MENTORING REPORT

ON

A STUDY ON …………………………….

“Submitted in the Partial Fulfillment for the

Requirement of
Post Graduate Diploma in Management”
(PGDM)

Submitted to: Submitted

by:

Jagannath International Management School

Kalkaji, New Delhi
 DECLARATION FROM STUDENT

I ……………….. Roll No………………….. declares that the

Mentoring Project Report entitled
“……………………………………………” is prepared by me and it is
an authentic work carried out by me. The matter contained in this
has not been submitted earlier for the award of any degree or
diploma to the best of my knowledge and belief.

Name of Student :

Enrolment No :
 CONTENTS

DESCRIPTION Page no.

Acknowledgement

Contents With page no.

Executive Summary

CHAPTER 1 INTRODUCTION TO TOPIC

CHAPTER 2 LITERATURE REVIEW

CHAPTER 3 COMPANY PROFILE

CHAPTER 4 OBJECTIVES

CHAPTER 5 RESEARCH METHODOLOGY

CHAPTER 6 ANALYSIS AND FINDINGS

CHAPTER 7 FINDINGS AND INFERENCES

CHAPTER 8 LIMITATIONS

CHAPTER9 RECOMMENDATION AND CONCLUSION

ANNEXURE

REFERENCES
 EXECUTIVE SUMMARY

Advertising is the means of informing as well as influencing the general public

to buy products or services through visual or oral messages. A product or
service is advertised to create awareness in the minds of potential buyers.
Some of the commonly used media for advertising are T.V., radio, websites,
newspapers, magazines, bill-boards, hoardings etc. As a result of economic
liberalization and the changing social trends advertising industry has shown
rapid growth in the last decade.
Advertising is one of the aspects of mass communication. Advertising is actually
brand-building through effective communication and is essentially a service
industry. It helps to forms the basis of marketing. Advertising plays a significant
role in today's highly competitive world. A career in advertisement is quite
glamorous and at the same time challenging with more and more agencies
opening up every day. Whether its brands, companies, personalities or even
voluntary or religious organizations, all of them use some form of advertising in
order to be able to communicate with the target audience. The salary structure
in advertising is quite high and if you have the knack for it one can reach the
top. It is an ideal profession for a creative individual who can handle work-
pressure. Today, new areas are emerging within advertising like event
management, image management, internet marketing etc. Event management
wherein events are marketed, Image management wherein a a particular profile
of an individual or an organization is projected. Internet marketing has also
brought about a lot of changes in advertising as Internet means that one is
catering to a select group of audience rather than a mass audience .Today
'Celebrity Endorsement' has attracted immense debate on whether it really
contributes to the brand building process or whether it is just another lazy tool
to make the brand more visible in the minds of the consumers. Although it has
been observed that the presence of a well-known personality helps in solving
the problem of over-communication that is becoming more prominent these
days, there are few undesirable impacts of this practice on the brand. The issue
of matching the values of the celebrity with the brand values is also very
important, i.e. getting the right celebrity to endorse the right brand. Consumers
perceive the brand as having superior quality because it has been endorsed by
a credible source. This makes endorsement as one of the indictors of quality
for any brand. Corporate credibility along with endorser credibility plays a
significant role in the attitude of the consumer towards the brand and the
advertisement respectively. On the other hand, the over popularity of the
celebrity sometimes overshadows the brand.

ACKNOWLEDGEMENT

I would like to acknowledge and thank from the deepest portion of my heart to
all the people who were always behind me, whenever I needed any help for
successful competition of my project and this report. To start with I would like
to thank my institute, JIMS, KALKAJI for providing me this opportunity. I would
like to thank my mentor here …………………who gave me her valuable inputs
so that I could start my project from the right direction. I would also like to
thank………………………., Project Sales Officer at ASIAN PAINTS LTD. who
acted as a supervisor as well as a mentor who guided me and helped me in
successful preparation of my project. I would also like to thank Dr. JK Batra for
giving me this opportunity.
Last but not the least; I would like to thank my parents and teachers for
supporting me to achieve this level.

CHAPTER 1 INTRODUCTION TO TOPIC

DEFINITION OF ADVERTISING
The word advertising originates from a Latin word advertise, which means to
turn to. The dictionary meaning of the term is “to give public notice or to
announce publicly” .Advertising may be defined as the process of buying
sponsor-identified media space or time in order to promote a product or an idea.
The American Marketing Association, Chicago, has defined advertising as “any
form of non-personal presentation or promotion of ideas, goods or services, by
an identified sponsor.”

Electronic Media
This is a very popular form of advertising in the modern day marketing. This
includes Radio, television and Internet.

Radio Advertising
All of us are aware about a radio and must have heard advertisements for
various products in it.
In radio there are short breaks during transmission of any programme which is
filled by advertisements of products and services. There are also popular
programmes sponsored by advertisers.

Advantages
 It is more effective as people hear it on a regular basis.
 It is also useful to illiterates, who can not read and write.
 There are places where newspapers reading may not possible, but you
can hear radio.
For example, you can hear radio while traveling on road or working at home;
but you can not read newspaper. Similarly, while driving you can hear a radio
but cannot read a newspaper.

Limitations
 A regular listener may remember what he has heard. But, occasional
listeners tend to forget what they have heard in Radio.
 The message that any advertisement wants to communicate may not
be proper as there is no chance to hear it again immediately. There may
be some other disturbances that distort communication.
 In comparison to Television, Radio is less effective as it lacks visual
impact.
Television Advertising
With rapid growth of information technology and electronic media, television
has topped the list among the media of advertising. TV has the most effective
impact as it appeals to both eye and the ear.

Advantages
 It is most effective as it has an audio-visual impact.
 With catchy slogans, song and dance sequences, famous personalities
exhibiting products, TV advertising has a lasting impact.
 With varieties of channels and programmes advertisers have a lot of
choice to select the channel and time to advertise.
 With regional channels coming up any person even illiterates can watch
the advertisements and understood it by seeing and hearing.

Limitations
 TV advertisements are usually expensive to prepare as well as to
telecast.