EXECUTIVE SUMMARYAdvertising is a management function. While advertising is the event, advertisingmanagement is the whole process a function of marketing starting from marketresearch continuing through advertising leading to actual sales or achievement ofobjective. But advertisingmanagement doesnot stophere. It goesfurther inregard to evaluation of the whole cost benefits that were involved in the wholeexercise. oda!"sadvertisingpla!sanimportant roleinmarketingfield. Withoutadvertisements it is difficult for an! compan! to sale its products. #$o businesscan survive without advertising%. Advertisements are re&uired in ever! sector. Ithelps to increase the products demand and enhance compan!"s image in market. Advertisement deals with man! factors and sends the product information toconsumers through various medias. here are latest developments in advertisingmedias. Intoda!"sfast forwardworldthe!arepla!ingacritical roleinoveralladvertising process. It mostl! helps the customer to choose the specific productin the market. he project deals with the total advertisement information on 'ast (oving)onsumer *oods +'()*, such as bu!ing motives of consumers, howadvertising helps to companies in promoting their products- different traditional aswell as latest media for advertising and their advantages and disadvantages- foran! advertisement to be successful the agenc! behind it has to be that efficient tounderstand the consumers needs. .ike how client choose specific agencies. /owagencies gain and lose their clients. his project includes the example of 0/1I (A/I.A *1I/A 2345* .I66A7A7A3, in which wa! the! go for advertising of their products.INDEXSR NO.PARTICULARSPAGE NO.1MEANING OF MARKET812 MEANING OF MARKETING 83KNOWLEDGE OF BUYING MOTIVES94 FAST MOVING CONSUMER GOODS (FMCG) :5 INTRODUCTION OF ADVERTISING : MEDIA OF ADVERTISING 89! DISPLAY OF GOODS 98" BRAND MANAGEMENT SYSTEMS ;811 SOME RECENT TRENDS IN ADVERTISING >?12 S%RI MA%ILA GRI%A UDYOG LI&&AT PAPAD >@OB&ECTIVE T' ()*+,-./)* .0+ 1')1+2. '3 /*4+,.5-5)6 /)* 0'7 5. 5- (-+3(8 .' 1')-(9+, /- 7+88/- FMCG 1'92/)5+-. T' ()*+,-./)* 0'7 .0+ /*4+,.5-+9+). /6+)1: *+/8- 75.0 9+*5/ /)* .0+5, 185+).-. I./88 654+- 2,/1.51/8 /22,'/10 .' ;)'7 .0+ /*4+,.5-5)6 5) *+./58. o have a glance how 0/1I (A/I.A *1I/A 2345* .I66A 7A7A3go for inAhouse advertising with cost effectiveness.2 (BA$I$* 5' #(A1CB%D A hewidenedhoriEonof themarket worldover hasgivenadifferentdimensiontothefieldof marketing. Inviewof the, revolutioninthefieldoftransport andcommunication, international marketshavecomeintoexistenceand marketing has become a highl! specialiEed job. Before going intotechnicalities of marketing, let us tr! to understand the concept of market. In anordinar! sense, a market refers to a particular place where bu!ers and sellersmeet in order to conduct bu!ing and selling activities. In this sense, market refersto a particular place or localit! where business transactions are conducted. (BA$I$* 5' (A1CBI$*D A (arketing has been defined b! the #A9+,51/) M/,;+.5)6 A--'15/.5')< as,#theperformanceof thebusinessactivitiesthat direct theflowof goodsandservices from producer to consumer or user.% P05852 K'.8+,defines marketing as, #a human activit! directed at satisf!ingneeds and wants through exchange process.% 'rom the above definitions it is clear that marketing is not onl! concerned withbu!ing and selling but also with all other activities resulting into flow of goods andservices from the centres of production to centres of consumption. In marketing,an attempt is also made to find out the potential outlet and bu!ers. It is an attemptto create new demand for the goods. hus the term marketing has wider scope. 7hilipCotler"sdefinitionpoint out that marketingisameansfor thesatisfactionof humanwants. hepurposeof marketingis tosuppl!goodsaccording to the re&uirements of the consumers. (arketing aims at maximiEingprofits to the sellers and maximiEing satisfaction to the consumers. he modern concept of marketing is &uite different from the traditional one.raditionall!,marketingconsistsof thoseactivities, whichwereresponsibleforthe movement of goods form producer to consumers. he aim of marketing wasto createplace,time and possessionutilities to goods. he modernmarketingconcept is not concerned with the ph!sical process of distribution. In the modernsense,marketingfunctionisconcernedwiththe creationofaconsumer. husmarketing is the base of all business activities. 3 (odern marketing is concerned with 1) o identif! the needs of consumers.2) oorganiEethebusinessinsuchamanner astomeet theseneedseffectivel! with benefits of consumers and producers. o conclude, modern marketing is essentiall! #consumer oriented% or #serviceoriented% and not merel! #profit oriented%. F+/.(,+- '3 9/,;+.5)6 8. C0/)6+5)'7)+,-052/)*2'--+--5')=(arketingincludesall activitiesconcerned with affecting change in ownership and possession of goods andservices.=. C,+/.5') '3 (.585.5+-= (arketing creates time, place and possession utilities.9. S/.5-3/1.5')'3 0(9/)7/).-=(arketing is a process through whichhuman wants are satisfied through the exchange of goods and services.;. C'))+1.5)61+).+, '3 2,'*(1.5')/)*1')-(92.5')=(arketingisthesum total of activities that take place in getting goods and services into thehands of ultimate consumer.>. C')-(9+, -/.5-3/1.5')= 0atisfaction and welfare of consumer.?. P,'35. ',5+)./.5')=(arketingshouldalsogive reasonableprofit totheseller. (arketingisnot asocial servicebut aneconom!activit!for thesatisfaction to consumers and reasonable return to seller.:. S/8+- 2,'9'.5')= (arketing aims at determining the needs of consumers.It also includes the use of sales promotion measures in order to encourageconsumer to bu! more. It is basicall! sales promotion tool in the armor! of abusinessman.F. M/,;+.5)695>=(arketingisthesumtotal of four 7"ssuchas7roduct,7rice, 7romotion, and 7lace. hus, marketing involves producing the rightproduct changingthe right price, placing theproduct in theright wa!,targeting the right market place. (arketing is essentiall! consumerAorientedin character. It is for promoting sales.4 I92',./)1+ '3 9/,;+.5)6= 8. (arketing helps in effecting suppl! at the right place and right time.=. (arketing stabiliEes the price.9. It informs consumer about the arrival of new product and their uses.;. It improves the standard of living of consumers.>. (arketing establishes a channel of communication between producer andconsumer, thus speeds up the exchange of goods and services.?. (arketingfacilitatesthefreeflowof goodsandservicesandpreventsaccumulation of unsold stock.:. (arketinghelpsinincreasingthevolumesofproductionandhencethemanufacturers can enjo! the advantages of largeAscale economics.F. (arketing provides emplo!ment opportunities, thus enhances the generalwelfare of the societ!.@. (arketing enables the producerstoconcentrateon production of goodsleaving the distribution to the distributive class. 3ue to this sort ofspecialiEation, producer can concentrate on production and also improvethe &ualit! of production. K)'78+*6+ '3 B(:5)6 M'.54+-= ? Increased turnover of the organiEation depends upon the successful handlingof customers. If the compan! wants to sell its product in the market it must knowwh! people bu! different articles. All customers bu! in order to satisf! their wantsanddesires. /owever thisdesireisnot exactl!samewithall customers. hebu!ing motives are emotional in the character. Bu!ing motive is the base of thebu!ing behaviour of a customer. he! include strong feeling, urge, desire, driveor stimulusthat makesapersontotakethedecisiontobu!. Bu!ingmotiveencourages the people to bu! specific goods. Accordingto7rof. 3uncan#bu!ingmotives arethoseinfluencesorconsiderationswhichprovidetheimpulsetobu!, induceactionor determinechoice in the purpose of goods or services.% In simple words, bu!ing motives are the thoughts, emotions and instincts,which arouse in the mind of the customer a desire to bu!. Bu!ing motives are the5aims or objectives due to which a customer decides to bu! a specific article orproduct. he following are some important bu!ing motivesD A8. F+/,= 5ne of the important motives is fear. It ma! be fear of death, fear ofloss, fear of the future, fear of propert! etc. tactfulsales talk bringing theappropriate fear into prominence would motivate the prospect intoimmediateaction. hismotivesellsall t!pesof insurance, vitaminpills,burglar alarms, etc. R+8/.5')-052 @+.7++) 3+/, 8+4+8- /)* 9/--/6+ /11+2./)1+ 'acilitating effectsA11+2./)1+ '3 9+--/6+ R+1'99+)*/.5').evel of fear%560

1esultant nonmonotonic Inhabiting effectscurveBefore deciding to use a fear appeal based massage strateg!, the advertisershouldconsider howfear operates, what level touseandhowdifferenttarget audiencesma!respond. 5netheor!suggeststhat therelationshipbetween the level of fear in the massage and acceptance of persuasion iscurvilinear, as shown in the diagram. his means that massage acceptanceincreases as the amount of fear used rise to a point. Be!ond that pointacceptance decreases as the level of fear rises.his relationship between fear and persuasion can be explained b! thefact that fearsappealshavebothfacilitatingandinhabitingeffects.A lowlevel fear can have facilitating effects- it attracts attention and interests in themassage and ma! motivate the receiver to act to resolve the threat. husincreasing a level of fear in a massage from low to moderate can result in6increased persuasion. /igh levels of fear however, can produce inhabitingeffects- the receiver ma! economicall! block the massage b! turning it out,perceiving it selectivel! or den!ing its arguments outright. he abovediagramillustrateshowthesetwocountereffectsoperatetoproducethecurvilinear relationship between fear and persuasion. =. P,'35.A 6/5)=Bver! personpurchases aproduct becausehegainsout of it. /eweighsthemerit of theproduct against itspricetodecidewhether tobu!it or not. If theadvertiser hasproper productknowledgeandknowledgeof sellingpointshecaneasil!provetotheprospect that his product is more beneficial than the product ofcompetitors. (oreover b! offering some discount and concessions or b!explainingabout gift schemes hecaneasil!inducetheprospects topurchase the product.9. V/)5.:= It is excessive pride. 7eople possessing this bu!ing motive have asuperiorit! complex. herefore through advertising companies canincrease their sales b! explaining this motive properl! e.g. a customer canbe easil! persuaded to purchase a particular product b! watching ads thatexplains to him that he can improve his social status b! purchasing such auseful item. hen he ma! be convinced to purchase it even if he does notreall! re&uire it. ;. F/-05')= 'ashion is based on crowd ps!cholog!. 'ashion can bedescribed as the desire to imitate what others are doing. It is closel! linkedup with pride or desire for importance. A !oung man purchases the latestst!le ofsports clothesor thebusinessman installsa wellAknown coolings!stemin his office, each one is motivated b! the desire to showsuperiorit! and be in fashion.>. S+>', R'9/)1+-=0exisver!important incaseof saleofarticles such as fanc! clothes, cosmetics, etc. his is mainl! because ofattraction of opposite sex.?. L'4+ /)*A33+1.5')=hisisanunselfishmotive. (an!mencanbemotivated into immediate action b! an appeal to their sense of dut! or lovefor their famil! or their desire to be of service to humanit!, e.g. a fatherpurchases to!s for his daughter of out love. 7:. P0:-51/8 W+88?@+5)6', %+/8.0=Bver!onelikestobefit andhealth!.7roducts like tonics, vitamin pills etc. can be sold b! an advertisement b!exploitingthisbu!ingmotive. hereasonforsuccessof healthcenterstoda! is due to possession of these bu!ing motives among prospects. F. C'93',. /)* C')4+)5+)1+=(an! products are purchased becausepeoplewant tofeel comfortable. hereforeadvertiser shouldproperl!understand this motive and exploit it to increase sales e.g. he can easil!convince a working lad! to purchase a refrigerator b! explaining that shecan cook in the morning and store it in a fridge when she is awa! for work.0he can just warm up the food after she comes back from work. his willmake her job ver! eas!. )onsumer goods like 7illsbur! Atta, Cnor soups,(agg! can be easil! sold b! exploiting this bu!ing motive.@. C(,5'-5.:=7s!chologists describe G)uriosit!" as a desire for newexperience or to know the latest things in the market. 7roducts like books,papers, magaEines are sold on a large scale due to this bu!ing motive.(oreover travel agencies make profits due to curiosit! of people to knowabout new places. 8 minutes, allowing for plent! ofexposure time. As with airline tickets the audience is essentiall! a captive one,with nowhere else to go and nothing much to do. As a result riders are likel! toread the ads more than once. A second form of exposure transit advertising21provides is the absolute number of people exposed. About @ million peopleride mass transit ever! week, and over @.; billion rides were taken in =8L,recall of interstitialswasmuchhigher, at :?L. 1ecentl!AcuraintroduceditsIntegra !pe 1 model using an interstitial. )oca )ola commonl! emplo! this adform.5) P(-0 T+10)'8'65+-=#7ush technologies or web casting technologies% allow companies to #push #a massage to consumers rather than waiting for themto find it. 7ushtechnologies dispatch web pages and news updates and ma! have sound andvideo geared to specific audiences and even individuals. 'or example, amanager whose job responsibilities involve corporate finance might log on to hisor her computer and find new stories are automaticall! there on the econom!,stock updates or a summar! of speech b! Alan *reenspan. Advertisers who flashtheir messages on the screen pa! for the service.

D5-28/: '3 6''*-= M+/)5)6 '3 *5-28/:=33 As a supplement to advertising goods are displa!ed in the showcases incrucialareas or in the shop itself. he purpose is to attract the attention to thearticlesavailableintheshop. 3ispla!meanstheact of puttingsomethingonview. In the business world, displa! means arranging samples of products andnewarrivalsinanattractiveande!ecatch!manner. It isanart of skillfull!arranging products so that passers b! cannot resist the temptation of visiting theshop. 7roper displa! of goods appeals to bu!ing motives of people and inducesthem to visit the shop and to bu! the goods. 3ispla! of goods means arrangingselected goods in an attractive manner just on the front side of the shop and alsoinside the shop at convenient places. It is a supplement to the advertising andacts as a sales promotion techni&ue. 3ispla! of goods can be made attractive,impressive and e!e catch! with the help of neon signs, rotating stands and otherdecorative material. 3ispla! includes attractive window displa!, interiordecoration, arrangement of goods in showcases and near the counters. 3ispla!is an invitation to people to visit the shop. #$ew arrivals% are shown to peoplethrough displa!s. 3ispla! of goods is now, treated as a part and parcel of publicit!campaign of manufacturers and retailers. Window displa! is a &uite common inthe caseof all retail shops.hus, displa!isnothingbut arranging samplesofproducts in an attractive manner with the object of bringing it to the notice of thepeople at once. It is a selling techni&ue of arranging the goods in e!e catchingand attractive manner so as induce people to bu! goods. 3ispla! ma! be made inthewindowsoftheshoporat therailwa!stationorbusstationswherelargenumber of people are coming and going. he main object of displa! is to attractthe attention of passers b!. (anufacturers undertake displa! of their goods or products at their ownpremises or at their sales offices. 0ometimes, big manufacturers and retailers dodispla!s through showcases or boxes at the railwa! stations, bus stations and atother bus! and crowded places. 3ispla! gives an idea about the goods availablein the shop. It is realistic in nature and hence more effective. 3ispla! of goods isan expensive activit! but is essential in the present competitive marketing.Bxpenditure on the displa! of goods is a profitable investment for morecustomers and more sales. I92',./)1+ '3 D5-28/: '3 G''*-=34 3ispla! of a goods is important in modern consumer oriented marketing. Itis an essential supplement of salesmanship as it prepares proper background forsalesmanship. he fact that each and ever! shop keeper uses this techni&ueindicatesitsimportanceinsalespromotion. 3ispla!isrightl!treatedas )+/,*5,+1. -/8+-9/)-052. In big selfAservice shops it does the work of salesmanship.0ometimes, manufacturers provide displa! material to retailers for publicit!purpose. heps!cholog!of consumersisalsofavorabletodispla!of goods.(an!customersenter intheshopsandaskfor articlesasper thesamplesdispla!ed. hus, attractive displa! fetches more of the would be customers andpromotes sales. It makes an instant appeal to the e!es of #would be% customers. In brief, displa! of goods is a publicit! and sales promotion techni&ue. It is aspecialiEed job. Attractive displa! needs artistic mind, imagination and knowledgeof human ps!cholog!. A*4/)./6+- '3 D5-28/: '3 G''*-=I. A..,/1.5)6 /..+).5')=3ispla! of goods attracts the attention of the passers b!. $aturall! it hasgreatest attention value. It induces outsiders to visit the shop. It appeals to thee!es of passers b! and induces them to step into the showroom.II. R+95)*5)6 .0+ +>/1. )++*-= It reminds customers of their needs and re&uirements. his encouragesthem to purchase goods. It serves as the reminder to the customer of theirexact needs.III. %+825)6 /*4+,.5-+9+). /)* -/8+-9/)-052= It has got maximum attention and advertising value. It serves like silentsalesman. It acts as an aid to advertising and salesmanship.IV. %+825)6 .0+ @(:+,-= 3ispla! of goods enables the customers to see for him features, colour,siEe, shape etc. of the product before bu!ing decision is taken. It enables thebu!ers to take rational decisions about the purchasing.35V. %+825)6 .0+ -+88+,-= It supplements of manufacturers, salesman and increases confidence ofdealers and distributors of the product. It not onl! increases turnover but alsothe dealer"s confidence in the sale abilit! of the product.VI. I)*545*(/85.: .' .0+ 2,'*(1.= It not onl! gives distinct identit! to retail store but assure the producer thatdue publicit! of his product is being done for better sales performance. husdispla! gives distinct identit! to the product and the manufacturer.VII. S/8+- 2,'9'.5')= 3ispla! of goods is an important dealer aid as dealers are convincedabout the advantages of stocking goods of specific wholesalers andmanufacturers. F',9- '3 *5-28/:= 3ispla! of goods is possible in different wa!s. 'orms of displa! means themethods and techni&ues used for the displa! of goods. hese forms or methodsof displa! are as followsDFORMS OF DISPLAY +8, +=,+9, +;, +>, +?,Window0ign Boards Interior0howcases N rade Bxhibitions3ispla! on shop front 3ispla!0how 1ooms'airs 0olus 1elated3ispla!3ispla!361) W5)*'7 D5-28/:=Windowdispla!isamoderntechni&ueof advertisingandpublicit!. Windowmeans the front position of the shop. Window displa! means keeping samples ofnew arrivals attractivel! in the front portion of the shop. hrough such windowdispla!, goods are brought to the notice of perspective bu!ers. he attention ofpeople moving on the road is diverted towards the shop due to window displa!. Itis an attractive exhibition of goods in the front side of shop. 0uch displa! givesmaximumviewof thegoodstotheoutsidersfor theroadside. hiscreatesattraction in the minds of prospects and the! are encouraged to enter the shop.heselection ofpropersideforwindowdispla! isver! important. he displa!also needs periodicall! changes. he use of attractive lighting, decorativematerial, rotatingstandsetc. makeswindowdispla!moreattractive. It isvitalfactor affecting sales. Window displa! is economical and useful formofadvertising especiall! in retail trading. Window displa!s sell more than what the!cost. Inwindowdispla!consumersarenot onl!showngoodsbit aremadefamiliar with them. Window displa! techni&ue is used effectivel! in big cities like(umbai and 3elhi. his kind of silent salesmanship can be made more effectivetroughtheuseof newtechni&ueincludingtheuseof electronicdevices. heresponsibilit!of windowdispla!shouldbegiventoonewhoknowstheart ofsalesmanship. 'ollowings are the essentials of an effective window displa!sDa, A window should be rectangular. his means it should have more width andless height. his enables passers b! to see the sample at a glance.b, heframeof thewindowshouldnot bever!e!ecatch!.It shouldfocusmore attention on the product than on frame of the window.c, he glass of window should be thick as well as transparent. his will enablethe visitor to have proper look at the product and also keep the product safe.d, here should be proper lighting arrangements. 7roper colour combinationsshould be used to make it impressive and appealing. )olors should not bever! good!and glaringl!bright. he! should be softandcompatible withone another making pleasant appeal on visitors.e,he window glass must be dail! cleaned so as to displa! of product shouldbe changed periodicall!.37f, here should not be over crowdingof productin thewindow.5nl!afewnovelties and new arrivals should be displa!ed at the window to attempt thepasser b!.g, 7rice tags should be attached to the product. 7rice tags should be avoidedin case of ver! costl! products. Window displa!s are of two t!pesDi. 0olus displa!ii. 1elated displa!5. S'8(- *5-28/:= In the case of solus displa!, onl! one article is displa!ed in an attractivemanner./ere, prominenceisgiventothedispla!of singlearticle. hearticledispla!ed in ultra modern and has some outstanding merits and features.$ormall! in the jeweller! shop we find solus displa! of a diamond ring or diamondnecklace. $owada!sAeven dealers dealing in watches also displa! new watchesand bracelets in their window in a ver! e!e catch! manner. At present itan and'ast track people are using this techni&ue on massive scale.55. R+8/.+* *5-28/:=In related displa! the prominenc! is given to the displa! of a few related productsfor example, duringrain!seasonumbrellas, raincoats, gumA boots etc. aredispla!edsideb!sidetoattract theattentionof passersb!.0imilarl!ashopdealing in products exclusivel! used b! ladies displa! in a window so that eachproduct advertisers the other and also facilitates the convenience of consumers.We often come across windowdispla! of a lad! wearing beautiful saree,jeweller!, and also with sophisticated cosmetics around.2) S56) B'/,* /) -0'2 3,').= 0ignboardonshopfront isanotherimportant formof displa!forsalespromotion. 7roper signboard gives identit! to the dealer and the shop. he siEe,design, lettering of the signboard should be carefull! designed. It depends uponthe number of factor like the siEe of the shop, the localit! in which shop is locatedand the signboards prepared b! the competitor in the vicinit!. 38 he board on the shop front should be uni&ue and it should be capable ofdistinguishingshopfromthat of competitorsinthevicinit!. It hasimmediateimpact on the customers and shop also gets the identification. herefore becauseof advertising particular shops indirectl! products can be advertised. 'or exampleif a girl alwa!s goes to a particular cosmetics shop because of its popularit! thenautomaticall! she alwa!s tr! to purchase cosmetics from that shop onl!. Indirectl!it is profitable to those brands companies because the! can indirectl! advertisetheir products in that shop.3) I).+,5', *5-28/:=Interior displa! is one of the techni&ues of internal advertising and publicit!.Interior displa! is an attempt to arrange article in an artistic and attractive mannerwithintheshoppremises. $ewarrivals, posters, boards, etc. arearrangedatconvenient place to attract the attention of customers. *oods are also kept in anattractive manner in showcases and stands. he purpose of interior displa! is toattract the attention of customers to various articles available in the shop. Interiordispla! is not useful to attracting the attention of outsiders. It is a supplement towindow displa! and creates a pleasing impression on the customers. It createsan impression of orderliness, neatness and efficienc!. 0pecial attention is givento interior displa! in big retail shops like departmental stores. 're&uent changesare made in the interior displa! for attracting the attention of customers. Interiordispla! should s!stematic and decent. It should be decorative as well asfunctional but should not disturb the free movement of salesmen and customers.It shouldfacilitateeas!pickingandshouldbefreefromdust anddirt. (an!manufacturers suppl! displa! material to small retailers for publicit! purpose. 'orinterior showcases, counters, lightingarrangements, posters, etc. areuseful.Interior displa! is a t!pe of interior decoration. It creates pleasing atmosphere inthe shop. (odern interior displa! is attractive, space saving and convenient tosalesman and customers.4) S0'71/-+- /)* S0'7,''9-= 0howcases are nothing but cases made up of glass doors. he! are used forthe displa! of goods within the shop. )ustomers can easil! see articles kept inshowcases.0uch casesare used for interiordecoration and displa!ofgoods.39$owada!s we observes such showcases at railwa! platforms and bus stationswhere read! made garments, footwear, etc. are displa!ed. he showcases areusuall! of attractive designs and are well protected b! glass covers. heshowcases act as silent salesman. he! are similar to window displa! but arekept insidetheshop. he!areconvenient forthedispla!of small householdgoods. 0howrooms are used not onl! to displa! goods but also to demonstrate theusesof anarticle. he!provideanopportunit!tothebu!erstoexaminethegoods closel!. 0uch demonstration is necessar! in the case of costl! goods andmachines. 'or '()* these showrooms are not that much beneficial as compareto shops. he! are useful for industrial goods like bikes, H, refrigerators.5) T,/*+ F/5,-= Intheoldenda!sregularmarketshadnot comeintoexistence. Intheabsenceof regular markets, consumers were findingit ver! difficult tobu!essential commodities./encetoofferthemconvenienceofbu!ing, fairswereperiodicall! held at certain places. At such fairs a large number of people used tocometogetherwhichprovidedanopportunit!totraderstosell theirgoods.Inorder to attract a number of people business used to organiEe fun fair activitiesand stage dramas and other entertainment items. hus, in the olden da!s tradefairs were organiEed to provide marketing facilities to people. Bven toda! suchfairs are ver! common in backward states of India where regular markets do notexist for consumer and industrial goods. It provides an opportunit! to people tobu! novelties not available in the local markets.In market times such ancient fairs have been replaced b! commercial andindustrial fairs, which are organiEed elaboratel!. .ike ancient fairs here also wefind fun n fair and entertainment activities. /owever, the! are business orientedand considerable business activities are conducted at such fairs. rade fairs canbe regarded as a powerfulsales promotion tool. At such industrial, commercialand agricultural fairs different stalls are constructed and given to leadingenterprises for displa!ing their goods. Bven government organiEations participateintradefairsfordispla!ingtheproductsof stateenterprises. oda!, fairsarebeing organiEed at national or even at international level.40) E>05@5.5')-= In order to displa! latest innovations exhibitions are now &uite common in thefieldofbusinessandindustr!. radeassociationsandchambersofcommercegenerall!organiEetradeexhibitions. hisalsobesponsoredjointl!b!twoormore industrial and commercial enterprises. he object of a trade exhibition is todispla! latest innovations and demonstrate their merits. he exhibitions providefirst hand information about the product displa!ed. he! are useful in introducingnew products and in educating people about the new uses of the product. 0alesliterature is supplied to visitors and an arrangement is made of demonstrations. Ithelps in populariEing the product to a great extent. /ence, leading industrialists,businessmenandmanufacturersactivel!participateintheexhibition. It alsofacilitates image building and provides an opportunit! to stud! competitor"sproducts, its technical specialties, sales techni&ues etc. hus, health!competitionis promoted through industrial exhibitions. hecustomersarealsoenabledtocomparegoodsof different manufacturers, whichresultsintowiseselection of the product. hus, exhibition widens market for goods and help in thesales promotion.In order to organiEe exhibitions, the sponsors hire a large vacant plot and there&uired space is rented out to the interested parties for displa!ing their products.In advanced countries sponsors of the exhibitions provide complete dataregarding visitors who generall! visit the exhibitions. 5n the basis of thisinformation the firmcan take decisions regarding participation and displa!strateg!. he work of designing the exhibits is generall! entrusted to experts intheline. Inorder tobeeffective, theexhibitsselectedb!thefirmshouldbeattractive and should arouse the interest and satisf! the curiosit! of the visitors.he articles are arranged artisticall! and with imagination so as to impress uponthemindsof thevisitors. 0uitablelightingarrangement ismadetomaketheproduct look attractive. he artists make optimum use of electronic devices anddramatic appeal. o clear the doubts and explain the features and utilit! of theproduct salesmen are appointed b! the staff holders. he salesmen selected arecompetent courteous andhavecompleteinformationof theproduct anditsspecialties. It must be pointed out here that the participation in the exhibition is acostl! affair. 0talls are rented out fabulous rent and organiEing expenses are alsohigh. Butsuchexpensesaremorethancompensatedinthelongrunb!high41turnover and profit for the organiEation. /ence, the business enterprises shouldtake into account gain in the long run and activel! participate in the exhibition. Itnot onl!assistsinadvertisingbut alsofacilitatesstud!of innovations, latestdevelopments, competitor"sproducts, itssuperiorit!andthesalestechni&uesadopted b! the rivals. Indian government is also encouraging various exporters to participate inexhibitions in order to promote India"s exports. Harious facilities and concessionsaregiventotheexportersfor participatingintheexhibitions. 7articipationofexporters infairs gives wide publicit!toIndiangoods abroadandeffectivedemand is created. he government of India have created a separate directoratenamed G3irectorate of exhibitions" to deal with matters related to participation inexhibition. hedirectorateencouragesIndianmanufacturerstoparticipateininternational exhibitions, arranged exhibitions of Indian goods abroad and opensshowrooms at leading industrial and commercial centers. 7articipation ininternationalfairs and exhibitions is arranged through ministr! of 'oreign radeandtheIndian)ouncil and)ommodit!Boardalsooriginsor participateinspecialiEed fairs or exhibitions abroad. B,/)* M/)/6+9+). S:-.+9-= Brand management s!stems are divided into two parts. )entraliEed s!stem 3ecentraliEed s!stem C+).,/85D+* S:-.+9= A centraliEed organiEational s!stem is often used when companies do nothaveman!different divisions, product orservicelinesorbrandstoadvertise.(an! companies prefer a centraliEed advertising department because developingand coordinating advertising programs fromone central location facilitatescommunication regarding the promotions program, making it easier for topmanagement to participate in decisionAmaking. A centraliEed s!stem ma! alsoresult inamoreefficient operationbecause, fewer peopleareinvolvedintheprogram decisions and as their experience in making such decisions increases,and the process becomes easier.42 At the same time, problems are inherent in a centraliEed option. 'irst it isdifficult for the advertising department to understand the overall marketingstrateg!for thebrand. hedepartment ma!alsobeslowinrespondingthespecific needs and problems of a product or brand. As companies become largerand develop or ac&uire new products, brands or even divisions, the centraliEeds!stem ma! become impractical. D+1+).,/85D+* S:-.+9= In large corporations with multiple divisions and man! different products, it isver!difficult tomanageall theadvertising, promotional, andother functionsthrough a centraliEed department.hese t!pes of companies generall! have a#decentraliEed s!stems%, with separate manufacturing, research anddevelopment, salesandmarketingdepartmentsfor variousdivisions, productlines or businesses. (an! companies that use a decentraliEed s!stem, such as7rocter N*amble, *illette)o. and $estle,assign each productor brand to abrandmanager who is responsiblefor thetotal management of thebrand,including planning, budgeting, sales and profit performance.D+1+).,/85D+* @,/)* 9/)/6+9+). -:-.+9 AAAAAAAAAA* /6+)1:S/8+- 2,'9'.5') P/1;/6+ *+-56) M+,10/)*5-5)6 43)orporate'inanceBrand (anager0ales 7roductmanagementAdvertising departmentBrand (anager(arketingservices7roduction (arketing 1 N 3 /uman 1esources(arketingresearch A* /6+)1: A* /6+)1:A P,'1.+, F G/9@8+ *545-5') (-5)6 .0+ 1/.+6',: 9/)/6+9+).-:-.+944Hice presidentA 7ackaged soapand detergent division Brand (anager3ishwashing products categor! general manager Advertising managers+Bach categor! manager will have one or more advertising managers reporting to him or her for each specific brand, e. g., ide advertising manager, )heer advertising manager.,0pecialt! products categor! general manager.aundr! products categor! general managerAssociate advertising managers A3HB1I0I$* A*B$)4D M+/)5)6 '3 /) A*4+,.5-5)6 A6+)1:= Advertisingagenc!isnothingbut anorganiEationspeciall!createdforrendering service in advertising. It is Gan organiEation where business consists inthe ac&uisition as a principal of the right to use space or time in advertising mediaand the administration on behalf of the advertisers of advertising appropriationsmade b! them". It is independent firm set up to render specialiEed services aboutmarketing in general and advertising in particular. It is primaril! organiEed to render advice and creative services for its clients.It sells creative talents and sees to it that advertising message goes to masses inan effective manner. It has writers, mediaAexperts researchers- televisionproducer"s etc. whose main work is to plan suitable advertising strateg! for theirclients.A modernadvertisement, whichweseeandhear intheregional andnational media. Anadvertisingagenc!representsthecareof theadvertisingprofession. he American Association of Advertising Agencies +AAAA, define AdvertisingAgenc!asGanindependent businessorganiEation, composedof creativeandbusiness people, who develop" prepare and place advertising media for seller fortheir goods and services. R'8+ '3 A*4+,.5-5)6 A6+)1:= Inmoderntimesadvertisingagenc!broadl!performsthefunctionofmarketing and advertising. he function performed b! advertising agencies mightbeconductedb!theclientsthemselvesthroughoneof thedesignsbut mostlarge companies use outside firms. 45Brand managersAssistant brand managers R+/-')- 3', (-5)6 /) /6+)1:= 7robabl! the main reason outside agencies are used is that the! providethe client with the services of highl! skilled individuals who are specialist intheirchosen fields. Anadvertisingagenc!staffma!includeartists,writers,mediaanal!sts, researchersandotherswithspecificskills, knowledgeandexperience who can help market the client"s products. (an! agenciesspecialiEeinaparticular t!peof businessandusetheirknowledgeof theindustr! to assist their clients.An outside agenc! can also provide an objective viewpoint of the marketanditsbusinessthat isnot subjecttointernal compan!policies,biases orother limitations. he agenc! can draw on the broad range of experience ithas gained while working on a diverse set of marketing problems for variousclients. M/,;+.5)6 -+,451+-= 5ver thepast twodecades, useof marketingserviceshasincreaseddramaticall!. 5neservicegaining increasedattentioninresearch,as agenciesrealiEe that to communicate effectivel! with there client" customer, the! must havegood understanding of the target audience. (ost full service agencies maintain research department whose functions istogather, anal!Ee, andinterpret informationthat will beuseful indevelopingadvertising for their clients. his can be done through primar! research O where astud!isdesigned,executed, andinterpretedb!theresearchdepartment Oorthroughtheuseof secondar!sourcesof information. 0ometimetheresearchdepartment ac&uires studies conductedb! independent s!ndicated researchfirms or consultants. he research staff then interprets this report and passes onthe information to other agenc! personal working on that account. he research department ma! also design and conduct research to pretesttheeffectivenessof advertisingtheagenc!isconsidering. 'orexample, cop!testing is often conducted to determine how messages developed b! the creativespecialists are likel! to be interpreted b! the receiving audience.46 he media department of an agenc! anal!Ees,selects, and contract forspaceor timeinthemediathat will beusedtodeliver theclient advertisingmessage. he media department is expected to develop a media plan that willreach the target market and effectivel! communicate the message. 0ince most ofthe client ad budget is spend on media time and K or space, this department mustdeveloped a plan that both communicates with the right audience and is cost effective. he research and media department perform most of the function that fullAserviceagenciesneedtoplanandexecutetheir client advertisingprograms.0ome agencies offer additionalmarketing services to their client assist in otherpromotional areas. An agenc! ma!have a sales promotiondepartment, ormerchandisingdepartment, that specialiEesindevelopingcontests, premiums,promotion, point of sale materials, and other sale materials. It ma! have directmarketing specialist and package designers, as well as a 71K publicit!department. (an!agencieshavedevelopedinteractivemediadepartment tocreatewebsites fortheirclient.he growing popularit!ofintegratedmarketingcommunication has prompted man! fullA function agencies to develop capabilitiesand offer services in these other promotional areas. I()7erspective 9A8discusses how traditional advertising agencies are developing integratedmarketing capabilities that extend be!ond media advertising. C,+/.54+ S+,451+-= hecreativeservicesdepartment isresponsiblefor thecreationandexecution of advertisements. he individuals who concave the ideas for the adsand write the headlines, subheads, and bod! cop! are known as 1'2:7,5.+,-.he! ma! also be involved in determining the basic appeal or theme of the adcompaniesandoftenpreparearoughinitial visual la!out of theprint adortelevision commercial"s. Whilecop!writersareresponsiblefor what themessagesa!s, theartdepartment is responsible for how the ad looks. 'or print ads, the art directorsand graphic designers prepare la!outs, which are drawings, that shoe what theadwill looklikeandfromwhichthefinal artworkwill beproduced. 'or Hcommercials, thela!out isknownasastor!board, ase&uenceof framesorpanels that deceits the commercial in still form. 47 (embers of the creative department work together to develops ads that willcommunicate the ke! points determined to be the basis of the creative strateg!for the client"s product. Writers and artists generall! work under the direction ofthe agenc!"s creative director, who overseas all the advertising produced b! theorganiEation. hedirector setsthecreativephilosoph!of thedepartment andma! even become directl! involved in the creating ads for the agenc!"s largestclients. 5nce the cop!, la!out, illustrations, and mechanical specifications have beencompletedandapproved, theadisturnedovertotheproductiondepartment.(ost agencies do not produce actuall! finished ads- the! hire printers, engravers,photographers, t!pographers and other suppliers to complete the finishedproduct. 'or broadcast production the approved stor!board must be turned intothe finished commercial. he production department ma! supervise the casting ofpeople to appear in the ad and the setting for the scenes as well as choose anindependent production studio. he department ma! hire an outside director toturncreativeconcept intoacommercial. 'orexample, several companieslike$ike and Cmart, have used film director 0pike .ee to direct their commercials-Airwalk shoos has used 6ohn *len, who directed man! of the 6ames Bond films,for itsHsports. )op!writers, art directors, account managers, peoplefromresearch and planning and representatives fromthe clients side ma! allparticipate in production decisions,particularl!whenlarge sums ofmone! areinvolved. )reating an advertisement often involves man! people and takes severalmonths. In large agencies with man! clients, coordinating the creative andproduction processes can be major problem. A traffic department coordinates allphasesof productiontoseethat theadsarecompletedontimeandthat alldeadlines for submitting the ads to the media are met. he traffic department ma!belocated inthe creative services areaof the agenc!, or be part ofmediaoraccount management or be separate. M/)/6+9+). /)* F5)/)1+= .ikean!otherbusinessanadvertisingagenc!must bemanagedandperform basic operating and administrative functions such as accounting , financeandhumanresources. It must alsoattempt togeneratenewbusiness. .arge48agencies emplo! administrative, managerial, and clerical people to perform thesefunctions. he bulk of an agenc!"s income +approximatel! ?;L, goes to salar!andbenefitsfor itsemplo!ees. hus, anagenc!must manageitspersonnelcarefull! and get maximum productivit! from them. A6+)1: O,6/)5D/.5') /)* S.,(1.(,+= 'ull function advertising agencies must develop an organiEational structure thatwill meet theirclients" needsandservetheir owninternal re&uirements. (ostmedium siEe and large agencies are structured under either a departmental or agroup s!stem. 2nder the *+2/,.9+)./8 -:-.+9G each of the agenc! functions isset upasaseparatedepartment andiscalledonasneededtoperformitsspecialt! and service allthe agencies clients. Ad la!out, writing and productionaredoneb!creativedepartment, marketingservices isresponsiblefor an!research or media selection and purchases and the account services departmenthandles client contacts. 0ome agencies prefer the departmental s!stem becauseit gives emplo!ees the opportunit! to develop expertise in servicing a variet! ofaccounts. T0+ F(.(,+ '3 A6+)1: C'92+)-/.5')= hereisnoonemethodof agenc!compensationtowhichever!onesubscribes. herecentANA(A--'15/.5')'3 N/.5')/8 A*4+,.5-+,-) -(,4+:found that nearl! half of advertiser made significant changes in theircompensationplansinthepast9 !ears, while=8Lplanmorechangessoon.5ne of the most significant findings from the recent A$A surve! is the rapid riseinincentivebasedcompensationagreement, as9>Lof advertisersareusingsome t!pe of performance based s!stem versus onl! 89L 8< !ears ago. As more companies adopt I() approaches, the! are reducing their relianceon traditionalmedia advertising and this is leading to changes in the wa! the!compensate their agencies. 'or example, 7rocter N *amble, which hastraditionall! been a heav! user of television advertising, was one of the largestmajor advertisers to move awa! from the standard 8>L commission s!stem. In=7erformance reviews>F5ther criteria 88B/-5- 3', I)1+).54+Agenc! performance8;L)ompan! performance 8:50Both agenc! N compan! performance?@P+,3',9/)1+ I)1+).54+ (-+ @: -5D+ '3 /*4+,.5-+,2nder J; million 89LJ; million A J=< million8