1

1.1 INTRODUCTION TO ADVERTISING

Advertising is a form of communication that typically attempts to pursuade potential
customers to purchase or to consume more of a particular brand of product or service.
Many advertisements are designed to generate increased consumption of those
products and services through the creation and reinforcement of brand image and
brand loyalty . For these purposes, advertisement s sometimes embed their
persuasive message with factual information. Every major medium is used to deliver
these messages , including television, radio, cinema, magazines, newspapers, video
games, thee internet, and billboards. Advertising is often placed by an advertising
agency on behalf of a company or other organizations.
Advertisements are seen on the sets of shopping carts, on the walls of an airport
walkway, on the other sides of buses, and are heard in telephone hold messages and in
store public address systems. Advertisements are often placed anywhere an audience
can easily or frequently access visual, audio and printed information.
1.1.1 Types of Advertising
Media:-commercial advertising media can include wall paintings, billboards, street,
furniture, components, and rack cards. Radio, cinema, printed flyer, web banners,
mobile telephone screens, shopping carts, web popups, skywriting, bus stop, benches,
human billboards,magazines, newspapers. Covert advertising:- covert advertising is
when a product or brand is embedded in entertainment and media. For example , in a
film , the main character can use an item or other of a definite brand. Television
commercial:- the tv commercial is generally considered the most effective massmarket advertising format, as is reflected by the high prices tv networks charge for
commercial airtime during popular tv events. The annual super bowl football game in
the united states is known as the most prominent advertising event on television. The
average cost of a single thirty-second tv spot during this game has reached $3 million
(as of 2009). The majority of a television commercials feature a song or jingle that
listeners soon relate to a product.
Celebrity advertising:- this type of advertising focuses upon using celebrity power,
fame, money, popularity to gain recognition for their products and promote specific
stores or products. Advertisers often advertise their products, for their example, when
celebrities share their favourite products or wear clothes by specific brands or
2

designers. Celebrities are often involved in advertising campaigns such as television

or print adverts to advertise specific or general products. Influencing and
conditioning:- the most important element of advertisement is not information but
suggestion more or less making use of associations, emotions(appeal to emotion) and
drives dormant in the sub-conscience of people, such as sex drive, herd , instinct, of
desires, such as happiness, health fitness, appearance, self-esteem, reputation,
belonging, social status, identity,adventure, distraction, reward, of fears, (appeal to
fear), such as illness, weakness, loneliness, need, uncertainty, security, or of
prejudices, learned opinions and comforts. all human needs, relationship, and fears
the deepest recesses of the human psyche become mere means for the expansion of
the commodity universe under the force of modern marketing.
With the rise to prominence of modern marketing, commercialism the translation of
human relations although a phenomenon intrinsic to capitalism, has expanded
expotentially. cause related marketing in which advertisers link their product to
some worthy social cause has boomed over the past decade.
1.1.2 Future of Advertising
Global advertising Advertising has gone through five major stages of development:
domestic, export, internation, multi-national and global. For global advertisers, there
are four , potentially competing, business objectives that must be balanced when
developing worldwide advertisinh:building a brand while speaking with one voice,
developing economies of scale in the creative process, maximising local effectiveness
of ads, and increasing the companys speed of implementation. Born from the
evolutionary stages of global marketing are the primary and fundamentally different
approaches to the development of global advertising executions, producing local
executions, and importing ideas that travelTrends.
With the dawn of the internet came many new advertising opportunities. Popup, flash,
banner, popunder, overgaming and email advertisements(the often being a form of
spam) are now commonplace. The ability to record shows on digital video recorders
(such as TIVo) allow users to record the programs for later reviewing, enabling them
to fast forward through commercials. Additionally as more seasons of pre-recorded
box sets are offered for sale of televisions programs; fewer people watch the shows on
tv. However, the fact that these set are sold , means the company will receive
additional profits from the sales of these sets. To counter this effect, many advertisers
3

have opted for product placement on TV shows like survivor. Particularly since the
rise of entertaining advertising some people may like an advertisement enough to
wish to watch it later or show a friend. In general, advertising community has not yet
made this easy, although some have used the internet to widely distribute their ads to
anyone willing to see or hear them. Another significant trend regarding future of
advertising is the growing importance of the niche market using niche or targeted ads.
1.1.3 Role of media in Indian Markets
Media can be divided into two variables:

Traditional Media

Puppetry, dance-dramas, rural specific art forms like Harikatha and Villupatu
preformed at village melas and temple festivals.
Study classes.
Mike announcements, processions.
Caparisoned elephants, decorated bullock carts carrying ad panels.
Music records.
Folk theatre.
Demonstration, house to house campaigns by special promotion
Squads.
Hoats and Melas.
Information centres on companys products.
Wall paintings
Posters
Agricultural Games
Postcards
Audio-visual vans or publicity vans
Mass Media
Television
Word of mouth
Radio
Cinema halls
POP,s
Press
1.1.4 Selecting the Media Mix:
Evidently, in the rural context the firm has to choose a combination of formal and
non-formal media. The possibilities are indicated below:
1.1.4.1 The Formal Organised Media
Among the formal organized media TV, Radio, Cinema, POPS and Outdoors have a
good scope in the context.
1.1.4.1.1 Television
4

With the increase in coverage and increase in TV ownership in the areas, TV has
become the primary media for communication to the masses. Studies reveal that has
much has 77% of villages in India now receive TV transmission and 27% of all rural
people actually watch TV. The main advantage of this medium is that, it is both
spoken and visual. The TV viewer ship percentage varies from state to state.
Television has proven advantageous in communicating with the r people due to the
low literacy levels. However while using this medium, the viewer ship habits of
people needs to be taken into consideration.
Most of the messages of National concern on Family Welfare and Literacy Campaign
by the Government are telecast before the popular programmer with characters.
1.1.4.1.2 Radio
The radio is a well established medium in areas. As one of the oldest and potential
media used for communication with farmers and for diffusing agricultural technology,
radio has yielded significant results. A big expansion in the broadcasting facilities has
taken place in the country over the years. The availability of radio sets has also
expanded. Given the reasonable price of a transistor radio, it can be inferred that, most
of the families own a radio set. While radio as a medium cannot match TV in potency
and effectiveness, in its existing context, radio does have a role in communication.
There are specific programmes for agriculturists like Farm and Home Programme or
Krishi Darshan in all regional languages, which are broadcast on the primary
channel. Thus the ownership pattern of radios in the areas has enabled regular listener
ship and its main advantage is, it is cost effective medium. Colgate, Jyoti
Laboratories, Zandu Balm, Juari Industries are some companies using radio for
communication. Some of the agencies into radio advertising are as follows:
Rediffusion (for Colgate), O & M (GE worldwide), Lintas (Juari Industries).

1.1.4.1.3 Cinema
The cinema is a useful medium in context. Most city have one or more cinema halls.
And 29% of all people do watch cinema as a matter of regular lifestyle and habit.
Short feature films with disguised advertisements messages, direct advertisement
films and documentaries that combine knowledge and advertisements, can be
employed for communication. Cinemas are more popular medium in southern states
like Tamil Nadu, Andhra Pradesh.Thumps up telecast their commercials (Sunil Shetty
and other commercials with popular celebrities) during cinemas.
1.1.4.1.4 Outdoors
The outdoor also lend itself well to communication. In fact, currently many
companies are using the outdoor medium imaginatively in their communication mix,
through hoardings, wall paintings, illuminations and other displays in the areas.
1.1.4.1.5 POPs
The POPs point of purchase (or point of sales) promotion tools are also quiet useful
in the markets. The POPs meant for market should be specially designed to suit the
requirements. More than written words, symbols, pictures and colours should be used
in POPs meant for markets. Colour is of particular importance in the context. As a
general rule people love bright colours. The effective communicator utilizes such
cues.
1.1.4.1.6 Print Media
The relevance of print media for communication needs careful examination mainly
because the literacy level is low in areas. Print media consist of a wide variety of
items Newspapers (dailies), periodicals (weeklies, monthlies) and also the literature.
Pamphlets, booklet produced my manufacturers and marketing men. Vernacular
periodicals and dailies are very popular in the southern states. Some of the regional
newspapers used for advertising are as follows:
1. Maharashtra (Konkan, Ratnagiri) Badiraja, Krushival
2. Kerala Malayala Manorama
3. Tamil Nadu Dina Thanthi

1.1.4.2 Non Formal/Rural Specific Media

Rural specific media can be used to reach these people in the marketing of new
concept. The rural specific media with its effective reach, powerful input and
communication system will help in realizing the goal. Besides this when the
advertisement is couched in entertainment it goes down easily with the village. A
variety of non-formal media have been developed over the years by rural marketing
firms to meet the specific requirements of rural communication. Some of them are
interpersonal media and others are mass media.
1.1.4.2.1 Audio Visual Publicity Vans
The A/V unit or the publicity van is very useful for rural communication. The van is a
comprehensive mobile promotion station at the exclusive command of the concerned
firm. The firm can exhibit its films and other audio visual presentations such as slide
shows, sound and sight presentations, puppet shows etc. from this instant promotion
station. A portable shamiana or platform can be carried in the van and can be used as a
stage. Even mini public meetings can be organized using the shamiana. Portable
exhibition kits can be carried in the van and exhibitions put up instantly. The van can
also be used for sales campaigns in addition to promotion campaigns. It can also be
used for other product demonstrations. In short the van has all the advantages of
carrying and delivering a tailor-made communication program for the chosen target
audience. Naturally, the A/V vans are quite popular with rural marketing firms.
Practically all the firms in agri-inputs business have their own A/V vans all over their
respective marketing territories. Firms marketing consumer softs come second in the
use of AV vans. Firms marketing consumer durables come third. In the third category
the efforts of Phillips India deserves a special mention. Phillips India has very
successfully used the AV vans for popularizing their radios in rural markets. While the
AV vans are very effective tools in rural promotion, the cost is high as the target
population is scattered. The cost of reaching an individual customer or prospect
through the van works out to be very high. In the early stages of market development,
in particular, the sales generated may not have any relationship with the cost involved
in extensive use of AV vans. But in view of its effectiveness, big companies with
resources make a conscious decision to use the vans as a long-term market
development tool.

1.1.4.2.2 Syndicated Audio Visual Vans

In recent years, rural publicity vans have become a purchasable service. Firms that
cannot afford to operate publicity vans of their own can utilize the syndicated AV vans
service offered by independent agencies.

The Joint Publicity Committee of the nationalised banks started rural

advertising through vans in the early '90s. They would make an announcement
in the village about a show of some religious and holy films in the local
language and in between the message would be carried to the audience.

Vidoecon used van demos along with audio visual aids to promote its black
and white colour TV. And its washing machine Washer. In addition their
mechanics take a round of the villages twice a week to assure the villagers of
after-sales service, an important component of consumer durables. The
company employs 1,800 engineers and mechanics for this purpose.

Even Ondia uses Demonstration on vans to promote its television. When it

goes to rural areas to promote its product, on both the sides of the van a huge
cut out of their mascot the Devil is put. This attracts the children and others
towards the van.

Then a 40 45 min educative commercial is run to

promotevthevproduct.
1.1.4.2.3 Music Records Harikatha ETC
Music cassettes and records is another effective medium for rural communication. It is
an appealing medium. One complete language group can be reached on a low budget
through specially developed cassettes or records. They can be played in cinema
houses or in other places where rural people assemble. Popular entertainment
programmes like puppet shows, dance dramas, Villupattu and Harikathas specially
developed for product promotion purpose are now being used in rural markets. These
traditional art forms readily render themselves for communication in rural society.
Sales messages can be beautifully blended with folklore to capture the imaginations of
the rural audiences. Village fairs, festivals and melas are ideal venues for projecting
these programmes. In certain context public meetings are also useful for promotion in
rural context.

1.1.4.2.4 Puppetry
Puppetry is the indigenous theatre of India. From time immortal it has been the most
popular form and well-appreciated form of entertainment available to the village
people. It is an inexpensive activity. The manipulator uses the puppets as a medium to
express and communicate ideas, values and social messages. The companies can
develop a story line relating to the brand and show the characters using the brands to
their advantage. The dresses of the characters could be those of the brand's packaging.
Thus in rural India puppetry is a source of livelihood, avenue for entertainment and
creative expression which is ritually sacred and meaningful as a means of social
communication and vehicle of social transformation. Song and Drama Division of the
Government Of India makes wide use of puppets in its campaigns to promote various
government projects. Several other organizations, government, semi-government and
private, have also used puppets in support of individual schemes. Life Insurance
Corporation of India used puppets to educate rural masses about Life Insurance;
enlisting the help of the literacy house in Lucknow. These plays were shown to the
audience in villages in UP, Bihar, & MP. The number of inquires at local Life
Insurance Companies during the period immediately following the performance was
compared with normal frequency and found to be considerable higher. The field staff
of the corporation also reported a definite impact on the business. Thumps Up is
another company that has used puppetry to promote its soft drink.

The shows

comprises of puppets of Thumps Up and other rival soft drinks. The thump up puppet
comes and strikes down the other soft drinks thus Indian Institute of mass
communication, N.Delhi made a study of comparative impact of puppetry and
documentary films, in two villages near Delhi. People in both the villages responded
more favorably to the puppet shows then the films.

1.1.4.2.5 Folktheater
Folk theaters are mainly short and rhythmic in form. The simple tunes help in
informing and educating the people in informal and interesting manner. It has been
used as an effective medium for social protest against injustice, exploitation and
oppression.

Folk songs have been effectively used during revolts of Telangana and Naxalbari and
now a days it's best exploiters are Political Parties. Government has used this media
for popularizing improved variety of seeds, agricultural implements, fertilizer etc.

Punjab Agricultural University produced Two Audio Cassettes.

Balliye Kanak Biye - Wheat Cultivation

The folk media such as Ragini in Haryana for communicating qualities of Virat
cement, pala and daskathia in Orissa for promoting safe electricity consumption and
toothpaste of Colgate Palmolive and Baul songs in West Bengal to advertise
insecticides.

1.1.4.2.6 Interpersonal Media

Interpersonal media have a special merit in rural context as they facilitate two-way
communication/interaction. They also bring market feed back to the firm. In many
cases rural people prefer face-to-face communication to mass communication. Their
confidence in the product the firm and their goodwill towards the firm becomes
stronger through interpersonal approach. Interpersonal media have their unique
advantages; they are segment specific, market specific and score high when it comes
to involvement and participation of the audience. In the effort to reach out and go
beyond them mass media, a firm can establish contact with the audience through fairs
and festivals, folk performances and other special events. These points of contact also
provide multimedia opportunities. For example at any fair various media like audio,
audio-visual and interpersonal communication should be used.
1.1.5 Group Meetings, Demonstrations, and House-To-House Campaigns
Group meetings of customers and prospects are important components of
interpersonal media. The sales man or the promotion staff of the firm can effectively
carry the product messages to the target audience at these meetings. House to house
campaign constitutes a handy tool in the rural market. In these campaigns, small
squads of staff or persons specially hired for specific promotion make house-to-house
visits in the rural areas. Several independent teams may be at work at the same time in

10

different parts of the village. The teams usually carry with them product promotion
literature/handouts/product samples, etc. These campaigns are different from door to
door selling campaigns. The promotion squads do not engage in the selling job, they
only propagate the product. As companies may normally find it difficult to spare their
own staff of such elaborate and time consuming work, they may hire the required
people on daily wage basis, train them briefly and use them under the supervision of
the company staff. In demonstrations, help of audio -visual media can add value.

1.1.6 Opinion Leaders

Rural consumers place more emphasis on the experience of others who have used the
brands to make their purchase decision. Opinion leader in rural area can be defined as
a person who is considered to be knowledgeable and is consulted by others and his
advice is normally followed. Opinion leaders could be big landlords, teachers, social
workers etc.

They become important especially in the marketing of consumer

durables.

Asian Paints promoted its Utsav range of paints by painting Mukhiya's house or Post
office 6 months prior to the launch of the paint to demonstrate that paint does not peel
off.

For propagating Surf, HLL brought out a rural specific film, where they took
particular care to demonstrate step by step method of washing with Surf to get the
best whitening effect. They knew that an elaborate demonstration was essential for the
rural audience.

Reckitt and Colemen, Colgate and Samsung uses NGO's in rural areas to educate
customers about

product benefits. Colgate with the help of NGOs carry out free

dental check up camps where literature on dental care (in local language), and oral
care products are distributed.

Mahindra Tractors use bankers as opinion leaders or influencers for their prouduct.

11

HLLS Operation Bharat is largest sampling exercises in recent times.

Before

Phase- I of Operation Bharat, HLL was present in about 9 million households in rural
India. Operation Bharat introduced it to another 16 million households. With 30 per
cent of these coming back to Lever, its now bought 3.6 million more households into
its fold. And the gains are evident in Levers topline too. On the back of rural growth,
the PPDs sales grew from Rs 884 crore in 1997 to Rs 1,526 crore in 1998. The
division now contributes 17 per cent to HLLs turnover, up from 11 per cent in 1997.
The countries oldest tradition holds the key to solving the rural marketing problems.
The mobile supermarkets of rural India Haats/ Melas/ Shandies.

1.1.7 Other Rural Specific Media

Postcards
The extensive network of post throughout the country can be used as an alternative
vehicle for brand promotion in the rural areas. Postboxs, post office walls and the
post cards carry the logo and brand names of companies. Videocon was the first
company to use this strategy. LIC is another company that has adopted this strategy.
Agricultural Games
The ad agencies design various games and competitions in which the rural masses
participate. The winners are then awarded the companies product. Following are
some of the agricultural games organized: Rajdoot organizes wrestling competition
for the villagers, in which one of the wrestler brought by them. The other one is a
villager. The winner get to test ride their bikes. The wrestling is a symbol of their
products USP.

1.1.8 Media Reach Statistics

The medium in the message" acquires critical importance for advertisers and
marketers in India as different media have varying penetration levels. For example
terrestrial TV has the highest penetration among all types of media with 78 per cent
penetration in urban India and 36 per cent in rural India. It's reach is the highest in the
12

14 to 19 age group with 62 per cent. It has an astonishing 91 per cent penetration in
urban Himachal Pradesh. In contrast satellite TV reaches only 13 per cent of India.
The medium's highest penetration of 52 per cent is in urban Maharashtra. But in the
rural parts of the state it has a penetration of a mere 4 per cent. Similarly in Assam
and Orissa satellite TV reaches only 4 per cent of the population. Given the high
literacy levels it is natural that print media has the highest penetration in Kerala. It
reaches 76 per cent in urban Kerala and 65 per cent in rural parts of the state. Print
media has the lowest reach in Assam with 11 per cent.
1.1.9 Disadvantage of Mass Media
The Indian society is a complex social system with different castes, classes, creeds
and tribes. The high rate of illiteracy added to the inadequacy of mass media impedes
reach almost to 80% of India's population who reside in village. Mass media is too
glamorous, interpersonal and unreliable in contrast with the familiar performance of
traditional artist whom the villager could not only see and hear, but even touch.
Besides this villagers are more conservative buyers then their urban counterparts.
Their desire to innovate with new product is restricted.
1.1.10 Role of media in Indian Markets
Media can be divided into two variables:
Traditional Media
Puppetry, dance-dramas, rural specific art forms like Harikatha and Villupatu

preformed at village melas and temple festivals.

Study classes.
Mike announcements, processions.
Caparisoned elephants, decorated bullock carts carrying ad panels.
Music records.
Folk theatre.
Demonstration, house to house campaigns by special promotion
Squads.
Hoats and Melas.
Information centres on companys products.
Wall paintings
Posters
Agricultural Games
Postcards
Audio-visual vans or publicity vans
Mass Media
13

Television
Word of mouth
Radio
Cinema halls
POP,s

1.1.11 Selecting The Media Mix

Evidently, in the rural context the firm has to choose a combination of formal and
non-formal media. The possibilities are indicated below:
1.1.11.1 The Formal Organised Media
Among the formal organized media TV, Radio, Cinema, POPS and Outdoors have a
good scope in the context.
Telivision
With the increase in coverage and increase in TV ownership in the areas, TV has
become the primary media for communication to the masses. Studies reveal that has
much has 77% of villages in India now receive TV transmission and 27% of all rural
people actually watch TV. The main advantage of this medium is that, it is both
spoken and visual. The TV viewer ship percentage varies from state to state.
Television has proven advantageous in communicating with the r people due to the
low literacy levels. However while using this medium, the viewer ship habits of
people needs to be taken into consideration.
Most of the messages of National concern on Family Welfare and Literacy Campaign
by the Government are telecast before the popular programmer with characters.
Radio
The radio is a well established medium in areas. As one of the oldest and potential
media used for communication with farmers and for diffusing agricultural technology,
radio has yielded significant results. A big expansion in the broadcasting facilities has
taken place in the country over the years. The availability of radio sets has also
expanded. Given the reasonable price of a transistor radio, it can be inferred that, most
of the families own a radio set. While radio as a medium cannot match TV in potency
and effectiveness, in its existing context, radio does have a role in communication.
There are specific programmes for agriculturists like Farm and Home Programme or
Krishi Darshan in all regional languages, which are broadcast on the primary
channel. Thus the ownership pattern of radios in the areas has enabled regular listener
ship and its main advantage is, it is cost effective medium. Colgate, Jyoti
14

Laboratories, Zandu Balm, Juari Industries are some companies using radio for
communication. Some of the agencies into radio advertising are as follows:
Rediffusion (for Colgate), O & M (GE worldwide), Lintas (Juari Industries).
Cinema
The cinema is a useful medium in context. Most city have one or more cinema halls.
And 29% of all people do watch cinema as a matter of regular lifestyle and habit.
Short feature films with disguised advertisements messages, direct advertisement
films and documentaries that combine knowledge and advertisements, can be
employed for communication. Cinemas are more popular medium in southern states
like Tamil Nadu, Andhra Pradesh.Thumps up telecast their commercials (Sunil Shetty
and other commercials with popular celebrities) during cinemas.
Outdoors
The outdoor also lend itself well to communication. In fact, currently many
companies are using the outdoor medium imaginatively in their communication mix,
through hoardings, wall paintings, illuminations and other displays in the areas.
POPs
The POPs point of purchase (or point of sales) promotion tools are also quiet useful
in the markets. The POPs meant for market should be specially designed to suit the
requirements. More than written words, symbols, pictures and colours should be used
in POPs meant for markets. Colour is of particular importance in the context. As
general rural people love bright colours. The effective communicator utilizes such
cues.
Print Media
The relevance of print media for communication needs careful examination mainly
because the literacy level is low in areas. Print media consist of a wide variety of
items Newspapers (dailies), periodicals (weeklies, monthlies) and also the literature.
Pamphlets, booklet produced my manufacturers and marketing men. Vernacular
periodicals and dailies are very popular in the southern states. Some of the regional
newspapers used for advertising are as follows:
Maharashtra (Konkan, Ratnagiri) Badiraja, Krushival
15

Kerala Malayala Manorama

Tamil Nadu Dina Thanthi

16

1.1.11.2 Nonformal
Rural specific media can be used to reach these people in the marketing of new
concept. The rural specific media with its effective reach, powerful input and
communication system will help in realizing the goal. Besides this when the
advertisement is couched in entertainment it goes down easily with the village.

Advantages of rural specific media :

- The accessibility is high.
- Involves more then one sense.
- Interest arousal capability is high.
- Less operational liability Minimum cost.
A variety of non-formal media have been developed over the years by rural marketing
firms to meet the specific requirements of rural communication. Some of them are
interpersonal media and others are mass media. The more popular ones among them
are:

Audio Video Publicity Vans

The A/V unit or the publicity van is very useful for rural communication. The van is a
comprehensive mobile promotion station at the exclusive command of the concerned
firm. The firm can exhibit its films and other audio visual presentations such as slide
shows, sound and sight presentations, puppet shows etc. from this instant promotion
station. A portable shamiana or platform can be carried in the van and can be used as a
stage. Even mini public meetings can be organized using the shamiana. Portable
exhibition kits can be carried in the van and exhibitions put up instantly. The van can
also be used for sales campaigns in addition to promotion campaigns. It can also be
used for other product demonstrations. In short the van has all the advantages of
carrying and delivering a tailor-made communication program for the chosen target
audience. Naturally, the A/V vans are quite popular with rural marketing firms.
Practically all the firms in agri-inputs business have their own A/V vans all over their
respective marketing territories. Firms marketing consumer softs come second in the
use of AV vans. Firms marketing consumer durables come third. In the third category
17

the efforts of Phillips India deserves a special mention. Phillips India has very
successfully used the AV vans for popularizing their radios in rural markets. While the
AV vans are very effective tools in rural promotion, the cost is high as the target
population is scattered. The cost of reaching an individual customer or prospect
through the van works out to be very high. In the early stages of market development,
in particular, the sales generated may not have any relationship with the cost involved
in extensive use of AV vans. But in view of its effectiveness, big companies with
resources make a conscious decision to use the vans as a long-term market
development tool.
Syndicated
In recent years, rural publicity vans have become a purchasable service. Firms that
cannot afford to operate publicity vans of their own can utilize the syndicated AV vans
service offered by independent agencies.

The Joint Publicity Committee of the nationalised banks started rural

advertising through vans in the early '90s. They would make an announcement
in the village about a show of some religious and holy films in the local
language and in between the message would be carried to the audience.

Vidoecon used van demos along with audio visual aids to promote its black
and white colour TV. And its washing machine Washer. In addition their
mechanics take a round of the villages twice a week to assure the villagers of
after-sales service, an important component of consumer durables. The
company employs 1,800 engineers and mechanics for this purpose.

Even Ondia uses Demonstration on vans to promote its television. When it

goes to rural areas to promote its product, on both the sides of the van a huge
cut out of their mascot the Devil is put. This attracts the children and others
towards the van.

Then a 40 45 min educative commercial is run to

promotevthevproduct.
Music Records Harikatha ETC
Music cassettes and records is another effective medium for rural communication. It is
an appealing medium. One complete language group can be reached on a low budget
through specially developed cassettes or records. They can be played in cinema
18

houses or in other places where rural people assemble. Popular entertainment

programmes like puppet shows, dance dramas, Villupattu and Harikathas specially
developed for product promotion purpose are now being used in rural markets. These
traditional art forms readily render themselves for communication in rural society.
Sales messages can be beautifully blended with folklore to capture the imaginations of
the rural audiences. Village fairs, festivals and melas are ideal venues for projecting
these programmes. In certain context public meetings are also useful for promotion in
rural context.
Puppetry
Puppetry is the indigenous theatre of India. From time immortal it has been the most
popular form and well-appreciated form of entertainment available to the village
people. It is an inexpensive activity. The manipulator uses the puppets as a medium to
express and communicate ideas, values and social messages. The companies can
develop a story line relating to the brand and show the characters using the brands to
their advantage. The dresses of the characters could be those of the brand's packaging.
Thus in rural India puppetry is a source of livelihood, avenue for entertainment and
creative expression which is ritually sacred and meaningful as a means of social
communication and vehicle of social transformation. Song and Drama Division of the
Government Of India makes wide use of puppets in its campaigns to promote various
government projects. Several other organizations, government, semi-government and
private, have also used puppets in support of individual schemes. Life Insurance
Corporation of India used puppets to educate rural masses about Life Insurance;
enlisting the help of the literacy house in Lucknow. These plays were shown to the
audience in villages in UP, Bihar, & MP. The number of inquires at local Life
Insurance Companies during the period immediately following the performance was
compared with normal frequency and found to be considerable higher. The field staff
of the corporation also reported a definite impact on the business. Thumps Up is
another company that has used puppetry to promote its soft drink.

The shows

comprises of puppets of Thumps Up and other rival soft drinks. The thump up puppet
comes and strikes down the other soft drinks thusmIndian Institute of mass
communication, N.Delhi made a study of comparative impact of puppetry and

19

documentary films, in two villages near Delhi. People in both the villages responded
more favorably to the puppet shows then the films.

Folktheater
Folk theaters are mainly short and rhythmic in form. The simple tunes help in
informing and educating the people in informal and interesting manner. It has been
used as an effective medium for social protest against injustice, exploitation and
oppression.

Folk songs have been effectively used during revolts of Telangana and
Naxalbari and now a days it's best exploiters are Political Parties. Government
has used this media for popularizing improved variety of seeds, agricultural
implements, fertilizer etc.

Punjab Agricultural University produced Two Audio Cassettes.

Balliye Kanak Biye - Wheat Cultivation.

The folk media such as Ragini in Haryana for communicating qualities of
Virat cement, pala and daskathia in Orissa for promoting safe electricity
consumption and toothpaste of Colgate Palmolive and Baul songs in West
Bengal to advertise insecticides.

1.1.12 Interpersonal Media

Interpersonal media have a special merit in rural context as they facilitate two-way
communication/interaction. They also bring market feed back to the firm. In many
cases rural people prefer face-to-face communication to mass communication. Their
confidence in the product the firm and their goodwill towards the firm becomes
stronger through interpersonal approach. Interpersonal media have their unique
advantages; they are segment specific, market specific and score high when it comes
to involvement and participation of the audience. In the effort to reach out and go
beyond them mass media, a firm can establish contact with the audience through fairs
and festivals, folk performances and other special events. These points of contact also

20

provide multimedia opportunities. For example at any fair various media like audio,
audio-visual and interpersonal communication should be used.

Group meetings, Demonstrations, and House-To-House Campaigns

Group meetings of customers and prospects are important components of
interpersonal media. The sales man or the promotion staff of the firm can effectively
carry the product messages to the target audience at these meetings. House to house
campaign constitutes a handy tool in the rural market. In these campaigns, small
squads of staff or persons specially hired for specific promotion make house-to-house
visits in the rural areas. Several independent teams may be at work at the same time in
different parts of the village. The teams usually carry with them product promotion
literature/handouts/product samples, etc. These campaigns are different from door to
door selling campaigns. The promotion squads do not engage in the selling job, they
only propagate the product. As companies may normally find it difficult to spare their
own staff of such elaborate and time consuming work, they may hire the required
people on daily wage basis, train them briefly and use them under the supervision of
the company staff. In demonstrations, help of audio -visual media can add value.
The five steps to make any demonstration effective are below:
- Information about people
- Objectives to be accomplished
- Demonstration plan & Execution of the plan
- Evaluation of the demonstration
- Reconsideration after evaluation.

Opinion Leaders
Rural consumers place more emphasis on the experience of others who have used the
brands to make their purchase decision. Opinion leader in rural area can be defined as
a person who is considered to be knowledgeable and is consulted by others and his
advice is normally followed. Opinion leaders could be big landlords, teachers, social
21

workers etc.

They become important especially in the marketing of consumer

durables.
o Asian Paints promoted its Utsav range of paints by painting Mukhiya's house or
Post office 6 months prior to the launch of the paint to demonstrate that paint does
not peel off.
o For propagating Surf, HLL brought out a rural specific film, where they took
particular care to demonstrate step by step method of washing with Surf to get the
best whitening effect. They knew that an elaborate demonstration was essential for
the rural audience.
o Reckitt and Colemen, Colgate and Samsung uses NGO's in rural areas to educate
customers about

product benefits. Colgate with the help of NGOs carry out

free dental check up camps where literature on dental care (in local language), and
oral care products are distributed.
o Mahindra Tractors use bankers as opinion leaders or influencers for their
prouduct.
o HLLS Operation Bharat is largest sampling exercises in recent times.
Before Phase- I of Operation Bharat, HLL was present in about 9 million
households in rural India. Operation Bharat introduced it to another 16 million
households. With 30 per cent of these coming back to Lever, its now bought 3.6
million more households into its fold. And the gains are evident in Levers topline
too. On the back of rural growth, the PPDs sales grew from Rs 884 crore in 1997
to Rs 1,526 crore in 1998. The division now contributes 17 per cent to HLLs
turnover, up from 11 per cent in 1997. The countries oldest tradition holds the key
to solving the rural marketing problems. The mobile supermarkets of rural India
Haats/ Melas/ Shandies.

1.1.13 Other Rural Specific Media

Post Cards
22

The extensive network of post throughout the country can be used as an alternative
vehicle for brand promotion in the rural areas. Postboxs, post office walls and the
post cards carry the logo and brand names of companies. Videocon was the first
company to use this strategy. LIC is another company that has adopted this strategy.
Agricultural Games
The ad agencies design various games and competitions in which the rural masses
participate. The winners are then awarded the companies product. Following are
some of the agricultural games organized: Rajdoot organizes wrestling competition
for the villagers, in which one of the wrestler brought by them. The other one is a
villager. The winner get to test ride their bikes. The wrestling is a symbol of their
products USP.
Media Reach Statistics
The medium in the message" acquires critical importance for advertisers and
marketers in India as different media have varying penetration levels. For example
terrestrial TV has the highest penetration among all types of media with 78 per cent
penetration in urban India and 36 per cent in rural India. It's reach is the highest in
the 14 to 19 age group with 62 per cent. It has an astonishing 91 per cent penetration
in urban Himachal Pradesh.
In contrast satellite TV reaches only 13 per cent of India. The medium's highest
penetration of 52 per cent is in urban Maharashtra. But in the rural parts of the state it
has a penetration of a mere 4 per cent. Similarly in Assam and Orissa satellite TV
reaches only 4 per cent of the population. Given the high literacy levels it is natural
that print media has the highest penetration in Kerala. It reaches 76 per cent in urban
Kerala and 65 per cent in rural parts of the state. Print media has the lowest reach in
Assam with 11 per cent.

1.1.14 Disadvantage of Mass Media

The Indian society is a complex social system with different castes, classes, creeds
and tribes. The high rate of illiteracy added to the inadequacy of mass media impedes
reach almost to 80% of India's population who reside in village. Mass media is too
23

glamorous, interpersonal and unreliable in contrast with the familiar performance of

traditional artist whom the villager could not only see and hear, but even touch.
Besides this villagers are more conservative buyers then their urban counterparts.
Their desire to innovate with new product is restricted.

1.2 INTRODUCTION TO PERFUMES AND COLOGENES

A substance that emits and diffuses a fragrant odour, especially a volatile liquid
distilled from flowers or prepared synthetically.
The word perfume used today derives from the Latin per fumum, meaning through
smoke. Perfumery, or the art of making perfumes, began in ancient Mesopotamia and
Egypt and was further refined by the Romans and Persians. Although perfume and
perfumery also existed in East Asia, much of its fragrances are incense based.
The worlds first recorded chemist is considered to be a woman named Tapputi, a
perfume maker who was mentioned in a cuneiform tablet from the second millennium
BC in Mesopotamia. She distilled flowers, oil, and calamus with other aromatics then
filtered and put them back in the still several times.
1.2.1 Background
Since the beginning of recorded history, humans have attempted to mask or enhance
their own odor by using perfume, which emulates natures pleasant smells. Many
natural and man made materials have been used to make perfume to apply to the skin
and clothing, to put in cleaners and cosmetics, or to scent the air. Because of
differences in body chemistry, temperature, and body odors, no perfume will smell
exactly the same on any two people.
Many ancient perfumes were made by extracting natural oils from plants through
pressing and steaming. The oil was then burned to scent the air. Today, most perfume
is used to send bar soaps. Some products are even perfumed with industrial odorants
to mask unpleasant smells or to appear unscented.
While fragrant liquids used for the body are often considered perfume, true perfumes
are defined as extracts or essences and contain a percentage of oil distilled in alcohol.
Water is also used. The United States is the worlds largest market with annual sales
totalling several billions of dollars.

24

Perfume is used for a wide variety of purposes: aesthetic, religious, culinary, and
medicinal, among others. Traditionally perfumes were made from plant and animal
substances and prepared in the form of waters, oils, unguents, powders, and incense.
This last method of fragrance gives us our word perfume which means to smoke
through.
Most modern perfumes are alcohol-based and contain synthetic scents. While the term
perfume usually refers to fragrances in general, in the more technical language of
the perfumer, a perfume must contain over 15% of fragrance oils in alcohol. Eau de
parfum, eau de toilette, and cologne contain lesser amounts of fragrance oils in diluted
alcohol. The preferred fragrances for perfumes are by no means universal, but differ
according to cultural dictates and fashions. In the nineteenth century, by contrast, such
animal scents were generally considered too crude, and light floral fragrances were
favoured.
Perfumes were held in high esteem and widely employed in the ancient world. The
wealthy would perfume not only their own bodies, but their furnishings and their
favourite horses and dogs. On ancient altars perfumes were offered to the gods, while
in the kitchens of antiquity the same scents saffron, cinnamon, rose, myrrh might
be used to flavour food and wine.
With the rise of Christianity, perfumes became associated with a decadent lifestyle
which catered to bodily desires rather than to spiritual necessities. Many of the early
Church Fathers condemned the use of perfume as a bait which draws us into sensual
lusts. While disdaining the use of perfumes, however, the Church employed
metaphors of fragrance to refer to the spiritual life. Prayer, for example, was presented
as a symbolic form of incense, while the Christian soul was a perfumed garden of
grace. Such metaphors acquired a certain physical reality in the phenomenon of the
odour of sanctity, whereby holy persons were believed to exhale a divine fragrance.
The word cologne, denoting toilet water, is from cologne, the French ( and English)
name of century. The first use of cologne for toilet water is recorded in English in
1814, with the word being used in the compound cologne water, a translation of eau
de Cologne, the French name for this liquid. The ultimate source of the word lies in
the history of the city, which stretches back to the Roman Empire: its Latin name was
Colonia, meaning colony.
1.2.2 Positive Effects of Perfume and Cologne
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There are three primary reasons why people where cologne (1) hide other scents, (2)
pheromones, and (3) because it smells nice. People will wear perfume or cologne to
cover scents such as body odour, cigarette smoke, and other scents considered to be
fowl. Pheromones are a chemical that increase your attractiveness and do not really
have a scent to them. The third reason is self-explanatory; many people just like to
have a sweet or masculine scent to them.
The chemicals used, to make perfumes and colognes, work directly with the
chemicals within our bodies and skin. They intermingle so closely that even the foods
you eat can affect the way a certain perfume smells on you. Our body chemicals are
so different from one person to the next; this is why a perfume can smell one-way on
you and completely different on your best friend.
Even though this is a complicated and detailed process, which we will not get into, it
is very important in the purchase of your perfumes and colognes. The sampler cards,
for testing a perfumes scent, are a nice touch. However, they do not let you
experience what that perfume will actually smell like on you is to test it on your skin.
Regardless of how perfumes and colognes are made, people wear them for many
different reasons. When people wear perfumes and colognes, they usually feel better
about themselves. The ironic part of all this is that the perfume and cologne actually
has a positive effect on the people surrounding them as well. ( This only works, of
course, if you do not lather yourself with it.)
For years, it has been easier, and more accepted, for women to purchase and wear
perfume. Women are the sex that does everything they can to look good, from
manicures, to waxing, and even wearing sexy perfumes. Men; however, have always
been accepted for who they are, almost a stereotype. Cologne will actually increase a
mans confidence level, which on its own will increase his attractiveness. Additionaly,
the chemicals in the cologne even without pheromones increase a womans
interest in you.
While the details are unknown, there is a psychological effect that perfume and
cologne has on those around you. It could be as simple as knowing that person takes
care of himself or herself, or it could be as complicated as the chemicals within the
perfumes and colognes. Point is it happens. People men and women alike become
more confident and attractive with the use of perfume and cologne. Whether you are
male or female, colognes and perfumes are proven to increase confidence and overall
attractiveness. Humans, by nature, work to improve themselves, whether it is
26

mentally, physically, or even psychologically. Wearing perfume or cologne would be a

step to improve your overall psychological state. This psychological change will
increase your overall perspective on life, and could begin to open doors that you never
saw before.
1.2.3 Perfume, Colognes and Fragrances as Gifts
Perfumes:
Also known as parfum, perfumes are one of the most popular gifts to purchase for
women. With all the designer perfumes and the thousands of different perfume scents
available we are sure you will find that special lady. If you are not sure of her
favourite scent then let her choose her own with a gift voucher instead.
Gift of colognes:
With the definition of cologne meaning a mildly perfumed toilet water; its a definition
may not convey the true potential OF THIS great gift for men. Mens clogne is a
highly sought after gift and comes in a huge variety of scents. There are designer
mens colognes with some of the biggest mens fashion labels having their own
cologne range.
Gift Fragrance:
Perfume by any other name will still smell as sweet! The word fragrance has several
meanings, but it is commonly used as a collective term for perfumes, colognes, eau de
toilet etc. So if you are looking for a fragrance or a perfume or a cologne we have
some great gift ideas just for you!
The word perfume is from a Latin phrase meaning through smoke and was thought
to have been invented by the ancient Egyptians who burned fragrant woods and plants
for

their pleasant odours. Over the years perfume has been used, refined and

enhanced by every major civilisation and today perfume as we know it is a very big
business.
1.2.4 Modern Perfume has three Main Components
The scent- virtually anything natural or synthetic that has an odor can be used in the
making of perfume. Typically scents are made from flowers, citrus, spices, spices,
woods and sometimes even leather.
The fixative these ingredients act to stabilize the aromatic compound and help to
make the scent last longer.
27

The solvent this is usually alcohol and keeps bacteria from forming and helps
maintain an even constituency so it can be easily applied.
The category a fragrance belongs to is defined by how much of the scent(or aromatic
compound) is used in the product. This also plays a factor in determining the price as
the higher the concentration of scent the more expensive the fragrance will be:
Lotions and aftershaves generally have a 1 to 2% scent base.
Eau de cologne products are generally 2 to 3% are pure scent.
Eau de toilettes run between 5 to 20%scent.
Eau de parfums will have from 10 to 30% aromatic compound in them.
Perfume extract or parfum has the greatest concentration of scent between 20 and
40%.
Womens product are usually categorized as perfume, eau de parfum, toilet water, and
cologne and for mens product are sold as perfume, cologne, and aftershave.
Surprisingly fragrances and music share a common term, notes. Perfumes are often
described by the different notes that make up the scent. These notes are designed to
emerge at different times during the scent span of a fragrance just as an orchestra will
have different instruments playing throughout a musical composition.
Top notes are the strongest scents but do not last very long. This is the initial burst of
smell you get when you first take a sniff of your favourite perfumes or cologne. The
top notes are often spice or citrus based. Middle (or heart notes) makes up the main
part of the scent that emerges after the top notes start to fade away and are usually
softer and mellower than the initial scent. These scents are usually floral in nature.
Fragrances are very complex products that go through many stages of development
before reaching the consumer. There are ten of thousands of different perfumes and
colognes available today; each one having its own unique scent signature and what
once was reserved for the wealthy and privileged is now available to everyone. So we
can say that there are many factors that can affect the purchase decision of a person.
The number of potential influences on a customer is limitless. But the marketers are in
position to tailor their marketing efforts to take advantage of their influences in a way
that will satisfy the consumer and the marketer.

28

29

REVIEW OF LITERATURE
It is desirable to review the relevant literature while understanding the research
problem. It provides base for preparing the research design of the study and
conceptualizing the concepts of the study. In this chapter a brief review of these
studies, pertinent to the present research have been presented. The review of past
studies has been presented to provide a glimpse of work done in this area.
Raj (2009) discussed the effect of advertising on high and low loyalty consumer
segments, different advertising effects on purchase behaviour of consumers of varying
brand loyalty are investigated. In a frequently purchase product class, consumers of
high loyalty increase brand and product purchase when advertising for the brand
increases. Little switching occurs from competitive brand into the advertised brand.
At low loyalties there is little impact. Effects of increased advertising carry over for a
few months after advertising is lowered back to normal levels.
Juliane and Renton (2010) studied the relationship of celebrity endorsements to
consumers attitudes and purchase intentions. The purpose of this study was to
investigate relationship between the celebritys physical attractiveness, their
credibility and their congruency with the advertisement, and consumers attitude
toward the advertisement, the brand and their intent to purchase the advertised
product. Participants were asked to use three different celebrities. The dependent
variables, purchase intentions attitude toward the ad and attitude the brand were
measured against the independent variables, physical attractiveness, source credibility,
and celebrity /brand congruency using one-way ANOVA and backward linear
regression. Finding indicated that celebrity itself should be taken into consideration.
All three celebrities had different scores for each backward linear regression. Further
research should include measuring celebrities endorsing their own brands, using
multiple celebrities in one ad and measuring the same product using a celebrity and a
non-celebrity.
Albert and Koernig (2010) analyzed that the positive effects of the spokes person
attractiveness only enhance consumers attitudes if the attractiveness of the
30

spokesperson matches up with the image of the product. It also examines the effects
of service provider physical attractiveness and test the application of the matchup
hypothesis to the service encounter. Provider attractiveness (high, moderate, low) and
service type (related or unrelated to attractiveness) were varied in a 3 x 2 factorial
design. The experimental results suggested that when service provider attractiveness
is congruent. With the image of the service, consumers ratings of service quality and
their attitudes toward the service provider will be maximised. The results were
explained with the use of the schema-based information processing paradigm.
Cangelosi and Markham (2011) examined the perception and preferences of the
fragrances by females. The sample was taken from nine cities across three continents.
Of the two major fragrance concepts examined, unisex fragrances have been
introduced, with only about half the respondents in the nine cities (six countries)
surveyed in this study being familiar with the concept. Respondents assessed the
effects of ten factors on the fragrance decisions. The joint effect of ten surveyed
factors show major difference between samples as stratified by area, with some
constituency among top factors. As supported by ANOVA and MONOVA analysis.
Chi square analysis of unisex and same name fragrances indicated significant
differences in four of six variables. The surveyed factors were scent, European
fragrance, price, brand (purchased as gift), mood, season, free items with purchase,
container , and color. scent, price, brand and mood were the dominant variables.
Significant differences existed between the respondents in the major geographic areas,
USA, Europe and Asia for seven of the ten factors, i.e. European fragrance, price,
brand purchased as a gift, mood, season container, and colour.
Clancy et al. (2011) discussed about the brand confusion. According to it the
researchers at Copernicus, a massachusetts-based marketing, consulting firm, and
Chicago-based marketing consulting firms, and Chicago-based market facts teamed
upto examine the publics perception of brand differentiation. Out of 46 major product
categories used in the survey, 615 US consumers felt that 40 category brands were
either converging or becoming less distinct. Researchers blame marketers for acting in
ways that dilute brands instead of building them. Marketers are relaying too heavily
on price-oriented promotion and failing pray to two ad agency curses: the curse of
the clicker and the curse of the clio. Agencies are so anxious to create entertaining
31

ads in hopes of nabbing the attention of viewers that they fail to send a message that
distinguishes one brand from another.
Manchanda et al. (2012) studied banner advertising as a customer retention tool in
customer relationship management. One of the major advances of digital economy is
facilitations of building and managing individual customer relationships a process
usually referred to as customer relationship management or CRM. For a typically
web site selling frequently- purchased consumer items , the most important stage of
CRM is customer retention/ this is because the long term viability is based on its
ability to retain a significant customer base. In this study, we focus on a hitherto
unexplored question does banner advertising have a role to play in the customer
retention phase of CRM using a rich behavioural database consisting of individual
customer purchases at a website along with individual advertising exposure, we
measured the impact of banner advertising on customer retention(via purchase
acceleration).
Kumar (2013) conducted the exploratory analysis of global cosmetic industry: major
players, technology and market trends. It was found that humans for time immemorial
have used cosmetics, an industry dominated by few major players. The study reviews
main characteristics of this industry and also the key players in the world marketplace.
Comparative financial and SWOT analysis provide an enhanced understanding of the
industry. In addition to technology and innovations, current conditions and trends in
the cosmetic industry are explored. The study also analyzed in depth the impacts of
globalization on this industry.
Bansal and Mcdougall (2014) discussed a model of online customer behaviour
during the initial transaction: Moderating effects of customer characteristics. Recent
research shows that observation based on overall online customer behaviour can lead
to erroneous conclusions since behaviour can be substantially different among group
of individuals. This article proposes a theoretical model, which captures the main
characteristics of the website and explains how the user reactions to the websites,
determined by a set of user characteristics, could moderate consumer perception of
websites as well as subsequent behaviours especially in a B2C context. An

32

understanding of user characteristics will assist service providers in designing

customized websites for competitive advantage.
Cengiz et al. (2015) measured the effect of image and advertising efficiency on
customer loyalty and antecedents of loyalty. It examines the relationship between
image, advertising efficiencies, customer satisfaction, customer expectation, perceived
quality, perceived value, customer complaint and customer loyalty. These variables
are increasingly recognized as being sources of competitive advantage. However,
little empirical research has been conducted examined these variables simultaneously
and their relationship with post-purchase behaviour especially service organizations
like banks. The present study was therefore designed to develop an understanding of
the relationship between these variables and their influence on loyalty. An integrative
model was developed and tested by using data collected from the customers of
Turkish banks.
Esteves (2016) examines advertising and value maximization as an integrative
approach. This model developed in this paper is interdisciplinary in that we
incorporate the advertising decision into the capital asset pricing model (CAPM) For
valuation risky income streams. The advertising decision involves the purchase of
media services whose effects on sales (profit) are hypothesized to vary with general
economic activity. As in any asset expansion, the firm purchases an income
distribution with a given expected value and covariance with the economy. By
consulting the CAPM, we are able to obtain a value for the income distribution
associated with the advertising expenditure. By failing to account for both risk and
return, those previous studies which have examined the effect of advertising on profit
or valuation are, at best, incomplete.
Leslie and Sheriff (2016) discussed the moderator effect of monetary sales
promotion on the relationship between brand trust and purchase behaviour. This study
empirically tested the effect of two brand trust dimensions, brand reliability and brand
intentions, on consumers spending in individual brands. The findings reveal much of
the effect was from brand intention and confirmed customer satisfaction was an
antecedent to brand trust. In addition, the findings show that brand trust effect could
be significantly moderated by monetary sales promotions in a way that brand
33

reliability would play no role if the consumers buying behaviour was strongly
affected by monetary sales promotions.
The perusal of literature revealed that part of researches that has been done, have
focused on the brand loyalty of the customers, increasing online shopping and the
changes due to technology factors on various products. But the major factor had been
overlooked in the above studies, and that was regarding the effect of advertisements
on customer buying behaviour for perfumes and colognes.

34

35

NEED, SCOPE AND OBJECTIVES OF THE STUDY

3.1. Need of the Study

The need of the study arises because of the past limitations of the studies carried out
at different times in the past. Some of the studies have mention about the role of
advertisement in marketing sector. The need of the study arises because of to know
about the perception of people regarding advertisement.
3.2 Scope of the Study
The scope of the study was current time period. The study survey was limited to
kapurthala and Jalandhar city only. A limited study was select to fulfill the various
objectives of the study.
3.3. Objectives of the Study
Every study whenever undertaken has certain objective which has explored so as to
have an idea that how is its future prospective. To achieve following objectives
research will conduct:
1

To find the awareness among customer regarding advertising.

To measure the effectiveness of online advertising in influencing the behavior of

customer

To study the perception of the consumers regarding advertisements.

To find the most preferred site for advertising.

36

37

RESEARCH METHODOLOGY
Research Methodology is a way to systematically solve the research problem. The
Research Methodology includes the various methods and techniques for conducting a
Research. Marketing Research is the systematic design, collection, analysis and
reporting of data and finding relevant solution to a specific marketing situation or
problem. D. Slesinger and M. Stephenson in the encyclopedia of Social Sciences
define Research as the manipulation of things, concepts or symbols for the purpose
of generalizing to extend, correct or verify knowledge, whether that knowledge aids in
construction of theory or in the practice of an art.
Research is, thus, an original contribution to the existing stock of knowledge making
for its advancement. The purpose of Research was to discover answers to the
Questions through the application of scientific procedures. This project would have a
specified framework for collecting data in an effective manner. Such framework is
called Research Design. The research process that follows by us will be consisting
of following steps:

4.1 RESEARCH DESIGN

Descriptive Research:-A type of conclusive research which had as its major

objective the description of something-usually market characteristics or
functions. In other words descriptive research is a research where in
researcher had no control over variable. He just presents the picture which
had already studied.

4.2 SAMPLING DESIGN

Sampling can be defined as the section of some part of an aggregate or totality on the
basis of which judgment or an inference about aggregate or totality is made. The
sampling design helps in decision making in the following areas:
4.2.1 Universe of the Study- Universe of the study means the area or the limits of the
study in which it is to be conducted. Universe of this project was the consumers of
jalandhar.

38

4.2.2 Sample Frame- Sample frame refers to the listing of all units in the universe
from which a sample can be drawn. Sample frame consists of family and friends.
4.2.3 Sample Unit- Sampling unit is the basic unit containing the elements of the
universe to be sampled. The sampling unit of study was the consumers of Jalandhar
4.2.4 Sample Size- Sample size was the number of elements to be included in a study.
Keeping in mind all the constraints 100 respondents was selected.
4.2.5 Sampling Techniques- The sampling techniques used was convenience
technique and simple random sampling technique.
4.3 DATA COLLECTION AND ANALYSIS
4.3.1 Methods of Data Collection- Research work will be Conclusion Oriented and
Descriptive in nature. Information will be collected from both Primary and Secondary
data.

Secondary Sources: Secondary data are those which have already been
collected by someone else which have already been passed through the
statistical process. Secondary data were collected through magazines,
websites, newspapers and journals.

Primary Sources: For the fulfillment of this project the primary data was
collected through surveys done personally. An appropriate questionnaire was
designed to be filled by the various individuals.

4.3.2 Tools of Analysis and Presentation:

Tools of presentation: Tables and figures have been used to present the data

Tools of analysis: analysis has been carried out on 100 respondents and was
analyzed using percentages and weighted averages.

4.4 LIMITATIONS OF STUDY

The analysis has been done as per the objectives and attempt has been done to study
each and every parameter to make it more useful and to the mark. Effort has been
done so that information collected is correct for the subject studied, but there are some
limitations which are as follow:

Inadequate data: the data provided was not up to the mark due to which we
faced problems in our research.
39

Problem of conceptualization: there was problem of conceptualization and

also problem relating to the process of data collection and related things.
Time and cost factor: there was a difficulty of timely availability of

published and relevant data this led to increase in cost.

Lack of scientific method: the lack of scientific training in methodology of
research was great impediment in our research program, which led to the delay

of research.
No response by the respondent: problem arises in sensitive issues like
getting information about the financial position of the respondent.

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41

DATA ANALYSIS AND INTERPRETATION

The data collected from the respondents with the help of the questionnaire was
analyzed in this chapter with the help of percentages, pie charts so in order to interpret
the preferences of the respondents and to draw conclusion from it.
Statement 5.1: Demographic Profile of Respondents
Table No 5.1: Demographic Profile of Respondents
Demographics

No. of Respondents

Percentage of
Respondents

Gender
Male respondents
Female respondents
Total
Age
Below 25 years
25 35 years
35-45 years
Above 40 years
Total
Occupation
Student
Businessman
Serviceman
Professional
Total

69
31
100

69
31
100

37
26
24
23
100

37
26
24
23
100

25
22
35
18
100

25
22
35
18
100

Analysis and Interpretation:It was found that majority of the persons were male and majority of the persons i.e.
37% were below the age of 25 years and majority of respondents were serviceman.
Statement 5.2: To Know the Usage of Perfumes and Colognes.
Table 5.2: Usage of Perfumes and Colognes
Response
Yes
No
Total

No of Respondents
100
0
100
42

Percentage
100
0
100

Figure 5.1: Usage of Perfumes and Colognes

USAGE OF PERFUMES AND COLOGNES

YES; 100%

Analysis and Interpretation:

From the above data it was analyzed that out of 100 respondents, 100% of the
respondents were the users of perfumes and colognes and no one was unaware about
the same.
By this it had been interpreted that all the consumers were using perfumes and
colognes because they feel that perfumes and colognes are necessary in daily usage as
good fragrance provides comfort to them.

43

Statement 5.3: Rank Your Purpose of Purchasing Perfumes and Colognes

Table No.5.3: Purpose of Purchasing Perfumes and Colognes
Particulars

Rank 1 Rank 2 Rank 3 Rank 4 Rank 5

Weighted

Rank

Average
60

14

24

Score
168

As a status symbol

14

20

36

16

14

296

Only for fragrance

30

58

442

As a source to

10

16

12

40

22

348

16

48

18

12

244

As a daily need

product

spend your extra

income
As a gift item

Analysis and Interpretation:

As in the above table various purposes of purchasing perfumes and colognes were
being ranked to know the respondents reaction. As a daily need product was ranked 1
with summated score of 168. Second rank was given to as a gift item. As a status
symbol were ranked third and as a source to spend your extra time and only for
fragrance were ranked 4 and 5 respectively.
From the above table it had been concluded that people purchased perfumes and
colognes as their daily need product. As a status symbol and as a gift item was their
second and third main purpose respectively. As a source to spend your extra income
and only for fragrance were the least main reason to purchase perfumes and colognes.

44

Statement 5.4: To know the factors that influences most to buy Perfumes and
Colognes.
Table No.5.4: Factors Influenced Most to Buy Perfumes and Colognes
Factors
Price
Distribution
Promotion

No of Respondents
35
15
20

Percentage
35
15
20

20

20

10
100

10
100%

Style
Other offers
Total

Figure No.5.2- Factors Influenced Most to Buy Perfumes and Colognes

Price

Distribution

Promotion

Style

Other offers

10%
35%

20%

20%

15%

Analysis and Interpretation:From the above data it was analyzed that 35% of respondents are influenced by the
price factor while purchasing perfumes. 20% and 15% are influenced by style and
distribution factor so maximum respondents are influenced by the price factor.
By this it had been concluded that majority were influenced by the price factor while
purchasing perfumes because they were money conscious.

45

Statement 5.5: To Know the Awareness about the Advertisements Being Made
Regarding Perfumes and Colognes.
Table No.5.5: Awareness about the Advertisements Being Made Regarding
Perfumes and Colognes
Factors
Yes
No
Total

No of Respondents
70
30
100

Percentage
70
30
100%

Figure No.5.3: Awareness about the Advertisements Being Made Regarding

Perfumes and Colognes

No

Yes

10

20

30

40

Analysis and Interpretation:-

46

50

60

70

80

From the above data it was analyzed that 70% of the respondents are aware about the
advertisements being made for perfumes and colognes. 30% of the respondents are
unaware about the advertisements being made regarding perfumes and colognes.
By this it was interpreted that majority of the respondents were aware about the
advertisements regarding perfumes and colognes because they were using perfumes
and colognes in their daily routine.

Statement.5.6: To Know the Attention While Watching the Advertisement of

Perfumes and Colognes
Table No.5.6: Number of the People Paid Attention While Watching the
Advertisements of Perfumes and Colognes
Factors

No of Respondents

Percentage

20
30
30
20
100

20
30
30
20
100%

Very high
High
Moderate
Low
Total

Figure No.5.4: Number of the People Paid Attention While Watching the
Advertisements of Perfumes and Colognes

Very high

High

20%

Moderate

20%

30%

30%

47

Low

Analysis and Interpretation: From the above data it was analyzed that 30% of the respondents paid high attention
while watching the advertisements being made for perfumes and colognes.30% of
respondents paid moderate attention, 20% of the respondents paid very high attention
and 20% of the respondents paid low attention.
It was concluded that majority paid high attention while watching advertisements of
perfumes and colognes because majority were attracted towards perfumes and
colognes.
Statement.5.7: To know the role of advertisements. According to that rank the
following statements on the given scale.
Table No.5.7: To Know the Attention While Watching the Advertisement of
Perfumes and Colognes
Statement

Strongl

Agree

Neutral

Disagree

y Agree

(4)

(3)

(2)

(5)
Advertisements are

Strongly Summated
Disagre
e (1)

46

37

15

427

35

23

26

15

11

386

34

30

25

11

384

40

35

30

13

358

20

25

20

10

385

Important to bring
Awareness about
the new brands in
market.
A product launched
without

an

advertisement

does

not market well.

Maximum sales are
only due to the ad
campaigns
Advertisement
increases

the

brand

image of a product
They
put
psychological

effect

on the thinking of
48

customers while
purchasing

49

Analysis and Interpretation:It was analyzed that Advertisements are Important to bring Awareness about the new
brands in market was ranked 1 followed by A product launched without an
advertisement does not market well.
By this it had been interpreted that Advertisements are Important to bring Awareness
about the new brands in market because majority of the respondents watch T.V most
of their idle time.

50

Statement.5.8: To Know the Impact of the Free Gifts and Other Offers Being
Provided Along With Products in Advertisements
Table No. 5.8: Impact of the Free Gifts and Other Offers Being Provided Along
With Products in Advertisements
Factors
Yes
No
Total

No of Respondents
65
35
100

Percentage
65
35
100%

Figure No. 5.5: Impact of the Free Gifts and Other Offers Being Provided Along
With Products in Advertisements

No

Yes

10

20

30

40

50

60

70

Analysis and Interpretation:From the above data it was analyzed that 65% of the respondents are influenced by
the free gifts and other offers being provide along with the products in advertisements
35% of the respondents are not influenced with the free gifts and other offers.
By this it had been interpreted that free gifts and other offers influence majority of the
customers because they attract towards free gifts.
51

Statement 5.9: Rank the Mode of Advertisement Attract You the Most to Buy
Perfumes and Colognes
Table No 5.9: Mode of Advertisement Attract You the Most to Buy Perfumes and
Colognes
Particulars

Rank 1

Rank 2

Rank 3

Rank 4

Rank 5

Weighted
Average Score

Internet

58

14

24

166

Television

16

20

36

16

14

298

Radio

30

58

442

Newspapers

16

12

40

22

347

Magazines

17

48

18

12

243

Analysis and Interpretation:

As in the above table mode of advertisements that attract customers to buy perfumes
and colognes were being ranked to know the respondents reaction. Internet was
ranked 1 with summated score of 166. Second rank was given to magazines.
Television was ranked third and newspapers and radio were ranked 4 and 5
respectively.
From the above table it had been concluded that people were getting fascinated
towards perfumes and colognes after getting information from internet. Magazines
and television was their second and third main modes of attraction respectively.
Newspapers and radio were the least main mode of attraction to buy perfumes and
colognes.

52

Statement 5.10: To Know the Perception of the Customers about the Sales
Promotion Schemes
Table No.5.10: Customers Perception towards Sales Promotion Scheme
Sales promotion schemes
Tool to sell surplus goods
Purely misleading
To increase sales
Result of competition
Total

No of Respondents
35
25
17
23
100

Percentage
35
25
17
23
100%

Figure .5.6. Customers Perception towards Sales Promotion Scheme

Tool to sell surplus goods

.Purely misleading

To increase sales

Result of competition

23%
35%

17%
25%

Analysis and Interpretation:- From the above data it was analyzed that 35% of the
respondents thought that sales promotion scheme is a tool to sell surplus goods, 25%
considered it as a purely misleading, 17% considered it as a medium to increase sales
and 23% considered it as a result of competition.

53

Statement 5.11: To Know the Satisfaction of Consumers with Their Present

Brand of Perfumes and Colognes
Table No.5.11: To Know the Satisfaction of Consumers with Their Present Brand
of Perfumes and Colognes
Factors
Yes
No
Total

No of Respondents
65
35
100

Percentage
65
35
100%

Figure No. 5.7: To Know the Satisfaction of Consumers with Their Present
Brand of Perfumes and Colognes
Yes

No

35%

65%

Analysis and Interpretation:From the above data it was analyzed that 65% of the respondents were satisfied with
their present brand of perfumes and colognes. 35% of the respondents were not
satisfied with their present brand of perfumes and cologne.
By this it had been interpreted that majority were satisfied with their present brand of
perfumes and colognes because the perfumes and colognes were up to their
expectations.

54

Statement 5.12: To Know Factors That Affects the Customers to Change the
Brand
Table no. 5.12: Factors Affecting Customers to Change Their Brand
Factors

Rank 1

Rank 2

Rank 3

Rank 4

Weighted

Increase in

10

15

21

Average Score
382

Income
Change from a

20

10

36

23

345

low grade
Own Tastes and

26

24

372

Preference
Habit of Using

13

19

27

34

303

Multiple Brands
Analysis and interpretation:
As in the above three are some factors which put it its effects to change the brand of
perfumes and colognes. Increase in income was ranked 1 with summated score of
382. Second rank was given to our tastes and preference. Change from low grade to
high grade school was ranked third and habit of using multiple brands was ranked
fourth.
From the above tale it had been concluded that people were getting fascinated towards
perfumes and colognes after getting enhancement in their income. Taste and
preference was second, change from a low grade to high grade school was third and
habit of using multiple brands was the fourth main factor which put its effect to
change the brand.

55

56

FINDINGS OF THE STUDY

The project report was related to the study of advertisements on the customer buying
behaviour for perfumes and colognes. A research was conducted on 100 respondents
using a close ended questionnaire. The results which came out of the study were as
under: Most of the respondents which were taken into consideration for the purpose of
the study were from the age group of below 25 years, and minimum were from the
age group of above 55 years.
It was found the student class mostly preferred to use perfumes and colognes, and
were used minimum by the professionals.
From the above data it was found that, all the respondents were the users of
perfumes and colognes and no use was unaware about the same.
It was also found that majority of the respondents used perfumes and colognes as
a daily need product and for fragrance. Very less people consider it as a status
symbol.
Most of the respondents purchase perfumes and colognes after the advertisements,
as they were influenced by the style of the product presented, and comparatively
less importance was given to other factors like price and promotion.
From the study it was analyzed that all of the respondents were aware about the
advertisements being made about the perfumes and colognes.
It was found that only moderate attention has been paid by majority of the
respondents on the advertisements. Comparatively less percent respondents pay
high attention towards them.
Maximum of the respondents were influenced by attractive ad campaigns and
shape of the products in the advertisement, and very less respondents were
influenced by the cost of the product.
Majority of the respondents were informed about the ads from the television
mode. People also found hoardings and magazines as a source of information.
Majority of respondents were influenced by free gifts and other offers being made
in the advertisements.
From the above study it has been found out that people consider advertisements
important to bring awareness about the product in the market. But they were not
so much satisfied to the point that a product launched without advertisement does
not market well.

57

 The above study showed the result that respondents feel that the advertisements
were helpful in increasing the sales of the product and very less people said that
these ads were misleading.
The above study showed that majority of respondents preferred to change the
brands of perfumes and colognes.
It was found that most of the respondents preferred to change the brands of
perfumes and colognes because of their tastes and preferences. Very less
changedue to the reason that they want to shift to a high quality product.
Most of the respondents agreed to the statement that they would shift from one
brand to another on finding any new product of their choice from the
advertisements.

58

59

7.1 CONCLUSION OF THE STUDY

There are different kinds of advertisements that are made through different modes for
the promotion of products. As the usage of perfumes and colognes is increasing day
by day, so we need to know that whether the advertisements being made in that regard
are of any use or not, means whether people have any impact on them of these
promotional methods by the companies.
The above study conducted to know the effect of advertisements on the customer
buying behaviour for perfumes and colognes. The main purpose of conducting the
survey was that, in the earlier researches, this fact has not been covered that by the
researchers. So to fill in that gap this study was done. The study was descriptive in
nature as only the responses of people were to be studied and there was no control
over the variables. A well designed questionnaire was used to investigate the
respondents. Non profitability convenient sampling technique was used for the
purpose of study.
The fact was very clear from the study of the various responses of the respondents,
that advertisements have great impact on the product establishment in the market,
both at beginning and at the promotion stage too , though the fact that the people pay
moderate attention towards these ads. It is also clear that these ads are only to increase
the sales and are not taken as misleading factor by the people. Also it was known that
people dont mind shifting from one brand to other after looking to new and attractive
advertisement.

60

7.2 RECOMMENDATIONS OF THE STUDY

After undertaking the research and analyzing the responses of the consumers of
perfumes and colognes, certain recommendations have been made in this regard:
The advertisements made should be such that they may appeal useful for the
professionals and servicemen too.
A range for the perfumes and colognes should be made such that they can be used
as a gift item by people.
The promotion and distribution of the perfumes and colognes should be increased.
More style should be added to the products so that they could also target high
society class also.
Visualization should be strong enough to pursuade more people to pay attention to
the advertisements of perfumes and colognes.
Celebrity encouragements should be more encouraged for these advertisements.
Other modes of advertisements except television should also be properly explored.
More features in products should be added to retain the customers.

61

62

REFERENCES
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November

22,

2010

from

http://www.advertisingfirst.com/a-brief-history-of-

television-advertising.html
Bansal and Mcdougall et al. (2014). The Impact of Television Advertisements on the
Social Behaviour of the Palestinian University Female Students. An-Najah University
Journal for Research Humanities, 24(5), 1531-1558.
Cangelosi and Markham .(2011). The demographic and psychographic antecedents of
attitude

toward

advertising.

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November

21,

2010,

from

http://www.accessmylibrary.com /article-1G1-148178114 /demographic- and-psychographicantecedents.html

Cengiz et al. (2015). Role of Advertisement and Sales Promotion in Pharmaceutical

Marketing: A Review. Retrieved November 21, 2010, from http://www.pharmainfo.net
/reviews /role-advertisement- and-sales-promotion-pharmaceutical -marketing-review

Clansy et al. (2011). The Functional Approach to the Study of Attitudes. Public
Opinnion Quartery, 24(2), 163-204.
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Consumers In China, Taiwan, South Korea And The United States. Journal of
International Consumer Marketing, 15(2), 896-1530.
Economic

effects

of

advertising.

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November

22,

2010

from

http://www.flatworldknowledge.com/1.0/launch-advertising-and-promoti/ch-3advertising-and-society/economic-effects-advertising

Juliane and Renton et al. (2010). General Attitude of College Students Towards
Consequences and Impact of Television Advertising in Pakistan. European Journal of
Scientific Research, 34(4), 591-603.
63

Kumar et al. (2013). Understanding Female College Students Mind-set towards

Television Advertising

in

Pakistan.

Retrieved

November

21,

2010

from

http://contemporary-issues.cpi.hr/files/2dae50a535393dba207e05d60a042817.pdf
Leslie and Sheriff K.(2016). Impact of T.V Advertisements on Buying Pattern of
Adolescent Girls. Journal of Social Sciences, 16(1), 51-55.
Manchanda et al. (2012). An empirical examination of public attitudes towards
advertising in a transitional economy. International Journal of Advertising, 26(2),
247-276.
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280&bih=709&sa=2&fp=1baafdcd074179e7

64

65

QUESTIONNAIRE
Dear respondent,
I am a student of MBA from Apeejay Institute of Management Technical Campus,
Jalandhar is conducting a survey on ROLE OF ADVERTISEMENT AND
PROMOTION AMONG CUSTOMERS FOR PERFUMES AND COLOGNES.
Your cooperation is required in this endeavor and I ensure you that the information
supplied by you will be kept highly confidential. It will take your 10-15 minutes.
(A) DEMOGRAPHIC PROFILE
Name:
Age

___________________________________
:

Below 25 years

25 40 years

40 55 years

above 55 years
Occupation: Student

Businessman

Professional

Serviceman

Any other _____________________

(B) BASIC INFORMATION

Q.1) Are you a user of perfumes and colognes?
Yes

No

Q.2) Rank your purpose of purchasing perfumes and colognes.

(1 is for highest rank and 5 is for lowest rank)
As a daily need product ___________
As a status symbol ___________
Only for fragrance _____________
As a source to spend your extra income ____________
As a gift item _________________
Q.3) what is the factor that influence you to purchase perfumes and colognes?
Price

Distribution

Promotion

Style

Others Offers

Q.4) Are You Aware About The Advertisements Being Made Regarding Perfumes
And Colognes?
Yes

No

Q.5) How Much Attention Do You Pay To the Advertisements Being Displayed
Regarding Perfumes and Colognes?
Very High

High

Moderate
66

Low

Q.6) what do you think about the role of advertisements. According to that rank the
following statements on the given scale.
statement

Strongly

agree

agree

neutral

disagree

Strongly
disagree

Advertisements are
Important to. Bring
Awareness about the new
brands in market.
A
product
launched
without an advertisement
does not market well.
Maximum sales are only
due to the ad campaigns
Advertisement

increases

the brand image of a

product
They put a psychological
effect on the thinking of
customers while
purchasing
Q.7) Rank the Mode of Advertisement Attract you The Most to buy Perfumes and
Colognes.
(Rank 1 is for highest and 5 is for lowest)
Internet _____________
Television _____________
Radio _____________
Newspapers _____________
Magazines ______________
Hoardings ____________
Q.8) Are You Influenced By the Free Gifts and Other Offers Being Provided Along
With Products in Advertisements?
Yes

No

67

Q.9) What Do You Think About These Sales Promotion Schemes?

Tool To Sell Surplus Goods

Purely Misleading

To Increase Sales

Result of Competition

Q.10) Are you satisfied with your present brand of Perfumes and Colognes?
Yes

No

Q.11) if yes then rank the factors Mainly Put Its Affect to Change The Brand.
(1 for higher rank and 4 for the lowest)
Increase in Income

__________

Change from a Low Grade to High Grade Brand ________

Own Tastes and Preference __________
Habit of Using Multiple Brands __________

68