Project Report ON Children in TV Ads-Study of A Few Product Advertisements

PROJECT REPORT ON CHILDREN IN TV ADS-STUDY OF A FEW PRODUCT ADVERTISEMENTS
SUBMITTED BY APRAJITA ROY MASS COMMMUNICATION
1| Aprajita Roy| Project Report| Student of Mass Communication|
TABLE OF CONTENTS
TOPIC ACKNOWLEDGEMENT EXECUTIVE SUMMARY CRITICAL REVIEW OF LITERATURE RESEARCH METHODOLGY INDUSTRY PROFILE PROJECTS INTRODUCTION TO PROJECT FINDINGS AND ANALYSIS CONCLUSION RECOMMENDATION REFRENCES ANNEXURE
PAGE NUMBERS 4 5 6 8 11 13 22 30 49 50 51 52
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ACKNOWLEDGEMENT
I express my sincere gratitude to my industry guide and mentor for his able guidance, continuous support and cooperation throughout my project, without which the present work would not have been possible.
Also, I am thankful to my faculty guide_______________of my institute, for his continued guidance and invaluable encouragement.
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EXECUTIVE SUMMARY
One can always learn from the changes that are happening around him globally and locally. The world in which we are surviving today is full of cut-throat competition and survival of the fittest. The companies have learnt and understood that the customer is the king of the market which has changed from the earlier perception that customer will accept whatever he is given, this change in mindset has led to the opening up of the fourth and very important P in the marketing mix called promotion. Companies have to always stay one-up on their competitors and their promotional strategies helps them in doing that efficiently. Promotion being a vast topic encompasses many terms and the most important of them being ADVERTISING, though often misunderstood as one and the same, promotion and advertising are different from each other the former being a wider term. David Ogilvy of Ogilvy&Mather once famously quoted as the consumer is not a moron, he is your wife. The fact that companies are now realizing that raising ad spends is no longer a debt burden but rather an investment for the future, has shown that advertising has become an integral part of every products success and for that matter its failure as well. Sunil Alagh, the ex-managing director and CEO of Britannia industries pointed out that the success of a product can be measured in terms of how effectively it can be communicated to the consumer
The current lots of F.M.C.G companies use advertising as a fighting tool to upset their rivals rather than to up bring their product. The coca cola and Pepsi war (so fondly known as the cola wars) has given new dimensions to advertising. Consider this: HLL spent more than Rs.696.58 crores by the year ending December 2000 and the ad-spend has further increased by 10% in the next year. This proves the fact that companies lay a lot of emphasis on advertising of their products. The question to be asked here is that why do F.M.C.G companies or for that matter any other sector companies need to advertise after all?
The important reasons why one should advertise are mentioned below: Advertising helps in building a Brand Name for the company.
Today when we hear the word Thanda we immediately associate it with Coke. A company has to build up its brand name for its products so that the consumers do not shift to other rival products. In making a brand name a company has to be loud and clear about its products and its qualities, this is where advertising steps in. Advertising helps a consumer to understand about a product:
A consumer gets to know more about the product available in the market through advertising. In case of F.M.C.G companies it is more important because the products have to continue over a long run in the market and have a wider competition compared to the other sectors. It acts as a tool to upset the competition:
Advertising is definitely a tool to upset competitors and up bring your product in place of theirs. Even today people recognize butter with Amul brand even when there are other brands existing in the market because of the infamous Amul butter girl who has acquired an iconic status. Jo dikhta hai, wahi bikta hai
This applies to all the companies in every sector. Consumers buy what they see and neglect what they dont identify with. They are influenced by the flashy advertisements which affect their buying motives. Persuasion:
Advertising helps in persuading the prospective buyer in taking a decision regarding the product. In a supermarket the advertising acts as a factor why the consumer goes straight to the soap of a particular brand or toothpaste of x company. Helpful in introducing new products:
Advertising is a tool which helps in introducing new and innovative products in to the markets. Companies spend a large chunk of their revenue on research and development of new products and when such high stakes are involved companies would not want their products to fail in the market.
Advertising significantly contributes to the creation of top brands and increases their brand values. Today when one hears the word Ye dil maange more or more recently youngistan ka wow then the next person immediately understands that he/she is talking about Pepsi. This is the impact of advertising. Gone are the days when one used to sell the products by going door to door or through salesman or the next door baniya, today advertising helps one out if one has to successfully run a product. Some of the advertising campaigns and their punchlines are mentioned below: Slogan Company/product
Thanda matlab
Coca cola
Youngistaan ka wow
Pepsi
Dentist ka sujhaya hua no 1. brand
Colgate
Utterly, butterly delicious
Amul
Kit-kat break to banta hai
Kit Kat
Kuch meetha ho jaaye
Cadburys dairy milk
G matlab Genius
Parle-G
Boost is the secret of our energy
Boost
Tan ki shakti man ki shakti, bournvita Lagey raho!
Bournvita Alpenliebe
INTRODUCTION THE EIGHT ELEMENTS OF COMMUNICATION The diagram below represents the actual process of communication. In this diagram all forms of communication like mass communication, interpersonal communication etc. are included.
Figure-1.7 the communication process based on understanding the consumer and the use of child endorsement
1. Source
Source is basically from where the information (of a communication process) originates. By originating we mean the actual number of people involved in delivering the information. It may range from 1-2 individuals to a large organization depending on the type of communication process involved.
2. Encoding
The message or information received has to be passed on to the higher authority or the
receiver. This process of passing on the information is known as encoding. Child endorsers are usually encoders, since they are not the originators of the message but are the ones imparting it. They thus tend to affect the way the message is decoded or interpreted by the receivers or consumers, as in this case.
3. Message
The message is the actual idea which the sender wants to transmit to the receiver. The message could be written, verbal, non verbal or symbolic that is, the message could be in semiotics. The message should be such that is easily and appropriately transmittable through the channel of communication being used.
4. Channel
A channel is a medium through which the sender sends the message to the receiver. The channel could be a visual medium, an audio visual medium or simply an audio medium. The message to be transmitted should be easily and appropriately transmittable through the channel of communication.
5. Decoding
The message sent by the sender has to be decoded into a form understandable by the receiver. The interpretation of a message depends upon the social environment and the social conditioning of the receiver. Child endorsements influence the interpretations of messages to a large extent as people add great value to messages transmitted through them, as in a country like India where awareness levels are low people tend to treat celebrities like heroes and thus consider them highly credible.
6. Receiver
The receiver is the person/ persons to which the message is directed at. In mass communications, the receivers are large in number and hence tend to be self directed. In a country like India which harbors people from diverse cultures and backgrounds, people tend to interpret information transmitted through mass mediums according to their cultural environments.
7. Feedback
Feedback is an important part of communication, as without the feedback the sender would not be able to make out if the receiver has been able to interpret the message in the way it was intended and hence he would not be able to make out the shortcomings and
hindrances in any element of the communication process.
8. Noise
The noise in the communication process signifies hindrance in any element of the communication process. Noises can be of three kinds; semantic, environmental and mechanical. Semantic noise: A same word said in a communication process may mean different to different people according to their social and cultural differences. Environmental: When the actual communication process is on and there is some noise coming from the environment/surroundings which is not required, but from it the actual communication process is hindered is called environmental noise. E.g. dogs barking in the back ground. Mechanical :When a machine through which the message is transmitted fails to function properly such that the message being transmitted is hampered or delayed, thus hindering effective communication, it is said to be mechanical noise.
SOURCE DIMENSIONS OF COPY INFORMATION

Shown in the figure below are various source components of advertising copy. At the center is the object of the advertising, such as the brand, product, service, idea, political candidate, and corporation and so on. The model shows the credibility of this object to depend on the sponsor, the endorser, the media vehicle,etc.
Figure 1.8 Model of the source dimensions of copy information
A key source component in this model is the endorser. The endorser in an advertisement is the person, child, spokesman, announcer, and so on who endorsers or who demonstrates the product. Not all components have a child endorser as a copy component, but many of them do. Most of the work on source credibility in advertising has focused on this component. Another aspect is the credibility of the media element itself. The same advertisement appearing on a ladies journal can have a different impact than in playboy.
OPERATIONAL DEFINITIONS
Endorser: An endorser is a person, character or organization that speaks or appears in an ad in support of the advertiser or its claim Experts Experts are individuals or organization that the target population perceives as having substantial knowledge in a particular area Celebrities: Celebrities are individuals or characters who are known to a large portion of the general population, primarily because of the publicity associated with their lives. Lay endorsers: Lay endorsers are unknown individuals or characters that appear in ads Child endorser Child endorser is an individual who enjoys public recognition and who uses this recognition on behalf of a consumer good by appearing with it in an advertisement Brand Ambassador Brand ambassador would be one who is not only a spokesperson for the brand but also an integral part of the brand persona and helps to build an emotion, which goes beyond just appearing on TV commercials. Brand Face Brand face is the current child who is just used as a tool to increase brand recall and only appears in the advertisement.
Single product endorsement Single product endorsement refers to an endorsement by a child for one product or one brand. Multiple product endorsement Multiple product endorsement refers to when a child endorses more than one brand Multiple child endorsement Multiple child endorsement refers to the use of two or more celebrities in an advertising campaign Low involvement product: Low involvement products are products purchased without much forethought. High involvement product: High involvement products have more involvement of the consumers. To explain it further, these products are costlier and it is risky to buy them without much thought. For example, a luxury car is a high involvement purchase. So is getting surgery done or buying a beauty product.
ADVERTISING
Advertising, generally speaking, is the promotion of goods, services, companies and ideas, usually performed by an identified sponsor. Marketers see advertising as part of an overall promotional strategy. Other components of the promotional mix include publicity, public relations, personal selling, and sales promotion. Advertising involves the process where in a massage is designed so as to promote a product, a thought, an idea or even a service. The concept of advertising has assumed a dynamic form with the use of the various mediums of communication. From the newspaper, magazines, posters, neon and fluorescent signboards, billboards to the commercial on TV, laser shows to inflated high-rise figures and objects, advertising has come a long way. The work is formidable as it spearheads a process intended to attract, modify, change and influences public opinion. From the local business to multinational firm and all need to advertise. While politicians, social organizations, government special groups need to advertise their motto, national airlines, auto mobile manufactures, food and consumer goods manufacturers have to reach the consumer. Specialist products and services are often advertised through trade magazines and exhibitions. Lately mail-shots, handbill circulation, special offers have become very popular. There are still other ways of advertising. There are window displays, display on telephone directories, transit sign on buses, lamp posters, banners, etc. Advertising through the electronic media has been perhaps the most popular medium. Advertising, as an effective medium, uses a variety of techniques to create effective advertisements. A basic appeal is at the heart of advertising. Slogans and product characters are created to catch the attention of the viewers. Most winning advertisements would encompass factual information with emotional appeal. The advertising industry has three major sectors. Business or organization which wishes to advertise, Media which provides the medium for advertising and Ad-agency which creates the ad to suit the need of the firm.
EVOLUTION OF ADVERTISING IN INDIA

18th Century Ads appear for the first time in print in Hickey's Bengal Gazette-India's first newspaper (weekly). Studios mark the beginning of advertising created in India Major advertisers: Retailers like Spencer's, Army & Navy and Whiteaway & Laidlaw Ads appear in newspapers in the form of lists of the latest merchandise from England Horlicks becomes the first 'malted milk' to be patented on 5th June 1883 (No. 278967).
The 1900s
1905: B Dattaram & Co claims to be the oldest existing Indian agency in Girgaum in Bombay. 1920: Enter the first foreign owned ad agencies, Gujarat Advertising and Indian Advertising set up, Expatriate agencies emerge: Alliance Advertising, Tata Publicity LA Stronach's merges into today's Norvicson Advertising, D J Keymer gives rise to Ogilvy & Mather and Clarion 1925: Beginning of multinational agencies, J Walter Thompson (JWT) opened to service General Motors business 1929: J Walter Thompson Co Pr. Ltd formed 1931:National Advertising Service Pr. Ltd. Bombay set up, Universal Publicity Co, Calcutta Formed 1934: Venkatrao Sista opens Sista Advertising and Publicity Services as first full service Indian agency 1935: Indian Broadcasting Company becomes All India Radio (AIR)
1939: Lever's advertising department launches Dalda - the first major example of a brand and a marketing campaign specifically developed for India 1947:Grant Advertising Inc, Bombay formed, Swami Advertising Bureau,Sholapur started 1951: Vicks VapoRub: a rub for colds, causes ripples with its entry in the balm market 1954: Advertising Club, Mumbai set up, Express Advertising Agency, Bombay 1957: Vividh Bharati kicks off 1962: India's television's first soap opera - Teesra Rasta enthralls viewers 1963:BOMAS changes names to SH Benson's, Levers toying with giving its brands to other Agencies, Wills Filter Tipped cigarettes launched and positioned as made for each other, filter and tobacco match. 1966: Government persuaded to open up the broadcast media 1967: First commercial appears on Vividh Bharati 1970: Concept of commercial programming accepted by All India Radio, Hasan Rezavi gives the very first spot on Radio Ceylon 1971: Benson's undergo change in name to Ogilvy, Benson & Mather 1976: Commercial Television initiated 1978: First television commercial seen 1979: Ogilvy, Benson & Mather's name changes to Ogilvy & Mather Glued to the television in the eighties 1980: Mudra Communications Ltd set up, King-sized Virginia filter cigarette enters market with brand name of 'Charms' 1981: Network, associate of UTV, pioneers cable television in India 1982: The biggest milestone in television when television turned to colour transmission Bombay Dyeing becomes the first colour TV ad 1983: Maggi Noodles launched to become an overnight success, Manohar Shyam Joshi's Hum Log makes commercial television come alive, Mudra sponsors first commercial telecast of a major sporting event with the India-West Indies series
1984: Hum Log, Doordarshan's first soap opera in the colour era is born, Viewers still remember the sponsor (Vicco) of Yeh Jo Hai Zindagi! 1985: Mudra makes India's first telefilm, Janam 1986: Mudra Communications creates India's first folk-history TV serial Buniyaad. Shown on DD, it becomes the first of the mega soaps, Price quality positioning of Nirma detergent cakes boost sales 1990: Marks the beginning of new medium Internet 1991: First India-targeted satellite channel, Zee TV starts broadcast 1993: India's only advertising school, MICA is born 1996: The ad fraternity hits big time for the first time by bagging three awards at the 43rd International Advertising Festival, Cannes 1997: Army resorts to the services of private sector agencies, Reinventing of cinema Advertising through cinema begins 2000: Mudra launches magindia.com - India's first advertising and marketing gallery, Game shows like Kaun Banega Crorepati become a rage 2001: Bharti's Rs 2.75-crore corporate TV commercial, where a baby girl is born in a football stadium, becomes the most expensive campaign of the year 2005: Hindustan Lever spends $99million on advertising, followed by Maruti Udyog and PepsiCo $27million 2009: Today the growth rate - is over 22 percent with the total size of the advertisement Industry touching approximately Rs.16 billion
NATURE OF THE INDUSTRY

Firms in the advertising and public relations services industry prepare advertisements for other companies and organizations and design campaigns to promote the interests and image of their clients. This industry also includes media representativesfirms that sell advertising space for publications, radio, television, and the Internet; display advertisersbusinesses engaged in creating and designing public display ads for use in shopping malls, on billboards, or in similar media; and direct mail advertisers. A firm that purchases advertising time (or space) from media outlets,
thereafter reselling it to advertising agencies or individual companies directly, is considered a media buying agency. Divisions of companies that produce and place their own advertising are not considered part of this industry. Most advertising firms specialize in a particular market niche. Some companies produce and solicit outdoor advertising, such as billboards and electric displays. Others place ads in buses, subways, taxis, airports, and bus terminals. A small number of firms produce aerial advertising, while others distribute circulars, handbills, and free samples. Groups within agencies have been created to serve their clients electronic advertising needs on the Internet. Online advertisements link users to a companys or products Web site, where information such as new product announcements, contests, and product catalogs appears, and from which purchases may be made. Some firms are not involved in the creation of ads at all; instead, they sell advertising time or space on radio and television stations or in publications. Because these firms do not produce advertising, their staffs are mostly sales workers. Companies often look to advertising as a way of boosting sales by increasing the publics exposure to a product or service. Most companies do not have the staff with the necessary skills or experience to create effective advertisements; furthermore, many advertising campaigns are temporary, so employers would have difficulty maintaining their own advertising staff. Instead, companies commonly solicit bids from ad agencies to develop advertising for them. Next, ad agencies offering their services to the company often make presentations. After winning an account, various departments within an agencysuch as creative, production, media, and researchwork together to meet the clients goal of increasing sales. Widespread public relations services firms can influence how businesses, governments, and institutions make decisions. Often working behind the scenes, these firms have a variety of functions. In general, firms in public relations services advise and implement public exposure strategies. Firms in public relations services offer one or more resources that clients cannot provide themselves. Usually this resource is expertise in the form of knowledge, experience, special skills, or creativity; but sometimes the resource is time or personnel that the client cannot spare. Clients of public relations firms include all types of businesses, institutions, trades, and public interest groups, and even high-profile
individuals. Clients are large and small for-profit firms in the private sector; State, local, or Federal Governments; hospitals, universities, unions, and trade groups; and foreign governments or businesses. In an effort to attract and maintain clients, advertising and public relations services agencies are diversifying their services, offering advertising as well as public relations, sales, marketing, and interactive media services. Advertising and public relations service firms have found that highly creative work is particularly suitable for their services, resulting in a better product and increasing their clients' profitability.
MEDIA
Commercial advertising media can include wall paintings, billboards , street furniture components, printed flyers, radio, cinema and television ads, web banners, web popups, skywriting, bus stop benches, magazines, newspapers, town criers, sides of buses, taxicab doors and roof mounts, musical stage shows, subway platforms and trains, elastic bands on disposable diapers, stickers on apples in supermarkets, the opening section of streaming audio and video, and the backs of event tickets and supermarket receipts. Any place an "identified" sponsor pays to deliver their message through a medium is advertising. Covert advertising embedded in other entertainment media is known as product placement. A more recent version of this is advertising in film, by having a main character use an item or other of a definite brand - an example is in the movie Minority Report, where Tom Cruise's character Tom Anderton owns a computer with the Nokia logo clearly written in the top corner, or his watch engraved with the Bulgari logo. The TV commercial is generally considered the most effective mass-market advertising format and this is reflected by the high prices TV networks charge for commercial airtime during popular TV events. Virtual advertisements may be inserted into regular television programming through computer graphics. It is typically inserted into otherwise blank backdrops or used to replace local billboards that are not relevant to the remote broadcast audience. More controversially, virtual billboards may be inserted into the background where none existing in real-life. Virtual product placement is also possible. Increasingly, other
mediums such as those discussed below are overtaking television due to a shift towards consumer's usage of the Internet. Advertising on the World Wide Web is a recent phenomenon. Prices of Webbased advertising space are dependent on the "relevance" of the surrounding web content and the traffic that the website receives. E-mail advertising is another recent phenomenon. Unsolicited bulk E-mail advertising is known as "spam".
PROFILE OF MAJOR ADVERTISING MEDIUMS
MEDIUM
ADVANTAGES
LIMITATIONS Short life; poor reproduction quality; small pass along audience.
Newspapers Flexibility; timeliness; good local market coverage; broad acceptance; high believability. Television Combines sight, sound and motion; appealing to the senses; high attention; high reach. Direct mail Audience selectivity, flexibility, no ad competition within the same medium, personalization. Radio Mass use, high geographical and demographic selectivity; low cost.
High absolute cost, high clutter, fleeting exposure, less audience selectivity Relatively high cost, junk mail image.
Audio presentation only; lower attention than television; non standardized rate structure; fleeting exposure.
Magazines
High geographical and demographic selectivity; credibility and prestige; high quality reproduction, long life; good passalong readership.
Long ad purchase lead time; some waste circulation; no guarantee of position.
Outdoor
Flexibility; high repeat exposure; low cost;
Limited audience selectivity;
low competition. Brouchers Flexibility; full control; can dramatize message.
creative limitation. Overproduction could lead to run away costs.
TOP GLOBAL ADVERTISING COMPANIES

Ameredia Arnold Worldwide Arnold Worldwide BBDO Doyle Dane Bernbach Goodby Silverstein & Partners N.W. Ayer & Son Ogilvy & Mather Saatchi and Saatchi Partnership Advertising
TOP ADVERTISING COMPANIES OF INDIA

Advertising is a big business in this era in India. Indian Advertising industry has witnessed a prominent globalization. With the inception of various divisions, the advertising industry has undergone a sea change. Indian consumer's deepening pocket and blooming markets for ad-spends have touched new heights in India. The Indian Advertising Companies are creating stories and brand experiences in a way that engages and involves.
Ogilvy and Mather This is one of the leading advertising companies in India. This organization believes that devotion to the brand defines the profile of their company. This company has offices across the globe. The objective of the company is to build brands. It is a subsidiary of WPP Group plc. The headquarters of the company is in New York.
J Walter Thompson India One of the most popular companies in the advertising industry is J Walter Thompson India. Their objective is to make advertising a part of the life of the consumers. This is also world's best advertising brand with about 200 offices in 90 countries. This company is the first one to introduce pioneer careers in ad for women sex-appeal ads and also produced the first ever sponsored -TV program.
Mudra Communication Pvt. Ltd This is one of the renowned advertising companies of India. This advertising organization was founded in the year 1980 at Mumbai. Recently the Ad Company declared the addition of public relations, rural marketing, events etc. The head office of the company is in Bombay Area.
FCB-Ulka Advertising Ltd One of the best companies in India in the advertising arena is FCB-Ulka Advertising Ltd. In US, this advertising company ranks third and tenth in the world having about 188 offices in 102 countries. Their aim is to reflect the needs of the brand and not the personality of the brand. It has about 500 professionals and no prima donnas.
Rediffusion-DY&R This Advertising Company of India has made a benchmark in the field of creativity. India's 5th largest advertising company is Rediffusion. This advertising agency offers a wide array of integrated PR services for external and internal communications. The primary strength of the company lies in the media relations.
McCann-Erickson India Ltd The prominent name among the best advertising companies of India is McCann-Erickson India Ltd. They define work in relation to the impact that advertising has on the lives of masses. The testimony of the company in which it firmly believes is the campaign of Coca -cola-'Thanda Matlab Coca Cola'.
RK Swamy/BBDO Advertising Ltd It maintained the record of remaining consistently among the top ten advertising agencies in India. Established in 1973, this advertising reached great heights. This is also India's No.1 research company in the market sector and is fully run by Indians. Brand Equity is an integral part of the company.
Grey Worldwide (I) Pvt. Ltd A significant name in India in the world of advertising agencies is Grey Worldwide (I) Pvt. Ltd. The Company is primarily based in Mumbai and has offices in Kolkata, Ahmadabad, Bangalore and New Delhi. It is a subsidiary of Grey Worldwide. The company specializes in advertising and marketing services.
Leo Burnett India Pvt. Ltd It has a significant presence in about 96 offices in 10 countries. This advertising agency was awarded the 'Worldwide Agency of the Year' in 2004.They are proficient in explaining how a single image is worth thousand words and can break the barriers of language but not at the cost of the ad's emotional power.
Contract Advertising India Ltd This advertising company of India is one of the leading advertising agencies in India. It is one-to-one customer lifecycle management advertising agency. It was founded in 1992 and is situated in Mumbai. It offers a wide range of services like online marketing and strategy and many others.
HIGHLIGHTS ADVERTISING INDUSTRY 2010

The Pitch-Madison study places the advertising industry in 2010 at Rs. 20,717 crore, a 17% increase over 2009. The previous years study had forecast the advertising spend in 2010, to be Rs. 21,314 crore, a 20% growth over 2009 but a slowdown in the 2nd half of 2010 has led to a lower growth rate of 17%. This 17% growth is substantially lower than the 22% growth achieved in each of the previous 2 years. Print continues to hold the largest share of pie at 47%, although Print did seem to loose the steam in 2nd half of 2010 and lost a 1% share compared to 2009. TV is a close no. 2 with 41% of the advertising pie and has gained a 1% share compared to 2009. Print & TV continue to dominate the advertising market with a combined share of 88%. Outdoor, in 2010 grew by 11%, substantially lower than previous years growth rate of 28%. Internet, though on a very small base, grew at 45% and has now reached a respectable size of Rs. 363 crore. Internet advertising contributes only 1.8 % of the countrys total advertising spends. Internet medium was expected to witness 150 per cent growth in 2010. Radio registered a robust growth of 38%, having grown by 68% the previous year.
ADVERTISING OUTLOOK IN FUTURE

As per report by Zenith OptiMedia, advertising expenditure in India is expected to increase from 0.50% of the gross domestic product (GDP) to 0.53% over the next three years. After witnessing an average growth rate of only 12-13 per cent over the last three years, the Indian advertising industry is set to grow 61 per cent by 2010 with advertising spend climbing to Rs 36,731 crore from Rs 22,721 crore this year. The Indian Media and entertainment industry stood at INR 584 billion in 2010, a growth of 12.4 percent over the previous year. Over the next five years, the industry is projected to grow at a CAGR of 12.5 percent to reach the size of INR 1052 billion by 2013, says a FICCI & KPMG report on the sector .The report however, highlights that the market environment has become increasingly challenging for the sector, on the back of economic slowdown and the consequent slowdown in advertising revenues, especially in the last quarter of 2010. Sectors like TV, Print, Radio and Outdoor which depend on advertising revenues were largely affected and this is estimated to continue into the current year too. Whilst continued display of faith by FMCG sector in advertising is likely to help Televisions fortunes, the coming General elections should help the cause of Press, which despite this help is expected to remain flat. The ad market will be boosted by $6 billion in spending from quadrennial events in 2010: $3 billion from the Olympics, $2 billion from the US Presidential and congressional elections and $1 billion from the Euro 2010, says the report.
Cinema and Outdoor are likely to de-grow in 2009.
Advertising Market
Medium
size(08)
Growth %
Share %
TV Press Radio Cinema Outdoor Internet TOTAL
8319 9825 662 129 1419 363 20717
17 16 38 24 11 45 17
40.2 47.4 3.2 0.6 6.8 1.7 100
Table -3.1The Pitch-Madison Media Advertising Outlook for advertising
According to KPMG FICCI Report 2009-2013
M&E Industry (In Rs.Crore) Television Print Radio Internet Outdoor P=Projected
CAGR% (2006-08) 16.7 16.0 19.7 45.2 17.3
2009 P 8820 11480 920 840 1770
2010 P 9710 12380 1030 1100 1980
2011 P 11260 13650 1190 1370 2240
2012 P 13170 15360 1390 1710 2550
2013 P 15550 17430 1630 2140 2930
CAGR% (2009-13) 13.5 10.0 14.2 27.9 12.8
Table 3.2 Outlook for Advertising According to KPMG FICCI Report (2009-13) Advertising spends grew at CAGR of 17.1 percent in the past three years. Going forward, it is expected to exhibit a robust growth rate at CAGR of 12.4 percent over the next five years. Internet advertising is seen at 840 crores in 2009 by KPMG and is expected to have one of the highest growth rates with an expectation to move to 2140 crores by 2013.
SNAPSHOT ON CHILD ENDORSEMENT ON TV DURING 2009
49 per cent growth in Child endorsement advertising volumes on TV during 2009 compared to 2006. Celebrities from Film Industry lead with 81 per cent share of overall Child endorsement advertising pie on TV during 2009. Aerated Soft Drink' was the top category with maximum advertising volumes of Child endorsement during 2009. ShahRukh Khan' had maximum number of advertisers in his kitty during 2009.
(Base: Celebrities from Hindi - Movies & TV Industry and Sports personality considered)
800 700 600 Indexed growth 500 400 300 200 100 0 2003 2004 2005 2006 2007
Graph 3.1 Graph showing Child endorsement on a steady rise since 2003
Child endorsement on TV saw a whopping growth of six times during 2009 over 2003.
Share of Child Profession on TV during 2009.
Personalities frm Film industry drives TV ad volumes(%)

2% 14% 3% TV Actors TV Actress 50% Film Actor Film Actress Sportsmen
31%
Film Industry = 81%
Graph 3.2 Graph showing Personalities from Film industry drives TV ad volume
Film Celebrities had the largest chunk i.e. 81 per cent share of overall Child endorsement on TV during 2009.
Sports and TV personalities took the second and third rank with 14 per cent and 5 per cent share respectively during 2009.
Film Actors accounted for 50% share followed by Film Actress and Sportsmen with 31 per cent and 14 per cent share of Child endorsement on TV during 2009.
Share of Top 10 Categories with Child endorsement advertising volumes.
Top Categories Aerated soft drinks Cellular phone service Toilet soaps Biscuits Shampoos Social ads Tooth Paste Cellular phones Suitings Two wheelers
% Share 7% 5% 5% 4% 4% 4% 3% 3% 3% 3%
Table 3.3 Table showing share of top 10 categories with child endorsement ad volumes
Top 10 categories share aggregates to 40 per cent of total advertising volumes of Child endorsement on TV during 2009.
'Aerated Soft Drink', 'Cellular Phone Service' and 'Toilet Soaps' were at the top three positions of top 10 categories with maximum advertising volumes of Child endorsement on TV during 2009.
Rahul Dravid Sachin Tendulkar Shewta Tiwari Amitab Bachan Shahrukh Khan 0 5 10 15
16 17 19 20 21 20 25
Number of ads
Graph 3.3 Showing Top Celebrities with maximum no. of ads in 2009
ShahRukh Khan, Amitabh Bachchan and Prerna (Shweta Tiwari) were the top three celebrities with maximum number of advertisers.
Rank 1 2 3
Child Saif Ali Khan ShahRukh Khan Amitabh Bachhan
Avg. Ad Duration/ Day 3:27 3:14 2:24
Table 3.4 Showing Top three Celebrities Visibility per day on Television through commercials in 2009. During 2009 top three position of maximum visible child on TV was occupied by Film Actors viz. Saif Ali Khan, ShahRukh Khan, Amitabh Bachhan. As seen above Saif Ali Khan enjoys the highest Visibility in a day.
Introduction of Child: It is the years between birth and development, (Baron, 286), the convention on the rights of child, however calls a child every human being below the age of eighteen years unless under the law applicable to the child, majority is attained earlier. Most countries do not provide citizenship cards to their citizens unless they are 18 years old. In case of South Asian Countries, according to the SAARC convention on Regional Arrangements for the Promotion of Child Welfare in South Asia, 2002, Child shall mean a national of any Member State of the South Asian Association for Regional Cooperation (SAARC), below the age of eighteen years unless, under the national law, majority is attained earlier. Until they are 18, the children are the responsibilities of their parents, or legal guardians (Article 18, Convention on the Rights of child, 1989). According to this SAARC convention, parents are obliged to develop childs personality, talent, mental and physical abilities. Parents are the legal guardians; they have the primary responsibility for the upbringing and development of the child. Since family is the fundamental unit of the society and also the nurturing environment for the growth and well-being of children, necessary protection and assistance should be afforded by the family. Childhood is also entitled to special care by the Universal Declaration of Human Rights.
Working child: Special care here includes basic services like education, health care, with special attention to the prevention of diseases and malnutrition, as the cornerstone of child survival and development, policy of development, and a national program of action that facilitates the development of the child (Article IV- 2, SAARC Convention on regional Arrangements for the Promotion of Child Welfare in South Asia, 2002). Special care is looked after by the state parties. They ensure that hazardous and harmful labor also known as the evils of child labor is abolished (Article IV- 3, SAARC Convention on regional Arrangements for the Promotion of Child Welfare in South Asia, 2002). In this regard, state parties are the ones who recognize the right of child to be protected from economic exploitation and from performing any work that is likely to be hazardous or to interfere with the childs education, or to be harmful to the childs health or
physical, mental, spiritual, moral or social development. In addition to this, state parties should provide minimum ages for admission of employment and also appropriate regulation of the hours and conditions of employment (Article 32, 1, 2(a) (b) Convention on the Rights of child, 1989). Is a working Child a child labor? Child labor is not completely abolished. Examples of children working in quarries, factories, coal mines can be found in Nepal. To qualify to be a labor, a child has to be employed that is the child is paid for the work. Also considered are the work hours, the kind of work and parents consent. When Children work in a field with their parents; or help around the house doing some minimal chores like washing dishes and washing his or her own garments, they are not laboring. But a child working in a coal mine in Dang, with very strange working environment is laboring (Prabin Gautam, South Asian Childrens Fund). What about child performers then? Child performers are under 18 years of age. Child performers or actors in the media work for the concerned media be it movies, advertising, television series, or even dance programs. Though they are known as artists, the fact cannot be overlooked that they are working. They are paid for their work and they have working hours sometimes very late. Child Actors: The term child actor is generally applied to a child acting in motion pictures or television, but also to an adult who began his or her acting career as a child; to avoid confusion the latter is also called a former child actor. Programs and movies that have all the members of the family as target groups usually have children acting in them. Be it Disneys family movies or sitcoms which air before the child audience goes to bed. Hollywood and Bollywood (Indian Film industry), may have used child actors. With their movie making expenditure in millions of dollars, and a wide range in audience, these industries may be at the front exploiting the child for their benefit and calling it art.
Parents consent on child development: Child performers cannot perform without the consent of their parents. Parents are given full control to the amount of money provided to the child until they are 18. But recently, Coogan Law makes Employers of child performers will be required under a new law to set up trust funds and place 15 percent of the children's annual incomes in individual accounts. This law is modeled after a California law named for the child actor Jackie Coogan whose parents spent much of his $4 million fortune in the 1920's and 30's before he turned 18. The trust funds are to be turned over to the children at age 18. The law also requires theatrical employers to pay for tutors for young stars who do not regularly attend school. Parents hold the key in letting their child enter the show business. They are decision makers in the development of the child. There are numerous examples of former child actors claiming abusive childhood. "There's no possibility of a family not being deeply affected by the kind of child we have today," said Jeanine Basinger, chairwoman of the film studies department at Wesleyan University, who is working on a book about movie stardom. The more famous and powerful the child is, the more potential there is for a distortion of family life and for difficulties trying to work out family problems, those who know the industry say. Families have been vulnerable to childhood fame since the earliest years of moviemaking. Diana Serra Cary, a child movie actress who became famous as "Baby Peggy" in the 1920's and has since become a chronicler of Hollywood through several books, including "Hollywood's Children: An Inside Account of the Child Star Era," said she could often hear her parents fighting over her and her money. She said her mother worried constantly about how her father, a horseman and rancher who worked as a stuntman in westerns and became his daughter's manager, was spending the hundreds of thousands of dollars coming in from Baby Peggy's work. Gary Coleman from the cast of Different Strokes was adopted. He started his acting career when he was 8 years old. The show ran for 5 seasons and he grew up on the show. Complexities surrounded him after that. He could never shake his early '80s fame, becoming train-wreck curios through the '90s and onward. Coleman successfully sued his
parents and was sued himself, showing up in the court of Judge Mills Lane, where he was ordered to pay an autograph seeker $1,665 for hospital bills suffered after a fight
Claiming an abusive childhood led to his downward spiral, Corey Feldman was legally emancipated from his parents by age 15, went party wild and was arrested in 1990 for heroin possession.
Typically, according to former child actors and professionals involved in children's careers, family roles begin to fray once the actor's work starts to determine where the family lives, or whether one of the parents gives up a job. Parents may struggle emotionally with being out-earned and upstaged by a child not old enough to drive; children, for their part, have to contend with being the family's meal ticket. There will be considerable changes in the cognitive, physical, and social relationship in childhood (Baron). As Oxford advanced learners dictionary has defined child as a person who is easily influenced by ideas and attitudes of a particular time, in other words, they are a support group, supported by the parents or guardians. They need the support of their parents to develop into an individual. To give this special care to them as individuals, they are also called minorities. James W. Nickel, the author of Making sense of Human Rights says, Children are odd minority. They are found in all counties, cultures, religions, and income categories. But they do have some distinctive problems and vulnerabilities that the Conventions of Rights of the Child (like articles 5 and articles 27.2) attempts to address (Nickel, 160). Articles 27.2 of this convention talks about the role of parents, Parent(s) or others are responsible for the child have the primary responsibility to secure, within their abilities and financial capacities, the conditions of living necessary for the childs development (Article 27.2, Convention of Rights of Child, 1989). The convention also gives some framework for letting parents do their job by setting the area for state parties. On childs health, the state parties, are obliged to pursue full implementation of the health right should take appropriate measures to ensure that all segments of society, in particular parents and children, are informed, have access to education and are supported in the use of basic knowledge of child health and nutrition,
the advantages of breastfeeding, hygiene and environmental sanitation and the prevention of accidents (Convention on the Rights of Child, 1989). Child development and stress of a working child: Childs development begins from a little fetus. There are many diseases that can be transmitted from the parents to the child for example, rubella, German measles, chicken pox, mumps, tuberculosis, malaria, syphilis, herpes, and even AIDS. When newborns contract this disease, they may suffer many harmful effects, ranging from paralysis and brain damage through deafness and blindness; the disease is fatal for many babies (Baron). After the child is born, the development is gradual and they learn from an environment set up by the parents. At about the age of 12, most children enter the final stages of cognitive development- called formal operations. During this period, major features of adult thought make their appearance. While children in the earlier stage of concrete operations or the stage that children become permanence objects, they can do so only about concrete objects. In contrast, those who have reached the stage of formal operations can think abstractly; they can deal not only with the real or concrete but with possibilities- events or relationships that do not exist, but can be imagined (Baron). This is a normal process. But adding the clause fame, the feeling of had been there done that into the picture can be dangerous. Former child actor Paul Petersen once said, "Fame is a dangerous drug and should be kept out of the reach of children." (Goldrup) By 13, Drew Barrymore, a former child actress herself, famed for her performance in big budget movies like E.T, had already entered rehab. As she says in her autobiography: "I had my first drink at age 9, began smoking marijuana at 10, and at 12 took up cocaine" Barrymore rehabilitated herself. But many others are not so lucky, for example, actress Judy Garland, from the first color adaptation of the book The Wizard of Oz is also a victim of this. Though never at a loss for talent, Garland was afflicted by a barbiturate (drugs that act as depressants, reducing activity in the nervous system and behavior output) addiction, allegedly beginning while a child star at the studio. She was suffering from erratic behavior, reported suicide attempts and heavy drinking. In 1969, just 12 days after her 47th birthday, she was found dead in London from an overdose of barbiturates
Anissa Jones or Buffy from late '60s/early '70s TV show "Family Affair" died in 1976 of a drug overdose. The product of divorced parents and some deep-seated personal and substance issues, Jones died at age 18 at a friend's house in Oceanside, Calif. In her own morbid way, Jones laid the downward path for the other child stars that followed, particularly child television stars. The child actor may experience unique and negative pressures when working under tight production schedules. Large projects which depend for their success on the ability of the child to deliver an effective performance add to the pressure. The children use the formal operations model of thought, to construct sweeping theories about human relationships, ethics, or political systems. This can be very harmful for child actors who experience work related stress at an early age, are as examples show. Most adults spend more time at work than in any other single activity. It is not surprising, then, that jobs or careers are a central source of stress. Some of the factors producing stress in work setting are obvious, for example being asked to do too much in too short a time. Interestingly, being asked to do too little can also cause stress (Baron). Any work related environment consists of stress. Children working in big budget movies may as well have stress levels above the charts. Some authorities estimates that stress plays some role in 50-70% of all physical illness (Baron), in adults. When individuals experience stressful life events, their health often deteriorates. Holmes and Masuda in 1974, studied stress and its harmful effects, they have listed out lifes events and the stress they cause. At number 1 is death of a spouse. While, In their list, at number 8, Getting Fired at work; at number 16, Change in financial state; at number 18, Change to different line of work; at number 22, Change in responsibilities at work; at number 27 Beginning or ending school; at number 30, trouble with boss; at number 31 change in hours or conditions; and at number 33, change in schools (Baron). Stress may be a part of daily life. But when children become adults, and make money for their family, their stress levels rise. Except number 1, the death of a spouse, all the other stress causes are very real to child actors. From getting fired at work because of bad performance which may result to change in financial state which may occur because of change to a different line of work where previously the child may be getting paid in 7or 8
figures by television series or big budget movies, and the child sees the figures droop to 3 to 4 figures. Schools- the basics of development: Many children forgo stress in the playground. It is the right of child to rest and leisure, to engage in play and recreational activities appropriate to the age of the child and to participate freely in cultural life and arts (Article 31, Convention on the Rights of Child, 1989). Studies have reported that while coping with stress, females tend to seek social support from friends or to engage in emotion-focused strategies (Baron). Same can be said for children who would find it much better to cope with stress with friends and in schools. Child actors miss schools more than normal students. Although Compulsory education laws mandate that the education of child actor is not disrupted while the child is working. The child may do schoolwork under the supervision of a set teacher while on the set. In school, children do not merely acquire new information that contributes to their cognitive growth; they also have the opportunity to acquire, and practice, many social skills. They learn to share, to cooperate, and to work together in groups to solve problems. And, perhaps most important of all, they acquire growing experience in forming and maintaining friendships- relationships involving strong affective (emotional) ties between two persons (Baron). Child actors working in television series do not suffer from this more than children working in movies. These children have to cope with working outside of home, they miss school. Sunny Bupp- child actor from the classic film Citizen Cane says, "Youre in school and out of school, in school and out of school. There was never any continuity"(Goldrup). Many huge corporations though have on set tutors. On set tutors cannot be peers with the working child. Delmar Watson from television series Our gang says, The bad thing about working in pictures was that you could never have any after-school activities. You would get out of school at three o'clock and you always had to come right home because you might have to go out on an interview. You never knew when the studio was going to call. They knew
you were in school so they would set interviews for four or four thirty in the afternoon. Therefore, you couldn't have after school baseball or football. (Goldrup). Friendships Friendships also contribute to emotional development, by giving children opportunities to experience intense emotional bonds with persons other than the caregivers and to express these feelings in their behavior (Baron). In sum, through a wide range of experiences in school-and especially through the formation of friendships- children expand their social and emotional skills and acquire the skills needed for forming close and lasting relationships with others (Baron).
For Example: Ponds Cold Creams Ponds offer different cash discounts to the retailers fordifferent quantities. 2% discount on 10000 Purchase 3% discount on 15000 4% discount on 25000 or Ponds offer A PVC jar Free on Purchase of 100 (100gm) Cold Cream. A 'pull' sales promotion strategy focuses more on the consumer instead of the reseller or distributor. This strategy involves getting the consumer to 'pull' or purchase the product/services directly from the company itself. This strategy targets its marketing efforts directly on the consumers with the hope that it will stimulate interest and demand for the product. This pull strategy is often used when distributors are reluctant to carry or distribute a product. For Example: Ponds offer low introductory prices to the customers like in case of their new product AGE MIRACLE, They give some complementary gifts. A 'combination' sales promotion strategy is just that; it is a combination of a push and a pull strategy. It focuses both on the distributor as well as the consumers, targeting both parties directly. It offers consumer incentives side by side with dealer discounts
For Example A) Tiger Biscuits: Britannia has entered in to the rural market by participating in rural melas and displaying its down market brand Britannia Tiger Biscuits. These rural melas and weekly haats have become more popular medium of rural advertising by the media planners. Apart from stockists and substockists, Britannia has used traditional haats and melas to promote the Tiger brand. It has made the ongoing Kumbh Mela a major promotion and sales outlet. Whenever they come to know of a major mela or haat, they ensure that their brand is stocked in large quantities. There are hoarding, which are put up by the company in the rural areas. The hoardings are mostly put up with complete information regarding the product. The information is given in the local language in order to let people know about the product. The hoardings also have the mascot tiger which emphasises a strong healthy individual. T.V. The various ad campaigns throughout the country are done by preparing a single advt but the language in which it features is according to the regional language of that state. The ads include famous personalities like Saurav Ganguly. The ads mainly focus on the children and emphasise a strong diet for a healthy mind and body. School children in rural areas are often given small packs at a confessional rate and at times they are distributed as free samples B) Parachute Oil: With the objective of creating awareness for Parachute Coconut Oil pouches in towns with less than 20,000 population in Tamil Nadu, and in order to convert loose oil buyers into Parachute pouch customers, Marico Industries launched a van campaign. The communication Strategy focussed on getting women out of their homes to participate in the van campaign, which was aime exclusively for them and for the first time conducted by women. Marico showed a 25per cent conversion from loose coconut oil usage to Parachute Pouch Pack, post van campaign and a substantial increase in sales from the campaign areas. Promotional Activities in 2009 Hindustan Lever, the fast moving consumer good giant has reduced promotional offers in 2009 as it focused on profitability at a time when volume growth was back. Hindustan Lever which has launched a slew of offers in year 2008, like the 'buy three, get one free' offer on the Rs 75 multipack of Lux, which is its second largest selling soap brand has withdrawn the offer. Lux has a market share of 15.5 per cent in the Rs 7,500 crore soap markets. HUL has also raised the price of the 400 milligram Clinic Plus shampoo Rs.139 to Rs.154. Clinic Plus has a market share of over 25 per cent in the Rs.2,500 crore shampoo market. HUL has been affected by the volatility in 2008 the most, with the company losing market share across all its key soap, detergent and oral care categories. So in a bid to get the volumes back, HUL went in for consumer offers and aggressive advertising. This move worked, as the company saw a 2 per cent volume growth in the June quarter of 2009 financial year compared to a 4 per cent decline in the previous quarter of the previous year. Wipro Consumer Care has revised its consumer offer on Santoor soaps 'Buy 2 and get a Reynolds pen free' to Rs.1 discount on a soap bar of Rs.18. Its not the case that all market players followed the same line, though. For instance, ITC launched promotional offers for its soap brands in select markets. ITC is offering a 2 +1 scheme on the Superia and Vivel Di Wills soap. It also has a 'buy four and get one free' offer on
its Vivel soap. 70 per cent of the category sales in case of shampoos sachets are dominated by players like ITC and CavinKare which are running '25 per cent extra' schemes. Repositioning and Repromoting Organics When Organics was first launched on the platform of root nourishing shampoo, consumers were sceptical towards the positioning. No one wanted to spend thirty six percent extra when compared to Pantene. Consumers were happy using coconut oil to strengthen the roots. What did Levers do to push the product? 'Buy one get one free'(BOGOF) on every small pack of Organics. The surprising aspect is that this promotion failed to work for Levers. The next step that HLL took was of repositioning Organics. They found out that the common problem in India was hair breakage. Glucosil was added to the product for healthy hair and the product was now revamped on the grounds of beautiful and healthy hair. Where promotion was concerned, HLL used an entirely new outlet - bookstores! Contestswere conducted there and the winners were given Organics hampers. This exercise helped a lot in brand recall thereby placing Organics on the map of the consumers mind. Thats the power of sales promotions in building a brand! GCPL (Godrej Consumer private Ltd) With the new strategy of tapping the middle and lower ends of the market, Godrej expects the Godrej brand name to work for him. In the low income housing market, known for fly-by-night builders, the Godrej name will be leveraged more. With all this is mind, Godrej launched the group_s first ever ad campaign for the Godrej brand rather than for its individual brands such as Cinthol soap or Godrej Hair Dye. Aimed at packaging the brand for younger consumers, the campaign showcased the group_s products for the space programme, and included sponsorship of the Indian Premier League and a show created to promote the Godrej products range, called Godrej Khelo Jeeto Jiyo. Godrej says the group will continue to build on branding. Group companies have used the campaign to target their individual advertising better. For instance, Godrej Consumer now buys ads more on Doordarshan because the brand campaign takes care of cable television. It means Godrej Consumer has an advertising budget lower than most competitors. Trial pack campaign Conscious about your Teeth? Then get a free trial pack and free oral dental advice from colgate. Colgate is a famous toothpaste company. It is giving free trial pack and free oral dental advice. To get the free trial pack, you need to fill a form which includes your personal information, contact details and other information. In personal details, you need to submit your name, email ID and occupation. In contact details, you need to submit your address, city, pincode, area, state, landline number and mobile number. Other information includes the questions like How did you come to know about this offer/promotion and Currently used Toothpaste Brands. COLGATE'S BRIGHT SMILES, BRIGHT FUTURES The Colgate Bright Smiles, Bright Futures Oral Health Educational Program worldwide was developed to teach children positive oral health habits of basic hygiene, diet and physical activity.
This Program also encourages dental professionals, public health officials, civic leaders and most importantly, parents and educators to come together to emphasize the importance of oral health as part of a child's overall physical and emotional development. Under this Program conducted by Colgate-Palmolive, India children in primary schools receive instructions in dental care from members of the dental profession nominated by the Indian Dental Association. Education is imparted with the aid of audio-visuals and printed literature created by the company. Free dental health care packs, including samples, are also distributed by the company to encourage the practice of oral hygiene. Teachers Training Program is an integral part of the School Dental Health Program, conducted regularly across the country to promote preventive dental health care.Colgate
Amul: the taste of India
Amul, the brand recognized worldwide as a vision of the 2 million dairy farmers in India was formed and established by the Gujarat Co-operative Milk Marketing Federation (GCMMF) and the brand evolved its name from the Sanskrit word Amulya which means precious. The godfather of Amul, Dr.Verghese Kurien has taken the brand from being local to being global. Amul has also established a unique advertising strategy for its prime product that is Amul butter. The company like other companies does advertise on television and other media but the most unique advertisements from Amul are the large hoardings that the company puts up around the city. The hoardings contain humorous messages reflecting the current social, political, cultural on goings in the society. May it be commenting on Sachin Tendulkars Ferrari or the elections or Salman Khan threatening Aishwarya Rai, if it is famous then it has to be on an Amul hoarding. The company has achieved tremendous response for its hoardings which have been on since Amuls inception. The company also duplicates the same on its butter packs. According to Gerson Da Cunha who has worked on these ads, it is a humorous way to drive home the message. Amul also has its mascot the Amul butter girl being featured in all its ads. Some of the ads are given below:
Box-office debacle of Ram Gopal Verma's Bollywood movie "AAG" - Arrival of evil, a remake of yesteryear classic favourite entertainer Sholay. Below is the picture depicting the incident in a humorous way and as always it was a hit with the masses. The print people were also equally impressed with the advertisement.
DATA FINDINGS
1. Which media do you prefer most while looking for information about any product? a. Television b) Radio c) Newspapers d) Magazines e) Internet
5 4.5 4 3.5 3 2.5 2 1.5 1 0.5 0
18-25 25-35 35-40 40 above
2.
What persuades you to purchase the product?
a. Advertising b) Word of mouth publicity c) Necessity d) Availability e) Trend
5 4.5 4 3.5 3 2.5 2 1.5 1 0.5 0 advertising WOM trend availability necessity A B C
3 Have you ever made a quick purchase of the product as soon as you saw the advertisement because it had cute looking kids and the ad was attractive? a) Yes b) No c) No Answer
A B
13%
50% 37%
4. What is the main element of a television advertisement which attracts you the most? a. a.)Brand Ambassador b.)Price of the Product c) Brand Name d)Quality e)all.
16 14 12 10 8 6 4 2 0 BA BRAND PRICE QUALITY ALL 40 above 35-40 25-35 18-25
5. Do children in the advertisement really effect your buying behavior? a. a)Yes b)No c) sometimes d)maybe
a b c d
20%
20%
20% 40%
6. When a product is being endorsed by your child artist then will you a)Watch the advertisement b)buy a product c)Hardly make a difference to you.
A B C
13%
50% 37%
7. Why do you think the child actor/actresses are made brand ambassadors for the product? a. b. c. d. e. Due to their mass appeal People buy product because they are in ad Increases their sale Helps in easy brand recall Creating brand awareness
a b c d e
14% 29% 14%
14% 29%
Q9 Which product category can be best endorsed with the help of the children? a. b. c. d. e. f. Electronic goods Perishable products Cosmetics Infrastructure products like cements/ stones, etc. Educational Institutions All of these
PRODUCT CATEGORY
a b c d e f
8% 8% 42% 17% 8% 17%
INFERENCE
The study entitled Influence of children on consumer buying behaviour was carried out to assess in what ways does the use of celebrities impact consumer buying behaviour. Over the years the use of celebrities for endorsements has been on a rise in India .The foremost objective of the study was to identify the impact of child endorsement on consumer buying behaviour. The other objectives of the study were study were
To identify if child endorsement advertising is more attention getting and memorable than other kind of advertising. To identify how child endorsed advertisement is perceived. To identify who make the best child endorser. To identify the sector for which child endorsement is perceived to be most suited. To examine the relationship between endorsements and brand there by unearthing risks and returns related to this strategy. To investigate the perceptions about multiple product and multiple child endorsements and impact of multiple product and multiple child endorsement on recall and remembrance of advertisements.
The relevant data was collected from 100 consumers in chandigarh through structured questionnaire. The collected data was analyzed in the previous chapter using various statistical tools. The summary of findings is elicited, the conclusions are drawn and suggestions are made in this chapter.
CONCLUSION
Though there have been laws and conventions where the childs welfare is protected, these groups of children who appear almost every-day in living rooms and cinema theatres are always the minorities. Their rights have been overshadowed by the large amounts of money. Maybe that is how it is in the The Screen Actors Guild, which has about 5,200 members between the ages of 7 and 17, also has a young performers' committee to address the concerns of young actors. Also active are Minor Consideration, which has dealt with issues of young performers in acting, music and sports since the early 1990's, and more recently, Biz Parentz, which formed to teach families about the entertainment business. (Navarro, Star Kids, Family Stress) Family may be the only entity that can save their children from the price of fame and developing a child. Parents care about their child more than any other people. Lisa Rapport in her research The Relationships between Professional Experience, Parenting History, and Adult Adjustment from Wayne State University concluded that, The environment of the entertainment industry is not necessarily toxic to normal development. Instead, the results support the well-established theory that good parenting serves as a buffer for life stress.
RECOMMENDATIONS
Child endorsements are the norm of the day today. However a Child can not ensure that he will increase the sales of the brand. As quoted by Shah Rukh Khan recently "I cannot take a brand forward. Just because my face is there, people are not going to use it," Despite this companies continue to use celebrities to be their brand endorsers hoping that Child endorsements would help build strong brand preference in the minds of consumers. Companies look for a synergy between the brand and the child's personality to connect better with their target audience. Companies need to take care that the celebrities they select should not overpower their brand and consumers should see a clear connect between the brand and the child. Continuous feedback from the target audience will help companies in understanding which child works well for their brand. Once the click happens, then the Child becomes a brand champion rather than a one off endorser. Some of the suggestions for advertisers and brands involving child endorsement are: Advertisers should consider a childs career prospects to generate and maintain high consumer awareness when choosing the right child to work with. Additionally, advertisers should examine whether consumers will believe that a child actually would use the product and that he or she is truly involved in the product design Child endorsements will be more effective when used consistently over time to increase the strength of the link between the child and the endorsed brand.
When using a child endorser, keep the ad execution simple, clean, and free of irrelevant design elements. Focus on the child and the brand together.
When selecting a child endorser, choose a child who is not already strongly associated with another product or service.
When selecting a child endorser, consider carefully the fit, congruence, or belongingness of the child and brand.
Test potential brand/child combinations to ensure that the impression and image of the child is positive for the target audience.
Child endorsements will be more effective for less familiar brands Child endorsers will be more effective for brands for which consumers have limited knowledge/facts.
Child endorsers will be more effective when integrated across the elements of the marketing mix.
Caution in choice of child endorser is warranted given the potential risk of tarnishing the brands image.
Research the impact of the child endorsement on your target consumers Use qualitative and quantitative measures of effectiveness. Feed the results back to the child so they understand their value Equally important to partnering with the right child is producing products and packaging of the highest quality. Celebrities will generate the awareness that draws consumers to the store, but the best way to ensure a successful licensing program is to produce high-quality products that are compelling and competitive in terms of both price and design
The success of a brand through child endorsement is a cumulative of the following 14 attributes. Greater the score of the below parameters, greater are the chances of getting close to the desired impact.
CelebrityTarget audience match Celebrity Product match
Celebrity credibility
Fit with the advertising idea Celebrity popularity
Celebrity controversy risk
Celebrity profession
CELEBRITY ENDORSEMENT
Multiple Endorsement Celebrity attractiveness
Whether celebrity is a brand user Celebrity Regional Appeal Factors Celebrity availability
Celebrity values
Cost of acquiring the celebrity
Figure 5.1 Showing attributes for effective child endorsements
MY LEARNING
This study helped me to gain a profound understanding of the advertisement industry in general and child endorsements in particular. This study helped me comprehend the rationale behind the ever growing use of celebrities for endorsements. Through this research I understood the various intricacies involved in child endorsements, the benefits and the risks associated with child endorsements. This study helped me understand why is it that the celebrities who create magic with certain brands fall flat on their face trying hard to get another going. More importantly this study helped me to understand the various facets of consumer behavior and the influence the child endorsement has on consumer behavior. Although there is no exact science that would describe how child endorsements can be used to achieve desired results this study certainly helped me understand what an advertiser must consider and concentrate on before deciding to a use a child to endorse a particular brand. During the process of interaction with the respondents I realized the diversity of ideologies that people posses and how important it is to deal with different people in different ways.
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http://issuesinimc.wikispaces.com/Advantages+and+Disadvantages+from+using+ce lebrit y+endorsement http://www.broadcastnewscorp.com/html/production.php http://www.utalkmarketing.com/Pages/Article.aspx4187&Title=White_Paper._Chil d_ Endorsement_2010 http://www.asuku.com/forum/viewtopic.php?t=4649 http://www.nerve.in/subscribe.php?xml=brand_ambassador http://news.webindia123.com/news/Articles/Business/20090208/586975 .html http www.emeraldinsight.com_Insight_ViewContentServlet_Filename=_published_e meraldfulltextarticle_pdf_0070381109.pdf http www.emeraldinsight.com_Insight_ViewContentServlet_Filename=_published_e meraldfulltextarticle_pdf_0701050407.pdf http
www.emeraldinsight.com_Insight_ViewContentServlet_Filename=_published_e meraldfulltextarticle_pdf_0770130603.pdf http www.emeraldinsight.com_Insight_ViewContentServlet_Filename=_published_e meraldfulltextarticle_pdf_0960110102.pdf http www.emeraldinsight.com_Insight_ViewContentServlet_Filename=_published_e meraldfulltextarticle_pdf_0770150604.pdf J:\bandg\Emerald FullText Article Factors predicting the effectiveness of child endorsement advertisements.htm. Baron. Robert A, Psychology, Dorling Kindersley(India), 2007 Nickel. James W, Making Sense of Human Rights, Blackwell Publishing (United Kingdom), 2007 Convention on the Rights of child, 1989 SAARC Convention on Regional Arrangements for the Promotion of Child Welfare in South Asia, http://www.saarc-sec.org also from: Sharma, Gopal, International Institutions, Human Rights and Humanitarian law, Pairabi Prakashan (Kathmandu), 2006. Morgan. Kim, When Young Stars Burn Out, MSN news http://movies.msn.com/ Navarro. Mireya, Star Kids, Family Stress, The New York Times, 2005 http://www.nytimes.com/2005/03/20/ Wikipedia, Child Actors, http://en.wikipedia.com/child_actor (June 24, 2008) Oxford advanced learners dictionary, Oxford University Press (United Kingdom), 2004 Albin. Stacy, New law for Child Performers, 2003 http://query.nytimes.com/,

Project Report ON Children in TV Ads-Study of A Few Product Advertisements

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Project Report ON Children in TV Ads-Study of A Few Product Advertisements

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PROJECT REPORT ON CHILDREN IN TV ADS-STUDY OF A FEW PRODUCT ADVERTISEMENTS

SUBMITTED BY APRAJITA ROY MASS COMMMUNICATION

1| Aprajita Roy| Project Report| Student of Mass Communication|

2| Aprajita Roy| Project Report| Student of Mass Communication|

Signature (Faculty Guide)

3| Aprajita Roy| Project Report| Student of Mass Communication|

4| Aprajita Roy| Project Report| Student of Mass Communication|

5| Aprajita Roy| Project Report| Student of Mass Communication|

6| Aprajita Roy| Project Report| Student of Mass Communication|

Dentist ka sujhaya hua no 1. brand

Utterly, butterly delicious

Kit-kat break to banta hai

Kuch meetha ho jaaye

Cadburys dairy milk

7| Aprajita Roy| Project Report| Student of Mass Communication|

Boost is the secret of our energy

Tan ki shakti man ki shakti, bournvita Lagey raho!

8| Aprajita Roy| Project Report| Student of Mass Communication|

9| Aprajita Roy| Project Report| Student of Mass Communication|

hindrances in any element of the communication process.

SOURCE DIMENSIONS OF COPY INFORMATION

11| Aprajita Roy| Project Report| Student of Mass Communication|

Figure 1.8 Model of the source dimensions of copy information

12| Aprajita Roy| Project Report| Student of Mass Communication|

13| Aprajita Roy| Project Report| Student of Mass Communication|

14| Aprajita Roy| Project Report| Student of Mass Communication|

15| Aprajita Roy| Project Report| Student of Mass Communication|

EVOLUTION OF ADVERTISING IN INDIA

16| Aprajita Roy| Project Report| Student of Mass Communication|

17| Aprajita Roy| Project Report| Student of Mass Communication|

NATURE OF THE INDUSTRY

19| Aprajita Roy| Project Report| Student of Mass Communication|

20| Aprajita Roy| Project Report| Student of Mass Communication|

PROFILE OF MAJOR ADVERTISING MEDIUMS

Long ad purchase lead time; some waste circulation; no guarantee of position.

Flexibility; high repeat exposure; low cost;

Limited audience selectivity;

21| Aprajita Roy| Project Report| Student of Mass Communication|

low competition. Brouchers Flexibility; full control; can dramatize message.

creative limitation. Overproduction could lead to run away costs.

TOP GLOBAL ADVERTISING COMPANIES

TOP ADVERTISING COMPANIES OF INDIA

22| Aprajita Roy| Project Report| Student of Mass Communication|

23| Aprajita Roy| Project Report| Student of Mass Communication|

24| Aprajita Roy| Project Report| Student of Mass Communication|

HIGHLIGHTS ADVERTISING INDUSTRY 2010

25| Aprajita Roy| Project Report| Student of Mass Communication|

ADVERTISING OUTLOOK IN FUTURE

Cinema and Outdoor are likely to de-grow in 2009.

26| Aprajita Roy| Project Report| Student of Mass Communication|

TV Press Radio Cinema Outdoor Internet TOTAL

8319 9825 662 129 1419 363 20717

40.2 47.4 3.2 0.6 6.8 1.7 100

Table -3.1The Pitch-Madison Media Advertising Outlook for advertising

According to KPMG FICCI Report 2009-2013

CAGR% (2006-08) 16.7 16.0 19.7 45.2 17.3

2009 P 8820 11480 920 840 1770

2010 P 9710 12380 1030 1100 1980

2011 P 11260 13650 1190 1370 2240

2012 P 13170 15360 1390 1710 2550

2013 P 15550 17430 1630 2140 2930

CAGR% (2009-13) 13.5 10.0 14.2 27.9 12.8