MA 91 Preetham Newrtytytsjfbkmfsffdsffsdfasdfsaf

7/21/2019 MA 91 Preetham Newrtytytsjfbkmfsffdsffsdfasdfsaf

1/73

EFFECTIVENESS OF ADVERTISEMENT

INTRODUCTION

In a competitive market place where the Consumer la!s a Vital role" The success

or #ailure o# an or$ani%ation is lar$el! &epen&ent on the purchasin$ capacit! o# the

customer" 'e nee& to satis#! wants an& nee&s &epen&s upon the consumer perception"

erception will var! #rom person to person an& pro&uct (service to pro&uct (services"

erception is the process )! which or$anisms interpret an& or$ani%e sensation to

pro&uce a meanin$#ul e*perience o# the worl&" Sensation usuall! re#ers to the imme&iate +

relativel! unprocesse& result o# stimulation o# sensor! receptors in the e!e+ ears+ nose

+ton$ue + or skin"

An a&vertisin$ messa$e is $ui&e& )! the ,a&vertisin$ or cop! plat#orm+, which is a

com)ination o# the marketin$ o)-ectives+ cop!+ art+ an& pro&uction values" This

com)ination is )est reali%e& a#ter the tar$et consumer has )een anal!%e&+ the pro&uct

concept has )een esta)lishe&+ an& the me&ia an& vehicles have )een chosen" At this point+

the a&vertisin$ messa$e can )e &irecte& at a ver! concrete au&ience to achieve ver!

speci#ic $oals" .iam an& Schewe liste& three ma-or areas that an a&vertiser shoul&

consi&er when en&eavorin$ to &evelop an e##ective ,a&vertisin$ plat#orm,/

'hat are the pro&uct0s uni1ue #eatures2

.ow &o consumers evaluate the pro&uct2 'hat is likel! to persua&e them to

purchase the pro&uct2

.ow &o competitors rank in the e!es o# the consumer2 Are there an! weaknesses

in their positions2 'hat are their stren$ths2

Most )usiness consultants recommen& emplo!in$ an a&vertisin$ a$enc! to create the art

work an& write the cop!" .owever+ man! small )usinesses &on0t have the up3#ront capital

to hire such an a$enc!+ an& there#ore nee& to create their own a&vertisin$ pieces" 'hen

&oin$ this a )usiness owner nee&s to #ollow a #ew important $ui&elines"

V.C.R INSTITUE OF MANAGEMENT STUDIES Page


2/73


COPY 'hen composin$ a&vertisin$ cop! it is crucial to remem)er that the primar! aim

is to communicate in#ormation a)out the )usiness an& its pro&ucts an& services" The

,sellin$ proposal, can act as a )lueprint here+ ensurin$ that the a&vertisin$ #its the overall

marketin$ o)-ectives" Man! companies utili%e a theme or a slo$an as the centerpiece o#

such e##orts+ emphasi%in$ ma-or attri)utes o# the )usiness0s pro&ucts or services in the process" 4ut as .iam an& Schewe caution+ while ,somethin$ must )e use& to animate the

theme 5care must )e taken not to lose the un&erl!in$ messa$e in the pursuit o#

memora)le a&vertisin$",

'hen writin$ the cop!+ &irect lan$ua$e 6sa!in$ e*actl! what !ou mean in a positive+

rather than ne$ative manner7 has )een shown to )e the most e##ective" The theor! here is

that the less the au&ience has to interpret+ or unravel the messa$e+ the easier the messa$e

will )e to rea&+ un&erstan&+ an& act upon" As 8err! Fisher o)serve&

in Entrepreneur, ,Two3s!lla)le phrases like 0#ree )ook+0 0#ast help+0 an& 0lose wei$ht0 are

the kin& o# a&vertisin$ messa$es that &on0t nee& to )e rea& to )e e##ective" 4! that I mean

the! are so eas! #or the )rain to interpret as a whole thou$ht that the!0re 0rea&0 in an e!e

)link rather than as linear ver)ia$e" So #or an a&vertiser tr!in$ to $et attention in a worl&

awash in a&vertisin$ ima$es+ it makes sense to tr! this messa$e3in3an3e!e3)link route to

the pu)lic consciousness9)e it #or a sales slo$an or even a pro&uct name",

The cop! content nee&s to )e clearl! written+ #ollowin$ conventional $rammatical

$ui&elines" O# course+ e##ective hea&in$s allow the rea&er to $et a sense o# the

a&vertisement0s central theme without havin$ to rea& much o# the cop!" An a&vertisement

that has ,:;< O##, in )ol& )lack letters is not -ust eas! to rea&+ )ut it is also eas! to

un&erstan&"

ART WORK AND LAYOUT

Small )usiness owners also nee& to consi&er the visual rhetoric o# the

a&vertisement+ which simpl! means that the entire a&vertisement+ inclu&in$ )lank space+

shoul& have meanin$ an& lo$ic" Most in&ustr! e*perts recommen& that a&vertisers use

short para$raphs+ lists+ an& catch! illustrations an& $raphics to )reak up an& supplement



3/73


the te*t an& make the &ocument )oth visuall! invitin$ an& eas! to un&erstan&"

Remem)er+ an a&vertisement has to capture the rea&er0s attention 1uickl!"

ADVERTISING BUDGET

The a&vertisin$ )u&$et can )e written )e#ore or a#ter a )usiness owner has

&evelope& the a&vertisin$ strate$!" 'hen to make a )u&$et &ecision &epen&s on the

importance o# a&vertisin$ an& the resources availa)le to the )usiness" I#+ #or instance+ a

)usiness knows that the! onl! have a certain amount o# mone! #or a&vertisin$ then the

)u&$et will ten& to &ictate what a&vertisin$ is &evelope& an& what the overall marketin$

o)-ectives will )e" On the other han&+ i# a )usiness has the resources availa)le+ the

a&vertisin$ strate$! can )e &evelope& to meet pre&etermine& marketin$ o)-ectives" For

small )usinesses+ it is usuall! )est to put to$ether an a&vertisin$ )u&$et earl! in thea&vertisin$ process"

The #ollowin$ approaches are the most common metho&s o# &evelopin$ an e##ective

)u&$et" All the metho&s liste& are pro$ressive ones that look to perpetuate $rowth/

ercenta$e o# #uture or past sales

Competitive approach

Market share

All availa)le #un&s

The task or o)-ective approach

The easiest approach9an& thus the one that is most o#ten use&9is the percenta$e

o# #uture or past sales metho&" Most in&ustr! e*perts recommen& )asin$ spen&in$ on

anticipate& sales+ in or&er to ensure $rowth" 4ut #or a small )usiness+ where survival ma!

)e a )i$$er concern than $rowth+ )asin$ the a&vertisin$ )u&$et on past sales is o#ten a

more sensi)le approach to take"

METHODS OF ADVERTISING



4/73


Small )usiness owners can choose #rom two opposite philosophies when preparin$ their

a&vertisin$ strate$!" The #irst o# these+ sometimes calle& the push metho&+ is a stance

wherein an a&vertiser tar$ets retail esta)lishments in or&er to esta)lish or )roa&en a

market presence" The secon& option+ sometimes calle& the pull metho&+ tar$ets en&3users

6consumers7+ who are e*pecte& to ask retailers #or the pro&uct an& thus help ,pull, itthrou$h the channel o# &istri)ution" O# course+ man! )usinesses emplo! some h!)ri& o#

the two when puttin$ to$ether their a&vertisin$ strate$!"

PUSH METHOD The aim o# the push metho& is to convince retailers+ salespersons+ or

&ealers to carr! an& promote the a&vertiser0s pro&uct" This relationship is achieve& )!

o##erin$ in&ucements+ such as provi&in$ a&vertisin$ kits to help the retailer sell the

pro&uct+ o##erin$ incentives to carr! stock+ an& &evelopin$ tra&e promotions"

PULL METHOD The aim o# the pull metho& is to convince the tar$et consumer to tr!+

purchase+ an& ultimatel! repurchase the pro&uct" This process is achieve& )! &irectl!

appealin$ to the tar$et consumer with coupons+ in3store &ispla!s+ an& sweepstakes"

ANALYZING ADVERTISING RESULTS

Man! small )usinesses are &istressin$l! la* in takin$ steps to monitor whether

their a&vertisin$ e##orts are havin$ the &esire& e##ect" Instea&+ the! simpl! throw acampai$n out there an& hope #or the )est+ rel!in$ on a $eneral sense o# compan! health

when &eterminin$ whether to continue+ terminate+ or make a&-ustments to a&vertisin$

campai$ns" These small )usiness owners &o not seem to reco$ni%e that m!ria& #actors

can in#luence a )usiness0s #ortunes 6re$ional economic straits+ arrival o# new competition+

seasonal )u!in$ #luctuations+ etc"7" The small )usiness owner who &oes not )other to

a&e1uatel! anal!%e his or her a&vertisin$ e##orts runs the &an$er o# throwin$ awa! a

per#ectl! $oo& a&vertisin$ strate$! 6or retainin$ a &reaul one7 i# he or she is una)le to

&etermine whether )usiness upturns or &ownturns are &ue to a&vertisin$ or some other

#actor"



5/73


INDUSTRY PROFILE

This is stu&! entitle& A STUDY ON EFFECTIVENESS OF

ADVERTISEMENT WITH REFERENCE TO VASANTH & CO, CHENNAI. It

aims at knowin$ the e##ectiveness o# the a&vertisement in various Me&ias" The stu&! is

&escriptive t!pe o# research &esi$n has )een use& to cover the peoples in the Chennai cit!"

For this stu&! the samples &esi$ne& is simple ran&om samplin$ which is chosen #rom

various places insi&e the Chennai cit!" The primar! &ata was collecte& throu$h

1uestionnaire usin$ simple Ran&om samplin$ metho&"

The secon&ar! &ata has )een collecte& #rom the internet+ -ournals+ an& )ooks" The

collecte& &ata has )een ph!sicall! represente& usin$ )ar &ia$ram"

The &ata was anal!%e& an& interpretations were ma&e" It has helpe& to know a)out the

e##ectiveness o# a&vertisement amon$ the peoples in the Chennai cit!

The ma-orit! o# the respon&ents are aware o# the a&vertisin$ provi&e& )! the compan!"

The appropriate su$$estions have )een ma&e+ which implemente& woul& increase the

e##icienc! o# the compan!

A&vertisin$ is a service rather than a pro&uct+ ever! multi national companies spen&

)illions o# their mone! to reach ever! possi)le consumer= it is the #ast $rowin$ se$ment

where an eas! reach o# the consumer is ma&e" Man! retail outlets in In&ia are movin$

towar&s the mass se$ment amon$ the In&ian consumers

The companies hi$hest aim is to make awareness amon$ all potential

consumers+ such attempt is )! the one o# the richest retail outlet >VASANT. ? CO an&also to continue as a no" @ &ealer in consumer &ura)le

There )! promotin$ their various pro&ucts throu$h various Me&ias to reach their

customers an& to attract new customers"



6/73


So i# the a&vertisement is ma&e e##ective with $oo& attraction then the customers

will $o a#ter it" Such concept is #ollowe& )! ever! compan!"

The or$ani%ation ha& ma&e all its e##orts to reach the ma*imum pu)lic throu$h out all

me&ia" It ha& ma&e an attempt to a&vertise in television+ various Me&ias an& #oun& to )e

much success#ul in its attempt" The researcher in this stu&! ha& ma&e an attempt to stu&!

the possi)le reach o# the VASANT. ? CO a&vertisement amon$ the peoples in the

C.ENNAI cit!"

A&vertisement+ to&a! is not -ust a mere &issemination o# in#ormation a)out !our pro&ucts

an& services to !our tar$et customers" It is a pro-ection o# !our ima$e+ a )ran& )uil&in$

e*ercise an& a me&ium to pro-ect !our &i##erentiation to sta! ahea& o# the competition"

An& it all starts #rom scratch" That is wh! Cr!stal .ues imite& 6C. 7 provi&es

inte$rate& a&vertisin$ a$enc! services to inclu&e the entire $amut o# services that !ou

re1uire to &eliver a comprehensive an& all pervasive a&vertisin$ an& promotion

campai$n" Services o##ere& )! C. inclu&e Creative services+ Content services an&

romotion services &elivere& across the various me&iums o# communication+ )e it

conventional printin$ press+ online Internet me&ia+ multime&ia avenues+ events an& on3

roa& shows an& events"

C. Bs creative services inclu&e &esi$nin$ an& &evelopin$ lo$os+ a&vertisements+

)rochures+ we)sites+ multime&ia presentations etc"+ in an! lan$ua$e !ou re1uire" Content

services inclu&e provi&in$ care#ull! chosen an& appropriate content #or !our

re1uirements o# a&vertisements+ translation an& locali%ation" The romotion services

inclu&e promotin$ !our a&vertisements over the various me&iums o# communication+

inclu&in$ on3#iel& promotion an& promotion over the Internet"

A&vertisin$ services provi&e& )! Cry !"# H$% CHL' involves mass communication

e*perts+ concept &evelopers+ visuali%ers+cop! writers + $raphic &esi$ners an&&omain

e*perts in pu)lishin$ technolo$ies+ multime&ia + electronic me&ia an& internet

technolo$ies" C. team o# over @;; pro#essionals also )rin$ the marketin$ e*perience

an& consumer insi$hts $aine& over the last ; !ears a&vertisin$ an& marketin$ #or more

than +;;; clients across &iverse #iel&s an& pro&uct ran$e"

http://www.crystalhues.com/copywriting-services.asphttp://www.crystalhues.com/graphic-designing.asphttp://www.crystalhues.com/graphic-designing.asphttp://www.crystalhues.com/domain-name-registration.asphttp://www.crystalhues.com/domain-name-registration.asphttp://www.crystalhues.com/multimedia-presentations.asphttp://www.crystalhues.com/copywriting-services.asphttp://www.crystalhues.com/graphic-designing.asphttp://www.crystalhues.com/domain-name-registration.asphttp://www.crystalhues.com/domain-name-registration.asphttp://www.crystalhues.com/multimedia-presentations.asp


7/73


N%( )")%r , M"*"+ -%

ress a&vertisements reach out to lar$e $roups o# au&ience+ inclu&in$ the active as well as

the passive t!pes o# customers" A speciali%e& approach is re1uire& #or &evelopin$ press

a&vertisements i# the! have to make contact with &istinct t!pes o# customers"

es+ Cry !"# H$% can make this lar$er e##ort a #iner an& closer e*perience #or !our

customers+ helpin$ them encircle their interest aroun& !our pro&uct"

T%#% /-, R"0 /

Electronic #orms o# me&ia such as the television an& the ra&io are more e*pressive meanso# mass marketin$+ reachin$ out to )oth the e&ucate& as well as the less e&ucate&

customers" Thou$h a #orm o# AT + electronic me&ia has a &i##erent )or&erline #rom press

a&vertisement an& out&oor pu)licit!" The precise reason wh!+ the e*pert a&vertisers

at Cry !"# H$% have the ri$ht an& relevant e*perience in a&&ressin$ these intricacies o#

communication" 'e have the skills to assess the lar$er+ )ut varie& $roups at the other si&e

o# the screen an& comprehen& what the! un&erstan&"

O$!0//r )$1# 2 !y

Out&oor pu)licit! looks at an au&ience+ which is more &iverse !et approacha)le" The

challen$e is to place messa$es an& $raphics customi%e& to the speci#ic out&oors

environment" Visuall! com#ortin$+ appealin$ an& necessit!3&riven are some o# the

un&erl!in$ canons o# pu)licit! that Cr!stal .ues uses while $eneratin$ out&oor pu)licit!

#or !our pro&ucts" Cry !"# H$% is involve& in creatin$ e*tensive out&oor pu)licit! #or

clients" 'e have $ot speciali%e& knowle&$e in )rin$in$ out )ill)oar&s+ hoar&in$s+

)anners+ si$n)oar&s+ wall paintin$s+ etc"

Comprehensive an& inte$rate& a&vertisin$ is the necessit! to&a!+ when &i##erentiation+

e*perience an& emotion are the onl! relevant tools #or a&vertisin$" C. teams o#

pro#essionals an& &omain e*perts &eliver a&vertisin$ services across various $eo$raphic

markets an& me&ium o# communication )e it conventional press+ &i$ital me&ia+



8/73


electronic me&ia an& internet me&ia an& cut across lan$ua$e an& culture o# an! countr!"

C. a&vertisin$ services are $eare& to &eliver the )est availa)le in the in&ustr! an& at

surprisin$l! reasona)le costs"

An n a&vertisin$ strate$! is a campai$n &evelope& to communicate i&eas a)out pro&ucts

an& services to potential consumers in the hopes o# convincin$ them to )u! those

pro&ucts an& services" This strate$!+ when )uilt in a rational an& intelli$ent manner+ will

re#lect other )usiness consi&erations 6overall )u&$et+ )ran& reco$nition e##orts7 an&

o)-ectives 6pu)lic ima$e enhancement+ market share $rowth7 as well" As Portable MBA

in Marketing authors Ale*an&er .iam an& Charles D" Schewe state&+ a )usiness0s

a&vertisin$ strate$! ,&etermines the character o# the compan!0s pu)lic #ace", Even thou$h

a small )usiness has limite& capital an& is una)le to &evote as much mone! to a&vertisin$

as a lar$e corporation+ it can still &evelop a hi$hl! e##ective a&vertisin$ campai$n" Theke! is creative an& #le*i)le plannin$+ )ase& on an in&epth knowle&$e o# the tar$et

consumer an& the avenues that can )e utili%e& to reach that consumer"

To&a!+ most a&vertisin$ strate$ies #ocus on achievin$ three $eneral $oals+ as the Small

4usiness A&ministration in&icate& in

Advertising Your Business:

@7 romote awareness o# a )usiness an& its pro&uct or services=

7 Stimulate sales &irectl! an& ,attract competitors0 customers,= an&

7 Esta)lish or mo&i#! a )usiness0 ima$e" In other wor&s+ a&vertisin$ seeks

to inform + persuade +and remind the consumer" 'ith these aims in min&+ most )usinesses

#ollow a $eneral process which ties a&vertisin$ into the other promotional e##orts an&

overall marketin$ o)-ectives o# the )usiness"

STAGES OF ADVERTISING STRATEGY

As a )usiness )e$ins+ one o# the ma-or $oals o# a&vertisin$ must )e to $enerate awareness

o# the )usiness an& its pro&ucts" Once the )usiness0 reputation is esta)lishe& an& its

pro&ucts are positione& within the market+ the amount o# resources use& #or a&vertisin$

will &ecrease as the consumer &evelops a kin& o# lo!alt! to the pro&uct" I&eall!+ this



9/73


esta)lishe& an& ever3$rowin$ consumer )ase will eventuall! ai& the compan! in its

e##orts to carr! their a&vertisin$ messa$e out into the market+ )oth throu$h its purchasin$

actions an& its testimonials on )ehal# o# the pro&uct or service"

Essential to this rather a)stract process is the &evelopment o# a ,positionin$ statement+,

as &e#ine& )! eral& E" .ills in ,Marketin$ Option an& Marketin$, in The Portable MBA

in Entrepreneurship / ,A 0positionin$ statement0 e*plains how a compan!0s pro&uct 6or

service7 is &i##erentiate& #rom those o# ke! competitors", 'ith this statement+ the )usiness

owner turns intellectual o)-ectives into concrete plans" In a&&ition+ this statement acts as

the #oun&ation #or the &evelopment o# a sellin$ proposal+ which is compose& o# the

elements that will make up the a&vertisin$ messa$e0s ,cop! plat#orm", This plat#orm

&elineates the ima$es+ cop!+ an& art work that the )usiness owner )elieves will sell the

pro&uct"

'ith these concrete o)-ectives+ the #ollowin$ elements o# the a&vertisin$ strate$! nee& to

)e consi&ere&/ tar$et au&ience+ pro&uct concept+ communication me&ia+ an& a&vertisin$

messa$e" These elements are at the core o# an a&vertisin$ strate$!+ an& are o#ten re#erre&

to as the ,creative mi*", A$ain+ what most a&vertisers stress #rom the )e$innin$ is clear

plannin$ an& #le*i)ilit!" An& ke! to these aims is creativit!+ an& the a)ilit! to a&apt to

new market tren&s" A ri$i& a&vertisin$ strate$! o#ten lea&s to a loss o# market share"

There#ore+ the core elements o# the a&vertisin$ strate$! nee& to mi* in a wa! that allowsthe messa$e to envelope the tar$et consumer+ provi&in$ ample opportunit! #or this

consumer to )ecome ac1uainte& with the a&vertisin$ messa$e"

TARGET CONSUMER

The tar$et consumer is a comple* com)ination o# persons" It inclu&es the person

who ultimatel! )u!s the pro&uct+ as well as those who &eci&e what pro&uct will )e

)ou$ht 6)ut &on0t ph!sicall! )u! it7+ an& those who in#luence pro&uct purchases+ such as

chil&ren+ spouse+ an& #rien&s" In or&er to i&enti#! the tar$et consumer+ an& the #orces

actin$ upon an! purchasin$ &ecision+ it is important to &e#ine three $eneral criteria in

relation to that consumer+ as &iscusse& )! the Small 4usiness A&ministration/

Demo$raphics9A$e+ $en&er+ -o)+ income+ ethnicit!+ an& ho))ies"



10/73


4ehaviors9'hen consi&erin$ the consumers0 )ehavior an a&vertiser nee&s to e*amine

the consumers0 awareness o# the )usiness an& its competition+ the t!pe o# ven&ors an&

services the consumer currentl! uses+ an& the t!pes o# appeals that are likel! to convince

the consumer to $ive the a&vertiser0s pro&uct or service a chance"

Nee&s an& Desires9.ere an a&vertiser must &etermine the consumer nee&s9)oth in

practical terms an& in terms o# sel#3ima$e+ etc"9an& the kin& o# pitch(messa$e that will

convince the consumer that the a&vertiser0s services or pro&ucts can #ul#ill those nee&s"

PRODUCT CONCEPT

The pro&uct concept $rows out o# the $ui&elines esta)lishe& in the ,positionin$

statement", .ow the pro&uct is positione& within the market will &ictate the kin& o#

values the pro&uct represents+ an& thus how the tar$et consumer will receive that pro&uct"

There#ore+ it is important to remem)er that no pro&uct is -ust itsel#+ )ut+ as Courtlan& "

4ovee an& 'illiam F" Arens state& in Contemporary Advertising + a ,)un&le o# values,

that the consumer nee&s to )e a)le to i&enti#! with" 'hether couche& in presentations that

emphasi%e se*+ humor+ romance+ science+ masculinit!+ or #emininit!+ the consumer must

)e a)le to )elieve in the pro&uct0s representation"

COMMUNICATION MEDIA

The communication me&ia is the means )! which the a&vertisin$ messa$e is

transmitte& to the consumer" In a&&ition to marketin$ o)-ectives an& )u&$etar! restraints+

the characteristics o# the tar$et consumer nee& to )e consi&ere& as an a&vertiser &eci&es

what me&ia to use" The t!pes o# me&ia cate$ories #rom which a&vertisers can choose

inclu&e the #ollowin$/

rint9 rimaril! newspapers 6)oth weekl! an& &ail!7 an& ma$a%ines"

Au&io9FM an& AM ra&io"

Vi&eo9 romotional vi&eos+ in#omercials"

'orl& 'i&e 'e)"



11/73


Direct mail"

Out&oor a&vertisin$94ill)oar&s+ a&vertisements on pu)lic transportation 6ca)s+

)uses7"

A#ter &eci&in$ on the me&ium that is @7 #inanciall! in reach+ an& 7 most likel! to reachthe tar$et au&ience+ an a&vertiser nee&s to sche&ule the )roa&castin$ o# that a&vertisin$"

The me&ia sche&ule+ as &e#ine& )! .ills+ is ,the com)ination o# speci#ic times 6#or

e*ample+ )! &a!+ week+ month7 when a&vertisements are inserte& into me&ia vehicles an&

&elivere& to tar$et au&iences",

ADVERTISING MESSAGE

An a&vertisin$ messa$e is $ui&e& )! the ,a&vertisin$ or cop! plat#orm+, which isa com)ination o# the marketin$ o)-ectives+ cop!+ art+ an& pro&uction values" This

com)ination is )est reali%e& a#ter the tar$et consumer has )een anal!%e&+ the pro&uct

concept has )een esta)lishe&+ an& the me&ia an& vehicles have )een chosen" At this point+

the a&vertisin$ messa$e can )e &irecte& at a ver! concrete au&ience to achieve ver!

speci#ic $oals" .iam an& Schewe liste& three ma-or areas that an a&vertiser shoul&

consi&er when en&eavorin$ to &evelop an e##ective ,a&vertisin$ plat#orm,/

'hat are the pro&uct0s uni1ue #eatures2

.ow &o consumers evaluate the pro&uct2 'hat is likel! to persua&e them to

purchase the pro&uct2

.ow &o competitors rank in the e!es o# the consumer2 Are there an! weaknesses

in their positions2 'hat are their stren$ths2

Most )usiness consultants recommen& emplo!in$ an a&vertisin$ a$enc! to create the art

work an& write the cop!" .owever+ man! small )usinesses &on0t have the up3#ront capital

to hire such an a$enc!+ an& there#ore nee& to create their own a&vertisin$ pieces" 'hen

&oin$ this a )usiness owner nee&s to #ollow a #ew important $ui&elines"

COPY 'hen composin$ a&vertisin$ cop! it is crucial to remem)er that the primar! aim

is to communicate in#ormation a)out the )usiness an& its pro&ucts an& services" The



12/73


,sellin$ proposal, can act as a )lueprint here+ ensurin$ that the a&vertisin$ #its the overall

marketin$ o)-ectives" Man! companies utili%e a theme or a slo$an as the centerpiece o#

such e##orts+ emphasi%in$ ma-or attri)utes o# the )usiness0s pro&ucts or services in the

process" 4ut as .iam an& Schewe caution+ while ,somethin$ must )e use& to animate the

theme 5care must )e taken not to lose the un&erl!in$ messa$e in the pursuit o# memora)le a&vertisin$",

'hen writin$ the cop!+ &irect lan$ua$e 6sa!in$ e*actl! what !ou mean in a positive+

rather than ne$ative manner7 has )een shown to )e the most e##ective" The theor! here is

that the less the au&ience has to interpret+ or unravel the messa$e+ the easier the messa$e

will )e to rea&+ un&erstan&+ an& act upon" As 8err! Fisher o)serve&

in Entrepreneur, ,Two3s!lla)le phrases like 0#ree )ook+0 0#ast help+0 an& 0lose wei$ht0 are

the kin& o# a&vertisin$ messa$es that &on0t nee& to )e rea& to )e e##ective" 4! that I mean

the! are so eas! #or the )rain to interpret as a whole thou$ht that the!0re 0rea&0 in an e!e

)link rather than as linear ver)ia$e" So #or an a&vertiser tr!in$ to $et attention in a worl&

awash in a&vertisin$ ima$es+ it makes sense to tr! this messa$e3in3an3e!e3)link route to

the pu)lic consciousness9)e it #or a sales slo$an or even a pro&uct name",

The cop! content nee&s to )e clearl! written+ #ollowin$ conventional $rammatical

$ui&elines" O# course+ e##ective hea&in$s allow the rea&er to $et a sense o# the

a&vertisement0s central theme without havin$ to rea& much o# the cop!" An a&vertisement

that has ,:;< O##, in )ol& )lack letters is not -ust eas! to rea&+ )ut it is also eas! to

un&erstan&"

ART WORK AND LAYOUT

Small )usiness owners also nee& to consi&er the visual rhetoric o# the

a&vertisement+ which simpl! means that the entire a&vertisement+ inclu&in$ )lank space+

shoul& have meanin$ an& lo$ic" Most in&ustr! e*perts recommen& that a&vertisers use

short para$raphs+ lists+ an& catch! illustrations an& $raphics to )reak up an& supplement

the te*t an& make the &ocument )oth visuall! invitin$ an& eas! to un&erstan&"

Remem)er+ an a&vertisement has to capture the rea&er0s attention 1uickl!"



13/73


ADVERTISING BUDGET The a&vertisin$ )u&$et can )e written )e#ore or a#ter a

)usiness owner has &evelope& the a&vertisin$ strate$!" 'hen to make a )u&$et &ecision

&epen&s on the importance o# a&vertisin$ an& the resources availa)le to the )usiness" I#+

#or instance+ a )usiness knows that the! onl! have a certain amount o# mone! #or

a&vertisin$ then the )u&$et will ten& to &ictate what a&vertisin$ is &evelope& an& whatthe overall marketin$ o)-ectives will )e" On the other han&+ i# a )usiness has the

resources availa)le+ the a&vertisin$ strate$! can )e &evelope& to meet pre&etermine&

marketin$ o)-ectives" For small )usinesses+ it is usuall! )est to put to$ether an

a&vertisin$ )u&$et earl! in the a&vertisin$ process"

The #ollowin$ approaches are the most common metho&s o# &evelopin$ an e##ective

)u&$et" All the metho&s liste& are pro$ressive ones that look to perpetuate $rowth/

ercenta$e o# #uture or past sales

Competitive approach

Market share

All availa)le #un&s

The task or o)-ective approach

The easiest approach9an& thus the one that is most o#ten use&9is the percenta$e o#

#uture or past sales metho&" Most in&ustr! e*perts recommen& )asin$ spen&in$ on

anticipate& sales+ in or&er to ensure $rowth" 4ut #or a small )usiness+ where survival ma!

)e a )i$$er concern than $rowth+ )asin$ the a&vertisin$ )u&$et on past sales is o#ten a

more sensi)le approach to take"

METHODS OF ADVERTISING

Small )usiness owners can choose #rom two opposite philosophies when preparin$ their

a&vertisin$ strate$!" The #irst o# these+ sometimes calle& the push metho&+ is a stance

wherein an a&vertiser tar$ets retail esta)lishments in or&er to esta)lish or )roa&en a

market presence" The secon& option+ sometimes calle& the pull metho&+ tar$ets en&3users

6consumers7+ who are e*pecte& to ask retailers #or the pro&uct an& thus help ,pull, it



14/73


throu$h the channel o# &istri)ution" O# course+ man! )usinesses emplo! some h!)ri& o#

the two when puttin$ to$ether their a&vertisin$ strate$!"

PUSH METHOD The aim o# the push metho& is to convince retailers+ salespersons+ or

&ealers to carr! an& promote the a&vertiser0s pro&uct" This relationship is achieve& )!

o##erin$ in&ucements+ such as provi&in$ a&vertisin$ kits to help the retailer sell the

pro&uct+ o##erin$ incentives to carr! stock+ an& &evelopin$ tra&e promotions"

PULL METHOD The aim o# the pull metho& is to convince the tar$et consumer to tr!+

purchase+ an& ultimatel! repurchase the pro&uct" This process is achieve& )! &irectl!

appealin$ to the tar$et consumer with coupons+ in3store &ispla!s+ an& sweepstakes"

ANALYZING ADVERTISING RESULTS

Man! small )usinesses are &istressin$l! la* in takin$ steps to monitor whether their

a&vertisin$ e##orts are havin$ the &esire& e##ect" Instea&+ the! simpl! throw a campai$n

out there an& hope #or the )est+ rel!in$ on a $eneral sense o# compan! health when

&eterminin$ whether to continue+ terminate+ or make a&-ustments to a&vertisin$

campai$ns" These small )usiness owners &o not seem to reco$ni%e that m!ria& #actors

can in#luence a )usiness0s #ortunes 6re$ional economic straits+ arrival o# new competition+

seasonal )u!in$ #luctuations+ etc"7" The small )usiness owner who &oes not )other to

a&e1uatel! anal!%e his or her a&vertisin$ e##orts runs the &an$er o# throwin$ awa! a

per#ectl! $oo& a&vertisin$ strate$! 6or retainin$ a &reaul one7 i# he or she is una)le to

&etermine whether )usiness upturns or &ownturns are &ue to a&vertisin$ or some other

#actor"

The onl! wa! to know with an! accurac! how !our a&vertisin$ strate$! is workin$ is to

ask the consumer+ the opinions o# whom can )e $athere& in several wa!s" Althou$h man!o# the trackin$ alternatives are 1uite speciali%e&+ re1uirin$ either a lar$e )u&$et or

e*tensive a&vertisin$ research e*pertise+ even small )usinesses can take steps to measure

the e##ectiveness o# their a&vertisin$ strate$ies" The &irect response surve! is one o# the

most accurate means o# measurin$ the e##ectiveness o# a compan!0s a&vertisin$ #or the

simple reason that it measures actual responses to a )usiness0s a&vertisements" Other



15/73


ine*pensive options+ such as use o# re&eema)le coupons+ can also prove help#ul in

&eterminin$ the e##ectiveness o# an a&vertisin$ campai$n"

ADVERTISING AGENCIES

The &ecision whether or not to use an a&vertisin$ a$enc! &epen&s )oth on a compan!0s

a&vertisin$ strate$! an& its #inancial resources" An a$enc! has pro#essionals who can

or$ani%e+ create+ an& place a&vertisin$ so that it will meet esta)lishe& o)-ectives )etter

than most small )usinesses can &o on their own+ )ut o# course the e*pense associate&

with solicitin$ such talent is o#ten prohi)itive #or smaller companies" Still+ some small3

an& mi&3si%e& )usinesses have #oun& that a$encies can )e help#ul in shapin$ an&

monitorin$ a&vertisin$ strate$ies"

4ecause o# their resources an& e*pertise+ a$encies are use#ul when a )usiness is plannin$

a )roa& a&vertisin$ campai$n that will re1uire a lar$e amount o# resources" An

a&vertisin$ a$enc! can also help track an& anal!%e the e##ectiveness o# the a&vertisin$"

Some criteria to consi&er when choosin$ an a$enc! inclu&e si%e o# the a$enc!+ si%e o#

their clients 6small companies shoul& avoi& all!in$ themselves with a$encies with a lar$e

sta)le o# )i$ corporate clients so that the! are not treate& as a#terthou$hts7+ len$th o# timethat the principals have )een with the a$enc!+ the a$enc!0s $eneral a&vertisin$

philosoph!+ an& the primar! nature o# the a$enc!0s accounts 6are the! #amiliar with !our

in&ustr! an& the challen$es involve& in &i##erentiatin$ !our compan!0s pro&ucts or

services #rom others in that in&ustr!27"

ADVERTISING LAWS

The Fe&eral Tra&e Commission 6FTC7 protects consumers #rom &eceptive or mislea&in$a&vertisin$" Small )usiness owners shoul& )e #amiliar with the #ollowin$ laws+ which

pertain to marketin$ an& a&vertisin$ an& are en#orce& )! the Commission/

Consumer ro&uct Sa#et! Act9Outlines re1uire& sa#et! $ui&elines an& prohi)its

the sale o# harm#ul pro&ucts"



16/73


Chil& rotection an& To! Sa#et! Act9 rohi)its the sale o# to!s known to )e

&an$erous"

Fair acka$in$ an& a)elin$ Act9Re1uires that all packa$e& pro&ucts contain a

la)el &isclosin$ all in$re&ients"

Antitrust aws9 rotects tra&e an& commerce #rom unlaw#ul restraints+ price

&eception+ price #i*in$+ an& monopolies"

Man! complaints a$ainst a&vertisers center on alle$e&l! &eceptive a&vertisements+ so

small )usiness consultants ur$e entrepreneurs an& )usiness owners to hee& the #ollowin$

$eneral rules o# thum)/

@" Avoi& writin$ a&s that make #alse claims or e*a$$erate the availa)ilit! o# the pro&uct or the savin$s the consumer will en-o!"

" Avoi& runnin$ out o# a&vertise& sale items" I# this &oes happen+ )usinesses shoul&

consi&er o##erin$ ,rain3checks, so that the consumer can purchase the item later at the

same re&uce& price"

" Avoi& callin$ a pro&uct ,#ree, i# it has cost closel! associate& with it" I# there are

costs associate& with the #ree item the! nee& to )e clearl! &isclose& in the a&"

Since a&vertisin$ is a comple* process+ an& )usiness law un&er$oes continual chan$e+

)usiness owners shoul& consult an attorne! )e#ore &istri)utin$ an! a&vertisin$"



17/73


COMPANY PROFILE

V" "-!3 "-0 2/ esta)lishe& in the !ear @GH + In&iaBs No"@ Dealer in consumer

&ura)les+ have wi&e $eo$raphical presence in the southern part o# In&ia" It has a network

o# G showrooms operatin$ in almost all towns o# Tamilna&u an& one each in 4an$alore

an& on&icherr!" Since its inception the sales $raph o# the compan! has )een sloppin$

upwar& stea&il! an& to&a! it has earne& #or itsel# the envious position o# )ein$ an Rs" ":

4illion3turnover compan!"

Vasanth an& Co was esta)lishe& )! honora)le In&ian entrepreneur an& Tamil

Na&u overnment Mem)er o# e$islative Assem)l! 6M A7 Mr. H. V" "-!3"K$4"r "

.e is a #amous personalit! in the In&ian political an& entrepreneur space"

Mr" Vasanthakumar was )orn in Jan!akumari District in Tamil Na&u+ In&ia" In;;K+ he wrote a )ook title& Vetriko&i Jattu which was release& )! In&ian Famous Actor

Mr" Ra-inikanth" .e also runs a popular television channel 3 Vasanth TV "

V" "-!3 & C/ In&iaBs No"@ Dealer in consumer &ura)les has )een in the news all

the time #or creatin$ new recor&s in sales an& marketin$+ an& also #or )reakin$ its own

recor& to reach newer hei$hts" Vasanth ? Co" houses $lo)all! repute& )ran&s onl!+ all

un&er one roo#"

The $overnin$ principles o# Vasanth ? co" are sale o# 1ualit! an& stan&ar&

pro&ucts+ competitive price+ prompt &eliver!+ installation an& &emonstration+ a#ter3sales3

service+ prompt han&lin$ o# customer complaints+ consumer e&ucation

http://www.assembly.tn.gov.in/gallery/galimages/ot/0222.htmhttp://www.hindu.com/2006/09/17/stories/2006091714000200.htmhttp://www.hindu.com/2006/09/17/stories/2006091714000200.htmhttp://www.vasanth.tv/http://www.assembly.tn.gov.in/gallery/galimages/ot/0222.htmhttp://www.hindu.com/2006/09/17/stories/2006091714000200.htmhttp://www.vasanth.tv/


18/73


V" "-!3 & C/. views customer service an& solvin$ customer complaints as

e##ective wa!s to )uil& an& maintain customer )ase+ esta)lish customer rapport an& to

$enerate #uture sales throu$h repeat purchases ? positive wor&3o#3mouth re#erence"

Actin$ as a vital )ri&$e )etween customers an& manu#acturers+ Vasanth ? Co" strives to

resolve customer pro)lems imme&iatel! to avoi& #rustratin$ wait #or them" Our prompthan&lin$ o# customer complaints has+ in #act+ )uilt up customer con#i&ence in us more

especiall! when customers are vulnera)le to competition"

The! sai& that their most lo!al customers are not those who never ha& pro)lem with the

pro&uct the! sol&+ )ut )u!ers whose complaints were resolve& satis#actoril!" Customers

who purchase& )lack ? white TV sets #rom Vasanth ? Co" wa! )ack in @GH L that was

the time television came to In&ia L still continue to )e Vasanth ? Co" customers" This

speaks volumes a)out customer lo!alt! Vasanth ? Co" en-o!s"

Thou$h a proprietar! concern+ its a##airs are mana$e& with utmost

pro#essionalism+ proprietor H. V" "-!3"5$4"r is a well3repute& person o# pu)lic

stan&in$" .e is an ar&ent social servant+ philanthropist+ e&itor ? pu)lisher+ who

contri)utes in a )i$ wa! to promote e&ucation an& sports amon$ the poor an& o##ers relie#

an& reme&ies to the a##ecte& people the! are &ealin$ with home appliances+ kitchenware

items an& )eaut! care pro&ucts" The! #ocus on 1ualit! an& aim to achieve total customer

satis#action"

The pro&uct ran$e inclu&es A to in .ome Appliances ? Consumer Dura)les )oth hi$h

an& low en& such as

o lasma TVs

o CD TVs

o Televisions

o .an&icams

o Di$ital Cameras

o Au&io Vi&eo S!stems

o DVD la!ers



19/73


o 'alkmans

o Re#ri$erators

o Si&e3)!3si&e Re#ri$erators

o Air con&itioners

o Air Coolers

o Computers

V" "-!3 "-0 2/ suppl!in$ all kitchenware items an& electronic e1uipments+ which we

are usin$ in &a!3to3&a! li#e an& also which makes us to #eel com#orta)le"

A host o# kitchenware items that we suppl! inclu&es

Mi*ies

Ta)le top $rin&ers

8uice e*tractors

.an& )len&ers

Foo& rocessors

Cookers

Co##ee Makers

Milk 4oilers

E$$ )oilers

Toasters

Jettles

Dish washers 'ater puri#iers

as stoves

4uilt3in3ovens

as ho)s



20/73


Electric chimne!s

V" "-!3 "-0 2/ pursue a sin$le $oal o# total customer satis#action throu$h 1ualit!

pro&ucts+ unmatche& service an& on time &eliver!" the! en&eavor to source the

premium 1ualit! pro&ucts #rom the )est companies #or our clients" Our commitment

to continuous 1ualit! improvement touches ever! aspect o# our pro&ucts+ services+an& customer support" e& )! a team o# hi$hl! e*perience& people+ the compan! is

committe& to maintain clarit! in all its &eals an& timel! &eliver! o# its hi$h 1ualit!

pro&ucts"

V" "-!3 & C/ accepts no responsi)ilit! or lia)ilit! in respect o# an! error or omission

in an! in#ormation provi&e& )! it on Seekan&Source"com" Vasanth ? Co makes no

representation or warrant! re$ar&in$ the stan&in$+ cre&it or otherwise o# an! person+ #irm

or compan! mentione& in the in#ormation+ nor the suita)ilit! o# the in#ormation #or an!

purpose"

A &escription or re#erence to a pro&uct+ service or pu)lication on this we) site

6inclu&in$ an! &escription or re#erence via h!perlink7 &oes not impl! en&orsement )!

Vasanth ? Co o# that pro&uct+ service or pu)lication" in no event shall Vasanth ? Co or

an! part! involve& in the creation+ pro&uction or &eliver! o# seekan&source"com )e

lia)le #or &irect+ in&irect+ special+ inci&ental+ punitive+ e*emplar! or conse1uential

&ama$es arisin$ out o# the use o# or ina)ilit! to use seekan&source"com"

whether )ase& upon contract+ ne$li$ence+ strict lia)ilit! or otherwise+ even i# a&vise& o#

the possi)ilit! o# such &ama$es+ neither Vasanth ? Co + an! o# its a##iliates nor an!one+

inclu&in$ an! thir& part! licensor+ who has )een involve& in the creation+ pro&uction or

&eliver! o# Vasanth ? Co shall )e lia)le #or an! in&irect+ inci&ental or conse1uential

&ama$es such as+ )ut not limite& to+ loss o# )usiness in#ormation+ )usiness interruptionor loss o# anticipate& pro#its or )ene#its resultin$ #rom use o# seekan&source"com or

arisin$ out o# an! )reach o# warrant!+ even i# Vasanth ? Co or an! such other person has

)een a&vise& as to the possi)ilit! o# such &ama$es"

Vasanth an& co )ran& store locater in In&ia"



21/73


22/73


Camera+ Computers+ Entertainment+ .ome Appliance+ Jitchen Appliance+ amin$ an&

Accessories" reat pro&ucts #rom some o# the )est )ran&s ensure !ou an e*citin$

shoppin$ e*perience"

Our own la)el )! the name o# Vasanthan Co is well reco$ni%e& #or o##erin$ innovative

an& uni1ue pro&ucts that are har& to #in&" A &iverse ran$e o# merchan&ise in various

cate$ories like kitchen appliances+ stora$e &evices+ M pla!ers+ air con&itioners ? lot

more ensures !ou onl! the )est" From wi&e ran$e o# Croma )ran&e& pro&ucts+ !ou are

)oun& to #in& somethin$ $reat that will match up to !our )u&$et as well as personal

re1uirements"

At Vasanthan Co+ our en&eavor has alwa!s )een on #ul#illin$ ever! electronic

re1uirement )! helpin$ customers choose the )est pro&uct+ as per their nee&s" Croma0s

e##icient+ well3traine& an& knowle&$ea)le store a&visors are completel! e1uippe& to o##er

soun& an& personali%e& a&vice #or helpin$ a customer receive the )est value #or mone!"

Makin$ shoppin$ e*perience &eli$ht#ul post purchase is the #oun&ation #or investin$ in a

ro)ust customer service support at Croma" An! in&ivi&ual can $et in touch with us

throu$h our hours call centre support at @ ;;3 ;;3 K;K"

Ecommerce is our latest venture to achieve !et another important $oal+ which is to )rin$

customer the )est shoppin$ e*perience on the $o ? reach ever! &oor step in the nation"

'ith www"vasanthanco"com !ou can now e*plore+ )rowse an& purchase #rom the #inest

an& the most varie& ran$e o# electronic pro&ucts in the com#ort o# !our home" 'ell

structure& pro&uct in#ormation+ $reat &eals an& swi#t home &eliver! service are our

priorit! #or customer0s satis#!in$ shoppin$ e*perience"

E*plore an& choose #rom more than K;;; pro&ucts across varie& cate$ories+ which

inclu&e hones+ Camera+ Computers+ Entertainment+ .ome Appliance+ Jitchen

Appliance+ amin$ an& Accessories"

Nothin$ else makes a customer smile like receivin$ ama%in$ &eals on their #avourite

pro&ucts" To ensure this+ Vasanthan Co perio&icall! o##ers e*citin$ &eals that are har& to

miss"



23/73


'i&e reach+ all over the nation Vasanthan Co a Me$a store+ ip store an& Jiosk+ alon$

with its latest online vertical+ www"Vasanthan"com ensures wi&e sprea& ? reach all over

In&ia" Throu$h these #ocal se$ments we inten& to reach customers all across the nation to

#ul#il their electronic necessities with $reat 1ualit! an& valua)le pro&ucts"

Vasanthan Co has alwa!s )een &e&icate& towar&s $ivin$ its customers an eas! an&

hassle3#ree access to )est consumer electronics pro&ucts" This &e&ication has earne& the

compan! ,Most A&mire& Retailer, awar&"

Our #uses have )een teste& an& approve& 4! C3DOT+ ERT + an& ST C

CERTIFICATION" ro&uct ran$e has )een approve& #or PSB Mark ST C Certi#ication )!

ST C Directorate Ministr! o# In#ormation Technolo$!+ ovt" o# In&ia"

Our #uses are use& in almost all t!pes o# in&ustries in $overnment as well as private

sectors+ speciall! TV in&ustr!+ Computers+ Me&ical Instruments+ Telecommunication

E1uipment+ Automo)ile In&ustr! etc" In automo)ile in&ustr! our #uses are use& on lar$e

scale" 'e also manu#acture 4la&e T!pe #uses #or #our wheelers"

'e have lar$e &istri)utors+ &ealers+ retailer network sprea& all over In&ia #or e##ective+

continuous ? timel! &istri)ution o# our pro&ucts"

'ith the help o# our e##icient+ enthusiastic an& result oriente& R ? D &epartment+ e##orts

are ma&e constantl! to improve the 1ualit! o# our pro&ucts" Our R ? D team is in

constant touch with &evelopments in the pro&uction in ma-or in&ustriall! &evelope&

countries an& e##orts are )ein$ ma&e #or e*port o# our pro&ucts"

Our pro&uction #acilities have )een mechani%e& not onl! #or uick Actin$ #uses )ut also

#or Slow 4low Fuses an& hence it is possi)le #or us to pro&uce hi$h 1uantit! o# Slow

4low Fuses with consistent an& assure& level o# 1ualit!"

RETAIL DESIGN INITIATIVES

The Retail Desi$n team helps SpencerBs &eliver its )ran& promise in a wa! that is

sophisticate&+ )ut not sno))ish" This results in &i##erentiation without alienation o# lo!al

customers or loss o# the )ran& e1uit! ac1uire& over the !ears"



24/73


Central to the retail &esi$n strate$! is a uni1ue )ran& position 3 Taste the 'orl&+ &erive&

#rom the consumerBs own transition #rom a price3conscious purchaser to a $lo)al3min&e&+

well3travelle& citi%en o# the worl&+ lookin$ out #or authentic international #lavors an&

e*periences" SpencerBs has conse1uentl! evolve& #rom )ein$ a pre#erre& $rocer! retailer

to )ein$ a passport to a stimulatin$ worl&" This is evi&ent in/






re1uirements"

Ori$inall! rolle& out at the Vasanthan Co h!permarket at South Cit! Mall+ Jolkata+ the

new retail &esi$n pro$ram is )ein$ implemente& at all stores"

'e seek to improve the 1ualit! o# peopleBs lives throu$h #ocusin$ on their health an&

well3)ein$" uite simpl!+ we want to help people live a health!+ #ul#ille& li#e"

The )est part o# shoppin$ at vasanth ? co is the price" The price that Vasanth ? co $ives

to its customers is the lowest in the in&ustr!" This price is so cheap that even mi&&le class

an& lower mi&&le class people pre#er to shop at Vasanth ? co" At the same time+ upper

class an& upper mi&&le class people shop at Vasanth an& Co seein$ the 1ualit! an&

customer satis#action"

Our #ocus on .ealth an& 'ell3)ein$ automaticall! implies that we contri)ute to )uil&in$

a sustaina)le societ!"

Business Highlights in Q3

Vasanthan Co has entere& into a -oint venture with Al Faisaliah Me&ical S!stems in Sau&i

Ara)ia+ continuin$ the compan!Bs e*pansion in #ast3$rowin$ markets such as the Mi&&le

East



25/73


Vasanthan Co launche& the .omeCooker+ the #irst in a new ran$e o# kitchen appliances

that have )een co3&evelope& in a multi3!ear partnership with worl& renowne& che# 8amie

Oliver"

In the QS+ Vasanthan Co lit up two iconic pro-ects with ED solutions/ the e*terior o#

Flori&aBs Miami Tower an& The 4a! i$hts+ the worl&Bs lar$est ED li$ht sculpture onthe San FranciscoBs 4a! 4ri&$e .






re1uirements"

At Vasanthan Co+ our en&eavor has alwa!s )een on #ul#illin$ ever! electronic

re1uirement )! helpin$ customers choose the )est pro&uct+ as per their nee&s" Croma0s

e##icient+ well3traine& an& knowle&$ea)le store a&visors are completel! e1uippe& to o##er

soun& an& personali%e& a&vice #or helpin$ a customer receive the )est value #or mone!"

Makin$ shoppin$ e*perience &eli$ht#ul post purchase is the #oun&ation #or investin$ in a

ro)ust customer service support at Croma"



26/73


OB8ECTIVES OF THE STUDY

Pr 4"ry /16%2! % 9:

To know the e##ectiveness o# vasanth ? co a&vertisement" To su$$est )etter wa!s an& means to improve the present a&vertisement o#

vasanth ? co"

S%2/-0"ry /16%2! % 9:

To #in& out the e##ective me&ia vehicle o# an a&vertisement" To achieve ma*imum sales throu$h a&vertisement" To use a&vertisement tacticall!"



27/73


SCOPE OF THE STUDY

In&ians are multicultural/ we learn at least two lan$ua$es an& that $ives us a hea&start in un&erstan&in$ cultural &iversit!" It helps to improve the econom! o# &evelope& an& &evelopin$ countries )!increasin$ the pro&uction an& provi&in$ emplo!ment opportunities

The In&ian a&vertisin$ in&ustr! is a ver! upcomin$ an& promisin$ sector" There issevere competition an& survival is #or the #ittest an& the )est"Our pro&uction stan&ar&s in TV an& print have improve&/ with a vi)rantanimation so#tware in&ustr!+ we have access to this area o# TV pro&uction"

T/ !3% 2/4)"-y9

This stu&! helps the compan! to un&erstan& more on the &raw)acks o# present a&vertisement an& )rin$s out necessar! chan$es so that it attractscustomer e##ectivel!"

T/ !3% r% %"r23%r9



28/73


This stu&! e&ucates the researcher how e##ectivel! an a&vertisement can )e use& to attract more num)er o# customers"

LIMITATION OF THE STUDY

Since the pro-ect is o# 1ualitative nature there was the participant )ias in somecases

The surve! was limite& onl! to Chennai cit! an& so the result ma! not )e$enerali%e& to other places

The $eneral limitations arouse& )! personal interviews as well" A&vertise& costs are a&&e& to main cost o# pro&uct which enhances the ta$ rate o#

the pro&uct or service" ocalise& important a&vertisements are necessar!" It will create hi$h e*pectations a)out the pro&uct0s an& compan! as well"



29/73


NEED OF THE STUDY

The purpose o# research is &iscoverin$ answers to 1uestions throu$h the application o# scienti#ic proce&ures"

Metho&olo$! is &e#ine& as >the stu&! o# metho&s )! which we $ain knowle&$e+ it &ealswith co$nitive processes impose& on research )! the pro)lems raisin$ #rom the nature o# its su)-ect matter

For this stu&! the samples &esi$ne& is simple ran&om samplin$ which is chosen #romvarious places insi&e the Chennai cit!" The primar! &ata was collecte& throu$h1uestionnaire usin$ simple Ran&om samplin$ metho&"

The secon&ar! &ata has )een collecte& #rom the internet+ -ournals+ an& )ooks" Thecollecte& &ata has )een ph!sicall! represente& usin$ )ar &ia$ram

The &ata was anal!%e& an& interpretations were ma&e" It has helpe& to know a)out the

e##ectiveness o# a&vertisement amon$ the peoples in the Chennai cit!"

The ma-orit! o# the respon&ents are aware o# the a&vertisin$ provi&e& )! the compan!"The appropriate su$$estions have )een ma&e+ which implemente& woul& increase thee##icienc! o# the compan!"



30/73


RESEARCH METHODOLOGY

Research is common parlance re#ers to search #or knowle&$e" The a&vance& learnerBs&ictionar! o# current En$lish lap &own the meanin$ o# research >a care#ul investi$ationor en1uir! especiall! throu$h search #or new #acts in an! )ranch o# knowle&$e " Thes!stematic approach concernin$ $enerali%ation an& the #ormulation o# a theor! is also

research" The purpose o# research is &iscoverin$ answers to 1uestions throu$h theapplication o# scienti#ic proce&ures"

Metho&olo$! is &e#ine& as >the stu&! o# metho&s )! which we $ain knowle&$e+ it &ealswith co$nitive processes impose& on research )! the pro)lems raisin$ #rom the nature o# its su)-ect matter

Ty)% /7 r% %"r23

In this &escriptive research &esi$n is use& #or testin$" Descriptive research inclu&essurve! an& #act #in&in$ en1uiries o# &i##erent kin&s" The ma-or purpose o# &escriptiveresearch is &escription o# the state o# a##airs as it e*ists at its present" The maincharacteristics o# this metho& are that the researcher has no control over the varia)le= hecan onl! report what has happene& or what is happenin$" The metho&s o# researchutili%e& in &escriptive research are surve! metho&s o# all kin&s+ inclu&in$ comparativean& correlation metho&s

R% %"r23 0% *-9



31/73


>Research &esi$n is an arran$ement o# con&itions #or collection an& anal!siso# &ata in a manner that aims to com)ine relevance to the research purpose witheconom! in proce&ure"

R% %"r23 - !r$4%-!9

The research instrument in this stu&! is a structure& 1uestionnaire" Structure&1uestionnaire are those 1uestionnaire in which there are &e#inite+ concrete+

pre&etermine& 1uestions relatin$ to the aspect+ #or which the researcher collect &ata" The1uestions are presente& with e*actl! the same workin$ an& in the same or&er to all therespon&ents

;$% ! /--" r%

The structure& 1uestionnaire is #rame&" The 1uestionnaire consists o# close& en&e& openen&e&+ multiple choice+ an& rankin$ t!pe o# 1uestions to suit the stu&!

D"!" C/##%2! /-

Data re#ers to in#ormation or #acts" It inclu&es numerical #i$ures+ non3 numerical#i$ures+ an& &escriptive #acts an& 1ualitative an& 1uantitative in#ormation" The task o# &ata collection )e$in a#ter a research pro)lem has )een &e#ine& an& research plan how

)een &eci&e&

Pr 4"ry 0"!"

The primar! &ata are those that are collecte& usin$ the 1uestionnaire an& &irect personal interview" The 1uestionnaire was #rame& in such a manner to o)tain correctin#ormation+ $ra&e& suita)l! #or the stu&!" All the 1uestionnaire were collecte& throu$h

personal contact #rom the respon&ent

S%2/-0"ry D"!"

The &ata a)out the stu&! was collecte& #rom 4ooks+ 8ournals an& internetwe)sites" The &ata which are collecte& throu$h various me&ias are use#ul #or the anal!sisto continue"

S"4)# -* )r/2%0$r%9

Ran&om samplin$ has )een use& in the stu&!" Ran&om samplin$ has )een use& #or selection o# hetero$eneous sample #or the stu&!" It re#ers to selectin$ a sample o# stu&!o)-ects on ran&om" It is a pro)a)ilit! samplin$" Thus research ma! inclu&e o)-ects+which are ran&oml! locate&" Research #in&in$s )ase& on ran&om samplin$ however cannot )e $enerali%e&"



32/73


P%r /0 /7 !$0y

The perio& o# stu&! was limite& to : Da!s

S"4)#% +%

The sample si%e has )een taken as @;;

TOOLS USED /r' STATISTICAL TECHNI;UES APPLIED9

The metho&s #ollowe& #or the anal!sis an& interpretation o# the &ata are

Simple percenta$e anal!sis 'ei$hte& avera$e metho&

INTRODUCTION

ABOUT THE PRO8ECT

To&a!Bs market is #or the consumer an& )! the consumers to promote an!

$oo&s or i&ea to the consumer a&vertisement" It pla!s a vital role to reach a mass se$ment

amon$ the pu)lic"

DEFINITION

@" Tom Duncan &e#ines the a&vertisement as a non personal pai& announcement )! an

i&enti#ie& sponsor"

" Ro))er '"sarno## 6@G:;7 &e#ines a&vertisement as the #oot on the accelerator+ the han&

on the throttle+ the spar on the #lank that keeps our econom! sur$in$ #orwar&"

A&vertisin$ is a service rather than a pro&uct+ ever! multi national companies

spen& )illions o# their mone! to reach ever! possi)le consumer= it is the #ast $rowin$

se$ment where an eas! reach o# the consumer is ma&e" Man! retail outlets in In&ia are

movin$ towar&s the mass se$ment amon$ the In&ian consumers



33/73


The companies hi$hest aim is to make awareness amon$ all potential consumers+

such attempt is )! the one o# the richest retail outlet >VASANT. ? CO an& also to

continue as a no" @ &ealer in consumer &ura)les

There )! promotin$ their various pro&ucts throu$h various Me&ias to reach their

customers an& to attract new customers"

So i# the a&vertisement is ma&e e##ective with $oo& attraction then the customers

will $o a#ter it" Such concept is #ollowe& )! ever! compan!"

The or$ani%ation ha& ma&e all its e##orts to reach the ma*imum pu)lic throu$h

out all me&ia" It ha& ma&e an attempt to a&vertise in television+ various Me&ias an& #oun&

to )e much success#ul in its attempt" The researcher in this stu&! ha& ma&e an attempt to

stu&! the possible reach o the VASANT! " CO a#$ertise%e&t a%o&gthe peoples i& the C!ENNAI cit'.

T3%/r%! 2"# 1"25*r/$-0

A&vertisin$ is a #orm o# communication that t!picall! attempts to persua&e potential

customers to purchase or to consume more o# a particular )ran& o# pro&uct or service"

Man! a&vertisements are &esi$ne& to $enerate increase& consumption o# those pro&ucts

an& services throu$h the creation an& rein#orcement o# ,)ran& ima$e, an& ,)ran&

lo!alt!," For these purposes+ a&vertisements sometimes em)e& their persuasive messa$e

with #actual in#ormation"

Ver! ma-or me&ium is use& to &eliver these messa$es+ inclu&in$ television+ ra&io+

cinema+ ma$a%ines+ newspapers+ vi&eo $ames+ the Internet an& )ill)oar&s" A&vertisin$ is

o#ten place& )! an a&vertisin$ a$enc! on )ehal# o# a compan! or other or$ani%ation"

A&vertisements are seen on the seats o# shoppin$ carts+ on the walls o# an airport

walkwa!+ on the si&es o# )uses+ an& are hear& in telephone hol& messa$es an& in3store pu)lic a&&ress s!stems" A&vertisements are o#ten place& an!where an au&ience can easil!

or #re1uentl! access visual+ au&io an& printe& in#ormation" Or$ani%ations that #re1uentl!

spen& lar$e sums o# mone! on a&vertisin$ that sells what is not+ strictl! speakin$+ a



34/73


pro&uct or service inclu&e political parties+ interest $roups+ reli$ious or$ani%ations+ an&

militar! recruiters"

N%*"! % %77%2! /7 "0 %r! -*

An! ne$ative in#ormation on a compan! or its pro&ucts or operations o#ten resultsin pressures #rom the compan! to with&raw such in#ormation lines+ threatenin$ to

cut their a&s" The )i$$er the companies are+ the )i$$er their relation )ecomes+

ma*imi%in$ control over a sin$le piece o# in#ormation" A&vertisers ma! tr! to

minimi%e in#ormation a)out or #rom consumer $roups+ consumer3controlle&

purchasin$ initiatives 6as -oint purchase s!stems7+ or consumer3controlle& 1ualit!

in#ormation s!stems"

Another in&irect e##ect o# a&vertisin$ is to mo&i#! the nature o# thecommunication me&ia where it is shown" The clearest e*ample is television+ where

)roa&casters tr! to make the pu)lic sta! #or a lon$ time in a mental state that

encoura$es spectators not to switch the channel &urin$ a&vertisements" ro$rams that are

low in mental stimulus+ re1uire li$ht concentration an& are varie& are )est #or lon$ sittin$

times"

Throu$h this pro-ect the researcher has i&enti#ie& the ri$ht me&ia vehicle toa&vertise their pro&ucts an& also it is &one to #in& out the customer awareness a)out the

compan! &ura)les an& also to increase the $oo&will o# the compan!" The researcher has

use& statistical tools #or &ata anal!sis an& interpretation"



35/73


DATA ANALYSIS AND INTERPRITATION

The &ata a#ter collection has to )e processe& an& anal!%e& in accor&ance with the outline

lai& &own #or the purpose at the time o# &evelopin$ the research plan" This is essential #or

a scienti#ic stu&! an& #or ensurin$ that we have all the relevant &ata" A processin$ implies

e&itin$ co&in$+ classi#ication an& ta)ulation o# collecte& &ata so that ac1uiescent to

anal!sis

The term anal!sis re#ers to the computation o# certain measure alon$ with

searchin$ #or pattern o# relationship that e*ists amon$ &ata $roup thus in the process o#

anal!sis relationships or &i##erence supportin$ or con#lictin$ with ori$inal or new

h!pothesis shoul& )e su)-ecte& to statistical test o# si$ni#icance to &etermine with what

vali&it! &ata can )e set to in&icate an! conclusion"



36/73


Anal!sis o# &ata in $eneral wa! involves a num)er o# closel! relate& operation

that or per#orm with purpose o# summari%in$ the collecte& &ata an or$ani%in$ them in

such a manner"

DATA ANALYSIS AND INTERPRETATION

TABLE JE

K:"; 3@H"; G@"H "

H: :H"G @H"; G@"H :";

: "G @H"; G@"H " :

@ @"; 3@H"; G@"H G" G

calculate&

value

H" K

D%*r%% /7 7r%%0/49



63/73


r::


64/73


#ocuse& on low class people+ #ew customers ha& sai& that it is #ocuse& on hi$h class

people an& onl! ver! #ew customers ha& sai& that it is #ocuse& on none"

It has )een remunerate& that when compare& with other a&vertisement ma-orit! o#

the customers ha& sai& it is avera$e+ most o# the customers sai& it is $oo&+ an& #ew

customers ha& sai& it is ver! $oo&"It has )een #oun& that ma-orit! o# the respon&ents sai& that Vasanth ? Co

a&vertisement &oesnBt nee& an! cele)rities an& more num)er o# customers ha& sai& that

the a&vertisement nee& cele)rities"

From the anal!sis it has )een #oun& that ma-orit! o# the customers ha& sai& that an

a&vertisement shoul& )e telecaste& in evenin$ throu$h television an& #ew customers ha&

sai& that it shoul& )e telecaste& in a#ternoon throu$h television+ an& onl! ver! #ew

customers ha& sai& that it shoul& )e telecaste& in mornin$ throu$h television"

SUGGESTIONS

The stu&! reveals that television a&vertisement is more e##ective an& so Vasanth

? Co a&vertisement shoul& )e concentrate& more on television a&vertisement

The in#ormation provi&e& in the a&vertisement is not more e##ective an& it still

nee&s improvement+ so remake o# a&vertisement coul& )e e##ective an& so it can

compete with competitors"

The stu&! also reveals that a&vertisement shoul& )e telecaste& onl! in evenin$

throu$h television so that a&vertisement coul& )e more e##ective to attract more

num)er o# customers"



65/73


CONCLUSION

From the stu&! it has )een conclu&e& that Vasanth ? Co a&vertisement is

e##ective )ut it still nee&s more improvement to attract customers+ so that it can achieve$oo& sales in the market"

astl!+ we &etermine& that technolo$! cause& consumers to have more power to &ictate

what a&s the! wante& to see+ thus #orcin$ a&vertisers to chan$e their a&vertisin$ strate$ies

an& )usiness mo&els



66/73


;UESTIONNAIRE

PERSONAL DETAILS9

@" Name9

" en&er

Male Female

" A$e

4elow ; ;3 ; ;3 ; a)ove ;

" Occupation

4usiness ro#essionals Stu&ent A$riculturists



67/73


.ousewives others

:" Mem)ers in the #amil!

an& )elow : : an& a)ove

K" uali#ication

4elow SS C SS C un&er $ra&uate ost $ra&uate

ost $ra&uate an& a)ove

H" Monthl! income

4elow @;;;; @;;;@3 ;;;; ;;;@3 ;;;; ;;;@3 ;;;;

a)ove ;;;;

" Nature o# spen&in$ !our #ree time

Rea&in$ news paper 'atchin$ television 'atchin$ movies

)rowsin$ throu$h internet others

G" Do !ou watch the television a&vertisement2

es No

Ga" I# !es"

.ow o#ten !ou will watch the television a&vertisement2

Alwa!s O#ten occasionall! rarel! Never

@;" .ow o#ten !ou $o #or purchasin$ the pro&uct )! watchin$ the a&vertisement"



68/73



@@" Are !ou aware o# Vasanth ? Co a&vertisement2

es No

@@a" I# !es throu$h which me&ia !ou come to know a)out Vasanth ? Co

a&vertisement2

News paper Television a&&s FM osters Theatre

@ " Rank !our likes to watch the Vasanth ? Co a&vertisement throu$h various

channels"

News paper

Television a&&s

FM

osters

Theatre

@ " Are !ou satis#ie& with the Vasanth ? Co a&vertisement in the television2

es No

@ " I# !es ( No Comments/



69/73


@:" In a &a! how man! times !ou watch the Vasanth ? Co a&vertisement


@K" Do !ou #eel that the a&vertisement $iven )! Vasanth ? Co is in#ormative2

Ver! hi$h .i$h neutral ow Ver! low

@H" Do !ou #eel that the Vasanth ? Co a&vertisement is #ocuse& on an! class o# people

in the societ!2

.i$h class people Mi&&le class peoples ow class peoples

commonl! ever! one none

@ " 'hat &o !ou #eel a)out the Vasanth ? Co a&vertisement when compare& to

other a&vertisement2

Ver! $oo& $oo& Avera$e oor Ver! poor

@G" 'hich part o# the in#ormation in the a&vertisement attracts !ou most2

Themes Music Messa$e pictures others

;" 'hich part o# the in#ormation in the a&vertisement nee&s improvement2

Themes Music Messa$e pictures others

@" Does the a&vertisement nee&s an! cele)rities to attract consumers2

es No



70/73


" I# !es mention

" Does the a&vertisement o# the Vasanth ? Co are use#ul #or the illiterates to

Qn&erstan&2

es No

" 'hat time woul& !ou pre#er to have the a&vertisement2

Mornin$ 6Ham L @;am7

A#ternoon 6@@am L pm7

Evenin$ 6Kpm L Gpm7

BIBLIOGRAPHY

BOOKS

@" hilip Jortler/ Marketin$ mana$ement 6Millennium e&ition7+ prentice hall o# In&ia

6lt&7+ New Delhi ;;@

" C"R" Jothari Research Metho&olo$!+ 'ishva rakashan+ New Delhi+ ;;@"

" eor$e E 4elch+ Michel A 4elch+ >A&vertisin$ ? romotion + Mc raw .ill+

Sin$apore+ @GG "

" "N"Arora ? S"Arora Statistics For Mana$ement+ S"Chan& ? Compan! t&+ New

Delhi+ ;;K

8OURNALS

@" 8ournal o# Marketin$ 3 n& Fe)ruar! ;; 3 )! Jim sh!an #am+ &avi& s" waller

WEBSITE



71/73


@" CE E4RATIONSTE AC"COM

" 4QSINESSSC.OO ON INE"OR

" ENC C O EDIA"COM



72/73




73/73


Documents

MA 91 Preetham Newrtytytsjfbkmfsffdsffsdfasdfsaf