FINAL PROJECT REPORT ON INDOOR & OUTDOOR ADVERTISING ------------------------------------------------------------------------------------------

UNDER THE GUIDANCE OF

Prof. Bins Mathew

SUBMITTED BY Arjun Singh Gill ROLL NO: 23 MMS- Marketing BATCH: B

TO THE UNIVERSITY OF MUMBAI

IN PARTIAL FULFILMENT OF TWO YEAR FULL TIME DEGREE

OF

MASTERS IN MANAGEMENT STUDIES MMS

GURU NANAK INSTITUTE OF MANAGEMENT STUDIES MATUNGA, MUMBAI 400 019.

Certificate from company

CERTIFICATE

This is to certify that the study presented by Arjun Singh Gill to the University of Mumbai in part completion of the two year full time degree of MMS under the title of Indoor & Outdoor Advertising has been done under my guidance.

To the best of my knowledge this project is in the nature of original work that has not been submitted for any degree of this University or any other University.

Signature of the Candidate

________________________ Arjun Singh Gill

Forwarded through the Research Guide

Signature of the Guide

____________________ Prof. Bins Mathew

ACKNOWLEDGEMENT

I, Arjun Singh Gill, a student of Guru Nanak Institute of Management Studies, would like to take this opportunity to express my sincere thanks to all those who extended their whole-hearted and unreserved help at Avner Resources throughout this project and enabled me to give the project its present shape.

I wish to express my deep sense of gratitude to my Internal Guide, Prof Bins Mathew for his able guidance and useful suggestions, which helped me in completing the project work, in time who had been a source of inspiration and for his timely guidance in the conduct of my project work.

Contents
Contents ................................................................................................................................... 6 Outdoor Advertising ........................................................................................................................ 8 Types of Outdoor Advertising ......................................................................................................... 9 Sky-writing ................................................................................................................................... 9 Transit Media or Driven Media ................................................................................................. 10 Effectiveness .......................................................................................................................... 11 Digital signage............................................................................................................................ 11 Bus Advertising .......................................................................................................................... 12 Mobile billboards- Mobile vans ................................................................................................. 13 Mini mobile billboards ............................................................................................................... 14 Effectiveness .......................................................................................................................... 14 Wrap advertising ....................................................................................................................... 15 Aerial advertising ....................................................................................................................... 16 Effectiveness .......................................................................................................................... 16 Neon signs ................................................................................................................................. 17 Digital billboards ........................................................................................................................ 18 Example: ........................................................................................................................................ 18 Product Ponds Cream ................................................................................................................ 18 Indoor Advertising ......................................................................................................................... 19 Types of Indoor Advertising .......................................................................................................... 19 Print Ads ........................................................................................................................................ 19 Newspaper................................................................................................................................. 19 Magazine ................................................................................................................................... 20 PROS: ...................................................................................................................................... 21 CONS: ..................................................................................................................................... 21 TV Ads ........................................................................................................................................ 21 Radio .......................................................................................................................................... 22 Internet Ads ............................................................................................................................... 24 Company name ............................................................................................................................. 26
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Avner Resources- HR Consultancy............................................................................................. 26 Indoor advertising for Avner Resources .................................................................................... 27 Recommendations ........................................................................... Error! Bookmark not defined. Conclusion ..................................................................................................................................... 29 Bibliography .................................................................................................................................. 30

Indoor & Outdoor Advertising

Outdoor Advertising
3cs Creative, Compelling & Cost-effective

Outdoor advertising tools are ever-ready to launch a promotion campaign of your brand. OOH ads provide brilliant brand message with a creative input which provide a compelling viewership to audiences.

Cost effective-The technological revolution has transformed this oldest means of advertising into cost-effective and high impact means of advertising medium for brand owners and advertisers. The cost of advertising through OOH media is approximately 80% less expensive than TV ads, 60% less than print ads and 50% less than radio advertising.

Generate the right message at the right place- A moving billboard, a pillar wrapper, a backlit transit, a digital signage- all these tools of outdoor advertising generate the right brand message at the right place to the right section of target audiences.

Types of Outdoor Advertising

Sky-writing
Skywriting is the process of using a small aircraft, able to expel special smoke during flight, to fly in certain patterns to create writing readable by someone on the ground. The message can be a frivolous or generally meaningless greeting or phrase, an advertisement aimed at everyone in the vicinity, a general public display of celebration or goodwill, or a personal message such as a marriage proposal or birthday wish.

The typical smoke generator consists of a pressurized container holding a low viscosity oil such as Chevron/Texaco "Canopus 13" (formerly "Corvus Oil"). The oil is injected into the hot exhaust manifold causing it to vaporize into a huge amount of dense white smoke.

Skywriting is never a permanent process. Wind and dispersal of the smoke cause the writing to blur, usually within a few minutes. However special "skytyping" techniques have been developed to write in the sky in a dot-matrix fashion, and are legible for longer despite the inevitable blurring effect caused by wind.

Transit Media or Driven Media

Transit media is a form of outdoor advertising that uses vehicular platforms to establish a mobile brand presence. Typically, transit media campaigns are employed in denser urban environments to maximize brand exposure to both pedestrian and on-road traffic. The medium has traditionally been limited to featured advertisements on buses and trams, but in recent years has extended to various sub-categories, such as dedicated car, van or truck advertising. The medium offers a balance between the visual impact of traditional billboards and the flexibility of smaller, more mobile signage. For example, an individually branded car might be casually driven around a city for the majority of the time, but can just as quickly be integrated into a multi-vehicle convoy or parked arrangement. In addition to offering a high degree of visibility, transit media often supports promotional activities. Campaigns commonly involve some degree of interactivity, either through sampling or the distribution of promotional materials. Eg: used by the Red Bull energy drink company

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Effectiveness

Outdoor Advertising Magazine stated that wrapped vehicles have a 97% recall rate and 96% of survey respondents thought mobile advertising was more effective than traditional outdoor advertising. It is noted that 91% of the target noticed the text and graphics on these wrapped vehicles with 80% recalling the specific advertisement. The vehicle driver becomes a representative of the brand, spreading the word to the people they come in contact with through there daily travels, as well as handing out informational packets, brochures, and coupons to spur interest with traceable results.

Digital signage
Digital signage is a form of electronic display that shows information, advertising and other messages. Digital signs (such as LCD, LED, plasma displays, or projected images) can be found in public and private environments, such as retail stores and corporate buildings. Digital Signage Displays are most usually controlled by basic Personal Computers by way of proprietary software programs, avoiding any large capital outlays for the controller equipment. Advertising using digital signage is a form of outdoor advertising in which content and messages are displayed on digital signs with a common goal of delivering targeted messages to specific locations at specific times. This is often called "digital out of home" or abbreviated as DOOH. The benefits of digital signage over static signs, in situations where changing signs are preferred over static signs, are that the content can be exchanged more easily, animations can be shown, and the signs can adapt to the context and audience, even interactively. Digital signage can offer superior return on investment compared to temporary and/or promotional signs made from other substrates.

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Digital signage is used for many different purposes and there is no definitive list. However, below are some of the most common applications of digital signage: 1. Public information news, weather and local (location specific) information, such as fire exits and traveler information 2. Internal information - corporate messages, health & safety, news, etc 3. Advertising either related to the location the signage is in or just using the audience reach of the screens for general advertising 4. Brand building in-store digital signage to promote the brand and build a brand identity 5. Influencing customer behavior directing customers to different areas, increasing the dwell time on the store premises 6. Enhancing customer experience applications include the reduction of perceived wait time in restaurant waiting areas, bank queues, etc., as well as recipe demonstrations in food stores 7. Enhancing the environment with interactive screens or with dynamic way finding While the term "digital signage" has taken hold throughout most of the world, some companies and organizations prefer to use the terms "narrowcasting", "screen media", "place-based media", "digital merchandising", "digital media networks", "digital out-of-home" or "captive audience networks.

Bus Advertising
In bus advertising, buses and their related infrastructure is a medium commonly used by advertisers to reach the public with their message. Usually, this takes the form of promoting commercial brands, but can also be used for public campaign messages. Buses may also be used as part of a political or promotional campaign, or as a tool in a commercial enterprise.

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These can be static posters, or back illuminated displays, or rolling displays allowing many messages on one shelter. Technology has also been used to create interactive adverts.

Mobile billboards- Mobile vans

A mobile billboard is the marketing practice of advertising on the side of a truck or trailer that is typically mobile. Mobile billboards are a form of Out-Of-Home (OOH) Advertising. Radio, static billboards, and mall/airport advertising fall into the same category. Using a mobile billboard for advertising is an advertising niche called mobile outdoor advertising. Most mobile billboards are dedicated, customized trucks with large, but narrow, bodies for posting the advertisements. Some of these dedicated units offer features such as external sound systems, illumination, and hot/cold boxes for product sampling. This type of mobile billboard is the most popular among vendors, and the most capable in terms of gaining exposure and quick deployment. An innovative development of mobile billboards are dy namic advertising trailers called SkyBoard to hoist large format vinyl banners up to 4000 sq.ft.

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Mini mobile billboards

Another trend is to use smaller but more distinctive looking mini mobile billboards often based on the Diahatsu Midget from Japan as it is a very rare and unusual looking vehicle in Europe and the USA, these one seater vehicles have a very sho rt wheel base so they can be parked side on so the large advertising panels on the side are facing the traffic flow, this and the fact that they are such unusual looking vehicles makes them very effective advertising tools.

Some mobile billboards are installed on trucks and trailers that are in service delivering goods. This form of mobile billboards can be less expensive than dedicated trucks, but may also have less impressions because the trucks spend more time at docks loading and unloading their goods. Box-type trucks with glass panels enclosing the cargo space can be turned into a 3-D display. Many companies use these trucks for parades, product launches, furniture displays, and general rapid awareness creation. Anything can be placed inside of the boxes
Effectiveness

Industry analysts, researchers and trade representatives have researched the effectiveness of mobile billboards. Outdoor Advertising Magazine said that outdoor mobile media billboards have a 97% recall rate, and 96% of survey respondents thought mobile advertising is more effective than traditional outdoor advertising.[citation needed] 3M and the American Trucking
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Association noted 91% of the target noticed the text and graphics on truck advertising, and the Traffic Audit Bureau noted that on local routes monthly impressions ranged from one to four millions hits.[citation needed] Product Acceptance and Research said 94% of respondents recalled seeing the Mobile Billboard, with 80% recalling the specific advertisement; the billboards resulted in a sales increase of 107%.

Wrap advertising
Wrap advertising is the marketing practice of completely or partially covering (wrapping) a vehicle in an advertisement or livery, thus turning it into a mobile billboard. This can be achieved by simply painting the vehicle surface, but it is becoming more common today to use large vinyl sheets as decals. These can be removed with relative ease, making it much less expensive to change from one advertisement to another. Vehicles with large, flat surfaces, such as buses and light-rail carriages, are fairly easy to work with, though smaller cars with curved surfaces can also be wrapped in this manner.

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Aerial advertising
Aerial advertising is a form of advertising that incorporates the use of either aircraft to transport and display forms of banners and mobile billboards, or the use of aero batics combined with smoke projectors to write words in the sky. This last practice, called 'skywriting, has largely been supplanted by other forms of aerial advertising in the modern day. Contemporary forms of aerial advertising usually incorporate advertisements either affixed to the body of, or attached to the tail (aircraft) end of an aircraft.

Effectiveness

Modern proponents of aerial advertising hold the position that it is an extremely costeffective method to reach otherwise isolated pockets of consumers (such as people stuck in rush-hour traffic, or at the beach, where advertising tends to be limited). Numerous aerial advertisement companies assert that the CPM of their services is less than $6 US. Aerial advertisements, according to the service providers, give a company the opportun ity to target specific customers based on their geographical location and demographics. Because of the highly visible nature of most aerial advertisements, proponents also point out that potentially large numbers of people can view an advertisement at once. Detractors of aerial advertising maintain it has a highly limited and ineffective scope in the age of the internet. In particular, they state that the use of aircraft near two major metropolitan regions(NYC and D.C.) tends to be tightly regulated and restricted, and that, at least in the U.S., the use of aerial advertisement over sporting events with 30,000 or more in attendance is prohibited. Aerial advertising planes do fly before the events over the masses of tailgaters. A 2003 article by the Associated Press reports that aerial advertisement companies had lost a preliminary injunction against new federal security regulations, and all data indicate that the use of civilian fixed-wing aircraft over sporting events in the U.S. is forbidden. Studies by advertisers have shown that mobile billboards carried by aircraft have a limited local exposure but a high consumer recall and retention rate in other words, customers who see
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the ad tend to recall the message or product being displayed at a higher rate than with most other forms of advertising, but the region where the advertisement is displayed is limited to the flight path of the aircraft. The reason for this higher retention rate is unclear, but it can be postulated that it is due to the relatively unusual method in which the advertisement is displayed; the novelty of seeing a message in an unfamiliar way helps consumers to remember the message. Viral marketing and stealth marketing are excellent examples of this idea put to work in the modern day. Other names for Aerial Advertising include: 1. Airplane advertising 2. Plane banner 3. Airplane banners 4. Aerial banners 5. Airplane messages 6. Flying banners 7. Airplane messages 8. Aerial billboards

Neon signs
Neon signs are made using electrified, luminous tube lights that contain rarefied neon or other gases. They are the most common use for neon lighting, which was first demonstrated in a modern form in December, 1910 by Georges Claude at the Paris Motor Show. In addition to signage, neon lighting is now used frequently by artists and architects, and (in a modified form) in plasma display panels and televisions. The signage industry has declined in the past several decades, and cities are now concerned with preserving and restoring their antique neon signs. The light-emitting tubes form colored lines with which a can be written or a picture drawn, including various text

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decorations, especially in advertising and commercial signage. By programming sequences of switching parts on and off, there are many possibilities for dynamic light patterns that form animated images.

Digital billboards
A digital billboard is a billboard that creates digital images that are changed by a computer every few seconds. Digital billboards are primarily used for advertising, but they can also serve public service purposes.

Example:
Product Ponds Cream
Outdoor advertising for Ponds cream 1. 2. 3. 4. 5. 6. Bus advertising Hoardings Neon signs Malls Pole kiosk Ladies special train

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Indoor Advertising
In todays world of interactive web-based marketing, viral campaigns and high production television commercials, the print ad remains one very powerful and effective means for advertisers to reach their audience. The printed format, whether it is for magazines, newspapers or billboards, sets specific challenges for ad designers. An idea or message must be communicated simply and swiftly, it must be eye-catching enough to grab the viewers attention and convey the important information in an instant.

Types of Indoor Advertising Print Ads

Newspaper
Newspaper advertising is one of the most common ways to advertise in many countries. Often cheaper than broadcast advertising, newspaper advertising usually provides advantages of greater market share in many locations. Also, newspaper advertising does not depend on the target audience having a television or radio on at a certain time in order to receive the message of the advertisement. Newspaper advertising comes in two major division: display or classified. Newspaper ads considered display ads are those that span multiple columns horizontally

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and often include graphics and borders. Classified newspaper advertising is in-column advertising that follows the natural flow of the column down the page vertically. Classified advertising is usually the cheapest option for most people and appeals to those who are after a certain market. For example, those seeking to rent an apartment, find a job, or buy a pet typically may use classified ads to aid in their searching. Although not traditional to classified ads, many publications offer small graphics and borders with classified ads. Classified ads are usually found in a specific section. Display ads are generally higher profile ads that take up, in many cases, significant portions of the page. Typically, display ads may take up an eighth, quarter, half or full page. In some cases, the ad may take up two facing pages, those these ads are rare in newspaper advertising simply because of the cost. Display ads may either be in color or black and white, with the color option costing more. Display ads can be found throughout the paper. In many cases, newspapers offer services to advertisers to help them design effective display pieces. In all cases, the advertiser has the right to refuse or accept this service. In some cases, the newspaper may choose not to publish an ad that it deems offensive or libelous. However, newspapers must be careful when rejecting ads and often work with the advertiser to revise the ad so it is suitable for publication

Magazine
With all the different types of advertising out there, it may be hard to figure out which one would work best for your business. You need to think about the age group of the people you want to target and find an interesting marketing strategy for them. There are many different ways to advertise, but what is needed most is creativity. A popular way to advertise for a business is by a magazine. Magazines are read by almost everyone and have some sort of interest to our customers.

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PROS:

A lot of people read magazines. The quality may look a lot nicer than if it were in a newspaper. Your ad could really stand out to people in a magazine. A lot of people will pass it when reading a magazine. Once its in the magazine its stuck there. People can go back to the magazine ad if they want to go over it again. People can show others the magazine ad. (Simply cut it out to give to people.)
CONS:

It may be very costly. You may have to wait weeks or months to get it published. (This may be very unfortunate if you need it done right away.) You have to compete with all the other ads around yours. There is limited flexibility in terms of ad placement and format. People must first spend their own money to get a chance to even see your business advertisement.

TV Ads
You've bought a :30 commercial package. As tempting as it might be to squeak in an extra few seconds, you just can't do it. Your commercial must time out to the exact time you've paid for. Going over will only get your all-to-important call to action clipped because those last few seconds will be cut off when your commercial airs. Hiring a Production Company Of course, you want your commercial to be professional. You can hire a production company or many television stations have their own production companies in-house. They can handle all aspects of your commercial, including writing, shooting and editing your commercial. Shop around for prices. Some production companies are able to offer you a commercial package for as low as $100 that will include still pictures shot with a high quality
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video camera.

Scheduling Your Commercial Placement of your commercial is very important. It determines who will see your commercial and how much you will pay for its air time. Having your commercial air at 3 a.m. will save you money but if you don't reach your audience it's not money well spent. The same holds true for the station you're airing your ad on as well. If you're advertising your maternity clothing store, you don't want schedule air time on ESPN with your local cable company.

Frequency Television is less demanding on frequency than radio but it still deserves more than a one-shot deal. If you were advertising during the Super Bowl, that would be a completely different story. But on the local level, you need to identify the key times your ad should run and buy enough air time for your commercial to reach your audience at least twice. More times would be ideal.

Consistency Use the same announcer, jingle, fonts, colors, etc. to keep your commercial consistent. This helps people start to get to know your company by all of these factors. The more you recognize the lady pitching the hair salon down the street, the more you know exactly what that company's name and address is before she even speaks in the commercial

Radio
Commercial radio stations make most of their revenue selling airtime to advertisers. Of total media expenditures, radio accounts for 6.9%.[1] Radio advertisements or spots are available when a business or service provides valuable

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consideration, usually cash, in exchange for the station airing their spot or mentioning them on air. Radio is an affordable ad medium that can reach a mass audience. These five keys help increase your chances of having a successful radio ad campaign. Frequency of Ads A radio commercial needs to air multiple times before it sinks in with the listener. Running your commercial once a week for a month isn't going to be enough. Frequency refers to how many times your ad airs in a short amount of time. A commercial that airs multiple times in a day has a better chance of reaching the listener than a commercial that only airs a few times in a week. Target Audience Just like with every ad you create, you must know your target audience. Advertising your western gear store on a country station makes sense. Advertising a teen clothing store on the same station doesn't.

Make a list of the radio stations in your market. Listen to each one to help identify your own target audience. What kind of listeners will be tuning in and are they a potential customer for your product or service? Radio stations also offer programs you'll want to know more about before you buy. You won't want to advertise your Christian book store during a program that uses a raunchy sense of humor. Producing Your Commercial Unlike television commercials, production is more simple for a radio commercial. You need a script and voice talent. However, that doesn't mean you should just slap something together. Your copy isn't relying on any visuals so it's vital you capture the listener's attention

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from the start. The copy needs to be crystal clear and not muddied by trying to be cutesy in your pitch. Voice talent can be as simple to find as calling the radio station. Most stations have a complete list of voice talent in your area. You send the script, they voice it. Remember, frequency is the key so make sure your ad hits the mark and will get the consumer's attention the first time. Research shows it takes a few times before the consumer actually gets what your company is all about. It's vital your ad stands out and conveys your message repeatedly. Rates Take advantage of the low ad rates for radio. Ad rates are on the rise but the costs are still more affordable than visual mediums like television. Use your negotiating skills to get a good deal on an ad bundle. The more ads you buy, the better rates you'll be able to get. Timing Your Spending Ad rates are generally less expensive in the first and third quarters. Radio commercials in these time frames are easier to negotiate and cheaper fo r you to advertise. Before you take the plunge into radio advertising, find out if you're ready for Radio. And if you're ready to hit the airwaves, radio commercial script can show you how to deliver strong copy that will reach your listeners every time.

this

Internet Ads
Internet marketing, also known as digital marketing, web marketing, online marketing, or e-marketing, is the marketing of products or services over the Internet. Internet marketing is considered to be broad in scope because it not only refers to marketing on the Internet, but also includes marketing done via e-mail and wireless media. Digital customer data and electronic customer relationship management (ECRM) systems are also often grouped together under internet marketing.

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Internet marketing ties together the creative and technical aspects of the Internet, including design, development, advertising, and sales. Internet marketing also refers to the placement of media along many different stages of the customer engagement cycle through search engine marketing (SEM), search engine optimization (SEO), banner ads on specific websites, email marketing, and Web 2.0 strategies. Internet marketing is inexpensive when examining the ratio of cost to the reach of the target audience. Companies can reach a wide audience for a small fraction of traditional advertising budgets.[citation needed] The nature of the medium allows consumers to research and to purchase products and services conveniently. Therefore, businesses have the advantage of appealing to consumers in a medium that can bring results quickly.[citation needed] The strategy and overall effectiveness of marketing campaigns depend on business goals and cost-volume-profit (CVP) analysis. Internet marketers also have the advantage of measuring statistics easily and inexpensively; almost all aspects of an Internet marketing campaign can be traced, measured, and tested. The advertisers can use a variety of methods, such as pay per impression, pay per click, pay per play, and pay per action. Therefore, marketers can determine which messages or offerings are more appealing to the audience. The results of campaigns can be measured and tracked immediately because online marketing initiatives usually require users to click on an advertisement, to visit a website, and to perform a targeted action

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Company name
Avner Resources- HR Consultancy
Avner is a premium integrated HR solutions company, with a focus on Executive Search, Recruitment Solutions and Staffing Services. We serve diverse industry with specialization in Junior, Senior and Top Management Level, Executive search & placement. Avner provides value-added services to a broad range of industry sectors through a growing network and varied alliances. Our Clients IT/Telecom Industry Pharmaceutical Industry Manufacturing Industry Hospitality Sectors Interior Decorator Industry Accounting Industry Automobile Engineering Industry FMCG Industry HR Firms Retailing Selection Procedure The first step involves getting required details from client including number of vacancies, job specification, desirable educational qualification, salary structure and other terms and conditions of employment / recruitment Based on the above we extract most suitable CVs from our databank. After careful short-listing we forward CVs to the clients for review and short listing process. After receiving the list of short-listed candidates, we arrange for the personal / telephonic interviews as per the convenience of our clients. If desired by client we also make final selection on their behalf. After final selection by the client, an offer letter is issued to the candidates and declaration is taken from them accepting the terms and conditions of employment. And accordingly the formality of the invoice to be raised takes place.
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Add on Head hunting Approach of finding and attracting the best experienced person with the required skill set is also a part of our recruitment process.

The more Formal Term is Executive Search We at Avner Resources are also into Head Hunting.

We indulge into following methods: Through wide variety of our Industry contacts . Taking external referrals.

M/s Avner Resources Pvt Ltd. Website: - http://www.avnerresources.com/ Believing in the wisdom, Right person in the right job

Indoor advertising for Avner Resources

1. Newspaper ads 2. HR Consultancy books a. Jobsnet i. Jobsnet is a book which has a list of all registered HR consultancies name and address it is similar to a directory 3. Search engine optimization a. I recommended them as a part of marketing that Avner should involve itself into search engine optimization; as internet is most commonly and widely used, most companies etching candidates or candidates fetching for job will always access internet-Google to get in touch with consultancies.
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Recommendations
Indoor and outdoor advertising Avner resources Ponds cream In case of Avner resources the HR consultancy, I recommended them 1. Newspaper ads 2. HR Consultancy books a. Jobsnet i. Jobsnet is a book which has a list of all registered HR consultancies name and address it is similar to a directory 3. Search engine optimization a. I recommended them as a part of marketing that Avner should involve itself into search engine optimization; as internet is most commonly and widely used, most companies etching candidates or candidates fetching for job will always access internet-Google to get in touch with consultancies.

In case of Ponds cream- product Hoardings Pole kiosk Bus ads Wrap advertising Neon sign boards Malls Lifts Shopping areas should be focused

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Conclusion
This project helped me learn many things in terms of advertising as to which advertising will be effective indoor or outdoor, I found out that it completely depends on the product, it is the product that decides the kind of advertising that has to be done.

The 4 Ps also play a key role, product, price, place and promotion in deciding which advertising has to be done, the area has to be thought of the size of the hoarding, the visibility, the readability, attractiveness of ad, uniqueness of the ad, how creative it is, will it hammer the mind of customer, a huge amount of thought process is required behind every product that has to be launched or promoted through ads or hoarding.

Just as in case of Ponds cream, the product I chose, since the product is for females the area has to focused accordingly which could be malls or shopping areas which are heavily crowded by people who are shopaholics eg in Mumbai could be Linking road, bandra west zone or Andheri west Lokhandwala, hoardings or pole kiosk will be more effective in that area.

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Bibliography
Books: MARKETING MANGEMENT BY KELLER, KOTLER, KOSHY AND JHA

WEBSITIES: www.avnerresources.com http://www.quickmba.com www.learnmarketing.net www.wikipedia.org http://www.1000ventures.com

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