Advertising Effectiveness of Pond's Lotion

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ADVERTISING EFFECTIVENESS OF POND’S LOTION
CHAPTER 1
1.1 INTRODUCTION:
Advertising or advertizing is a form of communication for marketing and used to encourage or persuade an audience (viewers, readers or listeners; sometimes a specific group) to continue or take some new action. Most commonly, the desired result is to drive consumer behavior with respect to a commercial offering, although political and ideological advertising is also common. Advertising is a public announcement to inform and persuade people to buy a product, a service or an idea. An advertisement would include any notice, circular, label, wrapper or any other document or any announcement made orally, or by means of producing or transmitting light, sound or smoke. The field of advertising was revolutionized with the advent of radio and television as popular media of communication in this century. While the press would cover only the literate population, the radio and television have widely covered both literates and non-literates. Television and radio remain the most popular media in urban as well as rural areas. During the 1990s, the arrival of satellite television and internet has resulted in significant changes in the field. The first Indian ad agency, the Indian Advertising Agency, was launched in the very early years of the 20thcentury. On the other hand, B Dattaram & Co, located in Girgaum in Mumbai and launched in 1905, also claims to be the oldest existing Indian agency! This was followed by the launch of the Calcutta Advertising Agency in 1909. By the 1920sa number of Indian agencies were working from the major Indian cities, the most important being the Modern Publicity Company in Madras, Central Publicity Service in Bombay and Calcutta and the Oriental Advertising Agency in Tiruchirapalli. In1931, the first full-fledged Indian ad agency, the National Advertising Service, was established. During the post independence era, the advertising business was well on its way to growth and expansion. The Indian Society of Advertisers was formed in 1951 and in May 1958, the Society of Advertising Practitioners was established and advertising. Market research and readership surveys led to further professionalization of the advertising industry. Television Rating Points, popularly known as TRP measurements, provided ad agencies with statistical data on consumer/ viewer likes and dislikes and helped them create effective media plans and ad campaigns. Advertisers consider advertising a way to communicate with a particular audience. The overarching purpose of advertising is to increase an advertiser's revenue and encourage purchase of the product or service. The more immediate purposes of any particular advertisement can include: -Awareness of the product category .These are most common with a new kind of product category, for example, when VCRs became available, advertisers ran advertisements explaining how VCRs worked and what they could do, rather than specifically telling consumers to buy a particular brand. The immediate purpose for these ads is education about the product category - the long term purpose is to encourage purchase. A new form of advertising that is growing rapidly is social network advertising. It is online advertising with a focus on social networking sites. This is a relatively immature market, but it has shown a lot of promises as advertisers are able to take advantage of the demographic information the user has provided to the social networking site. Friendertising is a more precise advertising term in which people are able to direct advertisements toward others directly using social network services. While advertising can be seen as necessary for economic growth, it is not without social costs. Unsolicited commercial e-mail and other forms of spam have become so prevalent as to have become a major nuisance to users of these services, as well as being a financial burden on internet service providers. Advertising is increasingly...
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