Final Project Report

Topics: Brand, Fast moving consumer goods, Brand management Pages: 75 (18724 words) Published: April 19, 2015

PROJECT report
on

“A STUDY TO ANALYSE THE EFFECTIVENESS OF ADVERTISEMENT ON BRAND EQUITY OF FMCG BRANDS ”

Presented to School of Management Studies
in fulfillment for the award of
Masters of Business Administration

GUIDED BY SUBMITTED BY Prof. B.B.Singla Sukhdeep Singh Roll No.6296
MBA-II (Marketing)

PUNJABI UNIVERSITY PATIALA

DECLARATION

I Sukhdeep Singh hereby declare that the project work titled “A STUDY TO ANALYSE THE EFFECTIVENESS OF ADVERTISEMENT ON BRAND EQUITY OF FMCG” is original work done by me and submitted to the Punjabi University for the fulfillment of requirements for the award of Master of Business Administration (MBA) IV semester under the guidance of Prof. B.B.Singla.

Sukhdeep Singh MBA-II year (Marketing) Roll no. 6296

ACKNOWLEDGEMENT

I offer my gratitude to those who have spent their precious time, interest and continued encouragement through the study and for the completion of my project.

I would like to thanks to our project guide Prof.B.B.Singla for their encouragement and support throughout the course of our project.

Last but not the least, I express my gratitude to all those who directly & indirectly direct me for successful completion of the project.

Sukhdeep Singh MBA-II year (Marketing) Roll No. 6296

TABLE OF CONTENT

INTRODUCTION

In the dictionary definitions of advertising it does not tell us too much about the modern uses or functions of this business tool. They tell you that Advertising means to make know, to inform, to attempt, to persuade etc. One definition, found in ‘The Reader Digest Great Encyclopedia Dictionary’, says advertising is the act or practice of attracting public notice so as to create interest or induce purchase, also any system or method used for such purposes. Many people would accept this definition as simple and compact, but it is too broad. Advertising is a non-personal, multiple presentations to the market of goods, services or commercial ideas by an identified sponsor who pays for the delivery. In essence, advertising is a substitute for human salesman talking personally to an individual prospect or customer across a store, counter, or desk or an open door. And as a substitute for the human salesman, advertising has the same function, abilities and attributes as the human salesman, although usually in less effective form. It is less effective than personal selling, principally because it must be designed to appeal to a mass audience, in contrast with the personal salesman ability to tailor his message to each individual prospect and because again unlike the personal salesman, it has no opportunity to talk objections. As a substitute and an extension of personal selling, advertising also has many of the same characteristics as the personal salesman. It can be hardworking and efficient, or lazy and wasteful. It can be upright and honest or slick and shady. It can tell its story calmly and quietly without hyperbole, or it can shout in your ear. It can address you as though you were a rational, thoughtful human being. It can be serious and thoughtful, or flip and humorous, it can reason with you, or entertain you, flatter you. It can be all...

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