Effectiveness of Atl and Btl Advertising

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Project Report
On
‘Effectiveness of Below The Line Advertising’
At

IN PARTIAL FULFILLMNT OF THE REQUIREMENTS FOR
MASTER IN MANAGEMENT STUDIES (MMS)

Submitted By
ROLL NO. C-06
MMS (2009-2011)

Submitted To

* DECLARATION

I wish to state that the work embodied in this Project titled ‘EFFECTIVENESS OF BTL ADVERTISING’ forms my own contribution to Management. Wherever references have been made to intellectual properties of any individual / Institution / Government / Private / Public Bodies/Universities, research paper, text books, reference books, research monographs, archives of newspapers, corporate, individuals, business / Government and any other source of intellectual properties viz., speeches, quotations, conference proceedings, extracts from the website, working paper, seminal work et al, they have been clearly indicated, duly acknowledged and included in the Bibliography.

_________________________
Signature of Candidate
Prandya Patil

* ACKNOWLEDGEMENT

This project would not have come to fruition without help, wittingly or unwittingly, of a great many people too numerous to mention. This section provides a platform to recognize and acknowledge those fortunate enough to spring to mind. My Industry Mentor, Mr. Gautam Mazumdar should be commended for the guidance, support, and wealth of ideas he provided in order to see this work completed. Our industry mentors should be commended for the guidance, support, and wealth of ideas they provided in order to see this work completed. The credit of the successful completion of the project goes to our mentors at industry & our college teachers. Thanks a lot to all the unnamed people who kindly responded to the questionnaire, especially our friends in the college.

* Genesis of the report

This project is generated to study the effectiveness of advertising. As we see that advertising has become very essential to enter and sustain in the market. Many companies have their tie-ups with different Ad agencies for their product launch, sales promotion, offers and all other marketing awareness activities. And there is lot of money poured into making of effective Ads. Thus, there is need to study that if the companies or an entity approaching to an advertiser is finding that Ad effective or not? Many companies use various promotional activities to increase their market share. These activities can broadly be classified under two categories. 1) ATL (Above the line) or Mass Promotional Activities.

e.g. Ads on TV or internet, print media, Banners etc.
2) BTL (Below the line) or personalized/Direct marketing. e.g. Tele-calling, promotion via mailing etc.
Companies pour in millions of dollars to promote their brand, create brand awareness and market their services to boost their sales and grab higher market share. So it makes every business sense to know the effectiveness of different media and invest in those which have high effectiveness. The objective of the research was to study the effectiveness of these promotional activities used by businessman and other companies.

TABLE OF CONTENTS:
DECLARATIONi
ACKNOWLEDGEMENTii
Genesis of the reportiii
A.List of Appendices:1
B.Abbreviations and Definitions:1
I.INTRODUCTION:2
II.LITERATURE REVIEW:6
1)Evolution of below -the- line activities6
2)Channels of BTL activities:7
III.BACKGROUND OF THE PLACE OF WORK:10
a)Company Profile:10
b)Services offered:11
c)Media MAXX promotional strategy:13
IV.NATURE AND SCOPE OF THE PROJECT:14
V.OBJECTIVE OF THE PROJECT:15
VI.PROBLEM FORMULATION:15
VII.RESEARCH HYPOTHESIS:16
VIII.RESEARCH METHODOLOGY:16
IX.DATA ANALYSIS:17
X.MANAGEMENT TOOLS AND TECHNIQUES USED:18
XI.FINDING & INTERPRETATION:19
a.General findings from the Research Questionnaire:19
A.Category/Industry Population19
B....
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