INTRODUCTION

OUTLINE OF THE STUDY

Advertising is a non-personal form of promotion that is delivered through selected media outlets that, under most circumstances, require the marketer to pay for message placement. Advertising is one of the oldest forms of public announcement and occupies a vital position in an organizations product mix. Advertising also has a history of being considered a one-way form of marketing communication. Marketing, type of advertising refers to the primary focus of the message being sent and falls into any one of the four categories. The researcher has carried out his study on advertisements in an ad agency named MEDIAMART The researcher has studied about the evolution, importance, types of advertisement, types of media used, advertising agencys role in advertisement and the roles and responsibilities of people in the ad agency. The researcher has strained to recognize the role and the responsibilities of persons/technicians involving in creating an advertisement for Client Company. He has tried to make note of every action of each member of the agency practiced in the agency for creating an advertisement. The researcher has used the Questionnaire tool for collecting data for the survey and the Percentage Analysis tool for data analysis part of the survey. The respondent ahs provide data on various aspects of the advertisement through the questionnaire, like clarity of communication, visual effects, message rendered, caption used, etc., Along with the Percentage Analysis, the researcher has tried to rank the attributes of advertisement. Recommendations are given on the base of Findings from the survey.

1.2 NEED OF THE STUDY

Advertising is one of the oldest forms of public announcement and occupies a vital position in an organizations product mix. The consumer market has become highly competitive with a new brand being born almost everyday. Naturally it is the prime concern of every marketer to promote their brand as a shade better than the competitors'. Advertising comes in handy here. However, simply informing a customer that a brand exists is not enough. Advertising should be targeted towards the prospective audience in such a way that it forms a positive impact on the customer and in the process creates brand recognition. A firm that plans to spend on advertising must make sure that advertising campaign creates a positive impression of the brand in the minds of the customer, creates a need in them to try the brand and a commitment to continue using it. To ascertain whether the actual objective of the advertisement is met or not, there should be effectiveness survey on the advertisement publicized. This survey should be conducted in such a way that it helps to determine the reach of the message and the impact of it on the targeted customer. This survey also aids in deciding the future actions to be executed on the advertisement as well as on the product. Naturally this survey is a feedback survey on advertisement. So it is necessary to know about the impact. This study also aimed at determining the effectiveness of the advertisement publicized by MEDIAMART.

1.3 SCOPE OF THE STUDY The study has used the primary data collected from the residents of Chennai through questionnaire. The study is conducted for the advertisement created by MEDIAMART. The Primary data is collected about various aspects of an advertisement such as Clarity of Communication, Message rendered, Medium used, Visual effects used, Reach of the ad, Product Information, etc.,

1.4 OBJECTIVES OF THE STUDY

# To study about the various functions of Advertising Department. # To find the merits and limitations of various Medias of Advertising # To study about the trends of advertising # To find the effectiveness of the advertisement publicized # To find the leaping gaps in the advertisement publicized # To recommend for future improvements that could be adapted

1.5 RESEARCH METHODOLOGY

DEFINITION OF RESEARCH According to Clifford Woody Research is defining and redefining problems, formulating hypothesis, collecting, organizing and evaluating and at last carefully testing the conclusion to determine whether they fit the formulated hypothesis. MEANING OF RESEARCH Research in common parlance refers to a search for knowledge. One can also define research as a scientific and systematic search for pertinent information on a specific topic. In fact, research is an art of scientific investigation. Redman and Mory define research as a systematized effort to gain new knowledge. Research has to proceed systematically in the already planned direction with the help of a number of steps in sequence. To make the research the systematized the researcher has to adopt certain methods. The methods adopted by the researcher for completing the project are called Research Methodology. Data becomes information only when a proper methodology is adopted. The present chapter attempt to highlight the research methodology adopted in this project. RESEARCH DESIGN The formidable problem that follows the task of defining the research problem is the preparation of the design of the research project, popularly known as the research design Research Design is the specification of methods and procedures for acquiring the information needed o structure or solve problems. It is the over all operational pattern or framework of the project that stipulates what information is to be collected, from which sources, and with what procedures. A Research Design is the arrangement of conditions for collection and analysis of data in a manner that aims to combine relevance to the research purpose with economy in procedure. It is a blue print that is followed in completing a study.

Types of Research Design

1. 2. 3. Exploratory Research Design Descriptive Research Design Experimental Research Design

Descriptive Research Design Descriptive research design is concerned with the research studies with a focus on the characteristics of a particular individual or group. It involves the description of the extent of association between two or more variables. This type of information may be used to draw inferences about the relationship between the variables involved. It may also be used for prediction purpose. It helps in analyzing the characteristics of certain groups. It helps in identifying the proportion of people in specified respondents who behave in a certain way. In this Study, Descriptive Research Design is adopted METHODS OF DATA COLLECTION Data refers to information or facts. It is not only refers numerical figures but also includes descriptive facts. While deciding about the method of data collection to be used for the study, the researcher should keep in mind about two types of data, such as primary data and secondary data. Primary Data Primary data is the data that is used for the first time by the researcher. The Primary data are collected with specific set of objectives to assess the current status of any variable studied. Primary data are generally information gathered or generated by the researcher for the purpose of the project immediately at hand. The following are the primary data collection methods:

Questionnaire Schedule Interview Observation

In this study, Questionnaire method of Data Collection was adopted.

Secondary Data
Secondary data are the type of data that have already been collected for some other purpose, perhaps processed and subsequently stored are termed secondary data. Secondary data means data that are already available in the organization. The researcher has to look into various sources for the data from where he can obtain data. The secondary data may either be published or unpublished. Secondary data was gathered from the employees, company records, Books , etc. SURVEY Survey is the most important commonly used method of primary data collection in marketing research. This is widely used because of its extreme flexibility. Also, it is the most abused method because many survey are conducted where questions are biased or poorly stated, interviewed is not really reprehensive of the population. Survey research is a systematic gathering of data from respondents through questionnaire. The purpose of survey research is to facilitate understanding or enable prediction of some aspects of behavior of the population being surveyed. A questionnaire is a formal list of question to be answered in the survey. Questionnaire may be administered by mail, telephone or personal interview Sources of secondary data Marketing publication-advertising and marketing. Newspapers articles- the economic time Company records at Flame advertising company pvt.Ltd. Madras Advertising Club Internet POPULATION Population or Universe refers to the aggregate of data source. Any aggregate from which data is collected is called Population or Universe. Depending up on the size of population the size of sample has to be decided. If the population is very small then the sample size should also be small. In my study the population size is five hundred.

SAMPLE SIZE The sample size selected for this study was fifty. The questionnaire was given to the employees directly. SAMPLING: There are mainly two types of sampling they are: Probability Sampling Non Probability Sampling The researcher has used Convenience sampling among the Non Probability sampling methods for the study. CONVENIENCE SAMPLING It is a type of sampling where in the researcher himself will select the samples according to his convenience. It makes the work of the researcher simpler and easier. PERCENTAGE ANALYSIS METHOD In this study various percentages are identified in the analysis and they are presented pictorially. For this the researcher used the help of pie diagrams. It is a very good method because it provides better understanding about the data collected. CHI SQUARE TEST The 2 test is one of the simplest and most used non-parametric tests in statistical work; it makes no assumptions about the population being sampled. The quality 2 describes the magnitude of discrepancy between theory and observation. 2 = (O-E) ^2 E O = Observed frequency E = Expected frequency 2 = chi-square value

1.6 LIMITATIONS OF THE STUDY

The study has been conducted for only month so time is one of the major constraints The study has the sample size of 50. The size is smaller. IT may not reflect the whole population The findings and observations are applicable to MEDIAMART, other ad agencies were not be covered in the study

1.7 REVIEW OF LITERATURE

CONCEPTUAL VIEW
What is Advertising? Advertising is a non-personal form of promotion that is delivered through selected media outlets that, under most circumstances, require the marketer to pay for message placement. Advertising has long been viewed as a method of mass promotion in that a single message can reach a large number of people. But, this mass promotion approach presents problems since many exposed to an advertising message may not be within the marketers target market, and thus, may be an inefficient use of promotional funds. However, this is changing as new advertising technologies and the emergence of new media outlets offer more options for targeted advertising. Advertising also has a history of being considered a one-way form of marketing communication where the message receiver (i.e., target market) is not in position to immediately respond to the message (e.g., seek more information). This too is changing. For example, in the next few years technologies will be readily available to enable a television viewer to click a button to request more details on a product seen on their favorite TV program. In fact, it is expected that over the next 10-20 years advertising will move away from a one-way communication model and become one that is highly interactive. Another characteristic that may change as advertising evolves is the view that advertising does not stimulate immediate demand for the product advertised. That is, customers cannot quickly purchase a product they see advertised. But as more media outlets allow customers to interact with the messages being delivered the ability of advertising to quickly stimulate demand will improve. Importance of Advertising Advertising is one of the oldest forms of public announcement and occupies a vital position in an organizations product mix. According to the American Marketing Association, Chicago, "Advertising is any paid form of non personal presentation of ideas, goods and services by an identified sponsor." To Advertise means To Inform (seen as the flow of information about a product or service from the seller to the buyer). However,

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advertising does not end with the flow of information alone. It goes further To Influence and persuade people to take a desired action - like placing an order to buy a product. The consumer market has become highly competitive with a new brand being born almost everyday. Irrespective of the kind of product you are looking for, be it consumer durables like refrigerators, air conditioners, washing machines or fast moving consumer products (FMCG) the number of brands available is truly mind boggling. Naturally it is the prime concern of every marketer to promote their brand as a shade better than the competitors'. Advertising comes in handy here. However, simply informing a customer that a brand exists is not enough. Advertising should be targeted towards the prospective audience in such a way that it forms a positive impact on the customer and in the process creates brand recognition. Marketers generally target advertising campaigns at the groups of customers: o First Time Users of a product - Customers who don't use that product category at all. The aim is to convince them to try that product. o First Time Users of a brand - Consumers who don't use a particular brand but might be using a competitor's brand. The aim here is to convince buyers to switch from the competition product to theirs. o Regular users of the brand - Buyers who are using the brand already. The aim is to serve as a reminder of the brand's benefits and convince them to continue using it. o Launch a new brand into the market. Irrespective of whom the ad is targeted at, a firm that plans to spend on advertising, must make sure that advertising campaign creates a positive impression of the brand in the minds of the customer, creates a need in them to try the brand and a commitment to continue using it.

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EVOLUTION OF ADVERTISING To appreciate the advertising of today and visualize the advertising of tomorrow, we need to understand the origin and evolution of advertising. The Beginning The first advertisement may have been a sign painted on a wall of a building. The early outdoor- advertising competitors were town criers employed by merchants to praise their goods. It was Gutenberg's invention of the moveable-type printing press in 1450 that resulted in the mass production of posters and circulars. The first advertisement printed in English was a handbill printed in 1472. It was primarily an announcement of a prayer book for sale. Two hundred years later, the first newspaper ad appeared offering a reward for finding 12 stolen horses. By the 17th century, classified ads were appearing frequently in England's newsweeklies. These ads featured simple descriptions of products and their prices. Illustrations and color appeared in advertisements in the late 19th century. . The first advertising agency, which was set up by Volney Palmer in Boston in 1841, introduced the commission system to the business by offering a discount of 25% on ad space in newspapers. This move marked the formal beginning of space selling. Initially, most ad agencies were nothing more than brokers for ad space in newspapers. Advertisers created their own ads. N.W. Ayer & Son became the first full-service agency in 1869. One of the earliest highly successful advertising campaigns was launched by Pears Soap. In the late 19th century, Thomas Barratt, whom many consider the Father of Modern Advertising, launched a series of ads featuring children, animals, flowers, and beautiful women to promote the company's products. Propaganda and Mechanization During World War I, advertising became a medium for propaganda. Governments used advertising to persuade their citizens to join the military. This period also saw increased mechanization of the industry, making ads more costly.

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The Emergence of New Mass Media When new mass mediaradio and cinemabecame commercially available in the first part of the 20th century, the advertising industry quickly took advantage of their reach, spread, and popularity. This period of prosperity came to an end with the Wall Street crash of 1929, followed by the Great Depression and World War II. Initially, a single business would sponsor a radio program for a brief mention of its name. Later, sponsorship rights for a show were sold to multiple businesses, a practice that soon became the norm. Television The market did not embrace television initially because of the high cost of TV sets and the lack of programming. However, as the American economy improved in the 1950s, television's popularity surpassed that of radio. Soon, the industry considered it the numberone medium for advertising. With the establishment of the DuMont Television Network, the modern trend of selling advertising time to multiple sponsors became a permanent feature of the commercial television industry in the U.S. The Advertising Revolution The industry became more scientific in the 1960s. This period witnessed some of the most creative ads of all time. Instead of focusing on the product, ads endeavored to strengthen the brand and create an image for the company. Advertising also became subtler and more intelligent, often adopting a conversational style. Advertising also turned into a major industry in the 20th century. The advertising of the age cleverly used all media, including newspapers, television, direct mail, radio, magazines, outdoor signs, and, of course, the Internet. Contemporary Advertising Remote controls in the hands of every spectator and access to hundreds of cable channels mean that advertising must generate interest and entertain in order to survive. Along with these challenges, there are also new frontiers such as Internet marketing. Advertisers and agencies today see innovations like digital ads and interactive advertising as challenges and opportunities rather than obstacles.

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The Future of Advertising It is difficult to predict what form Advertising will take in the future. But one thing is sure; it will continue to improve and strive to become more useful to business and to the consumer. Types of Advertising Marketing, type of advertising refers to the primary focus of the message being sent and falls into one of the following four categories: Product-Oriented Advertising Image Advertising Advocacy Advertising Public Service Advertising Trends of Advertising Like most areas of marketing, advertising is changing rapidly. Some argue that change has affected advertising more than any other marketing function. The more important trends in advertising include: Digital Convergence In advertising convergence, and more appropriately digital convergence, refers to a growing trend for using computer technology to deliver media programming and information. Convergence allows one media outlet to take advantage of features and benefits offered through other media outlets. For instance, in many areas around the world television programming is now delivered digitally via cable, telephone or satellite hookup. This delivery method uses the same principles of information delivery that is used to allow someone to connect the Internet. The convergence of television and Internet opens many potential opportunities for marketers to target customers in ways not available with traditional television advertising. For example, technology may allow ads delivered to one household to be different than ads delivered to a neighbors television even though both households are watching the same program. But convergence is not limited to just television. Many media outlets are experiencing convergence as can be seen with print publications that now have a strong web presence. The future holds even more convergence opportunities. These include outdoor billboards that alter displays as cars containing 14

geographic positioning systems (GPS) and other recognizable factors (e.g., GPS tied to satellite radio) pass by or direct mail postcards that carry a different message based on data that matches a households address with television viewing habits. Focus on Audience Tracking The movement to digital convergence provides marketers with the basic resources needed to monitor users activity, namely, digital data. Any media outlet that relies on computer technology to manage the flow of information does so using electronic signals that eventually form computer data. In simple form, electronic data is represented by either an on or off electronic signal. In computer language this is further represented by two numbers 0 and 1 and, consequently, is known as digital information. All digital information can be stored and later evaluated. For media outlets delivering information in digital form, the potential exists for greater tracking and matching this with information about the person receiving the digital data. And tracking does not stop with what is delivered; it also works with information being sent from the customer. For instance, as we noted earlier, by clicking on their television screen viewers will soon be able to instantly receive information about products they saw while watching a television show. This activity can be tracked then used in future marketing efforts. Audience Concern with Tracking While media convergence offers marketers more options for tracking response to advertisements, such activity also raises ethical and legal concerns. Many consumers are not pleased to learn their activities are being monitored when they engage a media outlet. Ad Skipping and Blocking From the consumer side, the DVR is changing how people view television programs by allowing them to watch programming at a time that is most convenient for them. Viewer convenience is not the only advantage of the DVR. The other main reason consumers are attracted to the DVR is their ability to quickly skip over commercials. Of course this presents major issues for advertisers who are paying for advertisements. As more DVR devices with ad skipping or even ad blocking features are adopted by mainstream consumers the advertisers concern with whether they are getting the best value for the advertising money becomes a bigger issue. Advertisers who feel frustrated

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with television ad-skipping may opt to invest their promotional funds in other media outlets where consumers are more likely to be exposed to an advertisement. Changing Media Choices There is a major cultural shift occurring in how people use media for entertainment, news and information. Many traditional media outlets, such as newspapers and major commercial television networks, are seeing their customer base eroded by the emergence of new media outlets. The Internet has become the major driver of this change. In particular, a number of important applications tied to the Internet are creating new media outlets and drawing the attention of many, mostly younger consumers. Managing Advertising Decisions Delivering an effective marketing message through advertising requires many different decisions as the marketer develops their advertising campaign. For small campaigns, that involve little creative effort, one or a few people may handle the bulk of the work. In fact, the Internet has made do-it-yourself advertising an easy to manage process and has especially empowered small businesses to manage their advertising decisions. New services have even made it possible for a single person to create advertisements that run on local television. For larger campaigns the skills needed to make sound advertising decisions can be quite varied and may not be easily handled by a single person. While larger companies manage some advertising activities within the company, they are more likely to rely on the assistance of advertising professionals, such as those found at advertising agencies, to help bring their advertising campaign to market. Setting the Advertising Objective Promotion Decisions, marketing promotion, which includes advertising, can be used to address several broad objectives including: building product awareness, creating interest, providing information, stimulating demand and reinforcing the brand. To achieve one or more of these objectives, advertising is used to send a message containing information about some element of the marketers offerings.

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Objectives of Advertising The following are the specific objectives of advertising: To make an immediate sale To build Primary demand To introduce a price deal To inform about product availability To build brand recognition or brand Insistence To help salesmen by building an awareness of a product among retailers To create a reputation for service, reliability of research strength To increase market share To modify existing product appeals and buying motives To inform about new products availability or features or price To increase the frequency of use of a product To increase the number or quality of retail outlets To build the overall company image To effect immediate buying action To reach new areas or new segments of population within existing areas To develop overseas market It increase the sales volume. On the one hand, It reduces the cost of production and It helps easy introduction of products into the markets. It helps to create an image and reputation not only of the product but also of the Retail price maintenance is possible. It helps to establish a direct contact between manufacturers and consumers. Advertising stresses quality and very often prices. This forms an indirect guarantee

Advantages Of Advertising on the other, increase profits.

advertiser.

to the consumers. Furthermore, large- scale production assured by advertising enables the seller to sell the product at lower cost.

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It helps them to know where and where and when the products are available. This reduces their shopping time. It provides an opportunity to the customers to compare the merits and demerits of Modern advertisements are highly informative. Advertising leads to large-scale productions creating more employment It assures employment opportunities for the professional artists.

various substitute products.

opportunities.

LIMITATIONS OF ADVERTISING
Advertising is not productive Advertising forces people to desire and by things which, in fact, are not within Advertising simply multiplies the needs Advertising increases the cost of goods Advertising encourages waste. Advertising appeals make people to use such articles as might affect their People with less purchasing power cannot afford to buy many articles though

their means.

health, for example, liquors and cigarettes the advertisements create a strong need in them for the product. This makes a section of the society remain discontented.

ADVERTISING AGENCY
An advertising agency or ad agency is a service business dedicated to creating, planning and handling advertising (and sometimes other forms of promotion) for its clients. An ad agency is independent from the client and provides an outside point of view to the effort of selling the client's products or services. An agency can also handle overall marketing and branding strategies and sales promotions for its clients. Typical ad agency clients include businesses and corporations, non-profit organizations and government agencies. Agencies may be hired to produce single ads or, more commonly, ongoing series of related ads, called 18

an advertising campaign. Not all advertising is created by agencies. Companies that create and plan their own advertising are said to do their work in house.

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Ad agencies come in all sizes. They include everything from one or two-person shops (which rely mostly on freelance talent to perform most functions), small to medium sized agencies, large independents, and multi-national, multi-agency conglomerates such as Omnicom Group, WPP Group, Interpublic Group of Companies and Havas. An agency's size should not necessarily be considered a barometer of their billing or ability to handle large accounts. Indeed, these days, smaller boutique agencies are just as likely to count very large corporations amongst their accounts. Full-service, or Media-neutral advertising agencies have the talent and ability to produce creative and advise clients for a full range of media, for virtually any type of account, or company. Some agencies specialize in particular fields such as medical, charitable, FMCG, white goods, retail, etc. Other agencies specialize in particular media, such as print ads or television commercials. Other agencies, especially larger ones, produce work for many types of media (creating integrated marketing communications, or through-the-line (TTL) advertising). The "line", in this case, is the traditional marker between media that pay a (traditionally 15%) commission to the agency (mainly broadcast media) and the media that do not. Interactive Agencies may differentiate themselves by offering a mix of Web Design/Development, Search Engine Marketing, Internet Advertising/Marketing, or EBusiness/E-Commerce consulting. Interactive agencies rose to prominence before the traditional advertising agencies fully embraced the Internet. Offering a wide range of services, some of the interactive agencies grew very rapidly, although some have downsized just as rapidly due to changing market conditions Lately, Search Engine Marketing (SEM) and Search Engine Optimization (SEO) firms have been classified by some as 'agencies' due to the fact that they are creating media and implementing media purchases of text based (or image based in some instances of search marketing) ads. This relatively young industry has been slow to adopt the term 'agency' however with the creation of ads (either text or image) and media purchases they do qualify technically as an 'advertising agency' as well as recent studies suggest that both SEO and SEM are set to outpace magazine spending in the next 3-5 years

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Advertising Agency Functions Professionals at advertising agencies and other advertising organizations offer a number of functions including: Account Management Within an advertising agency the account manager or account executive is tasked with handling all major decisions related to a specific client. These responsibilities include locating and negotiating to acquire clients. Once the client has agreed to work with the agency, the account manager works closely with the client to develop an advertising strategy. For very large clients, such as large consumer products companies, an advertising agency may assign an account manager to work full-time with only one client and, possibly, with only one of the clients product lines. For smaller accounts an account manager may simultaneously manage several different, though non-competing, accounts. Account Manager will supervise delivery of advertising campaigns in accordance with goals and objectives of the client, drive revenue through long-term contracts and develop new opportunities with them. Account Manager should possess strong communication (both verbal and written), analytical and customer relationship management skills. The ideal candidate should have a strong business ethic and a hunger for financial success in a fast-paced dynamic work environment. The principle role of account managers is to manage the overall advertising campaign for a client, which often includes delegating selective tasks to specialists. For large accounts one task account managers routinely delegate involves generating ideas, designing concepts and creating the final advertisement, which generally becomes the responsibility of the agencys creative team.

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Creative Team: An agencys creative team consists of specialists in graphic design, film and audio production, copywriting, computer programming, and much more. The role of a Creative Director Since the advertising agency exists to produce advertising, the creative director plays a pivotal role: he or she is called on to be the key participant in, and contributor to each and every part of the process that results in the advertising. Good creative directors are a key part of the formulation of the brand and advertising strategy, the formulation of the brief, the actual process of creating the advertising, the presentation or selling of the advertising to the client, and its final execution for release in media. While a creative director must professionally and personally be out-of-the-box dynamic so essential to arriving at advertising ideas, he or she must also possess and display a healthy and clear-headed grasp of the business plans of the company, and an appreciation of its financial realities. While this is a tremendous challenge for anyone, it is particularly demanding on a creative director who must balance the chaotic and pell-mell dynamic of shepherding path-breaking ideas to fruition, but also cause it all to be profitable to his company. The Creative Directors who can display an eye for profits can make it to the very top of the company. It is argued that an advertising agency must perforce be led by a 'creative' individual, as leaving this function to a 'non-creative' person is akin to asking the commander of a 747 to manage a theatre company. There is some wisdom to that point of view. A Creative Director must also have the force of personality to prevail over the advertising process, playing part protagonist and part mediator, picking his way between currents of differing ideas, personalities, and agendas. The advertising process can be fraught with people with different agendas, and creative directors must have their way with force and grace when contrary views are expressed with fervency. A creative director's lot is a complex one: there is also the matter of credit and blame: while clients and awards can be won or lost for many reasons, the win is frequently attributed to many reasons but a loss can be place quite squarely on the creative director's doorstep. Creative directors are more often than not a lightning rod for the ire and blame game that can

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follow. It is not unheard of for an entire creative team to be fired when an agency loses an account, and when that happens, many creative directors have realized that their own team also looks at them askance. Media Agencies Media Agencies are generally a separate operation to the creative service agency and media agency has the task of ensuring that the communication message works effectively. That means, it must be seen, read or heard by the right target, at the right time, in the right environment and at the right price. With a large volume of a marketing budget allocated to media investment, efficiency in delivering a strategy that meets the needs of the campaign is vital. Maximizing the return on investment is also therefore a critical role that the Media Agency plays. There are now essentially 10 core job areas within a media agency and in each case they utilize specific skills sets to deliver the task at hand. In some instances these roles are merged and this will depend on the structure of the agency and their client portfolio. The core areas include: Account Director Officially, the positions are Account Managers, Account Executives, Account Directors and Client Service Directors. People in advertising agencies generally call them "suits". They're the people responsible for overseeing the entire advertising process. (From assisting the client in putting together the marketing strategy to writing the brief and overseeing the production of the finished advertisements). Within an agency, the Account Director's role is to:

Act as the client's liaison with the agency and balance the input of the various agency departments, ensuring it meets the client's objective Know all there is to know about the clients product or service, the market and its consumer Understand the client's marketing objectives in terms of sales, market-share, competitor products Brief the media department so it can develop the media strategy Prepare the creative brief, which is the foundation of the advertisements the creative team will produce

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Oversee the various production stages every advertisement goes through Assist the client in solving marketing problems Ensure the advertising is created on time and on budget. He or she also has to ensure that:

The account is running profitably for the agency The client is getting the best results from the whole agency team There are adequate resources on hand.

Account Executive Key Responsibilities Administrative duties for account and project managers Booking in jobs . Ensuring jobs are completed on time Project Management on a day-to-day basis of small jobs or components of larger jobs Day to day communication with clients Assisting in accounts/specific projects Cover for account managers when they are out of the office at meetings Mainly office based but required to attend client meetings from time to time Research for new projects, client competitor analysis etc Writing proposals and other documents Preparing and distributing documents Copy writing Researchers Full-service advertising agencies employ market researchers who assess a clients market situation, including understanding customers and competitors, and also are used to test creative ideas. For instance, in the early stages of an advertising campaign researchers may run focus group sessions with selected members of the clients target market in order to get their reaction to several advertising concepts. Researchers are also used following the completion of an advertising campaign to measure whether the campaign reached its objectives

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Media Planners Once an advertisement is created, it must be placed through an appropriate advertising media. Each advertising media, of which there are thousands, has its own unique methods for accepting advertisements, such as different advertising cost structures (i.e., what it costs marketers to place an ad), different requirements for accepting ad designs (e.g., size of ad), different ways placements can be purchased (e.g., direct contact with media or through thirdparty seller), and different time schedules (i.e., when ad will be run). Understanding the nuances of different media is the role of a media planner, who looks for the best media match for a client and also negotiates the best deals.

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1.8 Company Profile

MEDIA MART was incorporated in the year 2005. The agency was formed with a core philosophy Quality in Communications. The firm is fully staffed with all relevant departments. They are functioning in-house. The company is located in Chennai Agency has the reach to place advertisements anywhere on time. Advertising that is effective and stands out from the clutter. Professional staff ensure that the client gets the right information at the right time Media relations is very sound and strong, so clients benefits from good public relations. The company employs professional people for their work. The company has Fully equipped studio. The company possesses strong relationship with all top-notch suppliers (Research Organizations, Printers, Film Makers, Photographers, etc.), so vendor quality is guaranteed. The agency has four main departments: Creative, Media, Advertising Accounts and General Account. The Agency plays an advisory role - providing clients with "Communication" that is creative and effective in the market place. In fact, the agency will work as an extension of the client's marketing wing. They possess One-to-One relationship with the client. They embrace client needs as one's own. Their Building bonds are strengthened through quality service and sincerity of purpose. The company aims at long term relationships, through commitment to client's goals and dreams. The company adopts Streamlined approach i.e., Single point of contact for the client, for enhanced productivity. MEDIA MART offers the creative excellence of a big agency and the personalized service of a small agency.

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Chapter II Data Analysis and Interpretation 2.1 Percentage Analysis

Table 2.1.1 Gender wise Classification Particulars Male Female Total Chart 2.1.1 Gender wise Classification
GENDER
20% Male Female

Respondents 40 10 50

Percentage 80 20 100

80%

Inference: From the above table it is inferred that majority of respondents i.e., 80% of respondents are Male. Rests are Female.

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TABLE 2.1.2 Age wise Classification Particulars Below 25 yrs 25-30 30-35 35-40 Above 45 Total Respondents 20 8 6 6 10 50 Percentage 40 16 12 12 20 100

FIGURE 2.1.2 Age wise Classification

AGE

20% 40% Below 25 years

12% 12% 16%

25 to 35 30 to 35 35 to 45 Above 45

Inference From the above table it is inferred that majority of respondents belongs to the category of Below 25 years.20% of respondents belong to the age group of above 45 years. 16% of them belong to 25 to 30 categories. Equal number of respondents belongs to both categories of age- 30 to 35 and 35 to 45.

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TABLE 2.1.3 EDUCATIONAL QUALIFICATION Particulars Schooling Under graduate Post graduate Professional Total Respondents 8 24 6 12 50 Percentage 16 48 12 24 100

FIGURE 2.1.3 EDUCATIONAL QUALIFICATION

Professional 12

24

Post g raduate Under g raduate S chooling 0 10

48

16 20 30 40 50

Inference:
From the above table it is inferred that majority of respondents belongs to the Under Graduates. The Professional also forms a considerable part in our survey, they holds the second rank. 16% of respondents are in the school level of education. 12% of respondents are pursuing their post graduation.

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TABLE 2.1.4 ADVERTISEMENT SEEN

Particulars Yes No Total

Respondents 20 5 25

Percentage 80 20 100

FIGURE 2.1.4 ADVERTISEMENT SEEN

Advertisement Seen 20%
Yes No

80%

Inference From the above table it is inferred that 80% of respondents have seen the advertisement. 20% of the respondents have not seen the advertisement.

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TABLE 2.1.5 MEDIUM OF ADVT. USED Particulars Print Broadcasting Ad Print, Field, Vehicular Ad Print media Broadcasting Vehicular Ad Print Hoardings Ad Broadcasting Field signs Vehicular Ad Hoardings Total FIGURE 2.1.5 MEDIUM OF ADVT. USED Respondents 10 2 12 4 2 6 2 4 8 50 Percentage 20 4 24 8 4 12 4 8 16 100

Inference: From the above table it is inferred that total of 48% of respondents have seen the advertisement in the Print medium of advertisement and total of 28% of respondent have seen in Vehicular and Hoarding advertisement.24% of respondents had seen through Broadcast and field signs medium.

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TABLE 2.1.6 CAPTION RECALL ABILITY Particulars Yes No Total Respondents 30 20 50 Percentage 60 40 100

FIGURE 2.1.6 CAPTION RECALL ABILITY

CAPTION RECALL ABILITY

40%

Yes No

60%

Inference: From the above table it is inferred that 60% of the respondents has the ability to recall the caption used in advertisement while 40% of the respondents was not able to recall the captions.

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TABLE 2.1.7 OBJECTIVE MET BY THE ADVT.

Particulars Yes No Total

Respondents 15 10 25

Percentage 60 40 100

FIGURE 2.1.7 OBJECTIVE MET BY THE ADVT.

Inference: From the above table it is inferred that nearly 60% of the respondents thinks that the advertisement objective had been met and rest of 40% of the respondents feels that advertisement objective had not been fulfilled.

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TABLE 2.1.8 ADVERTISEMENTS IMPACT ON DIFFERENTIATING Particulars Yes No Total Respondents 40 10 50 Percentage 80 20 100

FIGURE 2.1.8 ADVERTISEMENTS IMPACT ON DIFFERENTIATING

Inference: From the above table it is inferred that 80% of the respondents felt that the advertisement will differentiate the company from its competitors. Remaining felt that the advertisement wont.

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TABLE 2.1.9 ADVERTISEMENTS IMPACT ON RESTRUCTURING/ REALIGNING THE BRAND

Particulars Yes No Total

Respondents 46 4 50

Percentage 92 8 100

FIGURE 2.1.9 ADVERTISEMENTS IMPACT ON RESTRUCTURING/ REALIGNING THE BRAND

ADVTS IMPACT ON RESTRUCTURING/REALIGNING THE BRAND
8% Yes No

92%

Inference:
From the above table it is inferred that 92% of the respondents think that the advertisement had helped the realignment of the product

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TABLE 2.1.10 EXTENT OF INFORMATION GIVEN Particulars Very Great Extent Great Extent Some Extent Little Extent Very Little Extent Total Respondents 12 4 14 16 4 50 Percentage 24 8 28 32 8 100

FIGURE 2.1.10 EXTENT OF INFORMATION GIVEN

Inference: From the above table it is inferred that 32% of the respondents feels that advertisement gives little information while 28% of the respondents thinks that advertisement gives information to some extent.24% of the people felt the advertisement has given them the full information about the product.

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TABLE 2.1.11 ADVTS ATTRIBUTES RANKING Particulars Clarity of Communication Visual Effects Media vehicles Total Respondents 16 24 10 50 Percentage 32 48 20 100 Rank 2 1 3

FIGURE 2.1.11 ADVTS ATTRIBUTES RANKING

Inference: From the above table it is inferred that 48% of the respondents feels that visual affects in advertisement will convey the information more effectively, so it placed first rank among the other two attributes while 32% of the respondents thinks that Clarity of communication is must and only 20% of the respondents given a positive opinion towards Media Vehicles, so it is ranked 2& 3 respectively.

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TABLE 2.1.12 ADVERTISEMENT ADDRESSED TARGETED GROUP Sl.No 1 2 Particulars Yes No Total Respondents 17 8 25 Percentage 68 32 100

FIGURE 2.1.12 ADVERTISEMENT ADDRESSED TARGETED GROUP

ADVT. ADDRESSED TARGETED GROUP

32%

Yes No

68%

Inference: From the above table it is inferred that 68% of the respondents feels that advertisement has addressed the correct targeted group while 32% of the respondents thinks that advertisement does not targeting the correct audiences.

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TABLE 2.1.13 INCLUSION OF COUPLING Particulars Yes No Total Respondents 24 1 25 Percentage 96 4 100

FIGURE 2.1.13 INCLUSION OF COUPLING

INCLUSION OF COUPLING
4% Yes No

96%

Inference: From the above table it is inferred that majority of 96% of the respondents has given a positive opinion to include advertisement of Coupling i.e. sending sms or toll free numbers. Remaining 4% are favourable to the opinion

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2.2 Chi-Square 2.2.1 Extent Of Information Given Vs Advts Attributes

Advts Attributes Extent of Information Given Very Great Extent Great Extent Some Extent Little Extent Very Little Extent Total Clarity of Communication 2 (3.8) 2 (1.3) 4 (4.5) 6 (5.1) 2 (1.3) 16 Visual Effects 6 (5.8) 2 (1.9) 8 (6.7) 7 (7.7) 1 (1.9) 24 Media Vehicle 4 (2.4) 0 (0.8) 2 (2.8) 3 (3.2) 1 (0.8) 10 Total 12 4 14 16 4 50 32.39 0.021 Chisquare P Value

Note: The values in the brackets are the expected value of the observed value

Hypothesis: Null Hypothesis (Ho): There is no association between the extents of information given And Advts Attributes. Alternate Hypothesis (H1): There is association between the extents of information given And Advts Attributes. Inference: Since P value is less than 0.05, the Null Hypothesis is rejected at 5% level of significance. Hence concluded that there is association between the extents of information given and Advts attributes.

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2.2.2 TARGETED GROUP Vs OBJECTIVE MET BY THE ADVT.

Table 2.2.2 Targeted Group Vs Objective Met By The Advt.

TARGETED GROUP Yes No Total

OBJECTIVE MET BY THE ADVT. Yes No 23 11 (20.4) (13.6) 7 9 (9.6) (6.4) 30 20

Total 34 16 50

Chisquare

P Value

25.8

0.028

Note: The values in the brackets are the expected value of the observed value

Hypothesis: Null Hypothesis (Ho): There is no association between Targeted Group and Objective Met by the Advt. Alternate Hypothesis (H1): There is association between Targeted Group and Objective Met by the Advt. Inference: Since P value is less than 0.05, the Null Hypothesis is rejected at 5% level of significance. Hence concluded that there is association between Targeted Group and Objective Met by the Advt.

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3.1 FINDINGS
Nearly 80% of the respondents are male Almost 40% of the respondents falls in the age group below 25 years Nearly 48% of the respondents are under graduates and almost 24% of the respondents falls professionals Exactly 80% of the respondents in survey have seen the advertisements released Nearly 44% of the respondents in our survey have seen the advertisements in the medium of printing and broadcasting Almost 60% of the respondents was able to recall the caption used in UII company advertisements Nearly of the respondents feels that advertisements objectives was been met 80% of the respondents has the positive opinion it helps company to differentiate from competitors Approx 60% of the respondents feels that advertisements gives considerable amount of information while 32% of the respondents thinks that advertisements gives little extent of information In our survey respondents ranks the following attributes of advertisement. Visual Effects Clarity of Communication Media vehicles 1 Rank 2 Rank 3 Rank

68% of the respondents feels that advertisements has address the correct target group, remaining 32% of the respondents thinks that advertisements does not targeting the correct audience

98% of the respondents welcomed the coupling In the Chi square test conducted by the researcher, there existed an association between the opinion on achievement of objectives by the advertisement and

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3.2 SUGGESTIONS
One of the important findings of the survey is that, nearly 44% of the respondents are business people. This segments could effectively taped by the management through devising special strategies to sell the product It is found that during the survey there are nearly 40% of the respondents are not able to recall the caption Though majority of the respondents have expressed the positive opinion towards the objective met by the advertisements, yet 40% of the respondents expressed disgrace (out of favor). This has to be transformed to be the favourable one Since majority of the respondents feels that visual effects in advertisements will convey the information more effectively, clarity of communication also plays a vital role in conveying the information about the product, when coming to the point of media vehicles only 20% of the respondents given a positive opinion the company has to increase there effect in conveying the information while selecting the media vehicles

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3.3 CONCLUSION
In todays world advertisements plays a vital role, in pushing and pulling the customers to buy the product, advertisement directly or indirectly inducing customers to buy the product . there are several media of advertisements are available for marketer each and every media has their own merits and limitations. The marketer has to select the proper medium, so that the message of the product will reach the targeted audience. Improper selection of medium will leads to waste of time, money, efforts etc.. to the organization. This research study has found that how effectively advertisements helps to positioning the product in the minds of customers and it also helps in brand restructuring / re aligning successfully. The study results points to the facts that maximum efforts of advertisements will pay-off in the long-run

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