TABLE OF CONTENTS

Preface Acknowledgement Certificate Declaration by the Candidate1. Introduction2. Line of Objectives3. Research methodology4. Data analysis and interpretation5. Self designed advertisement

Product profile Script for advertisement Advertisement of existing brand

6. Findings7. Conclusion8. Suggestions9. Limitations Bibliography Enclosure

Acknowledgement

I wish to express my deep sense of gratitude to the

principal sir Dr. J.P. N. Pandey head of department Dr. Anand

Tiwari and under the guidance of Mr. Shailendra Patel Lecturer of

Govt. Autonomous girls P.G. College of excellence of Sagar for

providing me with the opportunity of doing the Project report this

report based on

It my privilege to Express my deep

regards to agility member of Govt. Autonomous Girls P.G college of

excellence .which I always found supporting me at times when I

was in trouble .they very supporting & helping with his 1 would

not have completed ,my project report Successfully .

I am also thankful to for their encouragement guider

their callable Suggestion to undertake the study . at last 1 would

like to thank my parents I friend is for this kind of support I

suggestion.

DECLARATION

I declare that Project report entitled self design

Copy of advertisement effectiveness for Biscuits , work conducted

under the guidance of Miss Deepti Patel .

To the best of my knowledge the

report does not any work , which has been submitted . for the

guard to one degree .any where.

Under the guidance . Miss. Nargis Kushwaha

Mr. Shailendra Patel B.B.A. IIIrd Sem.

IInd Batch

CERTIFICATE

The project report titled “ Self Design Copy of

Advertisement Effectiveness for Biscuits” in sagar city prepared by

Sonam Thakur B.B.A. (Hons.) 3rd SEM under the guidance of

Lecturer Mr. Shailendra Patel , Govt. Girls PG College sagar

(M.P) is a satisfaction in respect to comments

Signature of H.O.D.

………………………

Signature of supervisor Signature Of Examiner

………………………. …………………………

PREFACE

The student of management year has to

undergo practical training as a part of their academic course. The

Self Design Copy Of Advertisement Effectiveness For Biscuits is

a part of this training student have the do survey in the market

gather information regarding their respective survey the main

purpose of undergoing such . a survey is to know the customer

preferable dealers opinion and analysis this information find out

market .

This report is preferred as the Self Design

Copy Of Advertisement Effectiveness For Biscuits ,the very was

conduct in sagar city I most the information is taken bibliography

suggestion objective , r. m Conclusion the field survey was

conduct with help of questionnaire in sagar with through internet .

Limitations

Each and every project reports got certain

limitation as well . It .is very difficult – to study every aspect is

me anile & their was always chance of every in it

Some of the limitation of project –one

i. The Report – had to be complete in a subject area

with in a specified Time limit

ii. Sample size was very small as compared to the

population of sagar city

iii. People did not- give fullresponse & there is bais in

some personal questions

iv. Data received may not be their actual and 1 my have

some variance .

v. Data from the secondary objecting may some errors

& their object has may not rebelent –with the present

–project –

An Introduction to BISCUITS

BISCUITS is a business simulation that demonstrates the importance of effective

managerial decision-making in the running of a competitive business. Decisions

that you will be making cover production, marketing, selling, finance and

planning. You will also have to negotiate over suitable wages and conditions of

employment for staff and cope with the effects of events outside of your control.

The model used is interactive. Therefore your decisions, be they good or bad,

affect not only your results but also your competitors' and the market as a whole!

Although at the heart of the exercise is a rigorous computer model,

understanding numbers is by no means the only way to be a successful company

- although it does help!

You will have opportunities to increase your company's chances of success

greatly by:

Designing a new logo and packaging to differentiate your brand.

Negotiating a good deal with the trades union.

Producing creative advertising on A3 paper.

Introducing innovative marketing and selling ideas.

Negotiating a good price for your raw materials.

Composing and singing catchy radio jingles. 

Marketing a Christmas selection box.

 

Your Company

You are the new owners and management of a small company that specialises in

the manufacture of typically "English" high quality biscuits that you sell to

specialist outlets in England, Ireland and Belgium. You DO NOT sell direct to the

consumer. You are competing in a market with FIVE other companies to sell your

biscuit products.

The company has been in existence for some years and has recently begun an

expansion programme and is trying to grow its business by selling in other

countries in addition to its home market of England. You currently have sales

people operating in the following countries:

England, Ireland (North & Eire), Belgium

Clearly these markets have different characteristics; they are different in size,

they perhaps have different growth potentials, and some are most likely more

sensitive to price than others. The quality biscuits market is very competitive but

it is hoped that it can be developed by using more effective advertising and sales

promotion: this could be targeted at the end consumer and/or the trade.

Your Factory: You have a small factory, of adequate size that is equipped with

modern, flexible bakery and packaging machinery. To bake and package your

biscuits you employ multi-skilled production workers. Currently there are 5

production workers, each of whom helps you make a maximum of 200 cartons of

biscuits per month. Consequently at the moment you can make a maximum of

1000 cartons of biscuits each month (72 packets per carton).

To make more biscuits than this you will need to employ extra workers. You can

of course make less than your maximum production capacity. You can even

make workers redundant, but there are financial implications of these actions,

especially the latter!

Your Workforce: In addition to the production workers who bake and pack the

biscuits you employ sales people who are out on the road trying to sell and

deliver your biscuits to the shops and outlets. Unfortunately, all of your workforce

is currently unhappy. They feel over-worked, underpaid and insecure, especially

as the management of the comapny has recently changed.

The workforce is, however, unionised and it is represented by the Union of

Bakery Workers. Union representatives will be demanding talks over pay and

conditions very soon after you take over the company. One or two of you will

have to go and see the union reps in person to do this.

Your Cash: You have existing bank loans negotiated by the previous

management. You are currently paying quite a lot of interest on this loan, which

is of course eating into your profits. Figures for current account bank balance,

outstanding loans and cash flow given in the results for each "Month" of the

simulation. Using these figures, will you be able to make your cash work harder

for you?

History

The need for nutritious, easy-to-store, easy-to-carry, and long-lasting foods on long

journeys, in particular at sea, was initially solved by taking live food along with

a butcher/cook. However, this took up additional space on what were either horse-

powered treks or small ships, reducing the time of travel before additional food was

required. This resulted in early armies' adopting the style of hunter-foraging.

The introduction of the baking of processed cereals including the creation

of flour provided a more reliable source of food. Egyptian sailors carried a flat, brittle loaf

of millet bread called dhourra cake, while the Romans had a biscuit called buccellum.[5] Roman cookbook Apicius describes:

“ a thick paste of fine wheat flour was boiled and spread out on a plate. When it had

dried and hardened, it was cut up and then fried until crisp, then served with honey

and pepper. ”Many early physicians believed most medicinal problems were associated

with digestion. Hence, for both sustenance and avoidance of illness, a daily

consumption of a biscuit was considered good for health.

Hard biscuits soften as they age. To solve this problem early bakers attempted to create

the hardest biscuit possible. Because it is so hard and dry, if properly stored and

transported, navies' hardtack will survive rough handling and high

temperature. Baked hard, it can be kept without spoiling for years as long as it is kept

dry. For long voyages, hardtack was baked four times, rather than the more common

two, and prepared six months before sailing.[6] To soften hardtack for eating, it was often

dunked in brine,coffee, or some other liquid or cooked into a skillet meal.

The more refined captain's biscuit was made with finer flour.

At the time of the Spanish Armada in 1588, the daily allowance on board a Royal Navy

ship was one pound of biscuit plus one gallon of beer.Samuel Pepys in 1667 first

regularised naval victualling with varied and nutritious rations. Royal Navy hardtack

during Queen Victoria's reign was made by machine at the Royal Clarence Victualling

Yard at Gosport, Hampshire, stamped with the Queen's mark and the number of the

oven in which they were baked. Biscuits remained an important part of the Royal Navy

sailor’s diet until the introduction of canned foods. Canned meat was first marketed in

1814; preserved beef in tins was officially added to Royal Navy rations in 1847.[5]

Biscuits for pleasure

Early biscuits were hard, dry, and unsweetened. They were most often cooked after

bread, in a cooling bakers' oven; they were a cheap form of sustenance for the poor.

By the seventh century AD, cooks of the Persian empire had learnt from their forebears

the secrets of lightening and enriching bread-based mixtures with eggs, butter, and

cream, and sweetening them with fruit and honey.[7] One of the earliest spiced biscuits

was gingerbread, in French pain d'épices, meaning "spice bread", brought to Europe in

992 by the Armenian monk Grégoire de Nicopolis. He left Nicopolis Pompeii, in Lesser

Armenia to live in Bondaroy, France, near the town of Pithiviers. He stayed there for

seven years, and taught French priests and Christians how to cook gingerbread.[8][9]

[10] This was originally a dense, treaclely (molasses-based) spice cake or bread. As it

was so expensive to make, early ginger biscuits were a cheap form of using up the

leftover bread mix.

With the combination of the Muslim invasion of the Iberian Peninsula, and then

the Crusades developing the spice trade, the cooking techniques and ingredients of

Arabia spread into Northern Europe.[7] By mediaeval times, biscuits were made from a

sweetened, spiced paste of breadcrumbs and then baked (e.g., gingerbread), or from

cooked bread enriched with sugar and spices and then baked again.[11]King Richard I of

England, (aka Richard the Lionheart) left for the Third Crusade (1189–92) with "biskit of

muslin", which was a mixed corn compound of barley, rye, and bean flour.[5]

As the making and quality of bread had been controlled to this point, so were the skills

of biscuit making through the Craft Guilds.[7] As the supply of sugar began, and the

refinement and supply of flour increased, so did the ability to sample more leisurely

foodstuffs, including sweet biscuits. Early references from the

Vadstena monastery show how the Swedish nuns were baking gingerbread to ease

digestion in 1444.[12] The first documented trade of gingerbread biscuits dates to the

16th century, where they were sold in monastery pharmacies and town square farmers

markets. Gingerbread became widely available in the 18th century. The British biscuit

firms of Carrs, Huntley & Palmer, and Crawfords were all established by 1850.[13]

Hence, it is of no surprise that, often together with local farm produce of meat and

cheese, many regions of the world have their own distinct style of biscuit, so old is this

form of food.

Biscuits today

Most modern biscuits can trace their origins back to either the hardtack ship's biscuit, or

the creative art of the baker:

Ship's biscuit derived: Digestive, rich tea, Abernethy, cracker[

Baker's art: Biscuit rose de Reims

Biscuits today can be savoury or sweet, but most are small at around 2 inches (5.1 cm)

in diameter, and flat. The term biscuit also applies to sandwich-type biscuits, wherein a

layer of cream or icing is sandwiched between two biscuits, such as the custard cream.

European biscuits tend to be more sugary in consistency, and often creative in design

though higher in calories, whereas the standard British biscuit is strong and stable (as

opposed to crumbly) yet slightly blander (and typically cheaper compared to the

European standard), designed perhaps for the tradition of "dunking" in cups of tea;

hence preventing the collapse of the biscuit and ruining of the beverage.[citation needed]

Sweet biscuits are commonly eaten as a snack food, and are, in general, made with

wheat flour or oats, and sweetened with sugar or honey. Varieties may contain

chocolate, fruit, jam, nuts, or even be used to sandwich other fillings. There is usually a

dedicated section for sweet biscuits in most European supermarkets.

In Britain, the digestive biscuit and rich tea have a strong cultural identity as the

traditional accompaniment to a cup of tea, and are regularly eaten as such. Many tea

drinkers "dunk" their biscuits in tea, allowing them to absorb liquid and soften slightly

before consumption.

Savoury biscuits or crackers (such as cream crackers,water biscuits, oatcakes, or crisp

breads) are usually plainer and commonly eaten with cheese following a meal. A large

variety of savoury biscuits also contain additional ingredients for flavour or texture, such

as poppy seeds, onion or onion seeds, cheese (such as cheese melts), and olives.

Savoury biscuits also usually have a dedicated section in most European supermarkets,

often in the same aisle as sweet biscuits. The exception to savoury biscuits is the

sweetmeal digestive known as the "Hovis biscuit", which, although slightly sweet, is still

classified as a cheese biscuit.

In general, Australians, South Africans, New Zealanders, Indians, Pakistanis, Sri

Lankans,Singaporeans, and the Irish use the British meaning of "biscuit" for the sweet

biscuit. In Canada, the terms biscuit and cookie are used interchangeably, depending

on the region, with biscuits usually referring to hard, sweet biscuits (i.e. digestives, Nice,

Bourbon creams) and cookies for soft baked goods (i.e. chocolate chip cookies). Two

famous Australasian biscuit varieties are the ANZAC biscuit and the Tim Tam. This

sense is at the root of the name of the United States' most prominent maker of cookies

and crackers, the National Biscuit Company, now called Nabisco.

PARLE-G BISCUITS

Parle-G

Parle-G or Parle Glucose is a brand of biscuits manufactured by Parle Products Pvt Ltd. in India. As of 2011, it is the largest selling brand of biscuits in the world according to Nielsen.[1]

Primarily eaten as a tea-time snack, Parle-G is one of the oldest brand names in India. For decades, the product was instantly recognized by its iconic white and yellow wax paper wrapper with the depiction of a young girl on the front. Counterfeit companies have attempted to recreate and sell lower quality products of similar names with virtually identical package design.

The "Parle" in Parle-G, is derived from the name of the suburb Vile Parle (originally a village called Parle), where the first Parle production factory was based. The "G" in the name Parle-G originally stood for "Glucose", though a later brand slogan also stated "G means Genius".

History

In 1929, while India was under British rule, a small company by the name of Parle

Products emerged. A small factory was set up in Vile Parle (east) the suburb

of Mumbai to manufacture sweets and toffees i.e confectionery products(e.g.

Melody,kachaa mango bite etc). A decade later it was upgraded to manufacture biscuits

as well. Parle has been producing its flagship product Parle-G for more than 70 years

now. Contrary to popular myth the biscuit has always been called Parle-G.

The goal was to manufacture and sell sweets and candies. Since then, the Parle name

has spread in all directions and has won international fame.

Apart from the factories in Mumbai and Bangalore, Parle also has factories in

Bahadurgarh, Haryana and Neemrana, Rajasthan. These are the largest biscuit and

confectionery plants in the country. Additionally, Parle Products also has 10

manufacturing units and 75 manufacturing units on contract.

[edit]Market

As of 2011, Parle-G is the largest selling biscuit in the world. [1] It has 70% market share

in India in the glucose biscuit category followed by Britannia, Tiger (17-18%) and ITC's

Sunfeast (8-9%). The brand is estimated to be worth over Rs 2,000 crore (Rs 20 billion),

and contributes more than 50 per cent of the company's turnover (Parle Products is an

unlisted company and its executives are not comfortable disclosing exact numbers).

Last fiscal[when?], Parle had sales of Rs 3,500 crore (Rs 35 billion). It also is popular

across the world and is starting to sell in Western Europe and USA.

[edit]Availability outside India

Outside India, Parle-G is available in Europe, UK, USA, Canada, Singapore, etc. In

Canada, it is sold by Zehrs, Food Basics, Loblaws, etc for only 99 cents for a 418 gram

pack. It also is popular across the world and is starting to sell in Western Europe and

USA.

HISTORY OF PARLE-G

A long time ago, when the British ruled in India, a small factory was

set up in the suburbs of Mumbai City, to manufacture sweets and

toffees. The year was 1929 and the market was dominated by famous

international brands that were imported freely. Despite the odds and

unequal competition, this company called PARLE PRODUCT, survived

and succeeded by adhering to his quality and improvising from time

to time.

A decade later, in 1939, Parle Product began manufacturing biscuits,

in addition to sweets and toffees having already established a

reputation for quality, the Parle Brand name grew in strength with

this diversification. PARLE GLUCOSE and PARLE MONACO were the

first brand of biscuit to be introduced which later went on to become

leading name for great test and quality. That time only one building

was having in Vile-Parle where they were making production and any

other process. Then gradually that company expanded in many

buildings and today that company located in 14 Akers area. That

time they were transporting their products ownely by cycle.

HOW PARLE MADE BISCUITS AFFORDABLE TO ALL?

Biscuits were very much a luxury food in India, when Parle began in

production in 1939. Apart from Glucose and Monaco biscuits Parle

did offer a wide variety of brands.

However, during the Second World War, all domestic biscuits

production was diverted to assist the Indian Soldiers in India and the

Far East. Apart from this, the shortage of Wheat in those days,  

made Parle decided to concentrate on the more popular brands, so

that that people could enjoy the price benefits. Thankfully today,

there’s dearth of ingredients and demand for more premium brands

is on the rise. That’s why Parle now have wide range of biscuits and

mouthwatering confectionaries to offer.

STRENGTH OF PARLE BRANDS

Over the year, Parle has grown to become a multi million dollar

company. Many of the parle Products – biscuits or confectionaries,

are market leaders in their...

Britannia IndustriesBritannia Industries Limited

Type Public

(BSE: 500825)

(NSE: BRITANNIA)

Industry Food

Founded 1892

Headquarters Kolkata, India

Number of locations 300 stores (2000)

Area served India

Key people Nusli Wadia, Chairman

Ms. Vinita Bali, Managing Director

Products Biscuits Tiger, Britannia,

milk

Revenue  Rs 3,401.4 crores

[$ 746.8 million] (2009-10)

Net income  Rs 116.5 crores

[$ 25.58 million] (2009-10)

Owner(s) Danone, Kalabakan Investments

Parent Wadia Group,

Associated Biscuits Intl. Holdings

Website www.britannia.co.in

Britannia Industries Limited is an Indian company based in Kolkata that is famous for itsBritannia and Tiger brands of biscuit, which are popular throughout the country. Britannia has an estimated 38% market share.[1]

The Company's principal activity is the manufacture and sale of biscuits, bread, rusk, cakes anddairy products.

History

The company was established in 1892, with an investment of Rs. 295. [2] Initially, biscuits were manufactured in a small house in central Kolkata. Later, the enterprise was acquired by the Gupta brothers and operated under the name of "V.S. Brothers." In 1918, C.H. Holmes, an English businessman in Kolkata, was taken on as a partner and The Britannia Biscuit Company Limited (BBCo) was launched. The Mumbai factory was set up in 1924 and Peek Freans UK, acquired a controlling interest in BBCo. Biscuits were in big demand during World War II, which gave a boost to the company’s sales. The company name finally was changed to the current "Britannia Industries Limited" in 1979. In 1982 Nabisco Brands Inc., USA became a major foreign shareholder.

Kerala businessman K. Rajan Pillai secured control of the group in the late 1980s, becoming known in India as the 'Biscuit King'. In 1993, the Wadia Group acquired a stake in ABIL UK, and became an equal partner with Groupe Danone in Britannia Industries Limited.

In what The Economic Times referred to as one of [India's] most dramatic corporate sagas,[3]Pillai ceded control to Wadia and Danone after a bitter boardroom struggle,[4] then fled his Singapore base to India in 1995 after accusations of defrauding Britannia, and died the same year in Tihar Jail.[5] With all these inspiring history, Britannia has reached every households of India reaching the top 100 Most Trusted brands listed in The Brand Trust Report by Trust Research Advisory.

Growth and profitability

The company is growing at a steady rate, and is currently profitable. Between 1998 and 2001, the company's sales grew at a compound annual rate of 16% against the market, and operating profits reached 18%. More recently, the company has been growing at 27% a year, compared to the industry's growth rate of 20%.

At present, 90% of Britannia’s annual revenue of Rs2,200 crore comes from biscuits.

Business

Dairy products

Dairy products contribute close to 10 per cent to Britannia's revenue.[6] Britannia

trades and markets dairy products, and its dairy portfolio grew to 47% in 2000-01

and by 30% in 2001-02. Britannia holds an equity stake in Dynamix Dairy and

outsources the bulk of its dairy products from its associate. Its main competitors

are Nestlé India, the National Dairy Development

Board (NDDB),and Amul GCMMF)[7]

Joint venture with New Zealand Dairy

On 27 October 2001, Britannia announced a joint venture with Fonterra Co-

operative Group of New Zealand, an integrated dairy company from procurement

of milk to making value-added products such as cheese and buttermilk.[7] Britannia planned to source most of the products from New Zealand, which

they would market in India.[6] The joint venture will allow technology transfer to

Britannia.[7] Britannia and New Zealand Dairy each holding 49% of the JV, and

the remaining 2 per cent held by a strategic investor. Britannia has also

tentatively announced that its dairy business would be transferred and run by the

joint venture.[7]

The authorities' approval to the joint venture obliged the company to start

manufacturing facilities of its own. It would not be allowed to trade, except at the

wholesale level, thus pitching it in competition with Danone, which had recently

established its own dairy business.[7]

[edit]Biscuits

The company's factories have an annual capacity of 433,000 tonnes.[1] The brand

names of biscuits include VitaMarieGold, Tiger, Nutrichoice Junior,Good day, 50

50, Treat, Pure Magic, Milk Bikis, Good Morning, Bourbon, Thin

Arrowroot, Nice, Little Hearts and many more.

Tiger, the mass market brand, realised $150.75 million in sales including exports

to countries including the U.S. and Australia, or 20% of Britannia revenues in

2006.

The company alleged that Danone has violated its intellectual property rights in

the Tiger brand by registering and using Tiger in several countries in 2006

without the consent of the Britannia Board. Managing Director Vinita Bali claims

the company found out in 2004 Danone launched the Tiger brand in Indonesia in

1998, and later in Malaysia, Singapore, Pakistan and Egypt when it attempted to

register the Tiger trademark in some of these countries. [8] Whilst it was initially

reported in December 2006 that agreement had been reached, [9] it was reported

in September 2007 that a solution remained elusive.[8] In the meantime

since Danone's biscuit business has been taken over byKraft, the Tiger brand of

biscuits in Malaysia has been renamed Kraft TiGER Biscuits beginning

September 2008.

Britannia initiated legal action against Danone in Singapore in September 2007.[10] The dispute was resolved with Danone paying Rs 220 million to utilise the

brand, and Britannia securing legitimate right to use the Tiger brand worldwide.[11]

Ownership and relationship between major shareholders

The Wadias' Kalabakan Investments and Groupe Danone have two equal joint

venture companies, Wadia BSN and UK registered Associated Biscuits

International Holdings Ltd., which together hold 51 per cent stake in Britannia.[12] The ABIH tranche was acquired in 1992, while the controlling stake held by

Wadia BSN was acquired in 1995. It was agreed that, in case of a deadlock

between the partners, Danone is obliged to buy the Wadia BSN stake at a "fair

market value". ABIH which has a separate agreement signed in 1992 and is

subject to the British law.[12] [13]

Wadia was to be Danone's partner in the food and dairy business, and product

launches from Groupe Danone’s were expected but never materialised despite

the JV being in existence for over 11 years in India.[12] Under the 1995 joint

venture agreement, Danone is prohibited from launching food brands within India

without the consent of the Wadias.[14] In addition, the partners agreed there would

be the right of first refusal to buy out the remaining partner in the event of the

other wishing to sell its holding.[15]

In May 2007, Nusli Wadia told the Ministry of Commerce and Industry that

Danone invested in a Bangalore-based bio nutrition company,Avesthagen, in

October 2006 in violation of the government's Press Note 1, 2005, which requires

a foreign company to obtain the consent of its Indian joint venture partner before

pursuing an independent business in a similar area, including joint ventures

based purely on technical collaboration. Danone argued that Press Note 1 did

not apply to it as it did not have a formal technology transfer or trademark

agreement with Avesthagen, and that its 25 pct holding in Britannia was indirect.

[16] Wadia also filed a case in the Bombay High Court for a breach of a non-

compete clause in that connection. The court ordered Danone not to alienate,

encumber or sell shares of Avestagen.[17]

In September 2007, the Foreign Investment Promotion Board of India rejected Danone's claims that it does not need a non-compete waiver from the Wadias to enter into business in India alone.[18]

In June 2006, Wadia claimed Danone had used the Tiger brand to launch

biscuits in Bangalore.[15]

After a prolonged legal battle, Danone agreed to sell its stake in Britannia and get

out of this line of business. Danone will sell its 25.48% stake to Leila Lands,

which is a Wadia group entity based in Mauritius. The deal is valued to be at

$175–200 m. With this buy-out, Wadia's will hold a majority stake of 50.96%.[19]

Suggestions

Put aside your Tim Tam and your

Oreo. These famously over-branded biscuits are

only OKcompared to the shy but DELICIOUSbiscuit known

as the Caramel Crown. The Crown is a round, gooey

caramel topped biscuit, covered in chocolate. I'm not

normally crazy about caramel, or chocolate biscuits in

general; I find Tim Tams ordinary. But the Caramel Crown

biscuit has taken hold of my taste buds. I am forming a

biscuit obsession. I suggest you try a packet, next time you

have to bring supper.

--

-

ADVERTISEMENT CONCEPT

Advertising is multidimensional. It is a form of mass communication, a powerful

marketing tool, a component of economic system, a means of financing the mass

media, a social institution, an art form, an instrument of business management, a

field of employment and a profession. Advertisement has both forward &

backward linkages in the process of satisfaction across the entire spectrum of

needs. The explicit function of advertisement is to make the potential audience

aware of the existence of the product, service or idea which would help them fulfill

their felt needs and spell out the differential benefits in a competitive situation.

Advertising is not a panacea that can restore a poor product or rejuvenate a

declining market. It only helps in selling through the art and business of persuasive

communication.

WHY ADVERTISEMENT IS NEEDED?

Advertising is a communication channel which enables consumers in

making choice from the best available alternative in the market, thus

satisfying the basic aim of advertisement.

Advertisement is mass audience communication programme.

Advertisement makes it possible for the manufacture to introduce new ideas

& new products.

Advertisement makes product adoption process smooth.

Advertisement expands markets, builds up volume, gives a market share and

profitability and reduces prices.

IMPORTANCE OF ADVERTISEMENT PLANNING

Some basic elements of advertisement planning are:

Advertisement Budget Media Planning Creative Strategy

Advertisement Effective

ADVERTISEMENT EVALUATION

Pre-testing & Post-testing method

The testing can be related to the ad copy in terms of its message, idea, theme, slogan & contents or also can be related to products in which impact of message on product awareness or buying intention is measures.

Measures can be broadly classified into two categories:

Laboratory measures Real- world measures

The following are the laboratory measures of pre-testing which are ads related:

1. Consumer jury2. Portfolio tests3. Readability tests4. Physiological measures5. Eye-Biscuits6. Tachistocope7. GSR/PDR

The following are the laboratory measures of pre-testing which are products related :

1. Theatre tests2. Trailer tests3. Laboratory stores

The following are the real-world measures of pre-testing which are ads related :

1. Dummy advertising vehicles2. Inquiry tests3. On the air tests

The following are the real-world measures of post-testing which are ads related :

1. Recognition tests2. Recall tests3. Association measures4. Combination measures

The following are the real-world measures of pre-testing as well as post-testing which are products related :

1. Pre-post tests2. Sales tests3. Mini-market tests

ADVERTISEMENT STRATEGY

Strategy is a link between advertisement objectives & advertisement plan. Strategy

also makes it easier to implement the plans & goals. There are seven possible

strategies from which ideas have been taken. These are pioneering a product,

Emphasize a benefit, Put across the USP of a brand, Build a brand image, Offer a

range of products, Future users of the products, Discover new uses for an existing

product.

In my advertisement I have tried to use the strategies of emphasizing a benefit i.e.

giving the product at lower price than others with additional new flavors.

Also the following market considerations are taken into account as they affect the

strategy formulation:

Positioning of the product: The Zest Spices are positioned at middle-income

group of customers and even the rural customers.

Promotion mix: As a marketer we are interested in the right mix or combination of

Advertising, Publicity, Personal selling (especially in villages) & Sales promotion.

Advertisement media: The most preferred advertisement media for Zest Spices is

Television; also the print media (newspapers & magazines) is used in some areas.

Advertisement budget: The total amount to be spent on the advertisement of Zest

Spices will be decided on the basis of Advertisement Objective & Task Method.

This is so chosen because the competition is so much that you cannot think of

profit first and then generate revenue for advertisement, but if the product is

communicated very well than it automatically sell and generate revenue too.

Vital decision about the size of space (for print media) or length of time (for

broadcast media) for the ads have yet to be made, which will be based on the

rational price, proper space, and which gives advantage of time utility.

RESEARCH METHODOLOGY

WHAT IS RESEARCH METHODOLOGY?

It is the science that tells the method of doing research .It mainly consists of

following steps;

Developing research design

Determining the data collection method

Developing sampling plan

Conducting field work

Research in common parlance refers to a search for knowledge. One can

also define research as a scientific and systematic search for pertinent

information on a specific topic.

The word research has been derived from French word Researcher means to

search.

DEFINITION OF RESEARCH METHODOLOGY:

Research may be defined as "a careful investigation or enquiry specially through

search for new facts in any branch of knowledge "in a technical sense research

comprise defining &redefining problems, formulating hypothesis or suggested

solutions; collecting ,organizing &evaluating data; making deductions & reaching

conclusion & at last carefully testing the conclusion to determine weather they fit

the formulating hypothesis.

RESEARCH DESIGN:

Research Design is the conceptual structure within which research is

conducted. It constitutes the blueprint for collection, measurement and

analysis of data. The design used for carrying out this research is

Descriptive.

RESEARCH DESIGN USED IN THE SURVEY:

Considering the objectives of the study and also the importance of the decision it

was decided to undertake an exploratory survey.

DATA COLLECTION:Types of data:

1. Primary data- primary data are those which are fresh and collected for the first time and thus happen to be original characters.

2. Secondary data - It is the data that is already been collected by someone else.

In this survey I used both primary and secondary data. All information collected through questionnaire.

DATA SOURCE:

The sources of collection of secondary data are: Questionnaire Books Websites Magazine Brochure

SAMPLING PLAN:

It is very difficult to collect information from every member of a

population .As time and costs are the major limitation that the researcher

faces.

A sample of 30 was taken the sample size of 30 individuals were selected on

the basis of convenient sampling technique. The individuals were selected in

the random manner to form sample and data were collected from them for

the research study.

ANALYSIS AND INTERPRETATION:

Data collection through questionnaire and personnel interview resulted in

availability of the desired information but these were useless until there were

analyzed. Various steps required for this purpose were editing, coding and

tabulating. Tabulating refers to bringing together similar data and compiling them

in an accurate and meaningful manner. The data collected by questionnaire was

analyzed, interpreted with the help of table, bar chart and pie chart.

SLOGAN

"khate hi rah jaoge "

PUNCHLINE

It’s feel sweet

Enclosure

BIBLIOGRAPH

1. ^ a b "A Brief History of HMHB". Retrieved 2011-01-01.

2. ^ Kendal, Mark (2004) "Britain's Greatest Living Rock And Roll

Satirist", The Word, Unknown Issue, p. 42-46

3. ^ a b Strong, Martin C. (1999) "The Great Alternative & Indie

Discography", Canongate, ISBN 0 86241 913 1

4. ^ a b c Lazell, Barry (1997) "Indie Hits 1980-1989", Cherry Red

Books, ISBN 0 9517206 9 4

5. ^ McCready, John (1985) "Tough Cookies", New Musical

Express, 14 December 1985, p. 11

6. WWW.GOGLE .COM

DATA ANALYSIS & INTERPRETATION

Which advertisment do you think is the most interesting

Tiger Biscuit 10%

20-20 Biscuit 40%

Parley G 5%

Sunfeast 45%

According to you which is most convincing advertisement?

TV 15%

Newspapers 35%

Magazine 30%

Internet 20%

Which part of advertisment of creamy and cruchy biscuits of appealing

Punchline 10%

Theme 45%

Illustration 5%

Slogan 40%