CHAPTER – I EFFCTIVE ADVERTISNG INTRODUCTION: The software revolution typically represents the country’s post 1991 economic transformation-from a hesitant beginning to explosive growth. Today there are over 270 million software subscribers. This mobile telephony led revolution is spreading to every corner of the country and over eight million mobile subscribers’ signup for every month. Over the last decade, not only has India emerged as the fastest growing mobile market but also as one of the largest in terms of customers STATEMENT OF THE PROBLEM: 1.1. Fundamentals of Marketing The development of marketing is evolutionary rather than revolutionary. There is no single answer to the question of what is marketing? To understand it may be explained in brief, as “Marketing is what a maker does.” But this meaning lacks clarity in understanding the subject. The evolution of marketing is as old as the Himalayas. It is one of the oldest professions of the world. Marketing is indeed an ancient art; it has been practiced in one form or the other since the days of Adam & else. The word, marketing has been defined differently by authorizes in different ways the traditional objective of marketing had been to make the goods available at places where they are needed. This idea was later on changed by shifting the emphasis from “exchange” to “satisfaction of human wants.” different authors tried to suitable definition from their view point. Some are very broad, others are rather too narrow. Some emphasis on the traditional view of purchasing goods and finding out customers, others emphasis on the modern view that marketing must first find out what customer want and then plan a product to satisfy that want. As any other subjective has its own origin, growth and development. 1.2. Definition of marketing Marketing has often been described as, “the art of selling products,” but people are surprised when they here that the most important of marketing is not selling. Selling is only the tip of the marketing icebery. The American marketing Association offers the following definition marketing is the process of planning and executing the conception, pricing promotion, and distribution of ideas, goods & service to create exchanges that satisfy individual and organization goals. 1.3. Evolution of marketing: 1. Barter system: The goods are exchanged against goods, without any other medium of exchange, like money. 2. Production orientation: This was a stage where producer, instead of being concerned with the customer preferences, concentrated on the mass production of goods for the purpose of profit. They cared very little about the customers. 3. Sales orientation: The stage witnessed major changes in all the spheres of economic life they selling activity becomes the dominant factor, without any efforts for the Satisfaction of the consumer needs. 4. Marketing orientation: Customers Importance was relished but only as a means of disposing of goods produced. Competition became stiffer. Aggressive, advertising, personal selling, large scale sales promotion etc. are used as tools to boost sales. 5. Consumer orientation: Under this stage only such products are brought forward to the markets which are capable of satisfying the tastes, preferences and expectation of the consumers-consumer satisfaction. 6. Management orientation: The marketing function assumes a managerial vole to co-ordinate all interacting business activities with the objective of planning, promoting and distributing want- satisfying products and services to the present and potential customers. SCOPE OF THE STUDY: I. To find out the socio-economic background of mobile users in CHENNAI Software Industry II. To measure the effectiveness of cherry tech’s “Mega Super Plan” prints advertisement. IMPORTANCE OF THE STUDY: Marketing mix is the policy adopted by the manufactures to get success in the field of marketing. Those days, when goods were matched with the market, have gone. The modern, market concept emphasizes the importance of the consumer’s preference. Manufactures take various policies to get success in the market and the marketing mix is one of the important policies. In planning, we make use of marketing information to access the situation. Therefore; a manufacture first analyses the nature of consumer’s needs and then plan his product to give satisfaction to the consumers. Marketing departments perform the operation and the market offering mix the result. Thus, the identification of demand and supply involves various functions of marketing to attain success in the market and the combination of these functions is known as marketing mix. According to Borden, “The marketing mix refers to the appointment of efforts, the combination, the designing and the integration of the elements of marketing into a programmer or mix which, on the basis of an appraisal of the market forces will best achieve an enterprise at given time.” According to station, “marketing mix is the term used to describe the combination of the four inputs which constitute the core of a company’s marketing system-the product, the price structure, the promotional and the distribution system. Marketing mix is developed to satisfy the anticipated needs of the identified markets. A description of the four elements marketing mix (Four PS) is: 1. Product 2. Place (Distribution) 3. Price 4. Promotion 1. Product: The products must satisfy consumer needs. The management must, first decide the produced, by knowing the needs of the consumers the physical product services, brand and packages. The marketing authority has to decide the quality, type of goods or services which are offered for sale. A firm may offer a single product (manufacturer) or several products (seller)- Not only the production of right goods but also their shape, design, style, brand, package etc. are of importance. The marketing authority has to take a number of decisions as to product additions, product deletions, product modifications, on the basis of the marketing information. 2. Place (Distribution): Physical distribution is the delivery of products at the right time and at the rights place. The distribution mix is the combination of decisions relating to marketing channels, storage facility, inventory control, location, transportation where housing etc. 3. Price: The price is to the effect the volume of sales is the price. The marked or announced amount of money asked from a buyer is known as basic price- value placed on a product. Basic price alterations may be made by the manufacturer in order to attract the buyers. This may be in the form of discount; allowances etc., Apart from this, the terms of credit, liberal dealings will also boost sales. 4.Promotion: The product may be made known to the consumers. Firms must undertake promotion work –advertising, publicity, personal selling, etc., which are the major activities and thus public may be informed of the products, by the manufacturer to the public. OBJECTIVES OF THE STUDY: The advertising has its origin from a Latin word ‘Advertise’ which means ‘turns on’. The dictionary meaning of the word is ‘to announce publicly or to give ‘public notice’. In the early days of advertising, people used to advertise simply to announce the availability of goods and services .It was in 1904 that John E. Kennedy dramatically changed the description of advertising to ‘salesmanship to print’. For the first time, it was clearly stated that the ultimate win of advertising is to sell.” It is not good advertising unless it sells”. It was emphasized that advertising did not just denote thinking up with Every advertiser pays the pictures or writing clear slogans, nor was the purpose of advertising to entertain. It was considered to be a serious business tool with the purpose of assisting the sales of a product. Same tariff for a magazine or TV time. Yet a really good message can sell many times over a poor one. As an advertising professional one is expected to produce high return on investment, readership, action and sales. According to John E. Kennedy: Advertising is simply a way of selling something in the most effective method possible. Good advertising creates sales and just attention”. “According to American Marketing Association: “Advertising is any paid form of non-personal presentation and promotion of ideas, goods or services by an identifiable sponsor. ” Characteristics of Advertising: Advertising is a promotional tool, which is non-personal and is paid for by the sponsor who is easy to be identified, whose aims is to disseminate detailed information about the product to the target audience. At this point, it is important to go into the details of what are the various characteristics of advertising. (i) Paid form Advertising is a tool of promotion, which is paid for by the advertiser. There are standard tariff rates for the different types of media where the advertiser chooses to place an advertisement. Money is paid for per second in radio and TV or per column centimeter (cc) in print media by the advertiser. (ii) Non-personal presentation: Advertising is addressed to mass –audience. A salesman does face-to- face selling which is personal selling. On the other hand, advertising do not personal. It is neither delivered by any person nor is it addressed to any specific person. There is a facilitating agency i.e. ., media, which is used to carry he idea through the various vehicles to the target audience, which are very large in number. (iii) Promotion: The aim of advertising is to persuade people to buy products and services or to accept idea which are being advertised. The task of promoting these products and services is done through communicating to the target audience by using the right media vehicle. (iv) Identifiable sponsor: The sponsor is the person or group which is playing for the advertisement. In case of advertisement It can be easily identified as to what is the source of advertising message.