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Impact Of Advertising On Advertising

1055 Words5 Pages

advertisers on TV were:
1. Hindustan Unilever Limited.
2. ITC Ltd.
3. Cadburys India Ltd.
4. Reckitt Benckiser (India) ltd.
5. Procter and Gamble.
6. Ponds India
7. Colgate Palmolive India Ltd.
8. Coca Cola India Ltd.
9. Bharti Airtel Ltd
10. L’Oreal India Pvt ltd.
From the above mentioned companies three were selected, namely Hindustan Unilever, ITC and P&G.
2. Last/ new product launched by the company:
After identifying the highest advertisement spenders the next logical step was to identify the brands. Many researchers have studied the advertisement effectiveness of popular brands. However on studying the concept of advertising effectiveness it seemed that popular products which enjoy loyalty of customers, have been used by them for generations would not be appropriate. A gap was identified in literature review that when advertisement Effectiveness of old and popular products is difficult to measure. There is a high possibility that people know the product through experience and their perceptions and attitude would be affected more by the experience and less by the advertisement. Thus to effectively measure brand and advertisement awareness, attitude and purchase intention products which were launched in the recent past were selected. All these products were from the personal care product category. According to the Pitch Madison Media Advertising Outlook Report 2015, FMCG continues to be the biggest spender on television. As per TAM AdEx reports ahike of 13% was seen in

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