(Submitted for the degree of B.

Com Honours in Accounting & Finance under the university

of Calcutta)

EFFECTIVENESS OF ADVERTISING

Submitted by
Name of the candidate : Arijit Maskara

Registeration No. :

Roll No. :1235410056

Name of the College :Tara Devi Harakh Chand Kankaria Jain College

Supervised by
Name of the Supervisor :

Name of the College : Tara Devi Harakh Chand Kankaria Jain College

Month & Year of Submission: December,2012

I would like to express my special thanks of gratitude to my teacher as well as
our principal who gave me the golden opportunity to do this wonderful
project on the topic EFFECTS OF ADVERTISING, which also helped me in doing a lot of
Research and i came to know about so many new things
I am really thankful to them.
Secondly i would also like to thank my parents and friends who helped me a lot in finishing
this project within the limited time.

I am making this project not only for marks but to also increase my knowledge .
THANKS AGAIN TO ALL WHO HELPED ME.
This is to certify that Mr. Arijit Maskara student of B. Com Honours in Accounting &
Finance of Tara Devi Harakh Chand Kankaria Jain College under the University of Calcutta
has worked under my supervision and guidance for their Project Work and prepared a Project
Report with the title.

The project report, which he is submitting , is his genuine and original work to the best of my
knowledge.

Signature:

Place: Name: Arijit Maskara

Date: Designation: Student

Name of College: Tara Devi Harakh

Chand Kankaria Jain College

Advertising 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. In
Latin, ad vertere means “to turn the mind toward.” The purpose of advertising may also be to
reassure employees or shareholders that a company is viable or successful. Advertising
messages are usually paid for by sponsors and viewed via various traditional media;
including mass media such as newspaper, magazines, television commercial, radio
advertisement, outdoor advertising or direct mail; or new media such
as blogs, websites or text messages.

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 certain qualities with the brand in the minds
of consumers. Non-commercial advertisers who 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 (PSA).
Modern advertising was created with the innovative techniques introduced with tobacco
advertising in the 1920s, most significantly with the campaigns of Edward Bernays, which is
often considered the founder of modern, Madison Avenue advertising.
 Employee Recruiting Sources
There are many employee recruiting sources to help attract and hire the best employees.
Everything from ads in the local newspaper to online postings to head hunters. The options
are limitless.

That's both the good news and the bad news.

The question that most people struggle with is, "What's the best recruiting source of top
candidates?" Unfortunately there is not a simple answer.

No one solution fits every situation. There is a fair amount of trial and error when trying to
attract candidates to a business. Much of the decision will depend on the employee recruiting
strategy which dictates budget, timing and other variables.

Let's start with some strategic guidelines when attempting to identify the best employee
recruiting sources. First, it is critcal to understand the process and have a recruiting strategy.
Next, make certain to start with a clear picture of the successful person. The better picture of
the ideal person, the easier it is to find that person. Recruiting without a picture of your target
employee is a waste of time and money.

Also as part of the research, identify where people with the needed skills are today. Look
beyond just competitors. What other organizations or industries might currently employ
people with the specific skill set? By thinking "outside the box" it is possible to gain a
strategic advantage over competitors who are stuck in their traditional thinking.

Another great technique is to work backwards. This means always begin the recruiting
knowing where the target people are now. When you know where they are, what they read,
where they congregate, etc., a plan can be put together to reach them. For a sales position, it
is better to advertise in a sales publication than in the classified ads. For someone to deal
directly with customers, find out which organizations employ people who work directly with
customers.
Just by spending a little time thinking about where the target people might be, the employee
recruitment activities can be customized resulting in a better return on the recruitment
investment. (See the article on recruiting metrics for a complete discussion of ROI) And
speaking of investment, it is a good idea to track the money and time spent and the results of
various employee recruiting activities.

Below are just a sample of proven employee recruiting sources:

Focused Advertising

The key to recruitment advertising is deciding where to place the ads. More than any other
decision this will impact the results. Previously I mentioned working backwards. Work from
the prospective candidates back to your company. What does the person you are trying to
recruit read? What publications do they get?

Make ads compelling. View recruitment ad as a marketing opportunity. What is the best copy
to attract the right prospect? Finally, make it easy to respond. Make it as easy as possible for
the person to provide their information.

Employee Referral

This always has been and always will be one of the best employee recruiting sources. Offer
incentives to existing employees to recommend the names of people they believe would be
successful in your company. Encourage existing employees to be on the lookout for
candidates all the time. This significantly extends employee recruiting efforts.It is important
to remember that successful people tend to associate with other successful people. Make
an employee referral program a priority in recruitment efforts.

Recruiting Firms

There are two types of recruiting firms. Contingency firms, sometimes called head hunters,
try and place a candidate and are only paid if they are successful. Retained search firms work
on contract and are paid regardless of the results. Retained firms are utilized mostly for
executive positions.When you don't have the time or resources to manage your employee
recruiting internally, a recruiting firm can be the answer. See the article on recruiting
services for a complete discussion of this source.

Customers

I am not suggesting you recruit your customers. Instead, view them as a source for referrals.
Let customers know about your employee recruiting needs. Reward them with a discount or
something else of value for making the referral.

Flyers

A simple 8.5 x 11 flyer on the counter at your establishment or in a trade show booth can
work wonders. Think of it as a one-page ad. Approach it like any other ad. Have a great
headline, and compelling body copy as to why a person should consider working for your
company. Encourage people to take a copy and give it to their friends. You might put a copy
in every package. This is a very inexpensive technique that can produce big results.

Signs and Billboards

Here is an inexpensive and very productive employee recruiting strategy. A sign outside your
front door that says, "Positions Available, Please Apply Within" can have great results. You
never know who is going to drive by or visit your site.

Competitors

Competitors are certainly a primary employee recruiting source for any business. Follow
what is happening with your competitors. Be aware of changes in their business that might
make talented people available. Visit competitors and see how they treat prospects. See if any
of the people strike you as being talented. Know who is good at the competition.

Job Fairs

Job fairs can be a very economical source of candidates and should be part of the employee
recruiting strategy. Look for job fairs that specialize in your industry or the types of
individuals you are trying to recruit. If you are recruiting for local talent, try to participate in
a local job fairs.

Retirement Groups

These organizations and facilities are a concentrated gathering of people who are potential
candidates for your open positions. Something as simple as putting up a sign that lists open
positions can generate some excellent, no-cost leads. Also, try having a flyer prepared to
hand to anyone who expresses interest.

Radio Ads

Radio can be very inexpensive and effective. Are there certain times or shows that your target
group listens to on a regular basis? Another suggestion is to put a recruitment plug at the end
of your regular radio ads. If you are running 60 second ads, shorten it to 50 seconds and insert
a line like, "ABC Company has immediate career opportunities for qualified people in sales.
Call 111-111-1111 for details"

Outplacement Firms

Large and small firms that are cutting employees work with outplacement firms to help the
displaced employees find new jobs. You can register with these firms, at no charge, to get
resumes of the available people. Check local yellow pages under the heading of
"outplacement firms" and get a list of both the local and national firms and contact and
register with them all.
State Unemployment Department

State and local government are working with unemployed people to help them find jobs. Post
open positions with them at no charge. This is a very economical way of attracting
candidates. Historically this has not been the best place to find candidates but that has
changed dramatically in the last few years.

Networking

Expand your sphere of influence all the time. You need to be talking to your contacts and
letting them know you are recruiting. Many of you have heard of the 5 degrees of separation
concept. It really applies to recruiting. You know lots of people. They know lots of people.

E-Mail

It might be as simple as sending an email to everyone in your address book and letting them
know you are recruiting for employees. This inexpensive strategy pays off time and again.

Schools

You should check with the placement and guidance counselors at your local educational
establishments. They are aware of young people looking for jobs. Many times you can post
your open positions for review by all the students. High schools, junior college, colleges,
vocational schools and specialty trade schools are all options under this category. Don't limit
yourself.

Alumni Groups

This can be a very effective source of inexpensive candidates. Find out if your alumni group
has a newsletter or website where you might advertise your open positions. Play up the angle
of working for a fellow alumnus for the edge over the competition. And, be sure to ask your
employees about alumni groups they belong to.

Social Organizations

Are there any organizations in your community that have members who could be potential
employees for your company? Would a cooking club have members who might work for
your restaurant? How about a sewing or quilting guild for your clothing store? Do some
research into the groups in your area and approach those that make sense.

Religious Organizations

Just as with social organizations, religious groups can be a good source of candidates. Make
contact with the leader of the group and ask for assistance in making your positions known to
the congregation. There might a newsletter or bulletin board where you can post your open
positions.
The Business Pages

Be aware of what is going on in your community. Which companies are doing well and
which are not. Is there some news that would lead you to believe good employees may come
available? By staying current you will have the jump on the competition.

Other Online Sources

There are thousands of online places to list your job. Monster.com and Hotjobs.com are just a

couple of the large sites. My advice is to pass on the huge sites and instead see if you can
find a couple of good local or niche job boards. A good way to find them is to search for
employment and your city name. You should be able to find many options. These are
relatively inexpensive and easy to test.
Print advertising impacts the environment due to the carbon dioxide emitted into the
atmosphere as a result of the production and distribution of print media. Factors include the
sourcing and production of paper, petroleum-based ink, solvents, plastics and adhesives used
and the fossil fuels burned in the manufacturing and distribution of newspapers and
magazines. Digital media has impacts due to the greenhouse gas emissions associated with
the manufacturing and operation of servers and datacenter devices, networking devices and
client computers as well as the e-waste impacts of these devices at the end of their useful
lives.
In 2004, over 7 billion metrics tons of carbon dioxide equivalent greenhouse gases associated
with print media advertising were emitted into the atmosphere by the United States. In 2005
U.S. advertisers spent over $65 billion dollars on print media advertising and created over
250,000 ad pages. A single ad page run in a popular consumer magazine can represent as
much as seven tons of carbon dioxide emissions when supply chain factors associated with
papermaking, printing, logistics and landfill disposal or incineration of post-consumer and
unsold media are taken into consideration. According to a recent New York Times article
quoting David J. Refkin, director of sustainable development for Time Inc., a single copy
of Time magazine results in the emission of .29 pounds of CO2 equivalent greenhouse gasses.
Although no definitive research has ever been conducted across Europe, facts from the US
are nothing short of shocking. About 25 million sq.meters or about 10,000 tons of non-
biodegradeable PVC IS directly attributed to outdoor billboards every single year. To put this
into context this would cover the equivalent of 16 square miles or the centre of most major
urban cities.

School Finance
Running schools—and improving them—cannot take place without the proper resources, and
it all starts with money.
School budgets and the ways they are financed vary from state to state and school district to
school district. Generally, though, states use a combination of income taxes, corporate taxes,
sales taxes, and fees to provide about 48 percent of the budget for elementary and secondary
schools. Local districts contribute around 44 percent, drawn mostly from local property taxes.
And the federal government antes up approximately 8 percent of state education budgets
(National Center for Education Statistics, 2010). Altogether, these funds are distributed to
school districts on a per-pupil basis (to ensure there is enough to cover each child’s
education) and categorically (to ensure there is enough for each special program or facility).
But by 2011, the end to that federal cash infusion, dubbed the funding cliff, was
approaching, and state legislatures began cutting deep into their education budgets.
According to a review of state finances by the National Governors Association and the
National Association of State Budget Officers, 18 states made midyear, unanticipated cuts to
K-12 education during the 2011 .

Adequacy and Equity

One way to better understand school finance is to think of it in terms of the adequacy and
equity of resources. Adequacy is based on the principle that states should provide enough
funding for all students to be able to meet academic expectations. According to the most
recent data available from the National Center for Education Statistics, nationwide, the
average state spending per pupil was $10,297 in 2008—ranging from a high of $11,572 in
New York to a low of $3,886 in Utah (NCES, 2010). It is difficult, however, to determine
exactly how much money is needed to give all students an adequate education.
The higher the share of funding that states provide for education, and the more states target
that money, the better the chances for increasing equity in the system.

Sales promotions
Sales promotions are another way to advertise. Sales promotions are double purposed
because they are used to gather information about what type of customers you draw in and
where they are, and to jumpstart sales. Sales promotions include things like contests and
games, sweepstakes, product giveaways, samples coupons, loyalty programs, and discounts.
The ultimate goal of sales promotions is to stimulate potential customers to action
Increasingly, other media are overtaking many of the "traditional" media such as television,
radio and newspaper because of a shift toward consumer's usage of the Internet for news and
music as well as devices like digital video recorders (DVRs) such as TiVo.
Digital signage is poised to become a major mass media because of its ability to reach larger
audiences for less money. Digital signage also offer the unique ability to see the target
audiencewhere they are reached by the medium. Technological advances have also made it
possible to control the message on digital signage with much precision, enabling the
messages to be relevant to the target audience at any given time and location which in turn,
gets more response from the advertising. Digital signage is being successfully employed in
supermarkets. Another successful use of digital signage is in hospitality locations such as
restaurants and malls.
Advertising on the World Wide Web is a recent phenomenon. Prices of Web-based
advertising space are dependent on the "relevance" of the surrounding web content and the
traffic that the website receives.
Rise in new media

With the Internet came many new advertising opportunities. Popup, Flash, banner,
Popunder, advergaming, and email advertisements (all of which are often unwanted or spam
in the case of email) are now commonplace. Particularly since the rise of "entertaining"
advertising, some people may like an advertisement enough to wish to watch it later or show
a friend. In general, the advertising community has not yet made this easy, although some
have used the Internet to widely distribute their ads to anyone willing to see or hear them. In
the last three quarters of 2009 mobile and internet advertising grew by 18.1% and 9.2%
respectively. Older media advertising saw declines: −10.1% (TV), −11.7% (radio), −14.8%
(magazines) and −18.7% (newspapers ).
Niche marketing
Another significant trend regarding future of advertising is the growing importance of
the niche market using niche or targeted ads. Also brought about by the Internet and the
theory of The Long Tail, advertisers will have an increasing ability to reach specific
audiences. In the past, the most efficient way to deliver a message was to blanket the
largest mass market audience possible. However, usage tracking, customer profiles and the
growing popularity of niche content brought about by everything from blogs to social
networking sites, provide advertisers with audiences that are smaller but much better defined,
leading to ads that are more relevant to viewers and more effective for companies' marketing
products. Among others, Comcast Spotlight is one such advertiser employing this method in
their video on demandmenus. These advertisements are targeted to a specific group and can
be viewed by anyone wishing to find out more about a particular business or practice at any
time, right from their home. This causes the viewer to become proactive and actually choose
what advertisements they want to view.
Crowdsourcing
The concept of crowdsourcing has given way to the trend of user-generated advertisements.
User-generated ads are created by consumers as opposed to an advertising agency or the
company themselves, most often they are a result of brand sponsored advertising
competitions. For the 2007 Super Bowl, the Frito-Lays division of PepsiCo held the Crash
the Super Bowl contest, allowing consumers to create their
own Doritos commercial. Chevrolet held a similar competition for their Tahoe line of
SUVs.Due to the success of the Doritos user-generated ads in the 2007 Super Bowl, Frito-
Lays relaunched the competition for the 2009 and 2010 Super Bowl
Global advertising
Advertising has gone through five major stages of development: domestic, export,
international, multi-national, and global. For global advertisers, there are four, potentially
competing, business objectives that must be balanced when developing worldwide
advertising: building a brand while speaking with one voice, developing economies of
scale in the creative process, maximising local effectiveness of ads, and increasing the
company’s speed of implementation. Born from the evolutionary stages of global marketing
are the three primary and fundamentally different approaches to the development of global
advertising executions: exporting executions, producing local executions, and importing ideas
that travel.
Advertising research is key to determining the success of an ad in any country or region. The
ability to identify which elements and/or moments of an ad contribute to its success is how
economies of scale are maximised. Once one knows what works in an ad, that idea or ideas
can be imported by any other market. Market research measures, such as Flow of
Attention, Flow of Emotion and branding moments provide insight into what is working in an
ad in any country or region because the measures are based on the visual, not verbal,
elements of the ad.
Diversification
In the realm of advertising agencies, continued industry diversification has seen observers
note that “big global clients don't need big global agencies any more”. This is reflected by the
growth of non-traditional agencies in various global markets, such as Canadian
business TAXI and SMART in Australia and has been referred to as "a revolution in the ad
world".
.
Advertising education
Advertising education has become widely popular with bachelor, master and doctorate
degrees becoming available in the emphasis. A surge in advertising interest is typically
attributed to the strong relationship advertising plays in cultural and technological changes,
such as the advance of online social networking. A unique model for teaching advertising is
the student-run advertising agency, where advertising students create campaigns for real
companies. Organizations such as American Advertising Federation and AdU Network
partner established companies with students to create these campaigns.
Even though Facebook’s IPO roadshow video was a mostly touchy-feely affair with videos of
friends have coffee and babies blowing out candles, there were some new stats tucked away
in it.
For the first time, the company gave a look at how it monetizes on a per user basis in
different parts the world. There was one chart of most interest.
It shows that Facebook made about $9.51 in advertising revenue per user in the U.S. and
Canada. Europe was about half that much with $4.86 in ad revenue per user. Asia and the rest
of the world follow that at $1.79 and $1.42 per user. What this shows is the revenue trajectory
that other more economically developed markets like Western Europe and Japan could get to
if Facebook successfully grows there or convinces more regional brand advertisers to come
on board.
But these revenues are also affected by seasonal and macroeconomic trends. The average
price per ad in Europe actually declined in the first quarter from the holiday season because
the weak economy there, according to Facebook’s most recent IPO filing.
Plus, Asia and the rest of the world will be a challenge for awhile. These economies can’t
support the kind of spending per user that the U.S. or Europe can. Also keep in mind that
Facebook is still blocked off from China, where competitors like Sina, Tencent and Renren
are thriving.

There are six main factors that affect how much Facebook’s advertising revenues can grow
over the next several years. They’re listed below and they have to do with raw growth (or
how many users Facebook has) to engagement (or how sticky and addictive the product is) to
targeting (how well Facebook can route the right ads to the right users).
Facebook is at 901 million monthly active users, so it’s running out of room to grow given
the sheer limit of world Internet usage. More importantly, it’s gotten a lot of the low-hanging
fruit, or users in developed countries. It’s also continuously changing the product, which can
affect short-term revenues. Facebook has bumped up the numbers of ads per page to seven
units from four over the past year.

In terms of Facebook’s overall ad pitch, the company’s chief operating officer Sheryl
Sandberg said that the company’s long-term goal is to be the place where 70 million
businesses worldwide go to offer personalized, relevant advertising.

She said, “Every day on Facebook is like the season finale of American Idol times two,” in a
reference to the home page.
She also added that advertising budgets are not moving online fast enough to match user
behavior. Of the roughly $600 billion spent on advertising every year, only 11 percent of it is
devoted toward online ads. Another $1.5 billion in advertising is spent on mobile devices.

Overall, as we’ve reported before. Facebook’s revenues have two components: advertising
and payments. Both are up on a year-over-year basis, but advertising revenue actually
declined going into the first quarter, which Facebook says happened because of seasonal
spending habits. Plus payments revenue is virtually flat from the fourth quarter into the first
one.
If we look closer at payments revenue, it’s up by quite a bit year-over-year. Facebook earns a
30 percent revenue share from apps and games on its platform. But this isn’t a fair
comparison since Facebook only made the revenue share mandatory in July. Payments
revenue is pretty much flat on a sequential quarter-over-quarter basis, at $186 million from
$188 million in the fourth quarter.
The concerning thing is that if you look at games on the platform, Zynga’s quarter-over-
quarter bookings for the Facebook canvas aren’t really growing anymore. Most of their
bookings growth is coming from mobile. So unless Facebook turns on other kinds of
payments revenue soon, this figure is going to stagnate.
Facebook’s chief financial officer David Ebersman stressed that the company may cut its 30
percent revenue share if it expands payments beyond gaming, which we reported on a few
weeks ago.

He also pointed out that Facebook’s operating margins are declining. A measure of how
profitably the company can run, operating margins fell to 36 percent in the first quarter from
53 percent in the same time a year earlier. Ebersman said this has a lot to do with share-based
compensation expenses.
He also added that the company is still in growth mode and will make decisions that will hurt
its short-term profitability from time to time. For example, even though Facebook has only
started to bring in revenue from its mobile apps, it will still continue to spend aggressively on
them.
“We believe mobile usage of Facebook is critical to our future,” he said. “Expect us to invest
in it even if mobile monetization is uncertain.”
1. Internet(Google)
2. Environmental Education Book
3. College teacher instruction
Today’s culture is made up of meanings between consumers and marketers. These meanings
depict signs and symbols that are encoded in everyday objects. Semiotics is the study of signs
and how they are interpreted. Advertising has many hidden signs and meanings within brand
names, logos, package designs, print advertisements, and television advertisements. The
purpose ofsemiotics is to study and interpret the message being conveyed
in advertisements. Logos and advertisements can be interpreted at two levels known as the
surface level and the underlying level. The surface level uses signs creatively to create an
image or personality for their product. These signs can be images, words, fonts, colors, or
slogan. The underlying level is made up of hidden meanings. The combination of images,
words, colors, and slogan must be interpreted by the audience or consumer. The “key to
advertising analysis” is the signifier and the signified. The signifier is the object and the
signified is the mental concept. A product has a signifier and a signified. The signifier is
the color, brand name, logo design, and technology. The signified has two meanings known
as denotative and connotative. The denotative meaning is the meaning of the product. A
television’s denotative meaning would be that it is high definition. The connotative meaning
is the product’s deep and hidden meaning. A connotative meaning of a television would be
that it is top of the line.
Apple is an excellent example of using semiotics in their advertising campaign. Apple’s
commercials used a black silhouette of a person that was the age of Apple's target market.
They placed the silhouette in front of a blue screen so that the picture behind the silhouette
could be constantly changing. However, the one thing that stays the same in these ads is that
there is music in the background and the silhouette is listening to that music on a white iPod
through white headphones. Through advertising, the white color on a set of earphones now
signifies that the music device is an iPod. The white color signifies almost all of Apple’s
products.
The semiotics of gender plays a key influence on the way in which signs are interpreted.
When considering gender roles in advertising, individuals are influenced by three categories.
Certain characteristics of stumuli may enhance or decrease the elaboration of the message (if
the product is perceived as feminine or masculine). Second, the characteristics of individuals
can affectattention and elaboration of the message (traditional or non-traditional gender
role orientation). Lastly, situational factors may be important to influence the elaboration of
the message. There are two types of marketing communication claims-objective and
subjective. Objective claims stem from the extent to which the claim associates the brand
with a tangible product orservice feature. For instance, the camera has auto focus features.
Subjective claims convey emotional, subjective, impressions of intangible aspects of a
product or service. Men are more often portrayed as authorities. As far as ads go, with age
men seem to gain wisdom and authority. On the other hand women seem to disappear with
age. Voiceovers are commonly used in advertising. Most voiceovers are men (figures of up to
94% have been reported). There have been more female voiceovers in recent years but
mainly for food, household products, and feminine care products.