element's presence observance is a reason for

difference in sales.

 Instead of two markets, the experiment can be carried

on the two groups of consumers.

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