PROJECT REPORT

TITLE: EFFECTIVENESS OF ADVERTISEMENT

_ A case study upon Cold Drinks

(Project plan of work submitted to SURENDRANATH EVENING COLLEGE

under UNIVERSITY OF CALCUTTA in partial fulfillment for the degree
of B.com (Hons) in Accounting and Finance/ Management/
Taxation).
Session:
SOURAV GHOSH

University Registration No: 117-1121-0377-12 Year: 2015

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C.U Roll No: 1117-61-0100

Address with Phone No: vill- Sonatikari P.S- Barasat P.O
Baidyapur Dist- North 24 PGS Pin code NO- 743423 Phone
No- 8001312361
Name of the Supervisor:
Working Address:

Dr. Purna Chandra Maity

24/2 MG Road

Date of submission:

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28/01/2015

ACKNOWLEDGEMENT
First and foremost, I would like to thank to my supervisor of this project, PURNA
CHANDRA MAITY for his valuable guidance and advice .He inspired me greatly to
work in this project. His willingness to motivate me contributed tremendously to my
project .I would also like to thank him for showing us some examples that are related
to the topic of project .Besides, I would like to thank the authority of for providing
us with a good environment and facilities to complete this project. Also, I would like
to take this opportunity to thank the University Of Calcutta (CU) for offering
this project.
I would like to express my special gratitude and thanks to industry persons for
giving me such attention and time. My thanks and appreciations also go to my
friends in developing the project who have willingly helped me out with their
abilities.

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TABLE OF CONTENT
Chapter No.

Contents

Page No.

Chapter 1.

Introduction

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Chapter-2

1.1 Concept and definition

1.2 History

1.3 Objective

1.4 Literature review

Conceptual framework/national and international

scenario

2.1 Needs of advertisement

10

2.2 Objective of advertisement

11

2.3 Types of advertisement

12

2.4 Media and advertisement approach

15

Chapter-3

Company profile

18

Chapter-4

Presentation of Data, Analysis and findings

23

4.1 Stages in advertisement campaign

24

4.2 Research methodology

28

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Chapter-5

Conclusions and Recommendations

36

5.1 Conclusions

37

5.2 Limitations

38

5.3 Suggestions

39

Chapter-6

Reference

40

Chapter-7

Annexure

46

CHAPTER 1
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INTRODUCTION

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1.1 CONCEPT AND DEFINITIONS

Advertising is a form of communications for marketing and used to encourage or
persuade an audience (viewers, readers or listeners; sometimes a specific group) to
continue or take some new actions. Most commonly, the desired result is to drive
consumer behavior with respect to a commercial offering, although political and
ideological advertising is also common. In latin, advertebra means ''to turn the
mind toward.'' The purpose of advertising may also be to reassure employees or
shareholders that a company is viable or successful. Advertising messages are
usually paid for by sponsors and viewed via various traditional media; including
mass media such as newspaper, magazine, television commercial, radio advertising
or direct mail; or new media such as belongs, websites or text messages.
Commercial advertiser often seeks to generate increased consumption of their
products or services through ''branding,' which involves the repetition of an image
or products name in an effort to associate certain qualities with the brands in the
minds of consumer. Non-commercial advertisers who spend money to advertise
items other than a consumer product or service include political parties, interest
groups, religious organizations and governmental agencies. Non-profit
organizations may rely on free modes of persuasions, such as a public
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announcement (PSA).
Modern advertising was created with the innovative techniques introduced with
tobacco advertising in the 1920s, most significantly with the campaigns of Edward,
which is often considered the founder of modern, Madison Avenue advertising.
In 2010, spending on advertising was estimated at $142.5 billion in the United
States and $467 billion worldwide.
Internationally, the largest (''big four'') advertising conglomerates are Interpublic
Omnicom's publicist, and WPP.

1.2 HISTORY
Egyptians used papyrus to make sales messages and wall posters.
Commercial messages and political campaign displays have been
found in the ruins of pompeii and
ancient Arabia. Lost and found
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advertising on papyrus was common in Ancient Greece and Ancient

Rome. Wall or rock painting fir commercial advertising is another
manifestation of an ancient advertising form, which is present to this
day in many parts Asia, Africa, and South America. The tradition of
wall painting can be traced back to Indian rock art paintings that date
back to 4000 BC. History tells us that out-of-home advertising and
billboards are the oldest forms of advertising.

19th century
As the economy during the 19th century, advertising grew alongside.
In the United States, the success of this advertising format eventually
led to the growth of mail-order advertising.
In june 1836, French newspaper La press was the first to include paid
advertising in its pages, allowing it to lower its price, extend its
readership and increase its profitability and the formula was soon
copied by all titles. Around 1840, volley B. Palmer established the
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roots of the modern day advertising agency in philadelphia.

20th century
Modern advertising was created with the innovative techniques used
in tobacco advertising beginning in the 1920, most significantly with
the campaigns of Edward Bernays, which is often considered as the
founder of modern, Madison Avenue advertising.

1.3 OBJECTIVE
Purpose- The main objective of the study is: To make a comparison between sales of different cold drinks
To analysis the role of media in advertisement.
To measure the effect of advertisement on consumption of cold
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advertisement.
To find out the reasons for liking the advertisement of cold

drinks.

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1.4 Literature review

Gilligan and Crowther [1983] says that the essential purpose
of advertising is to influence theattitude of individuals and the
same is achieved by changing the mental state or predispositions
of the person.

Cutler [1990] says that new interactive media provides the

opportunity to instantaneously advertise, execute a sale, and
collect payment.

Fulk and Boyd [1991] found that interactive advertising has

the potential fundamentally change the nature of advertising in

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much the same way that electronic communication infrastructure

has changed the nature of group interaction.
Novak and Hoffman [1996] found that the internet and other
interactive television, have been touted as more powerful,
responsive, and customizable than traditional media.

Port [1999] suggests that consumers respond to much of the

advertising on thinternet in the same ways they respond to
advertising in more traditional media, at least with respect to
traditional measures of advertising effectiveness.

Dreze and Hussherr [1999] found response to the advertising

on the internet to be similar to response to advertising in other
media, except that advertising on the internet appeared to be
easier to ignore.

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CHAPTER-2

CONCEPTUAL FRAMEWORK/ NATIONAL

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AND
INTERNATIONAL SCENARIO

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2.1 Need of Advertising

Advertising is necessary to all business in order to get their goods sold. Without
letting consumers know about the products how are products going to get to the
consumer? Advertising draws attention to the product or service. Which can be
performed through a number of mediums, such as television, radio, billboards, flyers,
sandwich boards, web banners, adverts in newspapers and magazines and on vehicles,
be it company or public transport such as buses and trains. Anywhere where there are
people, advertising can be found. It is all part of the promotional strategy that helps
sustain the business within the markets, which in turn lets business understand what
the consumer wants and the sort of prices th consumer will be willing to pay for the
product. Adverts keep the consumer up to date with new developments, for instance
new variations of electric cars that are now becoming more environmentally
acceptable use.
The benefits of advertising produce customer loyalty that can bring a long-term
competitive advantage; this will be most significant during times of a slow economic
growth or recession. If business continues to advertise strongly during a recession
rather than cutting the budget, this will bring confidence from consumer and continue
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the 'brand loyalty'; this will keep the business going whilst others can fail. Advertising
increases the sale of the business can afford to treat the consumer with more costeffective products.

2.2 Objective of Advertising

The purpose of advertising is nothing but to sell something a product, a service or an
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idea. The real objective of advertising is effective communications between

producers and consumers. The following are the main objectives of advertising:
Preparing Ground for New Product:
New product needs introduction because potential customers have never used such
product earlier and the advertisement prepares a ground for that new product.
Creation of Demand:
The main objective of the advertisement is to create a favorable climate for
maintaining of improving sales. Customers are to be reminded about the product and
the brand. It may induce new customers to buy the product by informing them its
qualities since it is possible that some of the customers may change their brands.
Facing the Competition:
Another important objective of the advertisement is to face to competition. Under
competitive conditions, advertisement helps to build up brand image and brand loyalty
and when customers have developed brand loyalty, becomes difficult for the
middlemen to change it.
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Creating or Enhancing Goodwill:

Large scale advertising is often undertaken with the objective of creating or the
goodwill of the advertising company. this, in turn, increases the market receptiveness
of the company's product and helps the salesmen to win customers easily.
Informing the changes to the customers:
Whenever changes are made in the prices, channels of distribution or in the product by
way of any improvement in quality, size. weight, brand, packing, etc., they must be
informed to the public by the producer through advertisement.

2.3 Types of Advertising

Virtually any medium can be used for advertising. Commercial advertising media
can include wall paintings, billboards, street furniture components, printed flyers and
rack cards, radio, cinema and television adverts, web banners, mobile telephone
screens, shopping carts, web popup, skywriting, bus stop benches, human billboard
forehead advert singers, town criers, sides of buses, banners attached to or sides of
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air planes (''logo jets advertisement, seatback tray tables bins, taxicab doors, roof
mounts and, musical stage shows, subway platforms and trains. elastic bands on
disposable diapers, doors of bathroom stalls, stickers on apples in supermarkets,
shopping, the opening section of streaming video, posters, and the backs of event
tickets and supermarket receipts. Any place an 'indentified' sponsor pays to deliver
their message through a medium is advertising.
Television advertising/Music in advertising:
The TV commercial is generally considered the most effective mass- market
advertising format, as is reflected by the high prices TV networks charge for
commercial airtime popular TV events. The annual super bowl football states is
known as the most prominent advertising event on television The average cost of a
single thirty-second TV spot during this game has reached US$3.5 million (as of
2012).
Infomercials:
The word ''infomercial' is a portmanteau of the words ' information' & ''commercial''.
The main objective in an infomercial is to create an impulse purchase, so that the
consumer sees the presentation and then immediately buys the through the advertised
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toll free telephone number.

Radio Advertising:
Radio advertising is a form of advertising via the medium of radio. Radio
advertisements are broadcast as radio waves to the air from a transmitter to an antenna
and a thus to a receiving device while radio has the limitation of being restricted to
sound, proponents of radio advertising often cite this as an advantage. Radio is an
expanding medium that can be found not only on air, but also online.

Online advertising:
Online advertising is a form of promotion that uses the Internet and World Wide
Web for the expressed purpose of delivering marketing messages to attrack
customers. Examples of online advertising include contextual ads that appear on
search engine result pages, banner ads, in text ads, Rich Media Ads, Social network
advertising, online classified advertising, advertising networks and e-mail
marketing.

Product placements:
Covert advertising, also known as guerrilla advertising, is when a product or brand
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is embedded in entertainment and media. For example, in a film, John Anderson

owns a phone with the Nokia logo clearly written in the top corner, or his watch
engraved with the Bulgaria logo.

press advertising:
Press advertising describes advertising in a printed medium such as a newspaper,
magazine, or trade journal. A form of press advertising is classified advertising,
which allows private individuals or companies to purchase a small, narrowly
targeted ad for a low fee advertising a product or service. Another form of press
advertising is the Display Ad, which is a larger ad (can include art) that typically
run in an article section of a newspaper.

Billboard advertising:
Billboards are large structures located in public places which display
advertisements to passing pedestrians and motorists. Most often, they are located
on main roads with a large amount of passing motor and pedestrian traffic;
however, they can be placed in any location with large amounts
of viewers, such on mass transit vehicles and in stations, in
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shopping malls or office buildings, and in stadiums.

Celebrity branding:
This type of advertising focuses upon using celebrity power, fame,
money, popularity to gain recognition for their products and
promote specific stores or products. Advertisers often advertise
their products, for example, when celebrities share their favorite
products or wear clothes by specific brands or designers. The use
of celebrities to endorse a brand can have its downsides,
however. One mistake by a celebrity can be detrimental to the
public relations of a brand.

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2.4 MEDIA AND ADVERTISEMENT APPROACHES

Increasingly, other media are overtaking many of the ''traditional'' media such as
television, radio and newspaper because of a shift toward consumer's usage of the
Internet for news and music as well as devices like digital video recorders (DVRs)
such as TiVo.
Digital signage is poised to become a major mass media because of its ability to
reach larger audiences for less money. Digital signage also offers the unique ability
to see the audience where they are reached by the medium. Technological advances
have also made it possible to control the message on digital signage with much
precisions, enabling the messages to be relevant to the target audience at any given
time and location which in turn, gets more response from the advertising.
Advertising on the World Wide Web is a recent phenomenon. Prices of web-based
advertising apace are dependent on the ''relevance'' of the surrounding web content
and traffic that the website receivers.
Reasons for online display advertising: Display ads generate quickly. Unlike search,
which requires someone to be aware of a need, display advertising can drive
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awareness of something new and without previous knowledge. Display works well
for direct response. Display is not only used for generating awareness, it's used for
direct response campaign s that link to a landing page with a clear 'call to action'.
E-mail advertising is another resent phenomenon. Unsolicited bulk E-mail
advertising is known as ''E-mail Spam''. Spam has been a problem for e-mail users
for many years.
A new form of advertising that is growing rapidly is social network advertising. It is
online advertising with a focus on social networking sites. This is a relatively
immature market, but it has shown a lot of promises as advertisers are able to take
advantage of the demographic information the user has provided to the social
networking site.
As the mobile phone became a new mass media in 1998 when the first paid
downloadable content appeared on mobile phones in Finland, it was only a matter
of time until advertising followed, also first launched in Finland in 2000. By 2007
the value of mobile advertising had reached $2.2 billion and providers. More
advance mobile ads include banner ads, coupons, Multimedia Messaging Service
picture and video messages, adder games and various engagement marketing
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campaigns.

Rise in new media:

With the Internet, came many new advertising opportunities. Popup, flash, banner,
pounder, and email advertisement (all of which are often unwanted or spam in the
case of email) are now commonplace .In the last three quarters of 2009 mobile and
internet advertising grew by 18.1% and 9.2% respectively. Older media advertising
saw declines:-10.1%, -11.7% (ratio), -14.8% (magazines) and -18.7% (newspapers).
Niche marketing:
Another significant trend regarding future of advertising is the growing importance
of the niche market using niche or targeted ads. Also brought about by the Internet
and the theory of the long tail, advertising will have an increasing ability to reach
specific audiences. The concept of niche marketing can be well understood by the
following example: A number of television channels cater to the need of a particular
niche; for example channels like Discovery, National Geography targets niche
wildlife Travelers, Photography etc whereas STAR SPORTS,ESPN, STAR CRIKET
a niche of sports lovers.
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Global Advertising:
Advertising has gone through five major stages of development: domestic, export,
international, multi-national, and global. For global advertising, there are four,
potentially competing, business objectives that must be balanced when developing
worldwide advertising: building a brand while speaking with one voice, developing
economies of scale in the creative process, maximizing local effectiveness of ads,
and increasing the companys speed of implementation.
Foreign public messaging:
Foreign governments, particularly those that own marketable commercial products
or services, often promote their interests and positions through the advertising of
those goods because the target audience is not only largely unaware of the forum as
a vehicle for foreign messaging but also willing to receive the message while in a
mental state of absorbing information for advertisements during television
commercial breaks, while reading a periodical, or while passing by billboards in
public spaces. A prime example of this messaging technique is advertising
campaigns to promote international travel.
New technology:
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The ability to record shows on digital video recorders (such as TIVO) allow users to
record the programs for later viewing, enabling them to fast forward through
commercials. Additionally, as more seasons of pre-recorded box sets are offered for
sale of televisions programs; fewer people watch the shows on TV. However, the fact
that these sets.
Advertising education:
Advertising education has become widely popular with bachelor, master and
doctorate degrees becoming available in the emphasis. A surge in advertising interest
is typically attributed to the strong relationship advertising plays in cultural and
technological changes, such as the advance of online social networking.

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CHAPTER-3

COMPANY PROFILE
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MARKET PROFILE
(Coca Cola)
Brands of Coca-Cola:

i.

Coca Cola

ii.

Thumps-up

iii.

Limca

iv.

Fanta

v.

Maaza

Flavors of the brand:

i. Cola

ii. Lemon
iii. Soda
iv. Orange
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v. Mango
vi. Clear Lemon
Size of the Coca Cola cold drinks available in market :
i. 200 ml Bottles (RGB Glasses)
ii. 300ml Bottles (RGB Glasses)
iii. 500ml Bottles (RGB Glasses)
iv. 1 Liter (PVC Bottles)
v. 1.5 Liter (PVC Bottles)
vi. 2 Liter (PVC Bottles)

Sales of Coca Cola drinks: Table 1

Weekly (inMonthly (inYearly (in
carets)

carets)

carets)

520

1840

22400

Coca Cola
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Fanta

250

1030

12900

Thumps-up

350

1350

18500

80

380

6200

Sprite

70

280

5000

Maaza

120

690

10000

Maaza Tetra

(According to primary Data collected)

Sales of Coca Cola Cold drinks

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FIG-1
Coca Cola has 70% market share in the Yamunanagar city and is having maximum
consumption, followed by Thumps-up and Limca in the cold drink market.
(PEPSI)

Brands of Pepsi
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i. Pepsi Cola
ii. Mirinda Lemon
iii. Pepsi Soda
iv. Pepsi Apple

Flavors of the brand:

i. Cola
ii. Lemon
iii. Orange
iv. Soda
v. Apple

Size of the Pepsi cold drinks available in market:

a) 200 ml Bottles (RGB Glasses)

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b) 300 ml Bottles (RGB Glasses)

c) 500 ml Bottles (500 pt. Bottles)
d) 1 Liter (PVC Bottles)
e) 1.5 liter (PVC Bottles)
f) 2. Liter (PVC Bottles)

Table 2
Sales of Pepsi Cold drinks:
Weekly (in Monthly (in Yearly (in
carets)
carets)
carets)
Pepsi
Mirinda Lemon

430

1750

21600

390

1180

15400

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Mirinda Orange

245

1000

13600

Pepsi Soda

126

470

6000

Pepsi Apple

120

400

5000

(According to Primary Data collected)

The consumption of Pepsi cola is maximum here as shown in the above chart, by
Mirinda Lemon, Mirinda Orange. But the market share is of Pepsi is less in
comparison of Coca Cola.

Sales of Pepsi Cold drinks

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FIG-2

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CHAPTER-4

PRESNTATION OF DATA ANALYSIS

AND FINDINGS

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4.1 STAGE IN ADVERTISING CAMPAIGN

1. Indentifying and analyzing the advertising.
2. Defining advertising object.
3. Creating the advertising platform.
4. Determining the advertising appropriation.
5. Selection media plan.
6. Creating the advertising message.
7. Evaluating the effectiveness of advertising.
8. Organizing of advertising campaign.

Indentifying & Analyzing the advertising target:

Under this step it is to decide as to whom is the firm trying to reach with the
message. The advertising target is the group of people towards which
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advertisements are aimed at four this purpose complete information about the
market target i.e. the location and geographical location of the people, the
distribution of age, income, sex, educational level, and consumer attitudes
regarding purchase and use both of the advertising product and competing products
is needed with better knowledge of market target is not properly indentified and
analyzed the campaign is does likely to be effective.]

Determining the advertising objectives:

The goals of advertising may be to:

i. Create a favorable company image by acquainting the public

with the services

its achievements.

offered available to the employees and

ii. Create consumers or distributor awareness by encouraging

requests providing benefits to be gained from use of the

companys products or services; and indicating how product
(or services) can be used;
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iii.

Enco
urage immediate sales by encouraging potential purchasers
through special sales contests, getting recommendation of
professional people about companys products etc.

Creating the advertising platform:

An advertising platform consists of the basic issues or selling
points that an advertiser wishes to include in the advertising
campaign. A single advertisement in an advertising campaign
may contain one or more issues in the platform.
Determining the Advertising Appropriation :
The advertising appropriation is the total amount of money
which a marketer allocates, for advertising for a specific time
period. Determining the budget involves estimating now much it
will cost to achieve the campaigns objectives.
Selecting the media:
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Media selection is an important since it costs time space

and money various factors influence this selection, the most
fundamental being the nature of the target market segment, the
type of important. Therefore management should focus its
attention on media compatibility with advertising objectives.

Table-1
1

Media
Press Advertising or print

Form

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) Newspaper

City, Small town, Sundays, Daily,

Weekly, Fortnightly, quarterlies,
financial and annuals, English,
vernacular or regional languages.

ii.

Magazines

General or special, illustrated or

otherwise,
English,
Hindi,
Regional language.

iii.

Trade & Technical journals,Circulated all over the country and

Industrial year books, commercial,among the industrialist and
directories, telephone, Directories,business magnates.
reference books & annuals.

i.

2 Direct mail
2

Circulars, catalogues, leaflets,

brochures,
booklets,
folders,
colanders, blotters, diaries & other
printed material.

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Outdoor or Traffic

Poster and bills on walls, railways

stations platforms outside public
buildings trains, buses.

Broadcast or radio and T.V.

Publicity

Spot, sectional or national trade

cost.
Movie slides and films non
theatrical and documentary films
metal plates and signs attaches to
trees.

7.

House to house

Sampling,
couponing,
free
gifts,
novelties,
demonstrations.

Dealer aids

Counter and widows display

demonstrations
given
by
retailer or the advertisers of
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goods.

8.

Internet

Today, Internet is a big spot for

advertising.

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4.2 Research methodology

Research is a procedure of logical and systematic application of the fundamentals
of science to the general and overall questions of a study and scientific technique
which provide precise tools, specific procedure and technical rather than
philosophical means for getting and ordering the data prior to their logical analysis
and manipulation. Different type of research designs is available depending upon
the nature of research project, availability of able manpower and circumstance.
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Methodology
1. Research Design: The research design is the blueprint for the fulfillment of
objectives and answering questions. It is a master plan specifying the method and
procedures for collecting and analyzing needed information.
2. Data collection Methods: The source of data includes primary and secondary
data sources.
Primary Sources: primary data has been collected directly from sample
respondents through questionnaire and with the help of interview.
Secondary Sources: Secondary data has been collected from standard textbooks,
Newspapers, Magazines & Internet.
3. Research Instrument: Research instrument used for the primary data collection
is questionnaire.
4.Sample Design: Sample design is definite plan determine before any data is
actually obtaining for a sample from a given population. The researcher must
decide the way of selecting a sample. Sample can be either probability sample or
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non-probability samples.
Sampling Technique: Convenience
Sample Size: 50 Respondents. Area of Study: Yamuna Nagar.

TABLE-2
ADVERTISEMENT OF COLD DRINK
Do you think advertisement of
is required

Cold
NO.
drink
Of respondents

Percentage

Yes

48

96

No

It indicate that 96% of the respondents are of the view that they have been the

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advertisement the cold drink they like most while 4% shows that dont have seen
the advertisement they like most.

ADVERTSEMENT OF COLD DRINK

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FIG-2
TABLE-3

MEDIA OF ADVERTISEMENT
THUROUGH
WHICH No. Of respondents
MEDIA YOU HAVE SEEN
IT?

Percentage

TV

46

92

Newspaper

Magazine

Other

Total

50

100

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It reveals that 92% of the respondents are of opinion that they have seen the
advertisement on TV while 4% are of the opinion that they have seen the
advertisement through newspaper

MEDIA OF ADVERTISEMENT

FIG -3

Table -4
NUMBER OF ADVERTISEMENT
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How many advertisements youNumber of respondents

seen are of the most likely cold
drink by you?

Percentage

11

22

14

28

11

22

14

28

Total

50

100

It shows that out of the 50 respondents 11 are of view that there is 1 type of
advertisement and other says that there is more than on type.
NUMBER OF ADVERTISEMENT

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FIG-4
TABLE-5
REASON FOR LIKING THE ADVERTISEMENT
Why you like advertisement?

Number of respondents

Percentage

Its theme and marking is

appealable

30

60

It has film stars

14

Because of good music

14

Other reasons

12

Total

50

100

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It shows that majority of the respondents like the advertisement due to its theme
while majority of the respondents like the advertisement due to its film stars and
good music.
REASON FOR LIKING THE ADVERTISEMENT

FIG-5
TABLE-6
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EFFECT OF ADVERTISEMENT ON CONSUMPTION OF COLD DRINK

Do you think ads? Effect theNo. Of respondents
consumption of cold drink

Percentage

Yes

23

46

No

17

34

Cant say

10

20

Total

50

100

It shows that 46% of the respondents are of the view that advertisement forced
them to consume product more 34% of them has view that advertisement dont
force them to consume the product while 20% of them cannot say anything about
it.
EFFECT OF ADVERTISEMENT ON CONSUMPTION OF COLD DRINK

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FIG-6
TABLE-7
BEST MEDIA OF ADVERTISEMENT
It reveals that 80% the respondents are of the view that Presently the TV is most
effective media of advertisement
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BEST MEDIA OF ADVERTISEMENT

Which Media Presently is No. Of respondents Percentage
more Effectively?
TV

45

80

Newspaper

10

Magazine

Other

Total

50

100

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FIG-7

TABLE-8
EFFECTIVENESS OF EXPENDITURE INCURRED ON ADVERTISEMEN
Does

expenditure

should

be
No. Of respondents
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Percentage

incurred on advertisement
Yes

43

86

No

Cant say

10

Total

50

100

EFFECTIVENESS OF EXPENDITURE INCURRED ON ADVERTISEMEN

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FIG-8

CHAPTER-5
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CONCLUSIONS
AND
RECOMMENDATIONS
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5.1 CONCLUSIONS
After going through the entire project and the collected data, I found that:
I. 84% of the respondents said that TV is the most effective media of

advertisement.
II. 60% of the respondents said that they like the advertisement of cold drinks

because of its theme whereas, 14% said that they like celebrities in
advertisements.
III. Some 32% of the respondents said that yeh Dil Mange is the most popular

slogan whereas 28% of the respondents said that Yara da Tashan is the
popular slogan.
IV. Majority of respondents are of the view that advertisement is very necessary

for cold drink.

V. Majority of respondents sees the advertisement of the cold drink they like

most.
VI. Majority of the respondents like cola flavor of cold drink.
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VII. Equal number of respondents like the brand of Coca Cola and pepsi.
VIII. In last I conclude that majority of the respondents said that TV is the most

effective media for advertisement of cold drinks and celebrities and the
slogan in the advertisement effect the consumers.

5.2 LIMITATIONS
I. The project relied mainly on the primary data.
II. Consumer gives very unclear picture.
III. We have a limited time.
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IV. The study is based on limited sample.

V. It begin my first attempt to undertake such a study, thus the inexperience is

also an obstacle to accomplish the project in a proper way.

VI. It was also difficult to get proper information from the people because they

were including in some other activities.

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5.3 SUGGESTIONS
After thorough analysis of the study my suggestion in reference to the context is
discussed below:
I.

II.
III.

Advertisement should not be too expensive, because the advertisement leads

and increase the prize of the product.
Media should be selected according to the choice of customers.
In rural areas media should be according to the choice of the people.
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IV.

To give more attention in making the advertisement to make it effective for

the sale of cold drink.

V.

Price should be decreased so as to attract the consumers to use product more.

VI.

To give attention on the weak media of advertisement so that the consumers

comes to know about the product.

VII.

It should be attractive one so that people are attracted toward the

advertisement.

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6. REFERENCES

BOOKS:
Chunawalla, S.A., "Foundation of Advertising Theory and Practice", Himalayan
Publishing House, Fifth Edition, 2000.
Kothari C.R., Research Methodology, New Age International Publishers, Sixth
Edition, 2003.
Philip Kotler, "Marketing Management", Prentice Hall of India, Eleventh Edition,
2005.
William D. Wells, "Measuring Advertising Effectiveness", Routledge Publications,
200
WEBSITES:
www.wikipedia.com
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www.businessworld.com

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QUESTIONNARE

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Advertisement
effectiveness of cold
drinks

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BACK GROUND INFORMATION:

i. Name
:
ii. Age

iii. Qualification :
iv. 1. Literate

2. Illiterate
If literate?
1. Below metric

2. Metric

3. Graduate

4. Post Graduate

v. Profession
vi. Address
vii. Size of family

:
:
:

1) Do you take cold drink?

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a. Yes

b.

No

2) How frequently you take drink?

a.
c.

Once a day

More than twice

b.
d.

Twice a day
Not regular

3) Which are the different cold drinks available in the market?

a. Coca
c.

b.

Limca

Pepsi
d.

Fanta

e. Thumps-up
g.

Limca

i.

Canada Dry

f.
h.

Mirinda
Maaza

j.

All of these

4) Which are the different cold drinks available in the market?

a. Coca

b.

Pepsi
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c.

Limca

d.

e. Thumps-up
g.

Limca

i.

Canada Dry

Fanta
f.

h.

Mirinda
Maaza

j.

All of these

5) Which flavor of cold drink you like most?

a.

cola

c.

Mango

e.

Other

b.
d.

Lemon
Orange

6) Have you seen the advertisement of cold drink you like most?

a. Yes

b.

No

7) Through which media you seen it?

a. TV

b.

Newspaper
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c.

Magazine

e.

Others
[33]

8) How many types of advertisement of you preferred brand of cold drink are

there?
a.

b.

c.

e.

9) Which slogan of cold drink you like most?

a. Taste the thunder
b. Yara Da Tashan
c. Yeh Dil Mange More
d. Jo chahe ho jai COCA-COLA enjoy
10) Why do you like the advertisement?
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a. Because it has film stars

b.

Because of good music

c. Its theme and making is appealable.

d.

Any other reason.

11) Do you think that advertisement has forced you to consume product

more?
a. Yes
12)

b.

No

Which media is presenting the advertisement is necessary for sale of cold

drink?
a. TV
c.

Magazine

b.

Newspaper
e.

Others

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13) Do you think the advertisement is necessary for sale of cold drink?

a.

Necessary

c.

Not necessary

b.

Very Necessary
e.

Cant Say

14) The expenditure incurred on advertisement of cold drink is such effective

that it adds to profit?

a. Yes
c.

b.

No

Cant Say

15) Which reason you find for the difference of advertisement effectiveness?

a.

Education

b.

c.

Standard of Living

Likings
d.

Level of Development

16) Is the study of effectiveness would contribute to improvement in present

advertisement?
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a. Yes
c.

b.

No

Cant Say

17) Is advertisement effectiveness for company?

a. Yes
c.

b.

No

Cant Say

18) What do you think the use of study of effectiveness is for whom?

a. For company
c. For Customers

b.
d.

For Employees
None of these

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6. ANNEXURE-1
SUPERVISORS CERTIFICATE
This is to certify that SOURAV GHOSH a student of B.Com Honors
in Accounting & Finance of SURENDRANATH EVENING CO0LLEGE
under the University of Calcutta (CU) has worked under my
supervisor and guidance for her project work and prepared a
Project Report with the title EFFECTIVENESS OF ADVERTISING (a
case of advertisement in 2015)
The project report which she is submitting is her genuine and
original work to the best of knowledge.

Place: Kolkata
Date:
Signature of Supervisor
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Name of Supervisor
PURNA CHANDRA MAITY

: DR.

Designation of Supervisor : Associate Professor

Name of College
EVENING COLLEGE

: SURENDRANATH

6. Annexure-2
STUDENTS DECLARATION
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I SOURAV GHOSH a student of SUREDRANATH EVENING COLLEGE

hereby declare that Project work with the title EFFECTIVENESS OF
ADVERTISING (a case of advertisement in 2015) submitted by me for the degree
of B.COM HONORS IN ACCOUNTING & FINANCE under the University of
Calcutta (CU) is my original work and has not been submitted earlier to any other
University for the fulfillment of the requirement for any course of study.
I also declare that no chapter of this manuscript in whole or in part has been
incorporated in this report from any earlier work done by other or by me. However,
extracts of any literature which has been used for this report has been duly
acknowledge providing details of such literature in the reference.

Place: Kolkata
Date:
Signature of student:
Name of student
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Sourav Ghosh

Name of college: Surendranath Evining College

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