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Akanksha  jain  20

Aashnee Gajaria - 75

Anshula M - 86

Apoorv Chopra - 72

Bhagyashree Ingle - 78

Khushaal Talreja - 119

Lubna Shaikh - 102

Nishant Tulsiani - 111

Pooja Thawani - 110

Rahul Parkash - 114

Vedika Talwar - 107

 

 

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Table  of  Contents  

WHAT  IS  ADVERTISING   3  

TYPES  OF    ADVERTISING   4  

INFLIM  ADVERTISING   5  

ADVANTAGES  AND  DISADVANTAGES   6  

GROWTH  OF  INFILM  ADVERTISING   7  

CONCLUSION   8  

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Advertising Definition: To call the public's attention to your business, usually for the purpose of selling products or services, through the use of various forms of media, such as print or broadcast notices Advertising provides a direct line of communication to your existing and prospective

customers about your product or service. The purpose of advertising is to:

• Make customers aware of your product or service;

• Convince customers that your company's product or service is right for their

needs;

• Create a desire for your product or service;

• Enhance the image of your company;

• Announce new products or services;

• Reinforce salespeople's messages;

• Make customers take the next step (ask for more information, request a

sample, place an order, and so on); and

• Draw customers to your business.

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Types of Advertising Traditional and Non-Traditional Advertising

Because the terminology is confusing, this paper will refer to media advertising—such as newspaper banner advertisements and television commercials—as well direct marketing, as traditional advertising. Below the line advertising will be referred to as non-traditional advertising.

The marketing consulting firm Winterberry Group believes the shift from traditional to non-traditional methods is driven by three main factors:

• Perception: consumers want to feel engaged • Interaction: consumers want to feel empowered and connected, and • Measureability: consumer interactions are frequently easier to measure than

ever before Non-traditional advertising represents far more than shifting terminology or advertising-industry dynamics. It represents a sea change in the way in which brands hope to interact with consumers. In the past, advertising has often focused on brand awareness and recognition, but non-traditional advertising seeks instead to drive sales. It aims for an efficiency of communication that traditional advertising often does not maintain.

Above the line advertising refers to traditional mass media advertising, that which is conducted in newspapers, on television, the radio, and on the internet. It is, simply, what people think of when they think of advertising. All of the following activities are the most common types of ATL advertising:

• Television, films and radio commercials • Display advertising (in newspapers, magazines, and, frequently on the Internet) • Classified advertising (in newspapers and yellow pages) • Billboard advertising

Below the line advertising refers to ads that are of direct means of communication. In other terms, it means “right in the face”. Consumers get these ads via direct mails, brochures, newsletters, flyers, etc. These sorts of materials are normally produced in large sum and distributed to a larger or more diverse set of audience. The definitions of below the line advertising vary; roughly, it is advertising that delivers a tactile incentive to purchase a product (such as a coupon or a product sample). The following methods are usually considered BTL advertising:

• Price promotions or discounting • Coupons • Gift-with-purchase • Competitions and prizes • Monetary refunds • Loyalty incentives • Point-of-sale displays

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IN-FILM ADVERTISING WITH THE advent of the new millennium, the marketers and advertisers have found a new form of publicising their product and creating more visibility for their brands. This is cinema or films. The growing competition between products and brands in the Indian market has led the marketers to find more ways of reaching the customers and Indian cinema has become not only an innovative but also, an effective option.

Due to the rise in the clutter of multitudinous brands, people have shortened attention spans. Here, in-film advertising is a boon, as it breaks through this clutter. In fact, the best way to deliver the message is to catch the customer off-guard, when their rational defences are down.

In-film advertising helps a brand to be present in the content itself and hence becomes inseparable from the storyline. Such integration of the brand within the script of a film helps in delivering the brand message in an entertaining and engaging way

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ADVANTAGES OF INFILM ADVERTISING: The strategy of placing some selected brands in films, gives most brands an additional marketing push, even though the stars featuring them may not be directly endorsing these brands.

There are several advantages of in-film advertising. One gets stars to represent their brands, at a fraction of the costs. Moreover, films transcend geography, class and culture barriers, giving an opportunity for national and even international level branding. It also facilitates a clutter-free environment. Most importantly, films cannot be surfed, zipped or muted, unlike TV and internet. The advertisement catches people in a receptive mood and can be target specific. DISADVANTAGES OF INFILM ADVERTISING: The reputation of the celebrity may derogate after he/she has endorsed the product: Since the behaviour of the celebrities reflects on the brand, celebrity endorsers may at times become liabilities to the brands they endorse. The vampire effect: This terminology pertains to the issue of a celebrity overshadowing the brand. If there is no congruency between the celebrity and the brand, then the audience will remember the celebrity and not the brand. An Example could be the Castrol commercial featuring Rahul Dravid. Inconsistency in the professional popularity of the celebrity: The celebrity may lose his or her popularity due to some lapse in professional performances. Multi brand endorsements by the same celebrity would lead to overexposure

Celebrities endorsing one brand and using another (competitor): Shah Rukh Khan endorsed Dish TV and he is reported to be using Tata Sky. Mismatch between the celebrity and the image of the brand

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GROWTH OF INFILM ADVERTISING The reasons for this growth are obvious. The biggest selling point is the captive audience and the big screen. In terms of reach, while in-cinema advertising may be lower than TV and outdoor media, its impact tends to be higher due to confirmed audiences and undivided attention. In spite of the economic cut down, there has been a substantial growth in spends done by brands and new brand categories are also tapping the space. This is due to the fact that the reach is direct and faster to the target audience. the first and foremostreason for in-cinema revenues flourishing is because it is a cost efficient advertising medium. The sheer size of the big screen and sound system creates a larger than life impact for commercials. Cinema goers are normally in a stress-free state of mind and in an environment like that the communication is much better received. Unique audience, clutter free limited break, ability to target region and state, urban and rural etc are some other benefits that in-cinema advertising offers.

BRAND BUZZ AND INNOVATION IN THEATERS The growth witnessed has been largely due to new categories of brands that have started advertising at multiplexes and the direct interaction with consumers as compared to other media that are one sided. Compared to regular single screens, a multiplex offers larger avenues for advertising, increasing the opportunities to innovate and maximize revenues Advertisers are always experimenting with innovative ideas to attract consumers. there is ample spacein theaters and hence options for advertising are vast. Another way to advertise is via value-add ons. Axis Bank had special schemes on movie tickets for their priority members. They gave away one movie ticket free on the purchase of one on Fridays for their card holders. Set Pix also used Pop Corn Boxes for branding, which is another active medium.

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CONCLUSION Bollywood is no longer just about entertainment. It has become a part of life. Bollywood movies have touched the heart of every Indian across the globe may it be a dialogue said by Amitabh Bachchan or a dance step performed by Salman Khan. One might even say that there is a bit of Bollywood in every Indian. With the consumer market increasing constantly the film industry provides a base not only to promote different brands within the industry but various products related to consumers. This is when film advertising steps in.