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Synopsis of research methodology

Topic:Indias most effective ad. Campaigns

Submitted by: Harpreet kaur Rol no.30/s1003

INTRODUCTION
Advertising is a form of communication intended to persuade an audience (viewers, readers or listeners) to take some action. It includes the name of a product or service and how that product or service could benefit the consumer, to persuade potential customers to purchase or to consume that particular brand. It can also serve to communicate an idea to a mass amount of people in an attempt to convince them to take a certain action, such as encouraging 'environmentally friendly' behaviors. Modern advertising developed with the rise of mass production in the late 19th and early 20th centuries. Commercial advertisers often seek to generate increased consumption of their products or services through branding, which involves the repetition of an image or product name in an effort to associate related qualities with the brand in the minds of consumers. Different types of media can be used to deliver these messages, including traditional media such as newspapers, magazines, television, radio, outdoor or direct mail; or new media such as websites and text messages. Advertising may be placed by an advertising agency on behalf of a company or other organization. Non-commercial advertisers that spend money to advertise items other than a consumer product or service include political parties, interest groups, religious organizations and governmental agencies. Non profit organizations may rely on free modes of persuasion, such as a public service announcement. In 2007, spending on advertising was estimated at more than $150 billion in the United States and $385 billion worldwide. The most important element of advertising is not information but suggestion more or less making use of associations, emotions (appeal to emotion) and drives dormant in the subconscious 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, weaknesses, loneliness, need, uncertainty, security or of prejudices, learned opinions and comforts. All human needs, relationships, 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 into commodity relations although a phenomenon intrinsic to capitalism, has expanded exponentially. Cause-related marketing in which advertisers link their product to some worthy social cause has boomed over the past decade. Advertising exploits the model role of celebrities or popular figures and makes deliberate use of humor as well as of associations with color, tunes, certain names and terms. Altogether, these are factors of how one perceives himself and ones self-worth. In his description of mental capitalism Franck says, The promise of consumption making someone irresistible is the ideal way of objects and symbols into a persons subjective experience. Evidently, in a society in which revenue of attention moves to the fore, consumption is drawn by ones self- esteem. As a

result, consumption becomes work on a persons attraction. From the subjective point of view, this work opens fields of unexpected dimensions for advertising. Advertising takes on the role of a life councilor in matters of attraction. The cult around ones own attraction is what Christopher Lasch described as Culture of Narcissism.

REVIEW OF LITRATURE
 Anushree Chandran(2008) in a study (Indias ad industry to grow 9% in 2010) by media agency Zenith Optimedia said that conglomerate Public Group SA, has forecast 9% growth for Indias advertising industry for this year. The agency has also upgraded its forecast for global advertising industry growth from 0.9% to 2.2% for 2010. The survey said the Indian economy withstood the test of global slump and grew at 6-7% in 2009. However, the advertising market reacted sharply to the downturn and grew only at 1% during the year. The study stated that Internet advertising in India will be driven by social media. The survey pegs Internet advertising growth at an annual 25% in the coming three years  Devina Joshi (2009) said that In 2008, Vodafone had unveiled the Happy to Help series during the first season of the Indian Premier League (IPL). With the launch of the second season, Vodafone has given birth to the Zoozoo: a special character created specifically to convey a value added service (VAS) offering in each of the newly released commercials. The interesting point is that there are some 25 such commercials planned under this campaign, 10 of which are already on air. The aim is to release approximately one ad a day, to sustain interest till the end of the IPL.  Rahul Sachitanand, Anusha Subraman (2009) said that In June 2007, Tata Tea became the world's largest tea vendor by volume and decided to leverage its new position to point advertising in this market in a new direction. Rather than promote its brand on the physical and mental platforms of taste, energy and strength, the company decided to elevate advertising to the next level by targeting the intellectual plane. Tata Tea wanted to look beyond the functional aspects of tea advertising and focus on the selfactualization increased civic consciousness and being politically aware that a morning cuppa could offer its consumers.  Ajay chowhan(2010) in his study on Google India targets for online advertising campaign said that Google India is eying small and medium businesses (SMBs) in Gujarat for its online advertisement programmers. Google Indias is has offered new service called Jumpstart for the state. Under this service Google will offer free expert support to SMBs to build an online advertising campaign to attract new customers.  Talluri Prashanth Vidya Sagar and Dr. Nagendra V Chowdary(2010) said that A companys new brand campaign should be extremely powerful particularly when a new brands identity has to be established on top of an existing and already quite established brand. Vodafones Zoozoo campaign was launched with much fanfare and full of

expectations and with the main motto of promoting its Value Added Services (VAS). However, Vodafone had another subtle motto of replacing brand Hutch with that of the Vodafone. As expected Zoozoos or Zoozooperstars have become overnight brand ambassadors of Vodafone and saved the company from the negative impacts of Happy to Help You campaign

OBJECTIVES OF THE STUDY y y y y To find the effectiveness of the advertisements. To find the impact of the celebrities in the brand promotion. To find out the factors which makes an advertisement effective To find impact of an advertisement on consumer behavior.

RESEARCH METHODOLOGY Before examining types of research designs it is important to be clear about the role and purpose of research design. We need to understand what research design is and what it is not. We need to know where design into the whole research process from framing a question to finally analyzing and reporting data. RESEARCH DESIGN In this study Indias most effective ad campaigns the problem and objectives of the study has been clearly defined and as our research is to find out the effectiveness of advertisements, so the research is Descriptive.

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