Professional Documents
Culture Documents
Submitted by
Aanchal Sharma
New Delhi-110018
DECLARATION
I hereby declare that the major project report, entitled “Advertising Effectiveness”, is
based on my original study and has not been submitted earlier for award of any degree or
The work of other author(s), wherever used, has been acknowledged at appropriate
place(s).
Countersigned
Supervisor Director
I have taken efforts in this project. However, it would not have been possible without the
kind support and help of many individuals and organization. I would like to extend my
I would like to express my special gratitude and thanks to Prof.(Dr.) J.P. Varshney,
this project and for kind co-operation and encouragement in completion of this project.
I would like to thank our supervisor for this project, Prof. H.C. Joshi, for the valuable
guidance and advice. He inspired me greatly to work on this project. His willingness to
Besides, I would like to thank my institution ‘Delhi College of Advanced Studies’ for
providing us with a good environment and facilities to complete this project. Finally an
honorable mention goes to my family and friends for their support in completing this
project.
EXECUTIVE SUMMARY
As a part of our study curriculum it is necessary to conduct a major project. The research
opportunity to understand the particular topic in depth. My topic for the major project is
To start with we will give brief information regarding the Coca-Cola Company then
moving to the main topic we will explain what is topic is all about. The object always is
to bring to public notice some articles or service, to create a demand to stimulate buying
and in general to bring together the man with something to sell and the man who has
After this concentration is given to the primary research. It includes the analysis and
effectiveness. The survey was conducted with the help of structured questionnaire.
At last conclusion of report, findings and suggestions was given based on study of
1 Declaration -
2 Acknowledgement -
3 Executive Summary -
4 List of Tables -
5 List of Figures -
6 List of Symbols -
7 Chapter-1: Introduction
Introduction
Why measure advertising effectiveness
Barriers to Great Advertising
Designing advertising campaign
11 Bibliography -
12 Appendices -
LIST OF TABLES
2 Frequency
5 Preference of flavor
8 Types of advertisements
10 Reason
2 Frequency
5 Preference of flavor
8 Types of advertisements
10 Reason
1 % Percentage
2 / Or
3 & And
4 - To
CHAPTER I
INTRODUCTION
The company is best known for its flagship product Coca-Cola, invented in 1886 by
pharmacist John Stith Pemberton in Columbus, Georgia. The Coca-Cola formula and
brand was bought in 1889 by Asa Candler who incorporated The Coca-Cola Company in
1892. Besides its namesake Coca-Cola beverage, Coca-Cola currently offers more than
500 brands in over 200 countries or territories and serves over 1.7 billion servings each
day.
The company operates a franchised distribution system dating from 1889 where The
Coca-Cola Company only produces syrup concentrate which is then sold to various
bottlers throughout the world who hold an exclusive territory. The Coca-Cola Company
The Coca-Cola Company is headquartered in Atlanta, Georgia, United States. Its stock is
listed on the NYSE and is part of DJIA, S&P 500 Index, the Russell 1000 Index and the
Russell 1000 Growth Stock Index. Its current chairman and chief executive is Muhtar
Kent.
Products and brands:
The Coca-Cola Company offers more than 500 brands in over 200 countries, besides its
Tab was Coca-Cola's first attempt to develop a diet soft drink, using saccharin as a sugar
substitute. Introduced in 1963, the product is still sold today, although its sales have
The Coca-Cola Company also produces a number of other soft drinks including Fanta
(introduced circa 1941) and Sprite. Fanta's origins date back to World War II when Max
Keith, who managed Coca-Cola's operations in Germany during the war, wanted to make
money from Nazi Germany but did not want the negative publicity. Keith resorted to
producing a different soft drink, Fanta, which proved to be a hit, and when Coke took
over again after the war, it adopted the Fanta brand as well. The German Fanta Klare
Zitrone ("Clear Lemon Fanta") variety became Sprite, another of the company's
Coca-Cola South Africa also released Valpre Bottled "still" and "sparkling" water.
Coca-Cola is the best-selling soft drink in most countries, and was recognized as the
number one global brand in 2010. While the Middle East is one of the only regions in the
world where Coca-Cola is not the number one soda drink, Coca-Cola nonetheless holds
almost 25% marketshare (to Pepsi's 75%) and had double-digit growth in 2003.
Similarly, in Scotland, where the locally produced Irn-Bru was once more popular, 2005
figures show that both Coca-Cola and Diet Coke now outsell Irn-Bru.
In Peru, the native Inca Kola has been more popular than Coca-Cola, which prompted
Coca-Cola to enter in negotiations with the soft drink's company and buy 50% of its
stakes.
In Japan, the best selling soft drink is not cola, as (canned) tea and coffee are more
popular. As such, the Coca-Cola Company's best selling brand there is not Coca-Cola,
but Georgia.
Cola-Cola operates a soft drink themed tourist attraction in downtown Atlanta, Ga; the
2. To find out the reasons for liking the advertisement of cold drinks.
3. To find out the most popular slogan of advertisement regarding cold drinks.
Scope of the study –
Research Methodology -
science to the general and overall questions of a study and scientific technique 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.
Different type of research designs is available depending upon the nature of research
Methodology
1. Research Design: The research design is the blueprint for the fulfillment of
sources.
interview.
3. Research Instrument: Research instrument used for the primary data collection is
Questionnaire.
4. Sample Design: Sample 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
Target population: The population for this research study consists of the residence of
.
CHAPTER II
CONCEPTUAL FRAMEWORK
Introduction :
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
presentation of it upon video television or stage that is not paid for by the sponsor.
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 organization 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 Latin word viz, "advertero" "ad"
meaning towards and "verto" meeting towards and "verto" meaning. "I turn" literally
specific thing".
Simply 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
The object always is to bring to public notice some articles or service, to create a demand
to stimulate buying and in general to bring together the man with something to sell and
Advertising has been defined by different experts. Some of the quoted definition are :
American marketing association has defined advertising as "any paid form of non
presenting to a group a non- personal, oral or visual openly, sponsored message regarding
Advertising is any paid form of non – personal paid of presentation of ideas goods
market needs and buyer motives and must make five major decisions commonly referred
2. It is a matter of record.
magazines)
means of the written and printed work and pictures so that people may be
For many firms advertising is the dominant element of the promotional mix –
particulars for those manufacturers who produce convenience goods such as detergent,
non – prescription drugs, cosmetics, soft drinks and grocery products. Advertising is also
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 quality, in price etc. it can create
brand image and reduce the likelihood of brand switching even when competitors lower
iii) When a product is new and incorporates technological advance not strong
and.
i) Promotion of sales
v) Education of people.
Marketing mix -
The marketing mix has been the key concept to advertising. The marketing mix was
suggested by professor E. Jerome McCarthy in the 1960s. The marketing mix consists of
four basic elements called the four P’s. Product is the first P representing the actual
product. Price represents the process of determining the value of a product. Place
represents the variables of getting the product to the consumer like distribution channels,
market coverage and movement organization. The last P stands for Promotion which is
the process of reaching the target market and convincing them to go out and buy the
product.
Types of advertising -
Broadly speaking, advertising may be classified into two categories viz., product
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
Product advertising is sub-divided into direct action and indirect action advertising,
Direct action product advertising wages the buyer to take action at once, ice he seeks a
quick response to the advertisement which may be to order the product by mail, or
Consumer Advertising
Product Advertising
Product advertising is sub-divided into direct & indirect action advertising & 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
b) 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 favorable to the advertisers company. Its assignment is to
and customer about himself his policies and lives personnel. The appeals
i) Consumer advertising
Advertising objectives -
The long term objectives of advertising are broad and general, and concern the
personal selling and other forms of promotion. But advertising is a highly versatile
communications tools and may therefore by used for achieving various short and long
buyers).
sell substitutes).
9. To improve the moral of dealers and/or sales people (by showing that the
10. To acquaint buyers and prospects with the new uses of the product (to
Benefits -
The functions of advertisement, and that purpose its ethics, may be discussion
below :
production. Advertising :
5. It ensures the consumers better quality of goods. A good name is the breath
companies the prosperity of the shareholder the uplifts of the wage earners
articles of modern types which may add to his material well being.
8. 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
buyer behavior.
converting the producer and the dealer to eliminate the competitor, but
Measuring advertising effectiveness is not easy. Sometimes, the results of measuring are
just better guesses. Still, it is much better this way than not to address this problem at all.
you waste money on inefficient advertising, you are missing better opportunities and the
each advertising campaign from the results of our measuring and compare it with its
price. Then we can decide which campaigns bring the best value for the money spent.
The medium, ad copy (exact wording), the format, audience (is the ad well aimed to the
people who use our products?) – all of this effects the final success of the campaign.
Before we start, we need to decide which criteria are we going to monitor. These will
differ with respect to the medium used, our possibilities, the purpose of the ad etc.
It is best to combine several criteria, because a customer can for example either
contact you by calling your line or by sending you an email. Also, accept the fact,
that we are not going to be able to measure everything. Especially if you run
the measured effects to a specific campaign. This can be helped by careful choice
Contrary to traditional media, online campaigns are usually very easily traceable
Small companies will probably not use the methods of big corporations (ad recognition or
recall) which are based on questioning samples of people once the campaign has ended.
This would be too costly for small advertisers. Instead, you can simply judge the impact
by how many people has the medium reached (viewers, readers, listeners) and comparing
how much did it cost to reach thousand people (this is called CPM).
Advertising as a tool to marketing not only reaches those who buy , but also those whose
opinions or authority is counted for example a manufacturer of marble tiles and building
boards advertises not only to people who intend to build houses but also to architect and
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 required 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 examples 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. Naturals 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
Advertising testing could provide a reliable feedback loop and lead to much better
advertising, but many obstacles stand in the way. The first great barrier to better
good advertising is and that there is no need for any kind of independent, objective
evaluation. Agencies and clients alike often think that they know how to create and judge
good advertising. Besides, once agencies and clients start to fall in love with the new
creative, they quickly lose interest in any objective evaluation. No need for advertising
Strangely, after 40 years of testing advertising, we cannot tell you if a commercial is any
Sure, we have opinions, but they are almost always wrong. In our experience, advertising
agencies and their clients are just as inept at judging advertising as we are. It seems that
none of us is smart enough to see advertising through the eyes of the target audience,
A second barrier to better advertising is the belief that sales performance will tell if the
advertising is working. Unless the sales response to the advertising is immediate and
overwhelming, it is almost impossible to use sales data to judge the effectiveness of the
advertising. So many variables are beyond our control, as noted, that it’s impossible to
isolate the effects of media advertising alone. Moreover, some advertising works in a few
weeks, while other advertising might take many months to show positive effects, and this
delayed response can confound our efforts to read the sales data. Also, advertising often
has short-term effects that sales data might reflect, and long-term (years later) effects that
most of us might easily overlook in subsequent sales data. Because of these limitations,
effectiveness.
Sophisticated marketing mix modeling is one way to measure these advertising effects on
sales, but it often takes millions of dollars and years of effort, and requires the building of
pristine databases of sales information along with all of the marketing input variables.
Few companies have the budget, the patience, the accurate databases, and the technical
knowledge necessary to succeed at marketing mix modeling. Even so, marketing mix
modeling does not help us evaluate the contribution of a single commercial but rather the
cumulative effects of many different commercials over a long period of time. Also,
marketing mix modeling does not tell us why the advertising worked, or failed to work.
Was it message, or media weight, or media mix that made the advertising effective?
Generally, marketing mix modeling cannot answer these types of questions. So, again,
sales data is of limited value when you make critical decisions about your advertising.
A third barrier to better advertising is a pervasive tendency of many (but not all)
advertising agencies to delay, undermine, and thwart efforts to objectively test their
creative “babies.” Who wants a report card on the quality of their work? It’s very
threatening. The results can upset the creative folks. The results can upset clients. The
agency can lose control. Agencies can be quite creative in coming up with reasons to
There’s no time. We have to be on air in five days, so we’ll just have to skip the
testing.
These ads are built on emotion and feelings, and you can’t measure such delicate,
artful subtleties.
We’ve already tested the ads with a focus group during the development process.
These are image ads, and you can’t test imagery with standard advertising testing
techniques.
We have so much equity in this campaign that it doesn’t matter what the testing
We’re in favor of testing, but let’s remove those questions about purchase intent
We are in a new age, with new media and new messages, and none of the old
The fourth barrier to more effective advertising is the big creative ego.
The belief that only the "creative’s" in the agency can create advertising and the
conviction that creativity is their exclusive domain constitute a major barrier. Great
advertising tends to evolve over time, with lots of hard work, fine-tuning, and tinkering
based on objective feedback from target consumers. Big creative egos tend to resist such
would not accept minor tweaks to the advertising. To be fair, big egos are not limited to
advertising agencies. Big client egos can also be a barrier to good advertising. Research
firm egos are yet another problem. Big egos create barriers because emotion is driving
advertising decision making instead of logic, reason, and consumer feedback. Big egos
A fifth barrier to better advertising is the widespread belief that one’s major competitors
know what they are doing. So, just copy the advertising approaches of the competition,
and success will surely follow. We recently had a client who was about to copy the
advertising strategy of a major competitor, but we were able to persuade the client to test
competitor’s advertising approach. This competitor was the industry leader in market
share and profitability. Our testing quickly revealed that this industry leader was the
industry leader in spite of its bad advertising. The testing also revealed that another
competitor, in contrast, had great advertising. Needless to say, the client’s desire to copy
The sixth barrier to better advertising is lack of strategy, or having a poor strategy. The
future, and has not developed and tested strategy alternatives. The client tells the agency
to go forth and create great advertising, without providing any strategy guidelines.
The agency is left to guess and speculate about strategy. Great advertising is rarely
created in a strategy vacuum. If the client cannot define a sound strategy, the agency
cannot create great advertising. Again, the responsibility for strategy falls squarely on the
client.
the hallmarks of these “agency killer” clients. Bad clients rarely stimulate or tolerate
great advertising.
The eighth and last barrier to better advertising is poor copy testing by research
companies. Many advertising testing systems are limited to a few markets (and cannot
provide representative samples). Some systems are so expensive that the cost of testing
exceeds the value of the results. Research companies have been guilty of relying on one
other very important variables. For instance, for several years research companies argued
publicly over which was more important, persuasion measures or recall measures? The
truth is that both are important, but of greater import is the fact that neither of these
considered simultaneously.
Given all of these barriers to better advertising, how can client, agency, and research
1. The client must craft a sound strategy for its brand, based on facts, not wishful
thinking and self-delusion. The client must carefully define the role of advertising
in the marketing plan and set precise communication objectives for the
advertising. What exactly does the client want the advertising to convey, to
informational vacuum. Agencies are not miracle workers. Once strategy and
positioning alternatives are identified and tested, the strategy should be locked
2. As creative executions are developed against the strategy, each execution should
advertising before it is aired, and/or before final production. When the term
“testing” is used in this article, it is a shorthand term for “pretesting.”) The greater
the number of executions pretested, the more likely it is that great advertising will
emerge. Testing the creative provides a reliable feedback loop that helps agency
the future, then the campaign should be locked down. Long-term continuity of
pretesting system. Some are better than others, but any system will help improve
your advertising.
5. The secret is to use one system over and over, so that everyone (client, agency,
and researchers) learns how to interpret the pretesting results for the category and
6. If budget permits, test the advertising at an early stage in the creative process (i.e.,
the “storyboard” or “animatic” stage) and also test at the finished commercial
before you spend the big dollars on final production. Early-stage testing tends to
be highly predictive of finished commercial scores, but not always. Testing the
finished commercials gives you extra assurance that your advertising is “on
7. Build your own “action standards” over time. As you test every execution, you
will begin to learn what works and what doesn’t work. Think of the pretesting
company’s norms as very crude, rough indicators to help you get started with a
testing program. But, as quickly as possible, develop your own norms for your
category and your brand (yes, all of the advertising effectiveness measures vary
by product category and brand). What you are searching for, long-term, are not
norms, but action standards (that is, the knowledge that certain advertising testing
8. Use a mathematical model to derive an overall score for each execution. It doesn’t
matter that an ad has great persuasion if it does not register the brand name. It
doesn’t matter that an ad registers the brand name if no one will notice the
interest if it will damage the brand’s quality reputation over time. So, all of the
9. Use the pretesting results as a guide, as an indicator, but do not become a slave to
the mathematical model. Read all of the open-ended questions carefully. Make
sure you really understand the underlying reasons. Base your decisions on this
comprehensive assessment of the results, and leave yourself some wiggle room.
10. Client and agency need to accept that “continuous improvement” of the
advertising is an important goal. This means that every execution is tested and
making sure that every execution is “on strategy” and working as hard as possible.
11. The ultimate goal of testing is an advertising success formula that works. That is,
the goal of advertising creative development, and the goal of advertising testing,
advertising executions.
planned, co-ordinate series of promotional efforts built around a central theme and
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
The series of advertisements used in the campaign must be integrated with the sales
a season or the entire year. Usually a range of 3 to 6 months includes many campaigns.
Many factors influences campaign length such as competitors advertising media, policies,
seasonal falls curves of the product involved, the size of the advertising funds, campaign
Objectives of campaign -
The advertising campaign, especially those connected with the consumers aims at
v) To enable company salesman to see top executive consistently when making sales
calls, and
Developing the campaign programmes. The advertising campaigns are prepared by the
advertising agencies, which work an behalf of their clients who manufacture product or
The word campaign is used because advertising agencies approach their task with a sum
Blanca of military fanfare in which one frequently hears words like target audience
relation to the product. This requires the services of statistical trained in survey
individuals, included in the sample and ask question to find out about their taste and
habits.
This enquiry often leads to a change in a familiar product. For instance bathing soap may
come in several new colors or cigarette in a new packet or talcum powder in another size.
Such interviews are often quite essential to find out the appeal of advertising message for
David 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 "Cleans deep into pores" followed in order of importance by prevent dryness, "is a
complete beauty treatment, recommended by skin doctors" makes skin look younger'
contains estrogenic hormones, pasteurized for purity, prevent skin form aging, smooth
our wrinkles Ogilvy concludes, form this voting come one of Helena Rubinstein's most
successful face creams. We christened it deep cleanser, thus, building the winning form
After getting the data the account executive puts together the essential elements of his
clients brief, interprets the research findings and draws up what he calls the "advertising
strategy".
Stages in advertising campaign -
Several steps are required to developed an advertising campaign the number of stages &
exact order in which they are carried out may vary according to an organizations
resources, the nature of its product and the types of audiences to be reached.
Under 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, sex, 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
measurable terms such as "to communicate specific qualities about a particulars product
given period of time", increase sales by a certain percentage or increase the firms market
shares."
achievements.
ii) Create consumers or distributor awareness by encouraging requests
An advertising platform consists of the basic issues or selling points that an advertiser
importance to consumers filling and such issues also be those which the competitive
The advertising appropriation is the total amount of money which marketer allocates. For
advertising for a specific time period. Determining the campaign budget involves
If the campaign objectives are profit relating and stated quantitatively, then the amount of
then there is little basis for predicting either the campaigns effectiveness or determining
Media 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 Form
Regional language.
iii) Trade & Technical Journals, Industrial year Circulated all over the country and
printed material.
cost
trees.
advertising.
So these are the media of the advertising campaign of the selecting of the media.
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.
objects.
media plans.
whether proposed advertisement should be used and if they will be now they might be
accomplishing these purposes, pretests and post test are conducted. The former tests
before exposing target consumers to advertisements and the letter after consumers have
been exposed to advertisements and the letter after consumers have been exposed to
advertisements.
Yes 50 100
No - -
Total 50 100
Yes
100%
cold drink
Once a day 15 30
Twice a day 2 4
Total 50 100
Once a day
30%
Not regular
drunker
64% Twice a day
4%
More than twice
2%
Q3. Which are the different cold drinks available in the market ?
Coca cola - -
Pepsi - -
Fanta - -
Limca - -
Mirinda - -
Thums-up - -
Maaza - -
Total 50 100
It reveals that all of the respondents are of the view that all the above mentioned cold
most
Coca cola 12 24
Pepsi 12 24
Fanta 1 2
Limca 7 14
Mirinda 1 2
Thums-up 10 20
Canada dry 4 8
Maaza 3 6
Total 50 100
Maaza
6% Coca cola
24%
Canada dry
8%
Thums-up Pepsi
20% 24%
Limca
14%
Mirinda Fanta
2% 2%
It indicate that out of 50 respondents 12 like Coca cola, 12 like Pepsi, 7 like Limca, 1
like Fanta, 1 like Mirinda, 10 like Thums-up, 4 like Canada dry and 3 like Maaza.
Q5. Which flavour of cold drink you like most ?
Cola 30 60
Lemon 7 14
Orange 7 14
Mango 2 4
Others 4 8
Total 50 100
Mango
4%
Others
8%
Orange
14%
Lemon Cola
14% 60%
the Lemon flavour and same percentage of respondents like the orange flavor.
Q6. Have you seen the advertisement of cold drink you like most ?
Yes 48 96
No 2 4
Total 50 100
Table no. 6: Seen the advertisement of the most preferred cold drink
No
4%
Yes
96%
Figure no. 6: Seen the advertisement of the most preferred cold drink
It indicate that 96% of the respondents are of the view that they have seen the
advertisement of the cold drink they like most while 4% shows that they have not seen
TV 46 92
Newspaper 2 4
Magazine 1 2
Other 1 2
Total 50 100
Magazine OTHER
Newspaper 2% 2%
4%
TV
92%
advertisement on TV while 4% are of the opinion that they have seen the advertisement
through newspaper.
Q8. How many types of advertisement of your preferred brand of cold drink are
there?
1 11 22
2 14 28
3 11 22
4 14 28
Total 50 100
1
4
22%
28%
2
3
28%
22%
their preferred brand of cold drink and others said that there are more than one type of
Yara Da tashan 14 28
Total 50 100
LIFE BEGINS
TASTE THE
HERE
THUNDER
16%
24%
tashan', 16 like 'yeh dil mange more' and 8 like the slogan ‘life begins here’.
advertisement
Its theme 30 60
Other reasons 6 12
Total 50 100
Other
reasons
Good 12%
music
14%
majority of the respondents like the advertisement due to its film stars and good music.
Q11. Do you think that advertisement has forced you to consume product more?
Yes 23 46
No 17 34
Can't say 10 20
Total 50 100
Can't say
20%
Yes
46%
No
34%
consume product more, 34% of them has view that advertisement don’t force them to
consume the product while 20% of them cannot say anything about it.
advertisemnt
TV 50 100
Newspaper - -
Magazine - -
Others - -
Total 50 100
TV
100%
Q13. Do you think the advertisement is necessary for sale of cold drinks ?
Necessary 14 28
Very necessary 34 68
Can’t say 2 4
Total 50 100
Can't say
4%
Necessary
28%
Very necessary
68%
necessary for cold drinks while few respondents are of the view that advertisement is
necessary.
Q14. The expenditure incurred on advertisement of cold drinks is such effective that
it adds to profit ?
expenditure incurred on
advertisement
Yes 43 86
No 2 4
Can’t say 5 10
Total 50 100
Can't say
No 10%
4%
Yes
86%
advertisement is effective in adding to the profits while 4% denied the same and 10% did
not reply.
effectiveness
Yes 48 96
No 1 2
Can’t say 1 2
Total 50 100
NO CAN'T SAY
2% 2%
YES
96%
It reveals that majority of the respondents said that the advertisement effectiveness is
After going through the project and the collected data, I found that:
Some 30% of the respondents drink it once a day, 4% twice a day, 2% more than
All of the respondents are of the view that all the mentioned cold drinks are
Some 60% of the respondents like the cola flavour of cold drink, 14% like the
Lemon flavour and same percentage of respondents like the orange flavour of
cold drink.
About half of the respondents are of the view that advertisement forced them to
consume product more and the rest of them has view that advertisement don’t
Most of the respondents said that they like the advertisement of cold drinks
because of its theme whereas, the rest said that they like celebrities in
advertisement.
Some 32% of the respondents said that’ yeh dil maange more’ is the most
popular slogan whereas 28% of the respondents said that ‘ yara da tashan’ is the
popular slogan.
Majority of respondents are of the view that advertisement is very necessary for
cold drink.
Majority of respondents sees the advertisement of the cold drink they like most.
Equal number of respondents like the brand of Coca Cola and Pepsi.
Limitations of the project –
It was also difficult to get proper information from the people because they were
All the respondents could not fill their questionnaire on their own due to language
Respondent may give biased answer due to some lack of information about other
brands.
Findings of the study are based on the assumption that the respondents have given
correct information.
Suggestions &Recommendations –
Advertisement should not be too expensive, because the advertisement leads and
To give more attention in making the advertisement to make it effective for the
It should be attractive one so that people are attracted toward the advertisement.
BIBLIOGRAPHY
Websites :
http://www.decisionanalyst.com/publ_art/adeffectiveness.dai.
http://en.wikipedia.org/wiki/Advertising.
http://www.mira-vlach.com/measuring-advertising-effectiveness.
http://www.allprojectsmba.com/advertising%20effectiveness/advertising_effectiv
eness.htm.
http://www.slideshare.net/hemanthcrpatna/a- report-on-advertising-effectiveness.
http://www.scribd.com/doc/33158897/ Report-on-advertising-effectiveness.
APPENDICES
Questionnaire
We are students of BBA studying in ‘Delhi College of Advanced Studies’ Delhi and
carrying out a survey for our academic project to “Advertising Effectiveness”. So please
fill this questionnaire. Your identity would not be revealed and information will only be
Yes
No
cold drink
Once a day
Twice a day
Coca cola
Pepsi
Fanta
Limca
Mirinda
Thums-up
Maaza
All of above
most
Coca cola
Pepsi
Fanta
Limca
Mirinda
Thums-up
Canada dry
Maaza
Flavours Respondents
Cola
Lemon
Orange
Mango
Others
Q6. Have you seen the advertisement of cold drink you like most ?
Yes
No
Media Respondents
TV
Newspaper
Magazine
Other
Q8. How many types of advertisement of your preferred brand of cold drink are
there?
No of advertisements Respondents
Slogan Respondents
Yara Da tashan
advertisement
Its theme
Other reasons
Q11. Do you think that advertisement has forced you to consume product more?
Yes
No
Can't say
Q12. Which media is the best media for advertisement ?
advertisemnt
TV
Newspaper
Magazine
Others
Q13. Do you think the advertisement is necessary for sale of cold drinks ?
Necessary
Very necessary
Can’t say
Q14. The expenditure incurred on advertisement of cold drinks is such effective that
it adds to profit ?
incurred on advertisement
Yes
No
Can’t say
effectiveness
Yes
No
Can’t say