Vous êtes sur la page 1sur 28

Advertising Effectiveness

The objectives of all business are to makes profits and a merchandising concern can
do that by increasing its sales at remunerative prices. This is possible, if the product is
widely polished to be audience the final consumers, channel members and industrial
users and through convincing arguments it is persuaded to buy it. Publicity makes a
thing or an idea known to people. It is a general term indicating efforts at mass appeal.
As personal stimulation of demand for a product service or business unit by planting
commercially significant news about it in a published medium or obtaining favourable
presentation of it upon video television or stage that is not paid for by the sponsor.
On the other hand, advertising denotes a specific attempt to popularie a
specific product or service at a certain cost. It is a method of publicity. It always
intentional openly sponsored by the sponsor and involves certain cost and hence is
paid for. It is a common form of non! personal communication about an organisation
and or its products idea service etc. that is transmitted to a target audiences through a
mass medium. In common parlance the term publicity and advertising are used
synonymously.
What is Advertising :
The word advertising is derived from the "atin word vi, #advertero# #ad#
meaning towards and #verto# meeting towards and #verto# meaning. #I turn# literally
specific thing#.
$imply stated advertising is the art #says green.# Advertising is a general term
for and all forms of publicity, from the cry of the street boy selling newspapers to the
most celebrate attention attracts device. The object always is to bring to public notice
some articles or service, to create a demand to stimulate buying and in general
tobring logethel the man with something to sell and the man who has means or desires
to buy#.
Advertising has been defined by different e%perts. $ome of the &uoted
definition are '
American marketing association has defined advertising as #any paid form of
non personal presentation and promotion of ideas, goods or services by an identified
sponsor. The medium used are print broad cast and direct.
$tanton deserves that #Advertising consists of all the activities involved in
presenting to a group a non! personal, oral or visual openly, sponsored message
regarding a product, service, or idea. This message called an advertisement is
disseminated through one or more media and is paid for by the identified sponsor.
Advertising is any paid form of non ( personal paid of presentation of ideas
goods or services by an identified sponsor.
Advertising is a #non! personal paid message of commercial significance about
a product, service or company made to a market by an identified sponsor.
In developing an advertising programme, one must always start by identifying
the market needs and buyer motives and must make five major decisions commonly
referred as )* +mission, money message, media and measurement, of advertising.
Basic Features of Advertising
On the basis of various definitions it has certain basic features such as '
-. It is a mass non!personal communication.
.. It is a matter of record.
/. It persuades buyers to purchase the goods advertised.
0. It is a mass paid communication.
). The communication media is diverse such as print +newspapers and magaines,
1. It is also called printed salesmanship because information is spread by means of
the written and printed work and pictures so that people may be induced to act
upon it.
Functions of Advertising
2or many firms advertising is the dominant element of the promotional mi% (
particulars for those manufacturers who produce convenience goods such as
detergent, non ( prescription drugs, cosmetics, soft drinks and grocery products.
Advertising is also used e%tensively by maters of automobiles, home appliances, etc,
to introduce new product and new product features its uses its attributes, pt
availability etc.
Advertising can also help to convince potential buyers that a firms product or
service is superior to competitors product in make in &uality, in price etc. it can create
brand image and reduce the likelihood of brand switching even when competitors
lower their prices or offer some attractive incentives.
Advertising is particularly effective in certain other spheres too such as '
i, 3hen consumer awareness of products or service is at a minimum.
ii, 3hen sales are increasing for all terms in an industry.
iii, 3hen a product is new and incorporates technological advance not strong and.
iv, 3hen primary buying motive e%ists.
It performance the following functions:
i, Promotion of sales
ii, Introduction of new product awareness.
iii, *ass production facilitation
iv, 4arry out research
v, 5ducation of people.
TYPES F A!"E#TISI$%
6roadly speaking, advertising may be classified into two categories vi., product
and institutional advertising.
a& Product Advertising
The main purpose of such advertising is to inform and stimulate the market
about the advertisers products of services and to sell these. Thus type of advertising
usually promote specific, trended products in such a manner as to make the brands
seam more desirable. It is used by business government organiation and private non!
business organiations to promote the uses features, images and benefits of their
services and products. Product advertising is sub!divided into direct action and
indirect action advertising, 7irect action product advertising wages the buyer to take
action at once, ice he seeks a &uick response to the advertisement which may be to
order the product by mail, or mailing a coupon, or he may promptly purchase in a
retail store in response to prince reduction during clearance sale.
Product advertising is sub!divided into direct 8 indirect action advertising 8
product advertising aims at informing persons about what a products is what it does,
how it is used and where it can be purchased. On the other hand selective advertising
is made to meet the selective demand for a particular brand or type is product.

'& Institutional Advertising :
It is designed to create a proper attitude towards the sellers to build company
image or goodwill rather than to sell specific product or service. Its purpose is to
create a frame of mind and to implant feeling favourable to the advertisers company.
Its assignment is to make friends for the institution or organiation.
It is sub!divided into three categories ' patronage, public, relations and public
service institutional advertising.
i, In patronage institutional advertising the manufacturer tells his prospects and
customer about himself his policies and lives personnel. The appeals to the
patronage motivation of buyers. If successful, he convince buyers that his
operation entitles him to the money spent by them.
ii, Public relations institutional advertising is used to create a favourable image of
the firm among employees, stock!holders or the general public.
iii, Public service institutional advertising wages public support

c& ther T(pes :
The other types are as follows '
i, 4onsumer advertising
ii, 4omparative advertising
iii, 9eminder advertising
iv, 9einforcement advertising
A!"E#TISI$% B)E*TI"ES
The long term objectives of advertising are broad and general, and concern the
contribution advertising should make to the achievement of overall company
objectives. *ost companies regard advertisingly main objective as hat of proving
support to personal selling and other forms of promotion. 6ut advertising is a highly
versatile communications tools and may therefore by used for achieving various short
and long term objectives. Among these objectives are the following '
-. To do the entire selling job +as in mail order marketing,.
.. To introduce a new product +by building brand awareness among potential
buyers,.
/. To force middlemen to handle the product +pull strategy,.
0. To build brand preference :by making it more difficult for middleman to sell
substitutes,.
). To remind users to buy the product +retentive strategy,.
1. To publicie some change in marketing strategy +e.g., a price change, a new
model or an improvement in the product,.
;. To provide rationaliation +i.e. $ocially acceptable e%cuses,.
<. To combat or neutralie competitors advertising.
:. To improve the moral of dealers and=or sales people +by showing that the
company is doing its share of promotion,.
->. To ac&uaint buyers and prospects with the new uses of the product +to e%tend
the P"4,.
BE$EFITS
The functions of advertisement, and that purpose its ethics, may be discussion
below '
-. It leads to cheaper prices. #?o advertiser could live in the highly competitive
arena of modern business if his methods of selling were more costly than those
of his rivals.#
.. It ac&uaints the public with the features of the goods and advantages which
buyers will enjoy.
/. It increases demand for commodities and this results in increased production.
Advertising '
a, 4reates and stimulates demand opens and e%pands the markets@
b, 4reates goodwill which loads to an increase in sales volume@
c, 9educes marketing costs, particularly product selling costs.
d, $atisfied consumer demands by placing in the market what he needs.

0. It reduces distribution e%penses in as much as it plays the part of thousands of
salesman at a home. Information on a mass scale relieves the necessity
ofe%penditure on sales promotion staff, and &uicker and wider distribution leads
to diminishing of the distribution costs.
). It ensures the consumers better &uality of goods. A good name is the breath of
the life to an advertiser.
1. 6y paying the way for large scale production and increased industrialiation,
advertising contributes its &uota to the profit of the companies the prosperity of
the shareholder the uplifts of the wage earners and the solution of he
unemployment problem.
;. It raises the standard of living of the general public by impelling it to use to
articles of modern types which may add to his material well being. #*odern
advertising has made the lu%uries of yesterday the necessities of today
..................... It is a positive creative force in business. It makes two blades of
grass grow in the business world where one grew before.
<. It establishes the goodwill of the concern for the test articles produced by it and
in course of time they sell like not cakes consumer search for satisfaction of
their needs when they purchase goods what they want from its beauty,
superiority, economy, comfort, approval, popularity, power, safety,
convenience, se%ual gratification and so on. The manufactures therefore tries to
improve this goodwill and reputation by knowing the buyer behaviour.
To sum up it may be said that advertising aims at committing the producers,
educating the consumer, supplementing the salesman converting the producer
and the dealer to eliminate the competitor, but above all it is a link between the
produce and the consumer.
W+Y , W+E$ T A!"E#TISE
Advertising as a tool to marketing not only reaches those who buy , but also
those whose opinions or authority is counted for e%ample a manufacturer of marble
tiles and building boards advertises not only to people who intend to build houses but
also to architect and engineers. 3hile the manufacturers of pharmaceuticals products
advertise to doctors as well as to the general public. At time it is necessary for a
manufacturer or a concern to advertise things which it does not sell but which when
sold stimulates the sales of its own product. There are concerns like electric heaters,
iron etc. because the use of these increases the demand for their products.
Advertising should be used only when it promises to bring good result more
economically and efficiently as compared to other means of selling. There are goods
for which much time and efforts are re&uired in creating a demand by sending
salesman to prospective buyers than by simply advertising them. In the early days of
the cash register in America it was sold by specially trained salesman who called on
the prospective users and had the difficult task of convincing them that they could no
longer carry on with the old methods, and that they urgently needed a cash register. In
our country certain publishers have found it less costly to sell their books by sending
salesman from house to house among prospective buyers than to advertise them. In
these two e%amples the cost of creating demand would be too high if attempted by
advertising alone under such circumstances advertising is used to make the salesman
acceptable to the people they call upon to increase the confidence of the public in the
house. ?aturals when there are good profits competitors will be attracted and they
should be kicked out as and when sufficient capital is available by advertising on a
large scale. Immediate result may not justify the increased e%penditure but it will no
doubt secure future sales.
!ESI%$I$% A!"E#TISI$% *A -PAI%$
An advertising is an organied series of advertising messages. It has been
defined as #a planned, co!ordinate series of promotional efforts built around a central
theme and designed to reach a specified goals.# In other words, it is an orderly
planned effort consisting of related but self ( contained and independent
advertisements. The campaign may appear in one more media . it has single theme or
keynote idea and a single objective or goal. Thus, #a unified theme of content
provides psychological continuity throughout the campaign while visual and oral
similarity provide physical continuity. In short run, all campaign want pre!determined
psychological reaction in the long run, practically all campaigns have sales goal.
The series of advertisements used in the campaign must be integrated with the sales
promotional efforts and with the activities of the sales force.
4ampaign vary in length some may run only for a few days, other for weeks, yet other
for a season or the entire year. Asually a range of / to 1 months includes many
campaigns. *any factors influences campaign length such as competitors advertising
media, policies, seasonal falls curves of the product involved, the sie of the
advertising funds, campaign objectives and the nature of the advertisers marketing
programme.
B)E*TI"ES F *A-PAI%$
The advertising campaign, especially those connected with the consumers aims
at achieving these objectives '
i, To announce a new product or improve product.
ii, To hold consumers patronage against intensified campaign use.
iii, To inform consumers about a new product use. iv, To teach consumers how to
use product.
v, To promote a contest or a premium offer.
vi, To establish a new trade regional, and
vii, To help solve a coca regional problem.
The institutional advertising campaign on the other hand, have these objectives.
i, To create a corporate personality or image.
ii, To build a company prestige.
iii, To keep the company name before the public.
iv, To emphasie company services and facilities.
v, To enable company salesman to see top e%ecutive consistently when
making sales calls, and
vi, To increase friendliness and goodwill towards the company.
7eveloping the campaign programmes. The advertising campaigns are
prepared by the advertising agencies, which work an behalf of their clients who
manufacture product or service enterprises, which have services to sell. The word
campaign is used because advertising agencies approach their task with a sum 6lanca
of military fanfare in which one fre&uently hears words like target audience logistics,
ero in and tactics and strategy etc.
The account e%ecutive co!ordinates the work in a campaign. The creation of an
advertising campaign starts with an e%ploration of consumers habits and psychology in
relation to the product. This re&uires the services of statistical trained in survey
techni&ues and of others trained in social psychology. $tatisticians select samples for
survey which are done by trained interviewers who visits individuals, included in the
sample and ask &uestion to find out about their taste and habits.
This en&uiry often leads to a change in a familiar product. 2or instance bathing
soap may come in several new colours or cigarette in a new packet or talcum powder
in another sie.
$uch interviews are often &uite essential to find out the appeal of advertising
message for a product that would be most effective with consumers.
7avid Ogilvy describes a consumers survey to find out the most meaningful
benefit in which women are interested when they buy a face cream. The largest
preference as given to #4leans deep into pores# followed in order of importance by
prevent dryness, #is a complete beauty treatment, recommended by skin doctors#
makes skin look youngerB contains estrogenic hormones, pasteuried for purity,
prevent skin form aging, smooth our wrinkles ogilvy concludes, form this voting
come one of Celena 9ubinsteinBs most successful face creams. 3e christened it deep
cleanser, thus, building the winning form into name of the product.
After getting the data the account e%ecutive puts together the essential elements
of his clients brief, interprets the research findings and draws up what he calls the
#advertising strategy#.
STA%E I$ A!"E#TISI$% *A-PAI%$
$everal steps are re&uired to developed an advertising campaign the number of
stages and e%act order in which they are carried out may vary according to an
organisations resources, the nature of its product and the types of audiences to be
reached. The major stages=step are '
-. Identifying and analying the advertising.
.. 7efining advertising objects.
/. 4reating the advertising platform.
0. 7etermining the advertising appropriation.
). $election media plan.
1. 4reating the advertising message.
;. 5valuating the effectiveness of advertising.
<. Organiing of advertising campaign.

./ Identif(ing , Anal(0ing the Advertising target :
Ander this step it is to decided as to whom is the firm trying to reach with the
message. The advertising target is the group of people towards which advertisements
are aimed at four this purpose complete information about the market target i.e. the
location and geographical location of the people, the distribution of age, income, se%,
educational level, and consumers attitudes regarding purchase and use both of the
advertising product and competing products is needed with better knowledge of
market target, effective advertising campaign can be developed on the other hand, if
the advertising target is not properly identified and analyed the campaign is does
likely to be effective.
1/ !etermining the advertising o'2ectivs :
The objectives of advertisement must be specifically and clearly defined in
measurable terms such as #to communicate specific &ualities about a particulars
product to gain a certain degree of penetration in a definite audience of a given sie
during a given period of time#, increase sales by a certain percentage or increase the
firms market shares.#
The goals of advertising may be to '
i, 4reate a favourable company image by ac&uainting the public with the
services offered available to the employees and its achievements.
ii, 4reate consumers or distributor awareness by encouraging re&uests
providing information about the types of products sold@ providing
information about the benefits to be gained from use of the companyBs
products or services@ and indicating how product +or services, can be
used@
iii, 5ncourage immediate sales by encouraging potential purchasers through
special sales contests, getting recommendation of professional people
about companyBs products etc.
iv, It secures action by the reader through associating ideas, repetition of
the same name in different conte%ts, immediate action appeal

3/ *reating the Advertising platform :
An advertising platform consists of the basic issues or selling points that an
advertiser wishes to include in the advertising campaign. A single advertisement in an
advertising campaign may contain one or more issues in the platform. A motorcycle
producers advertising platform should contain issues which are of importance to
consumers filling and such issues also be those which the competitive product do not
posses.
4/ !etermining the Advertising Appropriation:
The advertising appropriation is the total amount of money which marketer
allocates. 2or advertising for a specific time period. 7etermining the campaign budget
involves estimating now much it will cost to achieve the campaigns objectives. If the
campaign objectives are profit relating and stated &uantitatively, then the amount of
the campaign budget is determined by estimating the proposed campaigns
effectiveness in attaining them. If campaigns object is to build a particular type of
company image, then there is little basis for predicting either the campaigns
effectiveness or determining the budget re&uired.
5/ Selecting the -edia :
*edia selection is an important since it costs time space and money various
factors influence this selection, the most fundamental being the nature of the target
market segment, the type of the product and the cost involved. The distinctive
characteristics of various media are also important. Therefore management should
focus its attention on media compatibility with advertising objectives.
*edia 2orm
- Press Advertising or Print
i, ?ewspapers 4ity, $mall town, $undays,
7aily, weekly, 2ortnightly,
&uarterlies, financial and
annuals, 5nglish, vernacular or
regional languages
ii, *againes Deneral or special, illustrated
or otherwise, 5nglish, Cindi,
9egional language.
iii, Trade 8 Technical Eournals, Industrial
year books, commercial, directories,
telephone, 7irectories, references
books 8 annuals
4irculated all over the country
and among the industrialist
and business magnates
iv, 7irect *ail 4irculars, catalogues, leaflets,
brochures, booklets, folders,
colanders, blotters, diaries 8
other printed material
v, Outdoor or Traffic Poster and bills on walls,
railways stations platforms
outside public buildings trains,
buses.
vi, 6roadcast or radio and T.F. $pot, $ectional or national
trade cost
vii, Publicity *ovie $lides and films non
theatrical and documentary
films metal plates and signs
attaches to trees.
Fiii, Couse to house $ampling , couponing, free
gifts, novelties, demonst!
rations
I% . 7ealer aids 4ounter and widows display
demonstration given by retailer
or the advertises goods.
G Internet Today, Internet is a big spot for
advertising

$o these are the media of the advertising campaign of the selecting of the media.
6/ *reating the Advertising -essages :
This is an important stage of advertising campaign. The contents of the message
has to be very carefully drafted in the advertisement. 4haracteristics of person in the
advertising target influence the message content and form. An advertisers must use
words, symbols and illustration that are meaningful, familiar and attractive to those
persons. The type of media also influence the content and form of the message.
7/ Evaluating the Effectiveness of Advertising :
The effectiveness of advertising is measured for a variety of reasons '
a, To determine whether a campaign accomplished its advertising objects.
b, To evaluate the relative effectiveness of several advertisements to
ascertain which copy, illustrations or layout is best.
c, To determine the strengths and weaknesses of various media and media
plans.
In other words, measuring advertising effectiveness is needed to determine
whether proposed advertisement should be used and if they will be now they might be
improved@ and whether going campaign should be stopped, continued or changed. In
accomplishing these purposes, pretests and post test are conducted. The former tests
before e%posing target consumers to advertisements and the letter after consumers
have been e%posed to advertisements and the letter after consumers have been
e%posed to advertisements.
2or an effective advertising programme, the advertising manager re&uires a
basic understanding of the medium that is going to carry it.
2or effectively using advertising the management must test advertising to know
which of the advertisement to know which of the advertisement have proved profitable
and why as compared to others.


B)E*TI"ES F T+E ST8!Y
Following are the o'2ectives of the stud(:
-. To know the most effective media of advertisement
.. To find out the reasons for liking the advertisement of cold drinks.
/. To find out the most popular slogan of advertisement regarding cold
drinks.

#esearch -ethodolog(
#esearch is vo(age from 9nown to un9nown
9esearch is a procedure of logical and systematic application of the
fundamentals of science to the general and overall &uestions of a study and
scientific techni&ue which provide precise tools, specific procedure and
technical rather than philosophical means for getting and ordering the data
prior to their logical analysis and manipulation. 7ifferent type of research designs is
available depending upon the nature of research project, availability
of able manpower and circumstances.
-ethodolog(
./ #esearch !esign: The research design is the blueprint for the
fulfillment of objectives and answering &uestions. It is a master plan
specifying the method and procedures for collecting and analying
needed information.
o !escriptive #esearch is used in this study as the main aim is to
describe characteristics of the phenomenon or a situation.

1/ !ata *ollection -ethods: The source of data includes primary and
secondary data sources.
Primar( Sources: Primary data has been collected directly from
sample respondents through &uestionnaire and with the help of
interview.
Secondar( Sources: $econdary data has been collected from
standard te%tbooks, ?ewspapers, *againes 8 Internet.
3/ #esearch Instrument: 9esearch instrument used for the primary data
collection is Huestionnaire.
4/ Sample !esign: $ample design is definite plan determine before any
data is actually obtaining for a sample from a given population. The
researcher must decide the way of selecting a sample. $amples can
be either probability samples or non!probability samples.
Sampling Techni:ue: 4onvenience
Sample Si0e: )> 9espondents.
Area of Stud(: Iamuna ?agar.
-A#;ET P#FI<E
=*oca *ola&
Brands of *oca> *ola
i, 4oca 4ola
ii, Thums!up
iii, "imca
iv, 2anta
v, *aaa
vi, *aaa Tetra
vii, $prite
Flavours of the 'rand :
i, 4ola
ii, "emon
iii, $oda
iv, Orange
v, *ango
vi, 4lear "emon

Si0e of the *oca *ola cold drin9s availa'le in mar9et
i, .>> ml 6ottles +9D6 Dlasses,
ii, />> ml 6ottles +9D6 Dlasses,
iii, )>> ml 6ottles +9D6 Dlasses,
iv, - "itre +PF4 6ottles,
v, -.) "itre +PF4 6ottles,
vi, . "itre +PF4 6ottles,

Sales of *oca *ola *old drin9s
4oca 4ola
4old drinks
3eekly
+in carets,
*onthly
+in carets,
Iearly
+in carets,
4oca 4ola ).> -<0> ..0>>
2anta .)> ->/> -.:>>
Thums!up /)> -/)> -<)>>
"imca /<> -.-> -1/>>
$prite ;> .<> )>>>
*aaa -.> 1:> ->>>>
*aaa Tetra <> /<> 1.>>
=Primar( data&
There is more consumption of 4oca 4ola and has ;>J market share in the
Iamunanagar city and 4oca 4ola is having ma%imum consumption and after
that Thumps!up and after it "imca cold drink in the market and all the products
has good sale but less than these.
Brands of Pepsi
i, Pepsi 4ola
ii, *irinda "emon
iii, *irinda Orange
iv, Pepsi $oda
v, Pepsi Apple
Flavours of the 'rand :
i, 4ola
ii, "emon
iii, Orange
iv, $oda
v, Apple
Si0e of the Pepsi cold drin9s availa'le in mar9et
vi, .>> ml 6ottles +9D6 Dlasses,
vii, />> ml 6ottles +9D6 Dlasses,
viii, )>> ml 6ottles +)>> pt. 6ottles,
i%, - "itre +PF4 6ottles,
%, -.) "itre +PF4 6ottles,
%i, . "itre +PF4 6ottles,

Sales of Pepsi *old drin9s
Pepsi
4old drinks
3eekly
+in carets,
*onthly
+in carets,
Iearly
+in carets,
Pepsi 0/> -;)> .-1>>
*irinda "emon /:> --<> -)0>>
*irinda Orange .0) ->>> -/1>>
Pepsi $oda -.1 0;> 1>>>
Pepsi Apple -.> 0>> )>>>


The consumption of Pepsi cola, after this sale of *irinda "emon is there
and after it *irinda Orange is there and the market share is less of Pepsi in
comparison of 4oca 4ola.
TAB<E 4/.
#ESP$!E$T?S *<ASSIFI*ATI$ A**#!I$% T A%E
Age +in years, ?o. of respondents Percentage
--!.> .. 00
.-!0> .) )>
0-!1> / 1
Total )> ->>
Table 0.- shows that 00J of the respondents are in the age group of
--!.>, )>J are in the age group of .-!0> and 1J are in the age group of 0-!
1>.
TA6"5 0..
95$PO?75?TB$ 4"A$$I2I4ATIO? A44O97I?D TO $5G
$e% ?o. of respondents Percentage
*ale /> 1>
2emale .> 0>
Total )> ->>
Table 0.. shows that 1>J of the respondents are males and 0>J of
them are females
TA6"5 0./
95$PO?75?TB$ 4"A$$I2I4ATIO? A44O97I?D TO 57A4ATIO?A"
HAA"I2I4ATIO?
Hualification ?o. of respondents Percentage
Illiterate
6elow *atric
*atric ) ->
Draduate .: )<
Post graduate -1 /.
Total )> ->>



Table 0./ reveals that out of )> respondents ) are matriculate and .:
are Draduate and rest of them -1 are post graduate.
TA6"5 0.0
79I?KI?D O2 4O"7 79I?K
7o you take cold
drinks
?o. of respondents Percentage
Ies )> ->>
?o
Total )> ->>


Table 0.0 reveals that all the respondents are drinking cold drinks.
TA6"5 0.)
295HA5?4I O2 TAKI?D 4O"7 79I?K$
CO3 295HA5?T"I
IOA 79I?K
?o. of respondents Percentage
Once a day -) />
Twice a day 0 .
*ore than twice - .
?ot regular drunker /. 10
Total )> ->>




Table 0.) reveals that />J of the respondents drink it once a day, 0J
twice a day, .J more than twice and /.J drink it no regularly.
TA6"5 0.1
?A*5 O2 TC5 4O"7 79I?K$ AFAI"A6"5 I? *A9K5T
?ame of cold drinks ?o. of respondents Percentage
4oca cola
Pepsi
2anta
"imca
*irinda
Thums!up
4anada dry
*aaa
7ew
All of above )> ->>
Total )> ->>

Table 0.1 reveals that all of the respondents are of the view that all the
above mentioned cold drinks are available in the market.
TA6"5 0.;
P952595?45 O2 4O"7 79I?K
3hich cold drink you
like most
?o. of respondents Percentage
4oca cola -. .0
Pepsi -. .0
2anta - .
"imca ; -0
*irinda - .
Thums!up -> .>
4anada dry 0 <
*aaa / 1
7ew
Total )> ->>
Table 0.; indicate that out of )> respondents -. like 4oca cola, -. like
Pepsi, ; like "imca, - like 2anta, - like *irinda, -> like Thums!up, 0 like
4anada dry and / like *aaa.
TA6"5 0.<
2"AFOA9$ O2 4O"7 79I?K$
2lavours ?o. of respondents Percentage
4ola /> 1>
"emon ; -0
Orange ; -0
*ango . 0
Others 0 <
Total )> ->>

Table 0.< shows that out of 1>J of the respondents like the
cola
flavour of cold drink, -0J like the "emon flavour and same percentage of
respondents like the orange flavour of cold drink.
TA6"5 0.:
A7F59TI$5*5?T O2 4O"7 79I?K
7o you think
advertisement of cold
drink is re&uired
?o. of respondents Percentage
Ies 0< :1
?o . 0
Total )> ->>
Table 0.: indicate that :1J of the respondents are of the view that they
have been the advertisement of the cold drink they like most while 0J shows that they
donLt have seen the advertisement they like most .
TA6"5 0.->
*57IA O2 A7F59TI$5*5?T
TC9OADC 3CI4C
*57IA IOA CAF5
$55? ITM
?o. of respondents Percentage
TF 01 :.
?ewspaper . 0
*againe - .
Other - .
Total )> ->>
Table 0.-> reveals that :.J of the respondents are of opinion that they
have seen the advertisement on TF while 0J are of the opinion that they have
seen the advertisement through newspaper.
TA6"5 0.--
?O. O2 A7F59TI$5*5?T
Cow many
advertisements you
seen are of the most
likely cold drink by you
?o. of respondents Percentage
- -- ..
1 -0 .<
3 -- ..
4 -0 .<
Total )> ->>

Table 0.-- shows that out of the )> respondents -- are of view that
there is - type of advertisement and other says that there are more than one
type.
TA6"5 0.-.
$"ODA? O2 4O"7 79I?K
$logan of cold drink
which you like
?o. of respondents Percentage
Taste the thunder -. .0
Iara 7a tashan -0 .<
Ieh dil mange more -1 /.
Eo chahe ho jaye coca cola
enjoy
< -1
Total )> ->>

Table 0.-. shows that out of )> respondents -. like the slogan Btaste
the thunderB ,-0 like BIara da tashanB, -1 like Byeh dil mange moreB and < like
the slogan BEo chahe ho jaye coca cola enjoyB.
TA6"5 0.-/
95A$O? 2O9 "IKI?D TC5 A7F59TI$5*5?T
3hy you like
advertisement
?o. of respondents Percentage
Its theme and making
is appealable
/> 1>
It has film stars ; -0
6ecause of good music -0 ;
Other reasons 1 -.
Total )> ->>

Table 0.-/ shows that majority of the respondents like the advertisement due
to its theme while majority of the respondents like the advertisement due to its
film stars and good music.
TA6"5 0.-0
52254T O2 A7F59TI$5*5?T O? 4O?$A*PTIO? O2 4O"7 79I?K
7o you think ads.
5ffect the
consumption of cold
drink
?o. of respondents Percentage
Ies ./ 01
?o -; /)0
4annBt say -> .>
Total )> ->>
Table 0.-0 shows that 01J of the respondents are of the view that
advertisement forced them to consume product more /0J of them has view that
advertisement donLt force them to consume the product while .>J of
them cannot say anything about it.
TA6"5 0.-)
65$T *57IA O2 A7F59TI$5*5?T
3hich *edia
Presently Is *ore
5ffectively
?o. of respondents Percentage
TF )> ->>
?ewspaper
*againe
Others
Total )> ->>
Table 0.-) reveals that ->>J of the respondents are of the view that
presently the TF is most effective media of advertisement.
TA6"5 0.-1
?545$$ITI O2 A7F59TI$5*5?T
7O IOA TCI?K TC5
A7F59TI$5*5?T I$
?545$$A9I 2O9
4O"7 79I?K$M
?o. of respondents Percentage
?ecessary -0 .<
Fery necessary /0 1<
4anLt say . 0
Total )> ->>

Table 0.-1 shows that highest number of respondents are of the view
that advertisement is very necessary for cold drinks while few respondents are
of the view that advertisement is necessary.
TA6"5 0.-;
52254TIF5?5$$ O2 5GP5?7ITA95 I?4A9957 O?
A7F59TI$5*5?T
7oes e%penditure
should be incurred on
advertisement
?o. of respondents Percentage
Ies 0/ <1
?o . 0
4anLt say -> )
Total )> ->>

Table 0.-; shows that <1J of the respondents are of the view that the
e%penditure incurred on advertisement is effective in adding the profit while
0J denied the same and ->J did not reply.
TA6"5 0.-<
95A$O?$ 2O9 7I22595?45 O2 A7F59TI$5*5?T 52254TIF5?5$$
3CI4C 95A$O?
IOA 2I?7 2O9 TC5
7I22595?45 O2
A7F59TI$5*5?T
52254TIF5?5$$
?o. of respondents Percentage
5ducation .> 0>
"iking -> .>
$tandard of "iving -> .>
"evel of 7evelopment -> .>
Total )> ->>

Table 0.-< shows that 0>J of the respondents say education is one of
the main reason of Advertisement effectiveness while e&ual J of the
respondents are in the favour of likings, standars of living and level of
development
TA6"5 0.-:
A77 52254TIF5?5$$ A?7 I*P9OF5*5?T I? A7F59TI$5*5?T
3I"" TC5 $TA7I O2
52254TIF5?5$$
3OA"7
4O?T9I6AT5 TO
I*P9OF5*5?T O2
P95$5?T
A7F59TI$5*5?T
?o. of respondents Percentage
Ies 0) :>
?o - .
4annot say 0 ->
Total )> ->>

Table 0.-: shows that the majority of the respondents are of the view that the
study of effectiveness contributes the improvement in present advertisement.
TA6"5 0..>
?545$$ITI O2 A7F59TI$5*5?T 52254TIF5?5$$
I$ A7F59TI$5*5?T
52254TIF5?5$$ I$
?545$$A9I 2O9
4O*PA?IM
?o. of respondents Percentage
Ies 0< :1
?o - .
4anLt say - .
Total )> ->>

Table 0..> reveals that majority of the respondents say that the
advertisement effectiveness is necessary while same did not replied.

TA6"5 0..-
A$59$ O2 A7F59TI$5*5?T 52254TIF5?5$$
TC5 A$5 $TA7I O2
52254TIF5?5$$ I$
2O9 3CO*M
?o. of respondents Percentage
2or company /0 1<
2or employees - .
2or customers -) />
?one of these
Total )> ->>

Table 0..- indicates that 1<J of the respondents are of the view that the
study of effectiveness is meant for company while />J say that it is meant for
customers.



FI$!I$%S
After going through all the project and the collected data, I found that'
<0J of the respondents said that TF is the most effective media of
advertisement.
1>J of the respondents said that they like the advertisement of cold
drinks because of its theme whereas, -0J said that they like celebrities in
advertisement.
$ome /.J of the respondents said thatL yeh dil maange moreL is the most popular
slogan whereas .<J of the respondents said that N yara da tashanL
is the popular slogan.
*ajority of respondents are of the view that advertisement is very
necessary for cold drink.
*ajority of respondents sees the advertisement of the cold drink they like
most.
*ajority of the respondents like cola flavor of cold drink
5&ual number of respondents like the brand of 4oca 4ola and Pepsi

S8%%ESTI$S
3e reached some suggestions '
Advertisement should not be too e%pensive, because the advertisement
leads and increase the prie of the product.
*edia should be selected according to the choice of customers.
In rural areas media should be according to the choice of the people.
To give more attention in making the advertisement to make it effective for
the sale of cold drink.
Price should be decreased so as to attract the consumers to use product
more.
To give attention on the weak media of advertisement so that the
consumers comes to know about the product.
It should be attractive one so that people are attracted toward the
advertisement.
<I-ITATI$S
The project relied mainly on the primary data.
4onsumer give very unclear picture.
3e have a limited time.
The study is based on limited sample
It begin my first attempt to undertake such a study, thus the ine%perience
is also a obstacle to accomplish the project in a proper way.
It was also difficult to get proper information from the people because they were
indulging in some other activities.
*$*<8SI$
In last you conclude that majority of the respondents said that TF is the most effective
media for advertisement of cold drinks and the celebrities and the slogans in the
advertisement effect the consumers.
A7F59TI$5*5?T 52254TIF5?5$$ O2 4O"7 79I?K$ 6A4K D9OA?7
I?2O9*ATIO?
I, ?ame ' OOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOO
II, Age ' OOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOO
III, Hualification '
IF, -. "iterate
.. Illiterate
if literate M
-. 6elow *atric .. *atric
/. Draduate 0. Post Draduate
F, Profession ' OOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOO
FI, Address ' OOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOO
OOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOO
FII, $ie of family ' OOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOO
-,. 7o you take cold drink M

a. Ies b. ?o
.,. Cow fre&uently you take cold drink M

a. Once a day b. Twice a day c. *ore than twice
d. ?ot regular
/,. 3hich are the different cold drinks available in the market M

a. 4oca 4ola b. Pepsi
g. "imca h. *aaa i. 4anada 7ry
j. All of these
0,. 3hich cold drink you like most M
a. 4oca 4ola b. Pepsi c. "imca
d. 2anta e. Thums!up f. *irinda g. "imca
h. *aaa i. 4anada 7ry j. All of these
),. 3hich flavour of cold drink you like most M
a. 4ola b. "emon c. *ango
d. Orange e. Other
1,. Cave you seen the advertisement of cold drink you like most M
a. Ies b. ?o
;,. Through which media you have seen itM
a. T.F. b. ?ews Paper c. *againe
d. Others
<,. Cow many types of advertisement of you preferred brand of cold drink are thereM
a. - b. . c. / d. 0
:,. 3hich slogan of cold drink you like most M
a. Taste the Thunder b. Iara 7a Tashan c. Ieh 7il *ange *ore
d. Eo chahe ho Eai 4O4A!4O"A enjoy
->,. 3hy do you like the advertisement M

a. 6ecause it has film stars M b. 6ecause of Dood music c. ItLs
theme and making is appealable. d. Any other reason.
--,. 7o you think that advertisement has forced you to consume product more M
a. Ies b. ?o
-.,. 3hich media is presenting the advertisement is necessary for sale of cold drink
a. T.F. b. ?ews Paper c. *againe
d. Others
-/,. 7o you think the advertisement is necessary for sale of cold drink M

a. ?ecessary b. Fery ?ecessary
c. ?ot ?ecessary d. 4anLt $ay -0,. The e%penditure incurred on
advertisement of cold drink is such effective that it adds to profit M a. Ies
b. ?o c. 4anLt $ay -), 3hich reason you find for the
difference of advertisement effectiveness M a. 5ducation b.
"ikings c. $tandard of "iving d. "evel of 7evelopment -1, Is
the study of effectiveness would contribute to improvement in present advertisement M
a. Ies b. ?o c. 4anLt $ay -;, Is
advertisement effectiveness is necessary for company M a. Ies
b. ?o c. 4anLt $ay -<, 3hat do you think the use of study of
effectiveness is for whoM a. 2or 4ompany b. 2or 5mployees
c. 2or 4ustomers d. ?one of these