ISSN - 2250 - 1991Volume : 1 Issue : 5 May 2012` 200

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INDEXSr. No. Title Author Subject Page No.

1 Convergence of India Gaap with International GAAP / IFRS

Prof. Kalola Rimaben A. Accountancy 1-3

2 Global Scenario of Business Ethics With Corporate Governance

Prof. Dr.Kishor V. Bhesaniya

Accountancy 4-6

3 VAT & ACCOUNTING Miss. Mira J. Bhanderi Accountancy 7-8

4 Carbon Trading: An Emerging Business Dr. Basanta Khamrui, Dilip Kumar Karak

Commerce 9-11

5 Developments in Indian Non Life Insurance Industry Ms.Kiran Sood, Ms.Supriya Tandon

Commerce 12-14

6 Parameters And Costs Influencing Transportation Decisions In Small Manufacturing Firms

Vipul Chalotra,Prof Neetu Andotra

Commerce 15-17

7 Foreign Trade Policy of India (2009-14) Dr. M. K. MARU Commerce 18-20

8 “A Comparative Analysis on Profitability of Selected Petroleum Industries”

Dr. Ramesh A. Dangar Commerce 21-23

9 An Empirical study on Consumer Awareness on Internet Banking in Gujarat

Dr. Vinod K. Ramani Commerce 24-26

10 Study of Factors Affecting HNIs’ Preferences for their Banks in South Mumbai Area

Shri. Arvind A. Dhond Commerce 27-31

11 Promotion mix straregy of jammu and kashmir co-operatives supply and marketing federation limited in jammu district of J&K state

Tarsem Lal Commerce 32-35

12 Intelligent Brain Tumor Tissue Segmentation from Magnetic Resonance Image using forward and backward anisotropic diffusion

S.Nithya Roopa,P. Vasanthi Kumari

Computer Science

36-38

13 Share of Women in Total Family Income – A Two Group Discriminant Analysis

Dr.A.Shyamala Economics 39-41

14 Socio-Economic Evaluation of Shg’s in Bidar District of Karnataka

Dr.Sangappa V. Mamanshetty

Economics 42-44

15 The Development of Chemical and Petrochemicals Industry in Gujarat

Dr.D.G.Ganvit Economics 45-46

16 How Can Primary Teachers Help To Assist The Development Of Positive Self-Esteem In Students Through Their Ordinary Teaching Practice?

Jigar L. Dave Education 47-48

17 Primary Mission Of Colleges Jigar L. Dave Education 49

18 Effectiveness of Readers Theatre on English Reading Comprehension

Ramesh B. Sakhiya Education 50-51

19 The Role of a Computerized Package on EFL Students' Writing Skills

Abdallah Ahmad, Baniabdelrahman, Abdulaziz A. Abanomey

Education 52-57

20 The Use of Team Teaching and its Effect on Saudi EFL Students' English Proficiency

Abdallah Ahmad, Baniabdelrahman, Abdulaziz A. Abanomey

Education 58-63

21 Study and Development of Road Traffic Noise Model Bhavna K. SutharV. R. Gor, A. K. Patel

Engineering 64-66

22 Weather Forecast Using Artificial Neural Network Laxmikant Raskar, Rohit Waghchaure, Md. Danish Raza,Mayuresh Lande

Engineering 67-68

23 Pavement Subgrade Stabilisation with Rice Husk Ash Patil N. L.,Dr. Sanjay Sharma,Dr. Hemant Sood

Engineering 69-71

24 Study of Precipitation and Stream Flow Data- A Case Study of Kim Basin

Prashant A. Ramani Engineering 72-76

25 “Estimation of Revised Capacity for Deo Reservoir of Gujarat, India”

Hiral Shah,N. N. Borad, R. K. Jain

Engineering 77-79

26 Nanotechnology in Cellular Lightweight Concrete Mr. Nakul Shah, Prof. Jayeshkumar Pitroda

Engineering 80-82

27 Plate Load (Model) Test for Bearing Capacity of Layered Deposite

Patel Ankit D., B.R. Dalwadi

Engineering 83-85

28 Effect of Service Bridge on natural frequency of structurally coupled multistory building

Upadhyay Nishith H., Prof. A.N. Desai

Engineering 86-88

29 “Controling the Soil & Land Pollution in Sabarkantha District by Using an App Lication of Remote Sensing and Geographical Information System”

Gaurang J Patel,R.B Khasiya

Engineering 89-91

30 Control The Soil Erosion & Land Pollution By Flood Reduction in The Tapi River,Surat District, Gujarat, India.

Harshad M.Rajgor,K B Khasiya

Engineering 92-95

31 Methodology for managing irrigation canal system with optimum irrigation scheduling for Meshwo irrigation Scheme

Jitendrasinh D. Raol, Roshani A.Patel,Prof S.A.Trivedi

Engineering 96-98

32 Analyis of regional water supply scheme in rural areas (Case Study: Kutch)

Niketa Patel Engineering 99-103

33 Security For Near Field Communication in Cell Phone Biren M Patel, Vijay B Ghadhvi,Mr Ashish Kumar

Engineering 104-106

34 Heterogeneous Traffic Flow Simulation at Urban Roundabout using ‘VISSIM’

Dipti S. Thanki, Asst. Prof. Ashutosh K. Patel

Engineering 107-109

35 Planning of Facilities for Pedestrian Movement in Urban Area: A Case Study of Vadaj Circle, Ahmedabad

Hitesh A. Patel,Pinak. S. Ramanuj

Engineering 110-113

36 Planning for Non-Motorized Transportation Jignesh C.Prajapati, Prof. N.G.Raval

Engineering 114-116

37 Intersection Design for Pedestrians and Cyclist Jignesh C.Prajapati, Prof. N.G.Raval

Engineering 117-120

38 Theoretical Consideration for optimum irrigation scheduling for irrigation Scheme

Jitendrasinh D. Raol, Prof S.A.Trivedi

Engineering 121-124

39 Overall Equipment Effectiveness Measurement and Review of Total Productive Maintenance

Kadiya Pinjal, Navinchandra

Engineering 125-128

40 To Study the Effect Of Stiffness on the Expansion Joint of a Building Subjected to Earthquake Forces

M.D.SHAH, P. G. Patel Engineering 129-132

41 Side Friction and Side Friction Factor (FARIC) In Ahmedabad Road Link

Parmar Dushyant J, Asst. Prof. Ashutosh K. Patel

Engineering 133-134

42 Fiber Reinforced Selfcompacting Concrete Patel Nikunj R,Elizabeth George

Engineering 135-137

43 Modal Analysis of Helical Gear Purusharth J. Patel,D.A. Patel

Engineering 138-140

44 Impact Strength of Ternary Blended Steel fiber Reinforced concrete

Samir M. Gami., D.A.Sinha

Engineering 141-143

45 Identify issues of traffic movement at landside area & remedial measures

Samir P. Mulani,Prof- Naurdin Hajiani

Engineering 144-147

46 Identification of Truck Transportation Issues at a Junction: a case study of Sarkhej Area

Himanshu. B. Shrimali, Prof- Naurdin Hajiani

Engineering 148-152

47 Assessment of Vehicular Carbon Footprint and its Reduction Measures

Chintan Patel,Prof. H.K.Dave

Engineering 153-155

48 Study of Solar Air Heaters with Different Operating Configurations

Ajaypalsinh Gangasinh Barad

Engineering 156-158

49 Traffic Flow Characteristics on Roads of Small Urban Centre

Axay S. Shah,Dr. L.B.Zala

Engineering 159-162

50 Failure in tensile testing on single lap multi-fastener joint with bolted connection

Jagdish N.Prajapati, Dr.Rajula.k.Gujjar, Prof.M.M.Pomal

Engineering 163-167

51 Study Of Infiltration Capacity At Anjar, Kutch Ravi C Ahir, Sagar D Patel

Engineering 168-169

52 Comparison of Temperature-Base Methods For Calculating Reference Evapotranspiration With Standard Penman-Monteith Method

M.R.Popat, S.N.Chavda, B.H.Pandit

Engineering 170-172

53 Electronic customer relationship management: benefits and trend

Tanuja Nair Engineering 173-174

54 VIRTUAL CLASS ROOM USING MOBILE AD-HOC NETWORK

Gaurav Katariya, Yogesh Parkhe, Devendra Patil,Pawan Pawar

Engineering 175-176

55 PARKING EVALUATION: A CASE STUDY OF AMUL DAIRY ROAD ANAND

Jaydipsinh P. Chudasama, Dr. L.B.Zala

Engineering 177-180

56 ENERGY ANALYSIS OF SOLAR AIR HEATER BY USING DIFFERENT TYPES OF ABSORBER PLATES

Vivek B. Patel,Dr. L.B.Zala

Engineering 181-183

57 Effect of Aspect Ratio W/L ,Body Bias ,and supply Voltage (vDD) for NMOS & PMOS transistor.

Rubina Siddiqui, Angeeta Hirwe, Rahul Parulkar

Engineering 184-186

58 Spider diversity of Wan Wild life Sanctuary, Vidharbha , India.

Taktode N.M. Environment 187-188

59 The Initial Human Behavioural Response to Rapid On set Natural Disaster: Earthquake

S.S. Patil, K.L. Karkare, I.B. Ghorade

Environmental Science

189-190

60 Spatio-temporal Distribution of Surface Water for Irrigation in Satara District of Maharashtra: An Analytical Study

Pawar D. H., Jadhav K.R.

Geography 191-193

61 Nagarcha wadh v kushi bhumi upyog badal nanded-vaghan ek abhyas pahani

Prof. Mane Deshmukh R. S., Dr. S. B Rathod

Geography 194-196

62 Socio-Economic and Nutritional Status of Children with Mental Retardation

Dr. S. S. Vijayanchali Home Science 197-199

63 Motivating Employees under Adverse Conditions Dr Alpesh B Joshi Human Resource

200-202

64 “Strategic Human Resource Management” Dr. M. Venkatasubba Reddy, B. Swetha,S. Jaya Krishna

Human Resource Management

203-204

65 Identifying Crosscutting Concerns for Software Requirement Engineering

Velayutham Pavanasam, Chandrasekaran Subramaniam

Information Technology

205-207

66 Gate pass Automation with Image,Barcode reading and Biometrics

Sumant C. Murke,Tejas N. Athavale, Sangram A. Nalawade

Information Technology

208-210

67 Plight of Rape Victims With Special Reference to India Dr. Monica Narang, Richa Sabharwal

Law 211-212

68 Libraries: An Essential Tool for the Advancement of Knowledge Resources & Research in Recent Era

Dr. Umesh Patel Library Science 213-215

69 An Analytic Study of BA/BSc/BCA/BCom Part I General English Syllabus Prescribed by the University of Jammu

Dr. Wajahat Hussain Literature 216-217

70 A Study on Quality of Work Life Dr.N.Thenpandian Management 218-219

71 Best HR Practices Kavita Trivedi Management 220-221

72 A Study on Employee Retention Practices of Automobile Industry in INDIA

Dr.K.Balanaga Gurunathan, Ms. V.Vijayalakshmi

Management 222-224

73 A Study on Innovation for Organizational Excellence in Health Care Industry in a Private Multi-Speciality Organization

Dr. C. Swarnalatha,T.S. Prasanna

Management 225-227

74 “Performance measurement of Top 10 Mutual Funds with the help of Sharpe, Treynor & Jenson Model”

Monal Patel, Dr. Deepak H. Tekwani

Management 228-230

75 Strategic Expansion for Growth A Case Study on Codescape Consultants Pvt Ltd. (Infinite Possibilities)

Akshay Arora,Abhilansh Bhargava, Preeti Sharma

Management 231-232

76 Role Of Education In Innovation For Economic Development - A Case Study

Dr. Ananthapadhmanabha Achar

Management 233-238

77 ROLE OF HR PROFESSIONAL IN DEALING DISCIPLINARY PROCEEDINGS CONSTRUCTIVELY - AN OVERVIEW

C Santhanamani, Dr. N. Panchanatham

Management 239-241

78 Power of Advertising Supriya Tandon Management 242-244

79 Enhancing Employee Engagement: A Need of The Hour Urmila Vikas Patil Management 245-247

80 Role of E-Learning to Enhance Qualities of Physical Education Teachers and Coaches

Gohil Rajendrasinh K. Physical Education

248-250

81 “Eco – Environmental Study on Nutrient Removal Potential of Eichhornia Crassipes from Domestic Wastewater”

D. K. Patel, V. K. Kanungo

Science 251-253

82 Aphasia – a loss of linguistic faculty Dr Alpesh B Joshi Social Sciences 254-256

83 Workaholism – A Modern Day Nuisance Dr Alpesh B Joshi Social Sciences 257-258

84 Vartman me Dalit Varg ki Samasya Dr. H. L. Chavda Sociology 259-260

Volume : 1 | Issue : 5 | May 2012 ISSN - 2250-1991

242 X PARIPEX - INDIAN JOURNAL OF RESEARCH

Research Paper

* Assistant Professor, RIMT, School of Management Studies, Mandi Gobindgarh, Punjab

Management

Power of Advertising

* Supriya Tandon

Keywords : Advertising, Marketing mix, Advertising theory, Growth pitch, Grabertising

Advertising has an influence on everyone in one way or another, each and every industry gets effected by it. Catchy jingles, cute slogans, and cartoon characters are all key factors that hook the audience on certain products. There has been tremendous growth in this sector. The study entails about the growth of advertising in the previous years and predicting the future growth of 2012. Various agencies have done the survey of the adverting with that of sales compared with print and electronic media such as television, newspaper, magazines and internet. The study highlights the growth in various fields and their contribution towards sales.

ABSTRACT

Advertising The term Advertising originates from the Latin “Adverto” which means to turn around. Advertising thus denotes the means employed to draw attention to any object or purpose. In the Context of Marketing Advertising has been defined “as any paid form of non-personal presentation and promotion of ideas, goods or services by an identified sponsor. Through an advertisement, the advertiser intends to spread his ideas about his products /offerings among his customers and pros-pects. Popularization of the products is the basic aim of the advertising activity.

Marketing mixThe marketing mix has been the key concept to advertising. The marketing mix was suggested by Professor E. Jerome McCarthy in the 1960s. The marketing mix consists of four basic elements called the four P’s. Product is the first P rep-resenting the actual product. Price represents the process of determining the value of a product. Place represents the vari-ables of getting the product to the consumer like distribution channels, market coverage and movement organization. The last P stands for Promotion which is the process of reaching the target market and convincing them to go out and buy the product.

Advertising theory It clarifies the objectives of an advertising campaign and for each individual advertisement. The model suggests that there are six steps a consumer or a business buyer moves through when making a purchase. The steps are:1. Awareness2. Knowledge3. Liking4. Preference5. Conviction6. Purchase

This approach suggests that an advertisement should contain a message or means that leads the consumer to a desired end state.

Various kinds of Advertising Almost any medium can be used for advertising. Commercial advertising media includes wall paintings, billboards, street furniture components, printed flyers and rack cards, radio, cinema and television adverts, web banners, mobile tele-phone screens, shopping carts, web popups, skywriting, bus

stop benches, human billboards, magazines, newspapers, town criers, 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, sub-way platforms and trains, elastic bands on disposable dia-pers, doors of bathroom stalls, stickers on apples in super-markets, shopping cart handles (grabertising), the opening section of streaming audio and video, posters, and the backs of event tickets and supermarket receipts.

With the dawn of the Internet came many new advertising op-portunities. Popup, Flash, banner, and email advertisements (the last often being a form of spam) are now commonplace.

Advertising Growth Advertising is a world wide phenomenon. Companies all over the world are spending huge amount of money in order to establish their brands and to improve their market share. With this objective most companies are changing the type and mode of advertising and are trying to make advertising more effective.

Television and print media advertising in India witnessed a growth of 18 per cent and 16 per cent, respectively in the first six months in 2011 as compared to the corresponding period of 2010, according to media market research firm Adex India.

While food and beverage, personal care and services were the top three contributors to Television advertising, educa-tional and social advertisements topped in print advertising. In terms of airtime, the total Television advertising duration increased to 1,27,256 hours in the first half of 2011, up 18 per cent from the same period last year, Adex India said. The top 10 sectors, including food and beverages, personal care, services, auto and telecom, contributed 60 per cent to the total Television advertising, it said.Hindustan Unilever, Reckitt Benckiser, Coca Cola India, Cadburys India and ITC were the top five advertisers on Television.

The top five brands that advertised the most on Television during the period were Sprite, Complan, Colgate dental cream, Maaza and Idea Cellular. “National channels bagged 56 per cent of TV advertising during the first half of 2011,” ac-cording to Adex India.

In case of print advertising, services, education, banking/

Volume : 1 | Issue : 5 | May 2012 ISSN - 2250-1991

PARIPEX - INDIAN JOURNAL OF RESEARCH X 243

finance/investment were the top three sectors and together accounted for 37 percent share.Newspapers advertising contributed 96 per cent of total print advertisements during January to June 2011. Adex India, however, does not provide value size of the total advertising sectors.

ZenithOptimedia estimated media buying and planning firm to contribute USD 5 billion (around Rs 22,700 crore) with Tel-evision and print contributing 42 per cent and 44 per cent, respectively.

Table 1 illustrates top 10 contributors to global advertise-ment spend growth between Year 2007 to Year 2010

Country Growth US ($ Million) Growth percentage

USA 14812 8.3China 9243 61.5Russia 8248 92.1

UK 4541 19.5Brazil 4520 46.6India 3163 52.2Japan 2347 5.7

South Korea 2095 21.6South Africa 2070 45.8

Pan Arab 1987 54.2

In its report with Pitch magazine, the agency said advertising had grown by 2% in 2009-10. The FICCI-KPMG the ( Federa-tion of Indian Chambers of Commerce and Industry ) KPMG-( Klynveld Peat Marwick Goerdeler ) reported a 7.58% growth and a just released report by Media Partners Asia, a research firm, says advertising will grow at 7.2%.

A report by Zenith Optimedia forecasts the future spending in online advertising and its growth around the world. India is on the sixth position on the world list in terms of growth value from 2007 to 2010.India’s advertising growth market chart shows that the whole advertising spend is set to boom 8 times since 1995 when it was around 47 billion to around 367 billion rupees and out of the 367 billion rupees was spend on advertising by 2010 about 36 billion is expected to be spent on online advertising. The report gives no discrimination on display versus search or lead versus branding kind of spends. The growth from 2009 to 2010 the yearly growth has been around 75%.

Growth PitchRising advertisement rates, digital properties, cricket and re-ality content will be the growth drivers in India

Table 2 illustrates the expenditure from various mediaSource: The Wall Street Journal

Year

New

spap

er

Mag

azin

es

Tele

visi

on

Tota

l

2007 7543.8 754.6 7395.6 17987.92008 9102.1 1141.9 8501.9 21380.12009 9520.8 550 8991.8 21602.52010 10271.3 598.7 9991.5 23631.92011 11016.6 647.4 11183.9 258922012 11883 696 12860.3 28851.2Total : also includes radio, cinema ,outdoor, internet2010-2012 (estimates) Newspaper advertising, which grew 5% in 2009, is likely to see 7-8% annual growth this year. Rising literacy levels and better distribution in the regions are steadily improving the reach of newspapers. The survey also predicts a healthy 11-12% growth for television in India riding on the digital wave and advertising opportunities offered by the new “larger than life” entertainment formats. Sports which is growing in popu-larity, because of the success of the Indian Premier League

(IPL), and the trend is likely to continue. The study stated that Internet advertising in India will be driven by social media. The survey pegs Internet advertising growth at an annual 25% in the coming three years. Satyajit Sen, chief executive officer, Zenith Optimedia, said most of the growth story will come from digital properties, especially those in the mobile domain. Other key contributors will be cricket and reality con-tent apart from rising ad rates.

“Print, especially English newspapers, which have suffered in revenues because of the downturn, will emerge out of it. There will be a correction,” Sen said.At least two other adver-tising surveys have predicted 12-13% growth for Indian ad-vertising. A recent Pitch-Madison report said the ad industry has seen 13% growth in 2010 to touch a turnover of Rs21,145 crore.

The survey concluded that globally the worst-hit markets are stabilizing and faced effected growth in 2011. The Internet’s share of ad expenditure will rise from 12.6% in 2009 to 17.1% in 2012 globally.

Advertising in Various sectorsAdvertising Ratios & Budgets is the source for the below data. The table covers over 5,000 companies and 300 in-dustries with historical 2010 advertising budgets, 2011 ad-to-sales ratios and ad-to-gross margin ratios. This helps in to track competition, win new ad agency clients, set and justify ad budgets, sell space and time or plan new media ventures and new products. It includes industry and advertiser ad spending rankings and data on over 300 major foreign com-panies. Data taken by major advertising agencies, media companies, advertisers and libraries.

Table 3- Illustrates about 2011 Advertising To Sales Ra-tios by Industry SectorSource: Schonfeld & Associates

Indu

stry

Se

ctor

Ad

to s

ales

Rat

io %

Ad

Gro

wth

% Sa

les

Gro

wth

%

Natural Resources & Materials 0.8 1.6 -2.3Oil,Gas and Chemicals 0.3 -1.7 -5.8Consumer products 7.2 1.7 3Health Care 3.4 7 7Retail 1.6 1.5 2.9Financial services 0.9 -10.1 9.3Electronic and financial instruments 1.6 6.1 6.2Computers and software 1.9 4.4 3.8Industrial equipments and furnishings 1.5 -1.4 -1.2Transportation and travel 1.6 -5.6 -1.1Services except healthcare 2.7 2.8 0.6Construction and real estate 2.7 -2.5 -0.2Communication products and services 3.5 0.1 1.8Wholesale 0.8 -3.9 -0.1All sectors combined 2 8.5 13.4

Technology has also played a huge role in many companies’ decision to utilize online advertising. The Internet has broad-ened its appeal, and by being accessible when people are on the move, this has made the sheer volume of traffic boom. That means there are a lot more people to whom business-es can advertise – that’s the bottom line for businesses and companies, which is reflected in the increased amount of ad spend that 2012 is expected to experience.

An article published in Business line stated that in India, 87 per cent of those who use the Internet trust others’ advice rather than any kind of advertising, proving that word-of-mouth is the most powerful advertising tool, a press release issued by the research agency found. (October 9,2007)

Volume : 1 | Issue : 5 | May 2012 ISSN - 2250-1991

244 X PARIPEX - INDIAN JOURNAL OF RESEARCH

Adex states that Print advertising might have a growth of 8-9 percent in 2012. “This is due to the fact that there is going to be a certain amount of demand through elections and the possible bounce-back of certain sectors like auto, real estate, etc who will continue to look at print as a viable advertising option,” states Amin Lakhani, Principal Partner – Exchange,

Mindshare. Another factor that will drive the fortunes for Print will be speciality magazines. “Being subscription-based and catering to niche audiences, these magazines will continue to attract the attention of the advertisers as well,” states Mr Lakhani. (April 11,2012)

REFERENCES

International Journal of Research in Commerce and Management, Volume No 2 (2011) Issue No 1 January Magazine: Pitch Magazine February 2012 issueNewspapers: Business Line print edition October 9, 2007 | The Economic Times, August 17, 2011Sites referred: www.exchange4media.com | www.saibooks.com | www.watblog.com | www.livemint.com | www.mxmindia.com

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