Executive summary

The project which I choose is on Cadbury Company which made Confectionery items and
different types of chocolate products. The product which I choose is Cadbury Dairy Milk
Chocolate. Cadbury is a Multinational Company and its business is worldwide.

This project covers the following topics:

The introduction and the history of the company, Advertisement and its effects, Strategic
planning of this company like Vision, mission statement and the customer driven marketing
strategies of that company like ( market segmentation, targeting and positioning).

The project also covers the Four Ps of marketing (Product, Price, Place and Promotional
strategies). It also covers about the Positioning strategy like how company sets its positive
position and in the minds of consumers. It also tells about logo, Slogans and about the target
market of this product.

Micro and Macro Environment of this company also discussed.

At the last my conclusion about the whole marketing process of that companys product
I also give the reference of those websites which provides me relevant material. And the
recommendations about this project.
Concept
Advertisement has become an integral part in todays marketing scenario. In earlier times,
advertisement was not given as much emphasis as it is being given today. The Institute of
Practitioners in Advertising defines the term as: advertising presents the most persuasive
possible selling message to the right prospects for the product or service at the lowest possible
cost. Here we have a combination of creativity, marketing research & economic media buying.
Advertising may cost a lot of money but that cost is justified if it works effectively and
economically.

The word advertising is a Latin word which means to turn attention of people to a specific
thing. It is a paid publicity. According to Oxford Dictionary the word to advertise means to
make generally or publicly known, describe publicly with a view to increasing sales.

Advertising is thus, a mass communication tool, which is essentially in paid form by a firm or an
individual and the ultimate purpose of which is to give information, develop attitudes & induce
action, which are useful to the advertiser.

Advertising presents and upholds the ideas, commodities and services of a recognized advertiser,
which provides as a communication link between the producer and the potential buyers. It gives
the information to the would-be buyers who are interested in seeking the information about a
product and the manufacturer. Advertising may be taken as the most efficient means of reaching
people with product information. Advertising presents a mass persuasion apart from
disseminating information to the prospective buyers about the product and the producer. While
creating awareness and popularity, it seeks to persuade. It is a more effective and extensive and
less expensive way of creating contacts.
COMPANY PROFILE

Cadbury is a British multinational confectionery company wholly owned by Mondelez

International (originally Kraft Foods) since 2010. It is the second-largest confectionery brand in
the world after Wrigley's. Cadbury is internationally headquartered in Uxbridge, west London,
and operates in more than fifty countries worldwide. It is famous for its Dairy Milk chocolate,
the Creme Egg and Roses selection box, and many other confectionery products. One of the best-
known British brands, in 2013 The Daily Telegraph named Cadbury among Britain's most
successful exports.

Cadbury was established in Birmingham, England in 1824, by John Cadbury who sold tea,
coffee and drinking chocolate. Cadbury developed the business with his brother Benjamin,
followed by his sons Richard and George. George developed the Bournville estate, a model
village designed to give the company's workers improved living conditions. Dairy Milk
chocolate, introduced in 1905, used a higher proportion of milk within the recipe compared with
rival products. By 1914, the chocolate was the company's best-selling product. Cadbury,
alongside Rowntree's and Fry, were the big three British confectionery manufacturers throughout
much of the nineteenth and twentieth centuries.

Cadbury was granted its first Royal Warrant from Queen Victoria in 1854. It has been a holder of
a Royal Warrant from Elizabeth II since 1955. Cadbury merged with J. S. Fry & Sons in 1919,
and Schweppes in 1969. Cadbury was a constant constituent of the FTSE 100 on the London
Stock Exchange from the index's 1984 inception until the company was bought by Kraft Foods
in 2010

Cadbury in India

In 1948, Cadbury India began its operations in India

by importing chocolates. On 19 July 1948, Cadbury
was incorporated in India. It now has manufacturing
facilities in Thane, Induri (Pune)
and Malanpur (Gwalior), Hyderabad, Bangalore and
Baddi (Himachal Pradesh) and sales offices in New
Delhi, Mumbai, Kolkata and Chennai. The
corporate head office is in Mumbai. The head office is presently situated at Pedder Road,
Mumbai, under the name of "Cadbury House". This monumental structure at Pedder Road has
been a landmark for the citizens of Mumbai since its creation. Since 1965 Cadbury has also
pioneered the development of cocoa cultivation in India. For over two decades, Cadbury has
worked with the Kerala Agricultural University to undertake cocoa research.

Currently, Cadbury India operates in five categories Chocolate confectionery, Beverages,

Biscuits, Gum and Candy. Some of the key brands are Cadbury Dairy Milk, Bournvita, 5 Star,
Perk, Bournville, Celebrations, Gems, Halls, clairs, Bubbaloo, Tang and Oreo. Its products
include Cadbury Dairy Milk, Dairy Milk Silk, Bournville, 5-Star, Temptations, Perk, Gems (a
version of M&M's), Eclairs, Bournvita,[80] Celebrations, Bilkul [81] Cadbury Dairy Milk Shots,
Toblerone, Halls, Tang and Oreo.
 Topic Description

Advertising is a form of communication intended to persuade its viewers, readers or listeners to

take some action. It usually 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. 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. Advertising may be placed by an advertising
agency on behalf of a company or other organization.

Organizations that spend money on advertising promoting items other than a consumer
product or service include political parties, interest groups, religious organizations and
governmental agencies. Nonprofit organizations may rely on free modes of persuasion, such as a
public service announcement.
History

As education became an apparent need and reading, as well as printing, developed advertising
expanded to include handbills. In the 17th century advertisements started to appear in weekly
newspapers in England. These early print advertisements were used mainly to promote books
and newspapers, which became increasingly affordable with advances in the printing press; and
medicines, which were increasingly sought after as disease ravaged Europe. However, false
advertising and so-called "quack"(fake) advertisements became a problem, which ushered in the
regulation of advertising content.
As the economy was expanding during the 19th century, advertising grew alongside. In
the United States, classified ads became even more popular, filling pages of newspapers with
small print messages promoting all kinds of goods. In 1843, the first advertising agency was
established by Volney Palmer in Philadelphia. At first, agencies were brokers for ad space in
newspapers. N.W. Ayer & Son was the first full-service agency to assume responsibility for
advertising content. It was also the first agency to charge a commission on ads.

In June 1836, French newspaper La Presse was the first to include paid advertising in its
pages, allowing it to lower its price, extend its readership and increase its profitability and the
formula was soon copied by all titles.
In the early 1920s, the first radio stations were established by radio equipment
manufacturers and retailers who offered programs in order to sell more radios to consumers. As
time passed, many non-profit organizations followed suit in setting up their own radio stations,
and included: schools, clubs and civic groups. When the practice of sponsoring programs was
popularized, each individual radio program was usually sponsored by a single business in
exchange for a brief mention of the business' name at the beginning and end of the sponsored
shows. However, radio station owners soon realized they could earn more money by selling
sponsorship rights in small time allocations to multiple businesses throughout their radio station's
broadcasts, rather than selling the sponsorship rights to single businesses per show.
Virtually any medium can be used for advertising. Commercial advertising media can include a
wall paintings, billboards, street furniture components, printed flyers and rack cards, radio,
cinema and television adverts, web banners, mobile telephone screens, shopping carts, web
popup, skywriting, bus stop benches, human billboards, magazines, newspapers, sides of buses,
banners attached to or sides of airplanes ("logojets"), in-flight advertisements on seatback tray
tables or overhead storage bins, taxicab doors, roof mounts and passenger screens, musical stage
shows, subway platforms and trains, doors of bathroom stalls, stickers on apples in supermarkets,
shopping cart handles (grabertising), the opening section of streaming audio and video, posters,
and the backs of event tickets and supermarket receipts. Any place an "identified" sponsor pays
to deliver their message through a medium is advertising.

Television

The TV commercial is generally considered the most effective mass-market advertising format,
as is reflected by the high prices TV networks charge for commercial airtime during popular TV
events. The annual Super Bowl football game in the United States is known as the most
prominent advertising event on television.

Infomercials

An infomercial is a long-format television commercial, typically five minutes or longer. The

word "infomercial" is a portmanteau of the words "information" & "commercial". The main
objective in an infomercial is to create an impulse purchase, so that the consumer sees the .

Radio advertising

Radio advertising is a form of advertising via the medium of radio.

Radio advertisements are broadcasted as radio waves to the air from a transmitter to an
antenna and a thus to a receiving device. Airtime is purchased from a station or network in
exchange for airing the commercials. While radio has the obvious limitation of being restricted to
sound, this becomes its major disadvantage.

Press advertising

Press advertising describes advertising in a printed medium such as a newspaper, magazine, or

trade journal. This encompasses everything from media with a very broad readership base, such
as a major national newspaper or magazine, to more narrowly targeted media such as local
newspapers and trade journals on very specialized topics.

Online advertising

Online advertising is a form of promotion that uses the Internet and World Wide Web for the
expressed purpose of delivering marketing messages to attract customers.

Billboard advertising

Billboards are large structures located in public places which display advertisements to passing
pedestrians and motorists. Most often, they are located on main roads with a large amount of
passing motor and pedestrian.
Mobile billboard advertising

Mobile billboards are generally vehicle mounted billboards or digital screens. These can
be on dedicated vehicles built solely for carrying advertisements along routes preselected by
clients, they can also be specially-equipped cargo trucks or, in some cases, large banners strewn
from planes.

In-store advertising

In-store advertising is any advertisement placed in a retail store. It includes placement of a

product in visible locations in a store, such as at eye level, at the ends of aisles and near checkout
counters, eye-catching displays promoting a specific product, and advertisements in such places
as shopping carts and in-store video displays.

Covert advertising

Covert advertising, also known as guerrilla advertising, is when a product or brand is embedded
in entertainment and media. For example, in a film, the main character can use an item or other
of a definite brand.

Celebrities

This type of advertising focuses upon using celebrity power, fame, money, popularity to gain
recognition for their products and promote specific stores or products. Advertisers often advertise
their products, for example, when celebrities share their favorite products or wear clothes by
specific brands or designers. Celebrities are often involved in advertising campaigns such as
television or print adverts to advertise specific or general products.
.

The Indian advertising industry is talking business today. It has evolved from being a small-scale
business to a full-fledged industry. It has emerged as one of the major industries and tertiary
sectors and has broadened its horizons be it the creative aspect, the capital employed or the
number of personnel involved. Indian advertising industry in very little time has carved a niche
for itself and placed itself on the global map.
 Indian advertising industry with an estimated value of 13, 200-crore has set eyeballs
gazing with some astonishing pieces of work that it has given in the recent past. The creative
minds that the Indian advertising industry incorporates have come up with some mind-boggling
concepts and work that can be termed as masterpieces in the field of advertising.

Advertising agencies in the country too have taken a leap. They have come a long way
from being small and medium sized industries to becoming well known brands in the business.
Mudra, Ogilvy and Mather (O&M), Mccann Ericsonn, Rediffussion, Leo Burnett are some of the
top agencies of the country.

Indian economy is on a boom and the market is on a continuous trail of expansion. With
the market gaining grounds Indian advertising has every reason to celebrate. Businesses are
looking up to advertising as a tool to cash in on lucrative business opportunities. Growth in
business has lead to a consecutive boom in the advertising industry as well.

The Indian advertising today handles both national and international projects. This is
primarily because of the reason that the industry offers a host of functions to its clients that
include everything from start to finish that include client servicing, media planning, media
buying, creative conceptualization, pre and post campaign analysis, market research, marketing,
branding, and public relation services.

Keeping in mind the current pace at which the Indian advertising industry is moving the
industry is expected to witness a major boom in the times ahead. If the experts are to be believed
then the industry in the coming times will form a major contribution to the GDP. With all this
there is definitely no looking back for the Indian advertising industry that is all set to win
accolades from the world over.
 Media Literacy

Media literacy is a relatively new discipline, aimed at teaching individuals and children in
particular to understand and use the media to their advantage. Media literacy is increasingly
recognized by governments and international organizations such as the European Union and the
World Health Organisation as a key tool to help children understand and deal with todays
complex media environment.
 Recent Trends in Advertising

Internet Advertising

Internet Marketing is the online advertisement and selling of products, services or

businesses through the Internet. Online advertising is possible only if one has its own website.
Having a website for a particular business is worthless until and unless people know about your
business and put their trust and likings on services that you provide. So, having a website is just
like having a shop, if people find you, they obviously visit it, and visit it again if they find it
really interesting.

Internet Users in India:

Year Users Usage Source

1998 14,00,000 ITU

1999 28,00,000 ITU

2000 55,00,000 ITU

2001 70,00,000 ITU

2002 1,65,00,000 ITU

2003 2,25,00,000 ITU

2004 3,92,00,000 C.I.Almanac

2005 5,06,00,000 C.I.Almanac

2006 4,00,00,000 IAMAI

2007 4,20,00,000 Internet world star

 Mobile Advertising

Mobile advertising in India is at a very nascent stage compared to markets like Japan, Korea and
West, but many are reported to be preparing to get into the act. The future for mobile
advertising is already here, despite not being on many marketers radars yet. Hundreds of
millions of ads are already being run, click-through rates are much higher than online. The
growth of 3G networks, IPTV and high end gaming on mobile phones will open new avenues for
advertising on mobile.

Freelance advertising

In freelance advertising, companies hold public competitions to create ads for their product, the
best one of which is chosen for widespread distribution with a prize given to the winner(s).
During the 2007 Super Bowl, Pepsico held such a contest for the creation of a 30-second
television ad for the Doritos brand of chips, offering a cash prize to the winner. Chevrolet held a
similar competition for their Tahoe line of SUVs. This type of advertising, however, is still in its
infancy. It may ultimately decrease the importance of advertising agencies by creating a niche for
independent freelancers

Embedded advertising

Embedded advertising or in-film ad placements are happening on a larger scale now than ever
before. Films like Krish had over a dozen placements including Lays, Bournvita, Samsung,
Faber Castell and Hero Honda.

Top ten Advertising Agencies of India

Ogilvy and Mather Limited:- Headed by Mr. Piyush Pandey:

Mudra communications Pvt. Ltd:- Head: Mr. Madhukar Kamath:

Lintas India Pvt. Ltd:- Head: Mr. Pranesh Misra (President & COO - Lowe, India):
 JWT (Hindustan Thompson Associates Pvt. Ltd.):- Head:Mr.Colvyn Harris (Chief
Executive Officer):

FCB-Ulka advertising pvt. Ltd:- Head Mr. Anil Kapoor (Managing Director and CEO):

Rediffusion DY&R Pvt Ltd:- Mr. Mahesh Chauhan (President):

RK Swamy BBDO Pvt Ltd:- Mr. Srinivasan K Swamy (Head)

McCann-Ericsson India Ltd:- Sorab Mistry (Head)

Leo Burnett:- Mr. Arvind Sharma (Chairman and CEO):

Grey worldwide (India) Pvt Ltd:- Mr. Nirvik Singh (President south east Asia &
chairman South Asia, Grey Global):
Characteristics

To be effective, marketing campaigns must get children to attend to the message, desire a
specific product, recognize and remember that product, and purchase it. How well
children understand the persuasive intent of advertisements also affects the success of
commercials.

Attention.
Commercials that are designed to attract and hold childrens attention are characterized
by lively action, sound effects, and loud music. The animated character Tony the Tiger,
for example, bursts onto the screen, proclaiming that Kelloggs Frosted Flakes are
GRRRRRREAT!! One study found that preschoolers paid more attention to
commercials full of action, sound effects, and loud music than to more low-key
commercials. Audio features are particularly important in gaining childrens attention.
Another study found that children aged three to eight were more attentive to commercials
that were higher in audio than in video complexity. Audio features have more recruiting
power than visual features because interesting sounds can get children who are not
looking at the television screen to direct their visual attention to it. These findings are
consistent with Piagets insight that young children are especially focused on the
 attention-getting perceptual qualities of presentations. Childrens patterns of attention
help reveal how well they can make distinctions between the commercial and the
television program.
In one study, researchers trained mothers to examine their childrens visual attention to
Saturday morning cartoons and advertisements. The mothers reported that the younger
children (five to eight) continued to pay attention when a commercial came on but that
children older than eight looked away. The older childrens awareness of the break in the
content suggests that they are less susceptible than the younger children to the effects of
advertising.

Recognition and retention.

Advertisers use visual and auditory production techniques and repetition to enhance
childrens memory of the content. One study found that preschool, kindergarten, and
second-grade children remembered food products that had been advertised audio visually
or visually better than they remembered products presented in an audio version only.
Advertisers use catchy auditory features, such as jingles, repetitively in commercials to
reach child audiences. Song lyrics and rhymes can replay in childrens heads, leading to
automatic rehearsal and memory of content. When children are shown the same
commercial repeatedly, they are more likely to remember the product advertised.
Repetition also undermines childrens, even older childrens, defenses against product
messages.

Comprehension of commercial intent.

As noted, children younger than age eight do not understand that the intent of
commercials is to persuade them to buy one product over another; instead they see
commercials as a means of informing them about the vast number of attractive products
that they can buy. In a key study demonstrating the developmental advance during middle
childhood, Thomas Robertson and John Rossiter questioned first-, third-, and fifth-grade
boys about their understanding of commercials. Only half of the first-grade boys
understood the persuasive intent of commercials, as against 87 percent of third graders
and 99 percent of fifth graders.

Product requests and purchases.

 What aspects of exposure to commercial messages lead to product requests? Researchers
have found that repetition, in particular, increases childrens requests for, and purchases
of, specific food, beverage, and toy products. One study, for example, measured three- to
eleven-year-old childrens overall exposure to advertisements at home and to specific
advertisements in their laboratory. They then had children visit a mock grocery store with
a parent. Children who were exposed to more overall advertisements at home and who
were most attentive to advertisements in the laboratory setting made the most requests for
the advertised products. Premiumsbonus toys and treats that accompany the product
also increase childrens product requests. For instance, Charles Aitkin found that 81
percent of mothers thought that premiums influenced their childrens cereal selections.
The more children watched Saturday morning television programs, which are saturated
with cereal commercials, the more children wanted the cereals that contained premiums.
Free downloads such as screen savers serve similar functions in newer technologies, but
researchers have not yet fully examined the effects of such practices
 Benefits

The major advantages of advertising are: (1) introduces a new product in the market, (2)
expansion of the market, (3) increased sales, (4) fights competition, (5) enhances good-will, (6)
educates the consumers, (7) elimination of middlemen, (8) better quality products, (9) supports
the salesmanship, (10) more employment opportunities, (11) reduction in the prices of
newspapers and magazines, (12) higher standard of living!

The benefits derived from advertising are manifold. It is one of the most important components
of the marketing process.

This is beneficial to manufacturers, traders, consumers and society as a whole. Advertising offers
the following advantages.

(1) Introduces a New Product in the Market:

Advertising plays significant role in the introduction of a new product in the market. It stimulates
the people to purchase the product.

(2) Expansion of the Market:

It enables the manufacturer to expand his market. It helps in exploring new markets for the
product and retaining the existing markets. It plays a sheet anchor role in widening the marketing
for the manufacturers products even by conveying the customers living at the far flung and
remote areas.
(3) Increased Sales:

Advertisement facilitates mass production to goods and increases the volume of sales. In other
words, sales can be increased with additional expenditure on advertising with every increase in
sale, selling expenses will decrease.

(4) Fights Competition:

Advertising is greatly helpful in meeting the forces of competition prevalent in the market.
Continuous advertising is very essential in order to save the product from the clutches of the
competitors.

(5) Enhances Good-Will:

Advertising is instrumental in increasing goodwill of the concern. It introduces the manufacturer

and his product to the people. Repeated advertising and better quality of products brings more
reputation for the manufacturer and enhances goodwill for the concern.

(6) Educates The Consumers:

Advertising is educational and dynamic in nature. It familiarises the customers with the new
products and their diverse uses and also educates them about the new uses of existing products.

(7) Elimination of Middlemen:

It aims at establishing a direct link between the manufacturer and the consumer, thereby
eliminating the marketing intermediaries. This increases the profits of the manufacturer and the
consumer gets the products at lower prices.

(8) Better Quality Products:

Different goods are advertised under different brand names. A branded product assures a
standard quality to the consumers. The manufacturer provides quality goods to the consumers
and tries to win their confidence in his product.

(9) Supports The Salesmanship:

Advertising greatly facilitates the work of a salesman. The customers are already familiar with
the product which the salesman sells. The selling efforts of a salesman are greatly supplemented
by advertising. It has been rightly pointed out that selling and advertising are cup and saucer,
hook and eye, or key and lock wards.

(10) More Employment Opportunities:

Advertising provides and creates more employment opportunities for many talented people like
painters, photographers, singers, cartoonists, musicians, models and people working in different
advertising agencies.

(11) Reduction in the Prices of Newspapers and Magazines Etc:

Advertising is immensely helpful in reducing the cost of the newspapers and magazines etc. The
cost of bringing out a newspaper is largely met by the advertisements published therein.

(12) Higher Standard of Living:

The experience of the advanced nations shows that advertising is greatly responsible for raising
the living standards of the people. In the words of Winston Churchil advertising nourishes the
consuming power of men and creates wants for better standard of living. By bringing to the
knowledge of the consumers different variety and better quality products, it has helped a lot in
increasing the standard of living in a developing economy like India.
Drawbacks

However, advertising can also have a negative influence over young minds if parents are not
really careful and do not teach their children about the importance of money. In many cases,
children tend to misinterpret the messages conveyed through the advertisement. They end up
having wrong notions about many issues. Advertising influences the minds of children, which
creates a need to own that particular product being advertised. Glossy images on the magazines
or billboards or flashy advertisements on television only create the urge for impulsive buying.
Parents who cannot deal with the rising demands or temper tantrums only tend to give in to the
demands of their children. Children then get used to a certain kind of lifestyle, which is shown
on the television or through various media. This only creates a very wrong impression on their
young minds making them lose the ability to live a life without relying on materialistic joys. The
power of advertising thus, cannot be ignored.

Negative Effects of Advertisements on Children

Advertisements encourage the children to persuade their parents to purchase the products
shown in the commercials, whether useful or not. The little ones tend to get adamant, if
they are not bought the product.
 Children often tend to misinterpret the messages conveyed in commercials. They
overlook the positive side and concentrate more on the negatives.

Many advertisements in the present times include dangerous stunts, which can be
performed only by experts. Even though the commercials broadcast the statutory
warnings with the ad, the kids often try to imitate the stunts at home, with fatal results.

The flashy advertisements broadcast in television generate impulse shopping in children.

Children, after watching the glitter of commercials, often lose the ability to live a life
without materialistic joy.

The kids usually get more attracted towards the costly branded products, such as jeans
and accessories. They disregard the inexpensive, but useful, ones that are not shown in
the commercials.

Advertisements have an indirect effect on the behavior of children. They might develop
temper tantrums, when deprived of the latest toys and clothes that are shown in the
commercials.

The personal preferences in clothing, toys, food and luxurious of children are altered by
the advertisements, to a great extent.

Junk foods, such as pizzas, burgers and soft drinks, are heavily promoted during
children's TV viewing time. This develops a craving for fatty, sugary and fast foods in
kids, thereby affecting their health adversely.

Well, with these kinds of effects of advertising, one wonders who is to be blamed in this whole
issue. Parents play a major role in this case. They need to monitor what influences the minds of
children. Parents also need to be firm with children whenever their demands increase. Children
need to be told gently that a no cannot be converted into a yes with tears or brawls! Parents
also need to instill good habits and help children to differentiate between right and wrong. And
the sooner its told, the better it would be for the child and subsequently parents as well.
Advertisers on the other hand, can also try to put their message across creatively and target the
entire family rather than just children. This will ensure even parents stay within the loop and can
monitor the demands of the children. With a balanced approach, the negative effects of
advertising can surely be curbed to a great extent.

The ad filmmakers are formulating fresh ways of enticing the consumers to buy their
products. If an advertisement for a product attracts the consumers, they tend to purchase it
frequently, or at least buy it once. If a company has to survive in this competitive world, he/she
has to project the image of its products in such a way that they pick up the maximum sales, when
they hit the stores. The best way to persuade the consumer to stick to the product of the particular
brand, when numerous choices are provided to him/her in the market, is attractive advertisement.
However, the ad filmmakers should remember that the commercials can also have negative
IMPACT on people, especially the young children. In this article, we have presented some of the
most visible effects of advertising on children, positive as well as negative.
There is great concern about children as viewers of advertisements primarily because young
children are exposed to thousands of commercials each year in India. Marketers use television as
a medium of communication since it affords access to children at much earlier ages than print
media can accomplish, largely because textual literacy does not develop until many years after
children have become regular television viewers.

Approximately, 80% of all advertising targeted to children falls within four product
categories: toys, cereals, candies, and fast-food restaurants. Young children are able to
differentiate between a TV program and a commercial but are unable to understand the intent of
an advertisement until they are 8-10 years of age. According to Seiter, advertising to children
avoids any appeal to the rational, emphasizing instead that ads are for entertainment and
"enjoyable for their own sake" as opposed to providing any real consumer information.

The most common persuasive strategy employed in advertising to children is to associate

the product with fun and happiness, rather than to provide any factual product-related
information. Hence, children in the age category 8-10 years have a positive attitude towards
advertisements. Knowledge of advertising tactics and appeals emerges only in early adolescence
and develops thereafter. The ability to recognize bias and deception in ads, coupled with an
understanding of advertising's persuasive intent, results in less trust and less liking of
commercials. With increasing age, children's attitude towards ads changes from being positive to
negative and further as children step into adolescence, they become skeptical of advertising.
Children in young adolescence even exhibited mistrustful predispositions towards advertising. In
adolescents, knowledge about advertiser tactics increased with age. Higher levels of knowledge
of advertiser tactics and certain personality variables were positively related to adolescents'
skepticism towards advertising.
The Role in Business

Advertising is the means by which goods or services are promoted to the public. The advertisers
goal is to increase sales of these goods or services by drawing peoples attention to them and
showing them in a favorable light. The mission of advertiser is to reach prospective customers
and influence their awareness, attitudes and buying behavior. They spend a lot of money to keep
individuals (markets) interested in their products. To succeed, they need to understand what
makes potential customers behave the way they do.

For advertising to exist, a number of factors have to be in place

The goods and services to be advertised

Competition between different providers of the same kinds of goods and services, for
which there needs to be a significant potential market
The means of advertising cheaply to large numbers of people
A population with sufficient education to be able to understand advertising messages

Advertising is a marketing function, and Kotler claims that advertising can have a
number of different, possible objectives. One objective can be to inform customers about new
product or a price change. The main objective here is to build primary demand. Another
objective can be to persuade the customer to purchase the product. The use advertising as a way
to build preference and to encourage customers to change brand. The fundamental purpose of
advertising is to influence people to purchase various goods and products. In this sense
advertising is a phenomenon that aims to persuade or influence people.

What is the role of advertising in the demand function? One response of this question is
that a company can sell more of its product by informing consumers about the product. The
information may include its existence, price, promotion, quality, etc. Therefore advertising is
seen as providing information to consumers. The other response is that advertising searches the
way of persuading consumers to purchase the advertised products by appeals to snobbery,
associations of the product with favored people or situations, repetition of the same message and
so on. Advertising shows the last style and the new popular products in the market. It displays
ideal individuals wearing the new clothes and looking good. Customers are jealous of this
perfection. So that, they go out and purchase in hopes of reaching perfection.

There is a time dimension at advertising. Advertisements influence on sales is immediate

(i.e. it is mostly felt within seven days of an advertisements exposure). A repetition of such
effects, measured at the end of a year, amounts to a medium-term influence. The immediate
influence of advertising on sales plays a gatekeeper role to all further effects. Without it there
will not be medium term effect (i.e. a repetition of short-term effects); and long-term effect.
Advertisements full effect can be only valued if its long-term influence is taken into account as
well as its short and medium-term effects on sales. These terms make it possible to evaluate the
productivity of an advertising campaign; to measure if the campaign shows a financial return on
the investment and is thus accountable

According to Doole & Lowe (2004), advertising is the most important part of the whole
marketing strategy. There are many channels of media to use for advertising, for example
television, printed media, radio, cinema, outdoor and transport poster. Marketers use television as
the most powerful medium of communication.
Current Scenario

Marketing through advertising is considered an important variable in the global business.

Advertising is second only to films as far as its influence on the society is concerned. History
bears testimony to the fact that the great Romans practiced advertising. Their surnames indicated
their occupation. The potentialities of advertising multiplied when manual press was invented in
the 15th century. After that the demand has been increasing.

Advertising is, in fact, the most influential and powerful medium in the present
commercial society. It creates an entire worldview, shaping our attitude and beliefs.
Advertisements pervade every aspect of our life and most of us are hardly aware of it. In the
movement for equal status and fair treatment to women, an important part is attributed to the
mass media, particularly to electronic media.

The central position of media in daily life ensures its role in advertising business. The
meanings that are created by media are not fixed, but they vary according to cultural, historical
and social context of the people concerned. The common man judges the products on the basis of
the understanding his society and culture has inculcated into them.

Symbolism is one of the major aspects of advertisement and it is to be noted that a

change has occurred in this context. Use of women to promote a concept or product is increasing
day by day. In the advertisement world, advertisers have picked up women for advertising of
consumer commodities. Women are used in TV commercials as weapon of persuasion.

Women in many cultures make the majority of consumption decisions; hence they are
important target of these advertisers. So the advertisers find it easier to sell the product by using
the same gender. But most of these ads hardly need women as models. For example, there is no
need to ask females to do an ad for a mens shaving cream. The list is uncountable. Most of the
companies want to attract the consumers by using the physical look of the models. They have
created a world of fantasy. And we are drawn towards that world without realizing much about
the realities of life. We try to imitate whatever is shown on the Television. The media must play
the role of a watchdog in such a situation.
Future Prospects
Over the next 10 years, advertising will move from communicating to predicting, and emoting,
based on human needs. According to a 2014 study by neuroeconomist Paul Zak, three out of
eight people now love brands more than their spouses, because thinking of brands releases more
oxytocin the same reaction generated when being hugged.

Without a doubt, were going to witness a shift from obsessing over what advertising looks like,
to what advertising feels like. And in 2025 were going to have the technology to make people
genuinely happy.

Just to give you some context, the bulk of your liaison with businesses in 2025 will be digital,
clever and all about you. Life will be more automated, slicker and quicker. Customer service
operatives will be a) holograms and b) created based on what each individual finds attractive
those nice ladies in airports and train stations in London and NYC are just the start. In 2025
youll be able to buy a robot lover and even use a small chip to measure how many times a day
you blink to assess your eye health and find the perfect mascara. Not every car will be driverless,
but you can bet your bottom dollar that most public transport will be. In 2025, Uber drivers will
simply be an interface on a dashboard.

The term we use to describe this is immersive creativity. Virtual reality (VR) is already big
business its estimated the VR market will be worth $5.2bn by 2018 but over the next few
years it will become the business, simply because the experience is unparalleled, taking the user
into another mind-blowing world that feels real.

How will brands use it? Content and advertising will become so interlinked we wont know
which is which. People will step into brand experiences and ads will be filmed with 360-
degree cameras. Marketers will sponsor rides at theme parks and then bring them into your home
via Oculus Rift so you can enjoy them in your living room, at no cost.
This is just one step in the new emotional journey that brands and consumers are about to
embark upon. The most used word in social media last year was the heart emoticon, but in 10
years time most of our words will be emoticons and customers will give feedback in Snaps.

Advertisers will know how much we like their ads because our pulses via our smartwatches will
tell them. And because of this close relationship with brands, every ad you see will be based on
who you are. Screens and posters will display different images based on the information on your
mobile your purchase history, the brands you like on social platforms, who your friends are, as
well as your gender and age. Already 75% of consumers expect and want retail experiences to be
personalised, and over the next 10 years most marketing will become like the Amazon
Recommends feature on steroids.

Hawking described the future as indefinite, existing only as a spectrum of possibilities.

Unexpected things will occur; we dont know the name of the next big entrepreneur, nor what the
biggest platform will be in10 years. But if we understand people now, then were likely to take a
good guess at what will excite them tomorrow.
Conclusion

Today, particularly young children play an important role as consumers. Especially

confectionary products (Biscuits, Chocolates, Wafers, Sauces, Noodles and Health
Drinks) are concerned they do not care price of which they want to buy. Also they do not
care whether these products are healthy for them or not.

While they are shopping, the first thing comes in their mind is to purchase the advertised
products. In this situation, the advertising has a stronger effect on younger children than
the older children.

Nowadays it seems that childrens impact on family decision in shopping has been
steadily increased.

After the research, it was found as far as confectionary products are concerned children
sometimes insist their parents to purchase those products for them.

As far as confectionary products are concerned, children are influenced more by

television advertisements than by the other medium of advertising. Even though there are
lots of tools to show the goods or services, television was chosen as the best way that can
enhance the company's profits greatly by most of researchers.

Also this research validated that among many communication tools, television
advertisements have more impact and effect on children than the other medium of
advertising.

Childrens ages are important to understand the television advertisements. Children's

comprehension of television commercials increases with age.
BIBLIOGRAPHY

Books:
George Belch and George Michel, Advertising and Sales Promotion Management, 6th
Edition
Ogilvy David Ogilvy on Advertising by, Prion Books, London, 1997

Magazines:
Advertising Express, Article: Marketing Promos Targeting Children
Advertising Age, Article: Effects of Advertisements on Children

Web Links:
http://www.wikipedia.com
http://www.agencyfaqs.com
http://www.wowessays.com
http://www.media-awareness.ca/.../advertising.../kids_advertising_rules
http://www.c-i-a.com/( Computer Industry Almance)\

http://www.Itu.com (Intrenation Telecommunication Union)

http://www.internetworldstats.com/asia/in.htm