A MINOR PROJECT REPORTON

A STUDY OF CREATIVITY IN ADVERTISING AND OTHER MARKETING TOOLS W.R.T NGO’S

Submitted in partial fulfillment of requirement of Bachelor of Business Administration (B.B.A) General

BBA IIIRD SEMESTER (EVENING)BATCH 2014-2017

Submitted to: Ms. PRIYANKA GARG Submitted by: KAPIL GOYAL (Assistant Professor) 02150401714

Maharaja Agresen Institute Of Management Studies Rohini sec -22 , Delhi - 110086

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ACKNOWLEDGEMENTS

A lot of effort has gone into this training report. My thanks are due to many people with

whom I have been closely associated.

I would like all those who have contributed in completing this project. First of all, I

would like to send my sincere thanks to Ms. Priyanka garg for her helpful hand in the

completion of my project.

I would like to thank my entire beloved family & friends for providing me monetary as well as non – monetary support, as and when required, without which this project would not have completed on time. Their trust and patience is now coming out in form of this thesis

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CONTENTS

Description Page No.Acknowledgement (i) 2Contents with page no. 3List of tables 4List of figures 4Executive Summary 6Certificate of completion 5Introduction to topic 7-11Objectives 12Company Profile – CARE 14Company profile – CRY 30Research Methodology 33Limitations 36Literature Review 37Analysis & Interpretation 55Findings & Interference 63Conclusion 65Recommendations 67Bibliography 70

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LIST OF TABLES

LIST OF TABLESS.no Table title Page No.

1 Industry overall growth2 Company Details3 Research Report

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.

CERTIFICATE OF COMPLETION

This is to certify that the Project Report title A STUDY OF CREATIVITY IN

ADVERTISING AND OTHER MARKETING TOOLS W.R.T NGO’S submitted in

partial fulfillment for the award of BBA Pogram of MAIMS ROHINI New Delhi, was

carried out by PRIYANKA GARG under my guidance . This has not been submitted to

any other University or Institution for the degree/diploma/certificate.

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EXECUTIVE SUMMARY

Advertising, generally speaking, is the promotion of goods, services, companies and

ideas, usually performed by an identified sponsor. Marketers see advertising as part

of an overall promotional strategy. Other components of the promotional mix

include publicity, public relations, personal selling, and sales promotion.

Advertising involves the process where in a massage is designed so as to promote a

product, a thought, an idea or even a service. The concept of advertising has assumed a

dynamic form with the use of the various mediums of communication. From the

newspaper, magazines, posters, neon and fluorescent signboards, billboards to the

commercial on TV, laser shows to inflated high-rise figures and objects, advertising has

come a long way. The work is formidable as it spearheads a process intended to attract,

modify, change and influences public opinion.

From the local business to multinational firm and all need to advertise. While politicians,

social organizations, government special groups need to advertise their motto, national

airlines, auto mobile manufactures, food and consumer goods manufacturers have to

reach the consumer. Specialist products and services are often advertised through trade

magazines and exhibitions. Lately mail-shots, handbill circulation, special offers have

become very popular. There are still other ways of advertising. There are window

displays, display on telephone directories, transit sign on buses, lamp posters, banners,

etc. Advertising through the electronic media has been perhaps the most popular medium.

Advertising, as an effective medium, uses a variety of techniques to create effective

advertisements. A basic appeal is at the heart of advertising. Slogans and product

characters are created to catch the attention of the viewers. Most winning advertisements

would encompass factual information with emotional appeal. The advertising industry

has three major sectors.

Business or organization which wishes to advertise,

Media which provides the medium for advertising and

Ad-agency which creates the ad to suit the need of the firm.

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CHAPTER IINTRODUCTION TO THE TOPIC

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1.1 Origin of advertising

The origin of advertising does not lie in the modern industrial age, but it has its

roots in the remote past. Thousand of years ago most people were engaged in hunting,

farming, or handicraft related activities. They used to barter products among themselves.

Distribution was limited to how far the vendor could walk and distribute, advertising was

limited to how loud they could shout. Perhaps the earliest form of advertising was simply

the trader shouting out the fact that he existed and naming what he had to sell in the local

market place.

As an instrument of marketing, advertising was an effective through multiple

sales people reaching many people at one time. Then it had used the media as a tool.

The American marketing association defines advertising as “any paid form

of non-personal presentation and promotion of ideas, goods

or services by an identified sponsor”.

Advertising doesn’t change the physical properties of the product but than also it is the

most compulsory expense for creating demand for the product.

1.2 Impact of advertising

Advertising plays an important role in today’s competitive business world. It

provides benefits to Manufacturers, Retailers, Customers, Salesman and Society as well.

Introduces a New Product:

Advertising is used to introduce a new product in the market. It helps to compete

with establish brands and, thereby, ensures the survival and success of new product.

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Creates Demand for Product:

Advertising creates demand for the product. Advertising spread information about

the product or services and makes consumers aware about it through various mass media

which makes positive effect on the mind of the people and create demand for the product.

Expand Market:

It helps in expanding local markets, to national level and even to international

level. Trading at national and international level is impossible without advertising

Assists Personal Selling:

Advertising reaches a prospect before a salesman could. The prospect is well

informed through advertising. Makes the salesman’s job easier.

Building Brand Image:

The purpose of repeat advertisings is to make people more brands conscious.

Once good brand image is developed, buyers generally become brand loyal. Money spent

on advertising is a long term investment to build brand and company image.

Reduces the cost of goods:

Advertising generates more demand, which leads to large scale production and

distribution. This results in economies in large scale which in turn reduces cost of

goods.

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Persuades prospects:

Every competitor makes superior claims of his product. Therefore, a prospect

needs to persuade to buy products. So, the role of Advertising is not only to inform but

also to persuade.

Employment:

Advertising provides employment in the field of advertising to copywriters,

models, etc. It provides indirect employment in society due to large scale production and

distribution.

1.3 Role of advertising in marketing mix.

Marketing mix refers to advertising combination of four elements of marketing

useful for large-scale marketing. Such elements are: Production, Price, Place, and

Promotion (4 Ps).

According to W.J. Stanton “Marketing mix is the term used to describe the

combination of the four inputs which constitute the core of advertising company’s

marketing system: the product, the price structure, the promotional activities and the

distribution system”

Advertising and elements of marketing mix:

Advertising and product:

Product is the core element in the marketing mix. The market demand finally

depends on the popularity and utility of the product. Popularity again depends on the

Quality, benefits and uses of the product. It is necessary to give publicity to physical and

other features of the product. Such information needs to be communicated to the

prospects through advertising.

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Advertising and price:

Buyers are always sensitive about the market price. They shift from one product

to the other due to quality or price. Price charged should be reasonable. This is necessary

for the support and co-operation of consumers.

Advertising and Place:

Place relates to physical distribution which is possible through various channels

of distribution. Advertiser has to decide whether to adopt direct or indirect channels of

also useful for large-scale distribution. Advertising plays a crucial role to ensure smooth

distribution of goods and keep the consumers well-informed.

Advertising and Promotion:

Promotion is perhaps the most important element in the marketing mix.

Companies introduce sales promotion campaigns for capturing market. Price discounts

and schemes like buy one, get one free are also offered as sales promotion. Various sales

promotion techniques are introduced at the consumer and dealer levels. Window display,

provision of after sales services and coordinal public relations also facilitate sales

promotion. Massive advertising is useful to support the sales promotion campaigns.

1.4 AIDA Formula in Advertising

The AIDA formula in advertising was suggested by E.K. Strong in his book “the

psychology of selling.” This formula suggests the steps in the process of advertising. The

term AIDA is a short form derived from the four words:

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A ATTENTION

I INTEREST

D DESIRE

A ACTION

A = Attracting Attention:

It involves attention element of an advertisement which ‘catches the eye’ and

attract attention. A person is likely to be attracted to advertisements which concerns him

and will be useful for him. In order to attract the attention of reader, it is necessary to

provide relevant information.

I = Moving Interest:

This is the second step to consumer’s response. It is called “from eye to mind” or

“from attention to interest”. As attention should be favorable, interest also should be

favorable. All good advertisements start with consumer’s point of interest. An

advertiser’s approach should be to establish with the consumer, who is advertising

prospective buyer for the advertised product

D = Creating Desire:

The main job of advertising is the transformation of an interest into advertising

desire in the consumer’s mind for possessing that product.

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Some methods for creating advertising desire which turn product interest into a

buying desire.

Present benefits that the consumer will gain.

How to use or operate the product?

Show the troubles that can be avoided by product purchase.

Use prestige, pleasure and social approval angles.

A = Securing Action:

This is the last stage in response to the advertisements. It prompts action and turns

prospects into buyers of the product. It is very important stage because it decides the

success and failure of advertisement. Complete information including price of the

product, quantity, etc., should be given to help the person to make a purchase decision.

Similarly, expected action can be secured by adopting various techniques such as, gifts,

samples, installment facilities, free demonstration etc. by using phrases “Don’t delay”,

“Buy now”, “sale”, “Limited Stock”…etc. action is generated.

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OBJECTIVE

How people of different age group respond to

ADVERTISEMENT.

Positioning strategies use by NGO and their impact on

brand.

To find out which NGO have good advertising and what type

of advertising subscriber like.

To study good advertisement practice by NGO’s also

consumers response towards them.

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CHEPTER –IICOMPANY PROFILE –Care India

CARE has been working in India for over 60 years, focusing on ending poverty and

social injustice. We do this through well planned and comprehensive programmes in

health, education, livelihoods and disaster preparedness and response. Our overall goal is

the empowerment of women and girls from poor and marginalised communities leading

to improvement in their lives and livelihoods. We are part of the CARE International

Confederation working in 90 countries for a world where all people live with dignity and

security.

Why Women and Girls?

In India, CARE focuses on the empowerment of women and girls because they are

disproportionately affected by poverty and discriminations; and suffer abuse and

violations in the realization of their rights, entitlements and access and control over

resources. Also, experience shows that, when equipped with the proper resources, women

have the power to help whole families and entire communities overcome poverty,

marginalisation and social injustice.

Societies Registration Act, 1860 is a central act for registering not-for-profit

organizations. Almost all the states in India have adopted (with modifications, if any) the

central Act for creating state level authorities for registering various types of not-for-

profit entities. According to the act any seven persons who subscribe to the Memorandum

of Association (MOA) can register a society. The memorandum should include names of

the society, its objectives, its names, addresses and occupations of the members

subscribing to it as well as the first governing body to be constituted on registration.

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NGOs like Bal VikasDhara-New Delhi, Bruu Foundation New-Delhi and NayiUmeed-

New Delhi are registered under this act.

CARE’s healthcare initiatives aims to increase demand for and improve accessibility,

availability and affordability of essential healthcare services. CARE works to promote

newborn care, reduce malnutrition in children, decrease infant and maternal mortality

rates, and protect those affected by or susceptible to HIV/AIDS and TB, especially

women and girls. CARE works with the most vulnerable communities, providing support

to address the needs of affected families.

Public trust

Public trusts can be created for public charitable purposes. There is no All India Level

Act for setting up public charitable trusts. Some of the states in India have enacted the

Public Charitable Trust Act, while most states in India do not have a trust act. An NGO

can be created only under a public trust act. Madhya Pradesh and Rajasthan have

independent state level public trust acts. States like West Bengal, Jharkhand and Bihar do

not have any act to register a public trust.

A trust can be registered in one state, but the same has the scope to operate in any number

of states. In the state of Maharashtra and Gujarat, all organizations that are registered as

'Society' are by default also registered as Public Trust.

Private trust

A private trust, created under and governed by the Indian Trusts Act of 1882, aims at

managing assigned trust properties for private or religious purpose. A private trust does

not enjoy the privileges and tax benefits that are available for public trusts or NGOs.

Non profit companies (Section 8, Companies Act 2013)

Conferring of corporate personality to associations that promote cultural and charitable

objectives, but exempting them from the operation of some cumbersome requirements

(which are essentially for regulation of business bodies but are difficult for compliance

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by non-profit companies), are the noteworthy features that are provided under the

companies act, 2013.

According to section 25(1) (Companies Act, 1956): "Where it is proved to the

satisfaction. of the Central Government that an association is about to be formed as a

limited company for promoting commerce, art, science, religion, charity or any other

useful objectives, intends to apply its profits, if any, or other income in promoting its

objectives, and to prohibit the payment of any dividend to its members, the Central

Government may, by license, l direct that the association may be registered as a company

with limited liability, without addition to its name of the word "Limited" or the words

"Private Limited"

History

CARE in India grew out of a vision of ending poverty and social injustice, and it has been

working in India for over 68 years. CARE came to India in June, 1946 when one of its

co-founder, Lincoln Clark, signed the CARE Basic Agreement in New Delhi at the

Office of Foreign Affairs. The agreement was limited to contributions of technical books

and scientific equipment for universities and research institutes. In November 1949, the

first Chief of Mission, Melvin Johnson, arrived in India to establish operations.

Subsequently on the invitation of the then President of India, he developed a CARE India

Food Package that caused a renegotiation of the CARE Agreement to include importation

of food through Indo-CARE Agreement on 6 March 1950. The CARE Office during

1950’s in Delhi was a hutment (a long, thin building) located in Janpath, Connaught

Place. At one end of the building was the Australian High Commission to India (A.K.A.

Embassy). At the other end was the Delhi Press. CARE was sandwiched between the two

in a two-room office. The Government of India (GOI) rented the space to us for 50

rupees per month, approximately $10. The CARE office consisted of the office manager,

the secretary, two clerks, a messenger, and a driver. We had three additional offices and

warehouses in India located in Bombay, Madras, and Calcutta — each office

administered by an Indian national. The initial programmes those days included

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assistance to educational institutions, relief camps and assistance to hospitals in form of

books, laboratory equipments, tools supplies etc. When the Mid-Day Meal (MDM -

school lunch) program started in 1960, state offices were established and the staff in

Delhi and state offices increased. Since 1960’s CARE has been supporting government’s

school feeding programs. CARE has been providing nutritious food for the beneficiaries

of Integrated Child Development Services (ICDS) on the request of GOI since 1982.

CARE supported the Government's ICDS in the states of Andhra Pradesh, Bihar, Madhya

Pradesh, Odisha, Rajasthan, Uttar Pradesh and West Bengal. In 1998-99 the quantum of

food support in India was worth Rupees 300 crores. The respective state governments had

contributed towards the administrative cost so that CARE carried these programs

smoothly in their respective states. As a part of support from USAID, CARE

implemented a long term project named Integrated Nutrition and Health Project (INHP)

from 1996 till 2010 and reached to about 1297 blocks in nine major states of India.

Recognized worldwide for its contribution in disaster response and rehabilitation

operations, CARE in India has supported the efforts of Government of India and

individual state governments as and when major disasters occurred in the country. CARE

has provided relief to several natural disasters since 1966 with Jammu and Kashmir

floods 2014 and Hud Hud in Andhra Pradesh being the most recent. Some of our efforts

include response to flood relief in West Bengal in 1979, cyclone in Andhra Pradhesh in

1977 and in 1996, and earthquake relief in Latur, Maharashtra in 1993, and Odisha super

cyclone in 1999. The list of our efforts to bring smiles back on the faces of those who lost

all hopes during disasters is long. CARE India has made a considerable shift in its

programming approach over the years. From direct service provision to enabling poor

and vulnerable groups, CARE India has evolved into a rights-based organisation in order

to address underlying causes of poverty. Our focus is explicitly on the well-being, social

position and rights of women and girls from tribal and Dalit communities (Key

Population). CARE India’s current ‘Programme’ approach stems from a redrawn vision,

under which, working with partners on projects has been overlapped with holistic, long

term, deep impact “programmes” that work directly with key populations to ensure that

the root causes of poverty and marginalisation of people, particularly poor women and

girls, are tackled strategically and collaboratively. While we believe we have a lot to feel

proud of, we also recognize that today in India, there are more absolute poor and

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malnourished than it was 60 years ago! Recognizing that CARE India continues its

transition seeking more appropriate paradigms of development to ensure that we remain a

catalyst for change and contribute towards seeking a world of hope, tolerance and social

justice, where poverty has been overcome and people live in dignity and security.

Vision/Mission

Our Vision

We seek a world of hope, tolerance and social justice, where poverty has been overcome

and people live in dignity and security.

Our Mission

CARE India helps alleviate poverty and social exclusion by facilitating empowerment of

women and girls from poor and marginalised communities.

Our Programme Goal

Women and girls from the most marginalised communities are empowered, live in

dignity and their households have secure and resilient lives. CARE India will accomplish

this goal by working with 50 million people to help them meet their health, education and

livelihood entitlements.

Our Core Values

Our commitment towards a better society drives us. CARE’'s core values inform all of

our work. They shape what we do and how we do it. They bind us to a collective vision

and purpose.

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Respect

CARE staffers act in a manner that reflects a true belief in and appreciation for the

dignity and potential of all human beings. Gaining people’s' confidence and creating an

environment of trust and openness is essential to our work.

Integrity

Maintaining social, ethical, and organisational norms; firmly adhering to codes of

conduct and ethical principles are inherent to CARE.

Commitment

Using appropriate interpersonal styles and techniques to gain acceptance of ideas or

plans; modifying one’'s own behavior to accommodate tasks, situations, and individuals

involved.

Excellence

Setting high standards of performance for self and/or others; assuming responsibility and

accountability for successfully completing assignments or tasks; self-imposing standards

of excellence; ensuring interactions and transactions are ethical and convey integrity.

CARE also embraces DIVERSITY through promoting, valuing, respecting and fully

benefiting from each individual’'s unique qualities, background, race, culture, age,

gender, disability, values, lifestyle, perspectives or interests; creating and maintaining a

work environment that promotes and celebrates diversity.

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Our Board Members

Meet the dynamic group of people that makes up our Board Members.

Dr. Nachiket Mor

Dr. Nachiket Mor, Chair of the Board, CARE India, has a background in finance and

economics, and has specific interest in financial access and healthcare. He has been on

the Board of CRISIL, IKP Centre for Technologies in Public Health, the Institute for

Financial Management and Research. He currently serves as a member of the RBI Board

of Director’s Standing Committee on Financial Inclusion; the Research... more

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Vinita Bali

Vinita Bali is a global business leader with extensive experience in leading large

companies, both in India and overseas. She has worked with eminent multinationals like

the Britannia Industries Ltd., the Coca-Cola Company and the Cadbury Schweppes PLC

in a variety of management roles in the UK, Nigeria, South Africa, Chile, the USA and

India. Vinita is currently pursuing her interests in the development sector.... more

Ashok Alexander

Ashok Alexander comes with a rich experience in the private sector and the public health

area. Over a span of 24 years, he has worked in Hong Kong, the United States and India.

He has served as Director and Head of the consulting firm- McKinsey and Company,

India office. He joined the Bill & Melinda Gates Foundation, at its inception in July

2003, as the Director of the India Office

Comparison between a trust, a society and a section 25 company

Public Trust SocietySection 25

Company[1]

Statute/Legislation

Public Trust Act like

Bombay Public Trust

Act, 1950

Societies

Registration Act of

1860

Companies Act of

1956

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Jurisdiction of the

Act

Concerned state where

registered

Concerned state

where registered

Concerned state

where registered

Authority

Charity

Commissioner/Deputy

Registrar

Registrar of

Societies

Registrar of

Companies

Registration As Trust

As Society (and by

default also as Trust

in Maharashtra and

Gujarat)

As Section 25

Company

Main Document Trust deed

Memorandum of

Association and

Rules &

Regulations

Memorandum and

Articles of

Association.

Stamp Duty

Trust deed to be

executed a non-judicial

stamp paper of

prescribed value

No stamp paper

required for

Memorandum of

Association and

Rules &

Regulations

No stamp paper

required for

Memorandum and

Articles of

Association

Number of persons

needed to register

Minimum two trustees;

no upper limit

Minimum seven, no

upper limit

Minimum three, no

upper limit

Board of

ManagementTrustees

Governing body or

council/managing or

executive

committee

Board of

Directors/Managing

Committee

Mode of succession

on board of

management

Usually by appointment

Usually election by

members of the

general body

Usually election by

members of the

general body

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Co-operative societies

In India, cooperative societies are regarded as instruments to mobilize and aggregate

community effort to eliminate layers of middlemen in any product or service supply chain

hence resulting in greater benefit sharing for the grassroot farmer , worker or artisans. The

Cooperative Credit Societies Act, 1904 enabled formation of cooperatives for supplying

to farmers cheap credit and protect them from exploitation in the hands of the

moneylenders. The cooperative act 1912 expanded the sphere of cooperation and

provided for supervision by central organization.

Multi-state co-operative societies

The Multi-state Co-operative Societies Act, 2002 which substitutes the earlier statute of

1984, facilitates the incorporation of cooperative societies whose objects and functions

spread over to several states. The act provides for formation of both primary (with both

individual and institutional members) and federal cooperatives (with only institutional

memberships). Any application for the registration of a multi-state cooperative society, of

which all the members are individuals, should be signed by at least fifty persons from

each of the states concerned. In case of a society of which members are cooperative

societies, it should be signed by duly authorized representative of at least five such

societies registered in different states

Trade unions

Trade union means any combination, whether temporary or permanent, formed primarily

for the purpose of regulating the relations between workmen and employers or between

workmen and workmen or between employers and employers, or for imposing restrictive

conditions on the conduct of any trade or business, and includes any federation of two or

more Trade Unions

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Fig 2.1

Only ‘blue-chip’ organizations such as CRY (top), the Heroes Project(above), or groups

working on the so-called fashionable issues have the resources and connections to tie-up

with large media partner

A camera pans over a chain link fence. Behind it, dozens of uniform-clad children—boys

in crisp white shirts and girls in plaid jumpers with red ribbons in their hair—beam as a

simple acoustic guitar plays and a child’s voice hums in tune with the melody in the

background. Cut to children holding up signs telling you what “we” don’t do.

The “we” in the ad is non-profit organization Child Rights and You (CRY). Like many

prominent NGOs, the Mumbai-based children’s aid organization used to receive odd

requests. Even though it works for big-picture issues such as universal access to

education and elimination of child labour, people would call to ask if they could donate

the 100 blankets they had collected to their orphanages. The group doesn’t run any.

So, a few years ago, CRY, which represents many children’s advocacy groups, changed

its name from Child Relief and You to reflect its focus on its fight for children’s rights.

Like CRY, some non-profit organizations are turning to increasingly slick television and

radio spots to get their message across.

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Only ‘blue-chip’ organizations such as CRY (top), the Heroes Project(above), or groups

working on the so-called fashionable issues have the resources and connections to tie-up

with large media partners

Often benefiting from free or heavily discounted airtime thanks to tie-ups with stations

and media organizations, the NGOs reach a larger audience of potential supporters, while

the stations look good to their viewers and score points for corporate social responsibility,

say those who track non-profit advertising.

For the advertisers, doing spots for social causes comes with additional advantages.

These help win top prizes at international shows such as Cannes. Some commercials

which win awards sometimes do not even see a public release—they are dubbed fake ads.

“Come December, there are a lot of guys who walk into NGO offices and say, ‘Why

don’t you let us release this?’” says Sajan Raj Kurup, now chairman and chief creative

director of Creative Land Asia, but who worked on the CRY campaign during his time

with ad giant Grey. “They get exposure, the ad agency gets something out of it. It’s

easy.”

And for many NGOs, exposure is key.

For CRY, the idea was to create a strong brand. And, do it without tear-stained faces and

disturbing images that often define advertising for charitable organizations, say its

creators. “People don’t want to hear that the world is ending. They want to be presented

with a solution or, at least, some little action they can take right now that is clearly linked

to a solution to this problem,” says Simon Collings, chief executive officer of the UK-

based non-profit organization, The Resource Alliance, which supports an annual contest

for the best promotion and ad campaigns.

“Say, the issue is drought. You have to tell them, ‘The Rs1,000 you donate today will buy

10 trees that can help improve water retention on the farms of poor rural families’,” adds

Collings. “You need to do more than make them see it. You need to make it as easy as

possible for them to do something about it.”

As the ad closes we learn what CRY does, thanks to another crop of signs from smiling

children. They help “dest-roy barriers” of caste, gender and religion, lobby the

government for child-friendly policies and help parents get children into school.

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“A lot of social advertising features people crying, and has created a sense of gloom and

doom. We wanted to change that. We really wanted to be optimistic,” says

CreativeLand’sKurup.

The Heroes Project, a Mumbai-based HIV/AIDS awareness non-profit organization with

ties to actor Richard Gere and socialite Parmeshwar Godrej, has tie-ups with Star TV for

spots like the one featuring cricketer Rahul Dravid in the locker room, adding his

equipment piece-by-piece like a warrior preparing for battle. The implied theme: Taking

steps to prevent HIV/AIDS should be as routine as having the right equipment on the

pitch.

But, only blue-chip organizations such as CRY, the Heroes Project, or groups working on

the so-called fashionable issues—many point to HIV/AIDS—have the resources and

connections to tie-up with the large media partners and land top celebrities like Dravid to

be their public face. They get their voices heard, say representatives of non-profit

organizations, while smaller organizations or groups doing controversial work are limited

to online campaigns and old-fashioned word of mouth to spread their message, according

to non-profit and advertising industry representatives.

Even groups which have occasionally sallied into the ad world say their resources are

better directed elsewhere—either because they didn’t see big returns or because grass-

roots methods work better for grass-roots organizations. Some stay away from

mainstream advertising, though even their representatives acknowledge the

importance of being high-profile.

“We haven’t been very successful. We were looking into television but we would need

donors. We can’t afford it,” says ShobaSachdev, a consultant for The Spastics Society of

India, which runs support and awareness programmes for the disabled. “We feel our

focus is better placed on campaigns to see kids mainstreamed in schools rather than

targeting the general public.”

For Greenpeace India, the organization’s work is its best advertising, says spokesman

Gene Hashmi. The most effective campaign lately was sending out snapshots of its

activists chained to the gates of a factory in Uttarakhand—which the organization said

was producing toxic light bulbs—on a hot summer day.

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“It wasn’t pretty,” says Hashmi. “People were puking, people were passing out and

getting hosed down with water, and you can see all that. But we knew it would make

people look at what others are willing to do and ask themselves what they did today.”

The result of the campaign, which cost the organization little to no money, was more than

18,000 hits in one day to a website for its “Ban the Bulb” campaign. It had previously

received only a few hundred hits.

The group can take videos of its protests or stunts designed to garner media attention for

a cause, like skydiving into a crowded place, and post them on popular Internet sites,

reaching an audience more likely to support its initiatives than any television commercial

ever would, said Hashmi. He spent years as a creative director at a leading global ad

agency before joining the non-profit sector.

“Why do I need newspapers or Rediff or MSN when I have YouTube and MySpace? It’s

beautiful,” says Hashmi. “The focus is on whatever we can get free. Every rupee we raise

is hard-earned, and is better spent on the streets as part of our campaigns than on ads.”

But he notes that the expensive television spots often do come free and have a purpose

other than raising awareness and money for a good cause. They are designed, written and

produced to win awards for the agencies that make them. “Every year, I know it is awards

time when my inbox gets clogged with offers from guys saying they made this great spot

and can they put our logo on it,” he says. Often, it is clear that they know little about

Greenpeace’s mission and are just “shopping” for a cause for a pre-made commercial,

aimed squarely at the judges in Cannes and other places where the industry hands out its

top prizes, according to Hashmi.

Like Greenpeace, Amnesty International India prefers to stay away from mainstream

advertising. It concentrates its efforts on SMSes to its supporters, focusing on its

campaigns against torture and other hot-button issues that don’t exactly have the major

media companies clamouring to give them time and space. But representatives

acknowledge it is sometimes important to go high-profile.

“Today, you have to search for visibility,” says Sana Das, Amnesty’s coordinator for

growth, membership and activism. “The whole world has turned into a series of images.

If you aren’t represented in that world, it’s possible that people might just pass you by.

Even though you might be saying some of the most important things that can be said, no

one might hear them.”

28

Fig 2.2

Fig 2.3

Fig 2.4

29

While non-governmental organisations (NGOs) and doctors working against tobacco-use

have won the battle in terms of a ban on gutkha in India, NGOs are gearing up to fight the

growing market of surrogate advertisements and are spreading awareness of the same.

A surrogate advertisement is one which, on the face, promotes an innocuous product

although the brand name , in some way, may remind a person of some other product

made out of a harmful ingredient.

Speaking to dna, Anita Peter, director of Cancer Patients Aid Association (CPAA), said,

“This year World Health Organistion’s theme for World No Tobacco day (which will be

observed on May 31) is to stop surrogate advertisements and spread awareness of the

same. We’re working towards the same and hope people stop using non-tobacco items

produced by tobacco companies.”

30

CHEPTER –IIICOMPANY PROFILE – CRY

Way back in the 1970s, Rippan Kapur, a young airline purser, was driven by the extraordinary dream to see a day when no Indian child would be deprived of rights as basic as survival, participation, protection and development.

Like many of us, Rippan too was upset when he saw disparities between privileged and under privileged children. He hated to see children begging and working as servants. Unlike most of us though, he did something about it.

He joined his school's social service club and read to the blind, visited children in hospitals, held reading and writing classes for street children, and started a free dispensary at a slum the club adopted. To raise funds for these activities, the club sold milk. It even won a shield for the best Interact club! These qualities of resourcefulness and determination would come in handy.

In 1979 Rippan and 6 friends started CRY with Rs. 50/- around his mother's dining table. They felt that something needed to be done to improve the situation of the underprivileged Indian child. Uncharacteristically, given their backgrounds and motivations, they chose not to found a grassroots-level implementing organisation working directly with and for underprivileged children. They opted instead to make CRY a link between the millions of Indians who could provide resources and thousands of dedicated people and organisations at the grassroots-level who are struggling to function for lack of them. This "link" or enabling position has determined CRY's strategic choices at every juncture - from the fundraising methods it employs, to the nature of its relationship with the NGOs it partners.

All through the early, difficult years, it was Rippan's passion and conviction that drove CRY. He was firmly convinced that each of us can, in our own small way, be agents of change, and when enough of us are moved to this, the impact is a lasting change for the better. All he asked of people was that they help CRY by doing what they were good at. As he put it, "What I can do, I must do."

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Vision/Mission

To enable people to take responsibility for the situation of the deprived Indian

child and so motivate them to seek resolution through individual and collective

action thereby enabling children to realise their full potential

To make people discover their potential for action and change

To enable peoples' collectives and movements encompassing diverse segments,

to pledge their particular strengths, working in partnership to secure, protect and

honour the rights of India's children

BOARD MEMBERS

Ratan BatliboiBoard Chair & Hon. Trustee, Mumbai

Rippan's junior in school, Ratan has had a long association with him till in 1991, Ratan joined CRY as a trustee. Ever since, he has been like a steady rock for CRY.Rajni BakshiTrustee, Mumbai

Rajni is a prolific writer, speaker and organiser currently working on a book, titled 'Market: From Master to Servant', which challenges the neoliberal world view without falling for extreme alternatives.Praveen KadleTrustee & Hon. Treasurer, Mumbai

A highly respected Finance professional, Praveen brings to CRY 13 years of experience in this area and is also CRY's Treasurer since February 2005. He is the Managing Director of Tata Capital Ltd.

32

CAMPAIGNS

CRY's Campaigns

Over the years CRY has initiated, launched and organised campaigns to amplify the voice of children and their rights. These campaigns have focused on specific issues - from influencing child-friendly policies, to rehabilitation efforts in disaster and natural calamities, to creating awareness on the situation of children. Our campaigns have always involved the public, our citizens. Your support is crucial to bring about social change in the lives of children and their communities.

33

CHAPTER IVRESEARCH METHODOLOGY

RESEARCH DESIGN:

A research design is a specification of method and procedures or acquiring the

information needed. It is the overall pattern or framework of the project that stipulates

what is to be collected, from which sources, by what procedure.

Scope of the study: -

The objective of descriptive research is to provide a description of various phenomenon’s

connected to individuals, situations or events that occur. The purpose might be to develop

empirical generalization. Once, such generalizations begins to appear, then they are worth

explaining, which might lead to theory development. Moreover, descriptive research is

often used when a problem is well structured and there is no intention to investigate

cause/effect relationship. The objective with explanatory research is to analyze cause-

effect relationship, explaining, because explanatory study is to develop a theory that

could be used to explain the empirical generalization that was developed in the

descriptive stage. This provides a cycle of theory construction, theory testing and theory

reformulations, this research is descriptive research which objective is that to get the

accurate answers from the respondents Combination of items from the frame of statistical

explanation which quantifies the risk and thus enables an appropriate sample size to be

chosen, descriptive studies require a clear specification of who, what, when, where, why,

and how of the research.

3 RESEARCH METODOLOGY

Research always starts with a question or a problem. Its purpose is to question

through the application of the scientific method. It is a systematic and intensive study

directed towards a more complete knowledge of the subject studied.

Marketing research (MR) is the function which links the consumer, customer and

public to the marketer through information- information used to identify and define 34

marketing opportunities and problems generate, refine, and evaluate marketing actions,

monitor marketing actions, monitor marketing performance and improve understanding

of market as a process. Marketing research specifies the information required to address

these issues, designs, and the method for collecting information, manage and

implemented the data collection process, analyses the results and communicate the

findings and their implication

Marketing Research is, thus, defined as, the systematic, objective and exhaustive

search for and study of the facts relating to any problem in the field of marketing.

“American Marketing Association”, defines MR as the systematic gathering,

recording and analyzing of data about problems relating to the marketing of goods and

services.

Thus, three key ideas regarding marketing research are:-

i. Marketing research is concerned with studying any of the manifold

problems in marketing.

ii. Its purpose is to aid decision-making in the marketing field.

iii. Systematic gathering and analysis of information is its route in

achieving its purpose.

4.2 Data Collection Method:.

3.1.1 Primary data:

It is original data, first hand and for the specific purpose of the

research project. For this project, I have used the following common research

instrument:-

Questionnaire:

Questionnaire development is the critical part of primary data

collection job. For this I have prepared a questionnaire in such away that it is able

to collect all relevant information regarding the project.

In this questionnaire, I have used mostly close-ended questions that are

easier to be answered by respondents (consumers) and also easier for

35

interpretation and tabulation & one open-ended question to take the opinion of the

respondents in their own words. The questions were asked to the consumers

covering perception towards their purchase, price of the product, purpose for

using the product, characteristic of the product, brand image, effectiveness of the

advertisements, sales promotional activities, overall opinion about the product,

etc.

For collecting the answers from the above questionnaire, I have used

the following common method:-

4.1.2 Secondary data.

It was collected to add the value to the primary data. Data regarding

IMRB, International (Indian Marketing Research Bureau) history, its profile and

other necessary records and information was collected by referring to website,

magazines, annual reports, reference books, daily newspapers, etc.

Secondary data is collected from following sources :

1. Magzines & Journals

2. Company websites

3. Internet

4. Books

Tools of analysis:

Pie charts, Graphs and Tables .

4.2 Sample design:

4.1.3 Sample Unit:-

For studying consumer behaviour of samples were selected from Delhi

city.

4.1.4 Sample size:-

Sr. no. Respondent Number of respondents

1. NGO Employess 50 (25 of care NGO & 25

of CRY)

36

4.3 Sample Size: 50

Limitation

While conduction the research time management can be a limitation as this was an

analysis of the market. It is a vast sector and the Indian market is very huge so, in order

to complete the research on schedule time management was very important. The time

taken to conduct the paper including preparation, research, analysing findings and

drawing conclusions was excessive.

The questioner part was also challenging as selecting a group of people with different

background was essential for the research and analysing the market from different

viewpoints. It was felt that the sample size was needed in order to get a broad

understanding of the area would be, if this was not achieved the sample may become

insufficient.

There was some difficulties because of the language barrier but as most of the Indian

people understand and speaks English language that was not that difficult.

37

CHAPTER-V

LITERATURE REVIEW

ADVERTISING AGENCY.

5.1 What advertising agency represent?

An independent business organization.

Composed of creative people.

Who develop, prepare and place ads in advertising media;

For seller seeking to find customers for their goods and services.

Advertising agency offers specialized services to its clients by charging

certain fees. An advertiser prefers to transfer the entire responsibility of advertising to

such agency rather than looking after all details regarding the entire advertising work.

Advertising agency is a service organization. Large companies prefer to use the services

of such skilled, professional agencies for extensive and effective advertising. Similarly,

large majority of advertisements and effective advertising. In fact, advertising agencies

represent the core of the advertising profession.

The agency has writers, artists, media experts, researchers, television

producers, account executives and other experts. Agency specialists works together to

analyse the clients business and prescribe advertising course of action to keep the

business healthy.

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The American association of Advertising Agencies, (AAAA) defines advertising

agency as “An independent business organization, composed of creative and business

people, who develop, prepare and place advertising in advertising media for sellers

seeking to find customers for their goods and services.”

5.2 Preference for advertising agency:

Expert services through skilled personnel:

An advertising agency appoints expert staff such as copywriters, media planners,

art designers and film makers. It provides expert services to the advertiser and offers the

benefits of the services of experts in the field of advertising. This raises creativity in

advertising. New ideas are introduced for making advertising consumer-oriented and

target-oriented.

Economical services:

An advertiser finds it economical to employ an advertising agency rather than

maintain advertising full fledged advertising department. Moreover, the internal

advertising department may not be able to provide diversified services.

Wide range of services and study of marketing problems:

Advertising agency provides wide range of services to its clients. Such services

include marketing research, product renovation, introduction of suitable brand, and so on.

These services are in addition to usual services such as preparing copy and booking space

in media. Even the marketing problems of clients are analyses objectively and remedial

measure is suggested by the advertising agencies.

Media contacts:

39

Advertising agency maintains close and cordial contacts with advertising media.

An agency can book suitable time and space in the media for its clients. This raises the

effectiveness of advertising campaign.

Creativity in Advertising:

An advertising agency offers the benefits of its expert staff and past experience to

its clients. It can introduce new ideas while introducing the products of its clients for

better appeal to consumers. It brings professional touch and creativity in the entire

advertising activity.

Innovative approach:

Advertising agencies know exactly what makes an advertisement click and what

contributes to failure. They are better placed to take advantage of rich experience and

help the advertisers with innovative campaigns.

Flexibility:

An advertiser can shift from one agency to another if he is dissatisfied with the

services. When the advertiser maintains advertising department it is not at all easy to

close it down because it involves dismissal of employees.

5.3 Selection of an Advertising Agency:

Creativity of an Agency:

40

Creativity is the most important asset of an advertising agency. Creativity depends

on the quality of creative personnel (copywriters, artists, art directors, etc.) appointed by

the agency. The quality of creative services should be given adequate weightage while

selecting an ad agency.

Services offered by an Agency:

It is necessary to consider the range of services offered (advertising and non-

advertising) while selecting advertising agency. Small agencies provide limited services

while large agencies offer wide range of services i.e. a package of integrated services.

Location of an agency:

Location of an agency is important for effective, quick and efficient flow of

communication with the agency. The agency which is operating in the city where the

advertiser had its head office should be convenient. The agency can also follow the client

easily.

Size of Agency:

Advertising large size agency normally offers better quality services. Such agency

is financially stable with adequate staff. Small agencies may not offer wide variety of

services. Naturally advertising large agency is always preferable.

Initiative and involvement:

Advertising agency takes keen interest and initiative in the work of its clients. The

agency which studies the problems of the advertiser and offers suitable guidelines is also

useful for the advertiser. There should be complete involvement of the agency in the

client’s business.

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Market standing of the agency:

The market standing and past record of an advertising agency should be taken into

account while selecting an agency. The agency which provides prompt service and also

maintains coordinal relations is always preferable.

ADVERTISING CAMPAIGN:

5.4 What does it mean?

Planning Advertising Campaign is not common in the case of all manufacturing

companies particularly companies marketing consumer item and facing cut – Throat

market competition. Advertising Campaign has been defined as series of Advertisement

having the same thing and published within specific period. Though the campaign is

conveyed through different media, it has a single theme and its unified approach.

All though advertisement are depended but they are deliberately made similar to

one another. The physical continuity is indicated by similarity of visual and orals.

Introduction of advertising campaign need long term planning with specific objective,

budgetary provision and arrangement for extensive advertising with advertisement

specific period. Involvement of various marketing executive is also essential for the

introduction of such advertising campaign.

During the campaign period, series of advertisements with identical

message are published through different media in order to have positive impact on the

people. The purpose of advertising campaign is to solve marketing problems with the

help of extensive advertising. It may be treated as outcome of overall marketing strategy.

Advertising efforts through well planned campaign gives better results than regular

advertising on advertisement small scale. This is because buyers are forgetful of

42

erratically appearing advertisements. However, repeated advertisements on the same

theme give better response from the consumers.

Coverage:-

1. Advertising Campaign may be organized at the national, regional or local levels.

2. Sometimes, they may be necessary for facing market competition.

3. Direct mail, radio, TV and press are used for the execution of advertising campaign.

4. Advertising campaigns are costly due to increasing media rates.

5.5 Requirement of advertising campaign :

Advertising campaign is always desirable because:

1. Consumers are forgetful.

2. Consumers get confused with advertising messages.

3. Consumers sometime overlook advertisements.

4. New prospects emerge over advertisement period of time.

5. A part of advertising effort goes waste because some buyers are not real

prospects when advertisement appears.

6. Continuity in message as reminder.

5.6 Factor influencing planning of an advertising campaign:

1. The organization:

The position of the company undertaking advertisement campaign needs proper

consideration while planning advertising campaign. The production capacity of the

organization, its financial position, the sales force available, he product to be marketed

are some factors which need proper consideration.

43

2. Advertising budget:

Planning of advertising campaign depend on the budget provision made by the

company for such campaign. For advertising, agency, the main consideration is how

much I campaign, media used, frequency of advertisements in media, etc depend on the

budget provided for the campaign.

3. The product:

Product or service is the base of entire advertising campaign. Such product may

be consumer or industrial, direct usable or durable, high or low priced and finally facing

high or low market competition. The planning of advertising campaign should be as per

the features of the product.

4. Consumers:

While planning ad campaign, it is important to take in to account composition of

consumers, their buying habits, purchasing power, location etc. This will help the

advertiser to select suitable advertising theme, media and frequency of advertisements.

5. Language:

Most of the ads are initially conceived in English. Hindi and regional languages

are better understood by the people. Bilingual advertising will be more effective.

6. Competitors:

Advertisement is normally influenced by the extent of market competition and the

strong and weak points of competitors. Experts can plan the campaign properly after

studying the position of market competition and the policies of competitors.

7. The media:

44

Advertising campaign is influenced by the media available for advertising

purpose. It is necessary to select media which are suitable for the product, target

consumers, budget allocation and so on.

8. Sales promotion efforts:

Advertising campaign should be properly adjusted with the plans of other

departments of the company. It should be adjusted with the production schedule and the

sales promotion plan prepared by the sales department.

9. Identification of Current Problems:

Advertising campaign is basically for dealing with the current marketing

problems of the company. The possible problems may be: sales are reducing, merits of

the product are not brought to the notice of target consumers, the product fails to face

market competition effectively, etc. it is necessary to give attention to such current

problems while planning advertising campaign.

10. Government Regulations:

In our country, government exercises control over media. Advertisement numbers

of restrictions have been imposed by the government. In order to plan an effective

advertising campaign it is desirable that the advertiser is well-informed about government

regulations and controls in various media.

11. Advertising Objectives:

An advertising campaign is well executed when its advertising objective is well

defined. The campaign must use such headlines, slogans, illustrations which help to

achieve the advertising objectives.

5.7 Procedure for planning advertising campaign :

45

Planning advertising campaign is advertisement’s lengthy process but is essential

for successful execution of the campaign. Large companies prefer to hand over the entire

work of planning advertising campaign and its execution to advertising agencies. During

the planning process, the agency has to do lot of research and finalize various details of

the advertising campaign. In general, the following broad steps are involved in the

process of planning of advertising campaign:

1. Review of Company’s Marketing Position:

A company which desires to introduce advertising campaign may appoint an advertising

agency for planning and execution of advertising campaign. In this case, a joint meeting

of executives of the company and advertising agency is arranged to review the present

marketing position of the company, with reference to:

The product.

The Consumers.

The Market Analysis.

The Competitive situation.

In addition, special marketing problems faced by the company will be reviewed. This

type of joint study prepares faced background for planning advertising campaign which is

likely to give promising results. Detailed discussion on such items guides the agency

experts in planning the advertising campaign.

2. Defining target market:

While planning advertising campaign, it is important to workout who are the potential

buyers and where are they located. The common criteria used to segment target markets

are demographic, geographical, psychographic etc.

3. Determining the objectives of Advertising Campaign:

The objectives of advertising campaign need to be decided before finalizing other

details. The objectives guide the entire planning process.

46

The objectives of advertising campaign include:

Sales promotion,

Attracting customers of competitors,

Developing consumers loyalty,

Motivating dealers to take active interest in the sales promotion,

Making the brand image popular and

Motivating target customers to buy regularly and in larger quantities.

4. Budget allocation:

Budget allocation is advertising limiting factor in the advertising campaign. The selection

of advertising media, frequency of the advertising message, attractiveness in advertising,

etc. depend on the budget provided. The advertiser will provide substantial budget, if he

feels that such campaign is likely to give substantial benefits.

5. Deciding the Theme/Message:

For advertising campaign, the advertising theme should be decided. Theme denotes the

central idea around which advertising message will be given so as to make the theme

known and popular among the consumers. Advertising campaign relating to soaps,

detergent powders, cosmetics, cold drinks, tooth pastes, etc. is based on certain novel

theme. Thus, the message to be communicated should be decided during the planning

process of advertising campaign.

6. Co-ordination with other marketing activities:

Advertising campaign is for the whole organization and not for the advertising

department alone. Naturally, proper co-ordination between advertising campaign,

47

production programmed, sales and finance department is necessary for the successful

execution of the advertising campaign.

7. Media selection:

It is necessary to decide the media to be used for communicating the message. Along

with the media selection, the media schedule for actual advertising should be decided for

the convenience of media owner and also expected effect of repletion of advertisement.

In addition, the language to be used for communicating the message should be decided.

8. Media schedule:

the advertising agency in consultation with the advertiser has to prepare a schedule for

each media and insertion of each advertisement in the media. Media schedule will include

time and frequency of each advertising in the selected media.

9. Execution of Advertising Campaign:

After the planning of advertising campaign, the next step is the execution of advertising

plan in actual practice. This includes,

a. Preparation of advertising copy,

b. Arrangements with media for publication,

c. Booking time and space in media etc.

It is also possible to introduce the campaign on advertising small scale in the test market

and thereafter at the regional or national level.

10. Monitoring of the Advertising campaign:

Proper supervision on the execution of advertising campaign is necessary in order to

make it successful. It deficiencies are noticed suitable remedial steps should be taken so

48

as to have orderly execution of the whole campaign. By conducting post campaign tests,

it is possible to know the effectiveness of advertising campaign.

CREATIVITY IN ADVERTISING

“Creativity is seeing something new when you look at

something old; it is all heart of civilization and is the driving

force of revolution.” - David Ogilvy. It is an accepted fact that there should be

an element of creativity in an advertisement. This creativity is something new, unique,

extreme attractive and appealing to the consumers. In fact, advertising itself is

advertisement creative process. It is the outcome of long term planning and hard work on

the part of the copy writer or artist who prepares the final copy of the advertisement. This

is natural as creative ideas do not come over night. They are required to be developed

through systematic thinking process.

5.1 Facts of creativity in advertising

49

Creative advertising needs to imaginative, intelligent, sharp, to the point and

extremely catchy. It must motive people to purchase advertisement product. The message

and appeal made should be able to make positive impact on the consumers. According to

Albert Wesley, “Creativity is the ability to develop new useful ideas that produce desired

results.”

Creativity should focus the attention of the reader on the product and he must feel

the urge to have that product for same benefit. This suggests that creative advertising

should be able to create demand for the product when it is introduced for the first time.

Significance of creativity in advertising:

In their attempt to win their customers, a number of Advertising campaign

during 2001 failed to cash creativity in advertising. Every promotional campaign was

offered gold. Some offered gold coins, while others offered kilos of gold. These

campaigns were all running simultaneously. No matter what product the customer

bought, he would be sure of the gold offer. Such campaigns failed to generate brand

loyalty. A good promotion is one that ensures repeated purchases by customers.

Creativity makes advertisement popular among the consumers and motivates

them to purchase advertisement specific product. The advertising message is received

well by the target audience for follow-up action. Naturally, creative advertising facilities

sales promotion.

6.2 Impact of Creative advertising:

It creates quick demand for a newly introduced product.

It creates awareness about the product in the mind of prospects.

Creative advertising creates desire and motivates consumers to purchase the

product.

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Creative advertising quickly draws the attention of people towards the strong points

of the product and promotes its sale. Many products such as colour TV, Computers,

Washing machine, etc. get popular support from consumers due to their advertising.

Creative advertising makes consumers conscious of their needs.

6.3 Process of creativity

The creativity process has interested all people in the field of advertising.

Creativity process depends on imagination of copywriters and artists. The raw material

for creativity process is information. The creativity process must include factual

information about the company, the product, competition and target audience. Fact-

finding is the basis of creativity process.

Steps to be follow in Creativity process:

1. Define the Problem:

Introduction of creativity in an advertisement should be treated as a problem

which is to be solved by finding out good idea and its effective execution. For this,

various alternative solutions are available. Such solutions may be:

Developing rational support in the proposed advertisement.

Overcoming consumer resistance to the product.

Securing popularity to the brand name of the product.

Demonstrating special benefit in advertisement unique manner.

Indicating utility of the product to target consumers.

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2. Detailed study of the problem:

Developing creative advertisement needs long period. For this, which of the

alternative solutions is convenient should be studied constantly. After selecting one

specific alternative, the whole attention should be concentrated on that alternative so as to

develop advertisement new creative advertisement. Detailed study of the product, market

environment, advertising by the competitors, etc. is required to be made in order to select

one area in which creativity can be introduced effectively.

3. Verification of new idea:

After deciding the manner in which creativity is to be introduced, the same idea

should be given more attention for the verification of its use in the final advertisement.

For this, various questions can be raised by the copy writer and artists to find out the

effectiveness of the idea accepted for introducing creativity. It is also possible to prepare

copy of the advertisement as per the new idea for collecting reactions from limited

audience. This will gave a little wider exposure to the new idea and its verification will

get better validity.

4. Concrete follow-up actions:

Follow-up actions are rather easy to introduce once the idea to be used for raising

creativity is finalized. This idea selected will be treated as the “focus” point and the

follow-up actions will be taken using “focus” point of the base. The advertiser himself

may decide the idea to be used for creativity purpose. He may hand over the idea to the

advertising agency for follow-up actions. The entire responsibility of creativity in

advertising may be given to an advertising agency which will develop new idea and take

follow-up steps after consulting the advertiser.

6.4 Creative strategy

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Aptly put by David Ogilvy “We must sell or else” – a simple word “perish” can

be added to complete the statement. This sentence emphasizes the need for selling one’s

product or service or idea, which is not possible unless there is some creative strategy

behind it. Advertising is an art and hence it is creative. It should trigger advertisement

dream and aspiration in the mind of consumer. Creative strategy is smooth and free from

crowding. It provides advertisement theme to every advertising campaign. Creativity in

advertising must be discipline creativity. By translating ideas and impressions into

pleasant advertising message, each advertising man gains personal satisfaction and

creates enjoyment for those who come in contact with the results.

The act of using creative strategy is not so simple. Creative does not just

happen. It requires hard work and advertisement keen mind. Although all persons are

gifted with some degree of creative ability but some are more superior in this respect.

Creative strategy is used in conceiving, writing, designing and producing advertising

messages.

Aspects of Creative strategy:

1. Advertising objective:

Although the function of marketing is to sell, the purpose of advertising is to

help the selling process through communication with prospective customers. Most

advertisements inform as well as persuade. Some are designed to help established

attitudes and buying behaviors. Others try to reinforce or change existing shopping

habits, brand images and usage patterns. The advertising objective expresses the

desired positioning of the product or service advertised by describing the image the

advertiser desired to communicate to consumers.

2. Target audience:

It is importance to accurate description of the demographic and psychographic

composition of target audience for whom the advertisement is being created. 53

Quantitative data such as age, sex, marital status, occupation income, education,

residence etc. must be supplemented by information about consumer attitude relating to

advertised products, competitors as well as the type of creative claims being considered

for the message. Similarly, information on media, shopping and buying habits and on

product usage must also be gathered.

3. Creative promises:

Next comes advertisement statement of the exact product value that the

advertiser will communicate to potential consumers. The main creative message should

centre on brand advantage to the target audience.

4. Supportive claim:

In order to maintain credibility for his promise the advertiser must use factual

information. No promise would be accepted or believed by the target audience unless it

Spells out the specific gains consumers would get by purchasing the product service.

5. Creative style:

Every copy must describe the mood of the forthcoming advertisement or

commercial such as cheerful, dramatic or business like. Creative message give distinct

personalities that are expressed through copy (printed or spoken words) and through

graphics and aural effects (printed, visual, sound and music effects)

6.5 Foundation of creative ideas:

1. Imagination and experience:

Although imagination is an inborn human quality, timely creative ideas are not

easy to find. Copywriters and art personnel’s must be doers as well as thinkers. They

54

must participate in life because their work demands heavy dependence on pas

experiences. They must widely travel and interact with people of different social class.

2. Watch competitors:

AD men must study their own as well as competitors products. They should

examine the prospects (their wants and needs, likes and dislikes) and the competition

(products and Advertisements) in detail. They should read and watch, listen and

remember, analyze and experiment until they find the right words to express the theme or

idea.

3. Collection of facts :

Creativity in advertising is based on systematic collections of facts. In creating, we

associate known facts such as people, objects, issues and events with one another to

develop unique relationship. No matter how original an advertising idea may be, it must

help solve consumer problem if it is to be successful. So fact-gathering is the backbone of

creative advertising.

4. Constraints and opportunities:

Creativity people are constrained in their activities by the time and space

limitations of the media in which advertisements can appear. On the other hand, they

have many creative elements that can be brought together to finalize advertisement. It

enables advertising men to look alternative media mix. Understanding constraints and

opportunity for each of the major media is use as a source of getting ideas.

Creativity in advertising is now going beyond the expectation of the viewers, in a positive

manner, because of the huge competition in the advertising. The advertising agencies are

trying their best to impress the viewers to create desire in the mind of consumer for the

55

particular product. In the following chapter I will show, how creativity is done in the

advertisings by the advertising agencies.

CHAPTER-VII

ANALYSIS AND FINDINGS

FINDINGS AND INFERENCES

1. Sex ratio of the respondents

S.NO. PARTICULARS NUMBER %AGE

A MALE 39 78%

B FEMALE 11 22%

0.78

0.22

male female

NTERPRETATION: The graphical representation of the table shows that out of 50 respondents 39 were male and 11 were female.

2AGE GROUP OF RESPONDENTS

S.NO. PARTICULARS NUMBER %AGE A 15-25 21 42%

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B 25-35 18 36%C 35-45 6 12%D 45 above 5 10%

15-2542%

25-3536%

35-4512%

45 above10%

INTERPRETATION: The graphical representation of the table shows that out of total respondents 42% were of age 15-25, 36% 25-35, 12% 35-45, and rest were above 45.

3. LITERACY RATE AMONG THE RESPONDENTS

S.NO. PARTICULARS NUMBER %AGE A MATRICULATE 8 16B INTERMEDIATE 17 34C GRADUATION 19 38 D POST-GRADUATION 6 12

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MA-TRICU-LATE16%

INTERMEDIATE34%

GRADUATION38%

POST-GRADUATION12%

INTERPRETATION: The graphical representation of the table shows that out of total respondents 8 were matriculate, 17 were intermediate, 19graduateand rest 6 were postgraduate.

5. For how long you are associated with NGO’s ?

CARE INDIA S.NO. PARTICULARS NUMBER %AGE A Less than 6 months 2 14%B 6 to 12 months 3 21% C Above 12 months 9 65%

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Less than

6 mont

hs14%

6 to 12 months21%

Above 12 months64%

Interpretation Two person were used since six month and three were used since twelve months and nine were used since two year.

S.NO. PARTICULARS NUMBER %AGE A Less than 6 months 1 4%B 6 to 12 months 3 12% C Above 12 months 21 84%

Less than 6 months4% 6 to 12

months12%

Above 12 months84%

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INTERPRETATION 6. While associated with NGO’s does PR activity plays any role?

S.NO. PARTICULARS NUMBER %AGE

A Yes 42 84%

B No 8 16%

Yes84%

No16%

InterpretationThe fourty two person were say yes and eight were says no.

7. from where you watch the PR activity most?S.NO. PARTICULARS NUMBER %AGE A Television 31 62%B Radio 0 0% C Newspaper 11 22% D Magazines 8 16%

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Television62%

Newspaper22%

Magazines16%

InterpretationThe mostly people sees advertisement in the television.

9. How well PR activity of the Care India catch your attention?

S.NO. PARTICULARS NUMBER %AGE A Very well 22 44B Somewhat well 12 24 C Undecided 6 12D Not at all 10 20

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Very well44%

Somewhat well24%

Undecided12%

Not at all20%

InterpretationThe 22 person says very well and 12 person says some what well and 6 were undecided and 10 were says no.

10. How well did the PR activity of catch your attention?

S.NO. PARTICULARS NUMBER %AGE A Very well 26 52B Somewhat well 10 20 C Undecided 6 12D Not at all 8 16

Very well52%

Somewhat well20%

Undecided 12%

Not at all16%

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Interpretation

The 26 person says very well and 10 person says somewhat well and 6 were undecided and 8 were says no.

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FINDINGS AND INFERENCES

The advertising business has become such an important factor in the economy in

many countries, especially in the United States, that it also changes the economy

itself, society, culture, and the political system.

The stimulation for the demand of products and services helps the economy

grow stronger and stronger. New inventions become known much faster and can

establish their spot in the sales figures of the economy. If there are more people

buying these products the overall costs will drop and the product will become

cheaper for the customer which raises his willingness to buy even more. On the

other hand advertisements are very expensive and some economists believe that

these costs are put on top of the actual price paid by the customer.

Critics argue that advertising can also have a huge influence on society. It tells

the consumers that only purchasing products makes you happy and therefore

people compare each other on their belongings. Women also compare

themselves with the beautiful and very skinny models they see on commercials

and ads. This sometimes results in eating disorders and a low self-esteem of

women who don’t look like these models. Another bad effect is, that minority

groups, are portrait in a subordinate position, which settles in the minds of

people. Commercials are also an important part of the income of a TV station

which leads to the suspicion that a news channel might not report on an incident

about a company they depend on. A lot of TV shows are also based on these

commercials, and if the ratings aren’t good enough the show will be stopped.

Only those shows which attract a lot of viewers will be shown, which is not very

differentiated and put minorities like older people at a disadvantage.

Advertising can also have an impact in politics. Crores of rupees were spent on

advertisements and TV commercials in the elections of 1998. It gives the

opponents the chance to respond to charges very quickly reaching a few million

viewers. But since this is very expensive only very rich people have to chance to

run for a political position or at least depend on the donation of wealthier people

who could have a huge impact on democracy this way. The political issues talked

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about in an election are also very much simplified because the spots are only

about 30 seconds long, and you can’t really discuss a lot in such a short period of

time.

There is finally the impact advertising can have on the culture of a country. The

globalized economy uses the same commercials in a lot of different countries,

which leads to a break down in the differences of these societies. Children will

grow up not knowing how their culture has been before in their country. It can

also lead to a lot of discussion about moral values if we just think about the very

controversial ads of Benetton we have discussed.

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CONCLUSIONS

On doing advertising detailed research study on the topic, I can now conclude that

creative advertising plays an indispensable part in the success achievement of any

business or organization. Creativity plays advertising vital role in modeling, manipulation

and creation of great advertising. Recent examples are the care India limited that spent

more than 50% of their budget towards advertisements. Below are the big spenders on the

advertisement which show the importance of advertising.

Creative Advertising plays advertising significant role of businesses by creating

great advertisings, which in turn bring huge returns in the form of profits. It influences

the customers by providing true and updated information about the latest products and

services available to them. Creative Advertisements also create awareness among the

consumers through advertisings, environment conservation, health and safety, etc.

Many NGO companies allot their advertising work to the Advertising agencies

that use their expertise in creating creative advertisings. Each and every employee in the

agency participates and provides best of their expert knowledge in bringing out

advertising “great advertising”. The use of punch line, the words, the colors, the endorser,

the cultural theme, the sound, etc. are the essential parameters that go advertising long

way in deciding the creativeness of advertising.

The use of correct form of media also indicates the creativity of advertising.

Where products are small in size and low budgets are allocated towards the

advertisements than the use of vocals through radio can be used or if the target is larger

than advertising picture with the related information can be placed in the newspapers.

Where the budgets are high and the targets to be covered are in huge number and of high

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incomes then use of TV would be advertising better option as it creates excitement and

advertising demonstration of the product/ service is possible.

Today an advertisement in India is on the urge of advancement. Till now it used the

conventional modes of mass communication such as TV, radio, newspapers, cinema

theatres, word of mouth, etc. in international

Marketing mechanism various technologies are being used to promote advertising such as

e-commerce, users the devices such as mobile cell phones, internet, etc. which attracts the

customer. It has been benefited the company and all.

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RECOMMENDATIONS

After doing the study on advertising, I think that the perfect advertising is the

advertising which should atleast contains the following things after planning and doing

research on the customer preference:-

1. Jingle and signature tune: -

Jingles are like a song therefore it is more likeable by Indians. It is easy to remember the

product which has jingle in its advertising and it sounds nice. Most of advertisings that

have signature tunes are successful in the market so it is useful. And also signature tunes

are now used as a ring tones which makes other people also aware about the product.

(Jingle-Cadbury and signature tune-Care India )

2. Use different modes of advertising: -

Using different modes of advertising makes chances of aware of products in a large

scale. Modes like online, TV serials and show, billboards, standard newspaper,

magazines, word of mouth, etc give a desired publicity to a product. More use of modes

may increase initial cost but it gives good return to new product.

3. Location:-

If advertising has to be made within the home than its condition should well enough

because its reflect the company image. Its environment should look comfortable. If the

advertising has to shoots at outdoor then city or foreign frames is a good option because it

gives advertising a rich business culture and in many country it is cheap to do advertising

because of tax break (Bangkok, Prague, Dubai, etc).

4. Advertising in sports:-

The FIFA and the Cricket are the medium through which the millions of people are

connected to the advertising. The advertising shown at the time of India and

Australiamatch has a same effect as the advertising shown during FIFA. In India cricket

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is much liked as compared to other sports so it is to be used for promotion. (Ford fiesta-

MOM, Nike, etc.)

5. Brand ambassador:-

Shahrukh, Amitabh, Aishwarya, Aamir, Sachin, Dravid, Sania, Dhoni and John are the

brand ambassadors who are popular and make the product sale through their advertising.

The personality other than this had not make good effect on their own. The survey by

TAM Media says that this above mentioned personality has a good effect not only on

men but also on women and kids. In the Promo Survey 2014, which analysed buying

behaviour, said 52% of respondents or consumers think that celebrities make brands

popular. 40% changed their buying behaviour based on the celebrity endorsement. 52%

customers believe that a brand should always have a brand ambassador.

6. Innovation in advertising:-

Advertising should also be published through innovative media like outdoor campaign,

advertisings in the serials and streets play (Care India ), give advertising on the another

product advertise through SMS or Free Promos, neon, etc because it attract the target

people at cheaper cost.

7. Different advertising for rural areas:-

Rural people are more attentive towards the advertisings which are non-traditional. The

word of mouth particularly by the main person in that particular area is one of the best

methods in rural areas. Many company had use different strategies for expanding their

market in rural .

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8.Animation or icon:-

Animation in advertisings has given a positive response to an advertising industry. Many

advertising with an animation character or icon are known on the basis of animation

character or icon .

9. Colour theme:-

A particular colour should be used as a theme for the product so that whenever a person

see that colour he get a click in his mind about the product feature.

10. Different advertisings for different regions:-

The advertising shown in south and west should be with their culture and with rocking

sound, whereas the advertising in north and east should be of soft theme. In south their

local hero should be used and in north and west bollywood star should be used and in east

tellywood star should be taken.

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BIBLIOGRAPHY.

BOOKS

BLOOD, BRAIN AND BEER. ---- DAVID OGILVY

PUBLISHER : Hamish Hamilton First edition (1978)

NEWSPAPER

DNA MONEY----Dated from 1st April, 2006 to 7th October, 2006.

WEBLIOGRAPHY.

WWW.ADWISEINDIA.COM

WWW.ADVERTISING-IN-INDIA.COM

WWW.ECONOMIST.COM

WWW.AGENCYFAGS.COM

WWW.INDIAINFO.COM

WWW.DNAINDIA.COM

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