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ADVERTISING _ PROMOTIONAL STRATEGY-64-24

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ADVERTISING _   PROMOTIONAL STRATEGY-64-24 Powered By Docstoc
					   Chapter 1
INTRODUCTION




               1
INTRODUCTION

                 Advertising is a persuasive communication attempt to change or reinforce

ones’ prior attitude that is predictable of future behavior. We are not born with the attitudes

which we hold toward various objects in our environment. Rather, we learn our feelings of

favorability or not favorability through information about the attitude object (e.g.,

advertising), or direct experience with the attitude object (e.g., tasting a new brand of beer),

or some combination of the two.



               Attitudes are not overt behaviors but rather are covert, or unobservable,

internal reactions. Furthermore, once a certain type of attitudes are formed and repeatedly

reinforced, the attitude toward objects is stored in consumers’ memory as a form of either

explicit or implicit memory. And those episodes of attitudes are retrieved automatically or

strategically at the time of decision making, which generate certain types of reactions.



               Given that attitudes have traditionally been viewed as evaluations that are

stored in memory and persist over time, the constructs of memory and attitude are

extremely valuable construct to understand how advertising work. Also, the discussion

about the underlying mechanisms of forming attitude and memory should be addressed.

Therefore, I suggest a framework of "how advertising works" which starts from how

consumers perceive advertising stimuli to the very last step of the impact of advertising on

consumers’ behavior.




                                                                                              2
NEED OF THE STUDY



               The current study intends to measure the impact of idea advertisements on

consumer buying decisions. It is know fact that the recent idea advertisements which are

endorsed by Abhishek Bachan has become very popular. In this context there is a need to

understand how far the awareness created by these advertisements help company to

increase its sales.




OBJECTIVES OF THE STUDY



            1. To measure the awareness levels of recent idea cellular advertisements

            2. Which is the popular media channel

            3. To measure how much influence these advertisements have on customer

                buying decision

            4. To design media planning for idea cellular advertisements

            5. To design future advertisement strategies.




                                                                                        3
SCOPE OF THE STUDY

         Scope of the current study is limited to idea cellular customers and non customers

who are residing in Hyderabad and Secunderabad.




                                   METHODOLOGY

SAMPLE METHOD

                A random sampling method was used for the purpose of this study. Data

were collected from both customers and non customers of idea cellular.



DATA COLLECTION

   For the purpose of the study data has been collected through two sources among that

                      1) Primary source

                      2) Secondary source



PRIMARY SOURCE:

       For the primary source data is collected through structured questionnaire,



SECONDARY SOURCE:

       For the secondary source I collected information from the company websites,

       company broachers, from journals and articles about the company




                                                                                         4
TOOLS AND TECHNIQUES

     Data has been analyzed using frequency tables, cross tabulations, pie diagrams and

     bar charts.



LIMITATIONS

   Questionnaires were administered at idea cellular show rooms and at few public


     places.


   As the data has been collected from the existing customers of idea cellular, their


     previous experience with the company may have influenced current opinions.


   Non customers of idea cellular may be the users of other cellular service providers,


     so the experience with their current service provider may have influenced their


     opinions.


   Timing of questionnaire administration may have influenced the data.




                                                                                      5
     Chapter 2

LITERATURE REVIEW




                    6
What is advertising?

                 Advertising is a non-personal form of promotion that is delivered through

selected media outlets that, under most circumstances, require the marketer to pay for

message placement. Advertising has long been viewed as a method of mass promotion in

that a single message can reach a large number of people. But, this mass promotion

approach presents problems since many exposed to an advertising message may not be

within the marketer’s target market, and thus, may be an inefficient use of promotional

funds. However, this is changing as new advertising technologies and the emergence of

new media outlets offer more options for targeted advertising.



                Advertising also has a history of being considered a one-way form of

marketing communication where the message receiver (i.e., target market) is not in position

to immediately respond to the message (e.g., seek more information). This too is changing.

For example, in the next few years technologies will be readily available to enable a

television viewer to click a button to request more details on a product seen on their

favorite TV program. In fact, it is expected that over the next 10-20 years advertising will

move away from a one-way communication model and become one that is highly

interactive.



               Another characteristic that may change as advertising evolves is the view that

advertising does not stimulate immediate demand for the product advertised.




                                                                                           7
            That is, customers cannot quickly purchase a product they see advertised. But

as more media outlets allow customers to interact with the messages being delivered the

ability of advertising to quickly stimulate demand will improve.



History

          Black-figured lekythos with the inscription: “buy me and you'll get a good

bargain”, ca. 550 BC, Louvre Commercial messages and political campaign displays have

been found in the ruins of ancient Arabia. Egyptians used papyrus to create sales messages

and wall posters, while lost-and-found advertising on papyrus was common in Ancient

Greece and Ancient Rome. Wall or rock painting for commercial advertising is another

manifestation of an ancient advertising form, which is present to this day in many parts of

Asia, Africa, and South America. The tradition of wall painting can be traced back to

Indian rock-art paintings that date back to 4000 BCE. As printing developed in the 15th

and 16th century, advertising expanded to include handbills.

          In the 17th century advertisements started to appear in weekly newspapers in

England. These early print advertisements were used mainly to promote: books and

newspapers, which became increasingly affordable with advances in the printing press; and

medicines, which were increasingly sought after as disease ravaged Europe. However, false

advertising and so-called "quack" advertisements became a problem, which ushered in the

regulation of advertising content.

            Edo period advertising flyer from 1806 for a traditional medicine called

Kinseitan As the economy expanded during the 19th century, advertising grew alongside.




                                                                                         8
           In the United States, the success of this advertising format eventually led to the

growth of mail-order advertising. In 1841, the first advertising agency was established by

Volney Palmer in Boston. At first, agencies were brokers for advertisement space in

newspapers. N. W. Ayer & Son was the first full-service agency to assume responsibility

for advertising content. N.W. Ayer opened in 1875, and was located in Philadelphia. At the

turn of the century, there were few career choices for women in business; however,

advertising was one of the few. Since women were responsible for most of the purchasing

done in their household, advertisers and agencies recognized the value of women's insight

during the creative process.



In fact, the first American advertising to use a sexual sell was created by a woman – for a

soap product. Although tame by today's standards, the advertisement featured a couple with

the message "The skin you love to touch".



          A print advertisement for the 1913 issue of the Encyclopedia Britannica When

radio stations began broadcasting in the early 1920s, the programs were however nearly

exploded. This was so because the first radio stations were established by radio equipment

manufacturers and retailers who offered programs in order to sell more radios to

consumers. As time passed, many non-profit organizations followed suit in setting up their

own radio stations, and included: schools, clubs and civic groups. When the practice of

sponsoring programs was popularized, each individual radio program was usually

sponsored by a single business in exchange for a brief mention of the business' name at the

beginning and end of the sponsored shows.




                                                                                           9
               However, radio station owners soon realized they could earn more money

by selling sponsorship rights in small time allocations to multiple businesses throughout

their radio station's broadcasts, rather than selling the sponsorship rights to single

businesses per show. This practice was carried over to television in the late 1940s and early

1950s. A fierce battle was fought between those seeking to commercialize the radio and

people who argued that the radio spectrum should be considered a part of the commons – to

be used only non-commercially and for the public good. The United Kingdom pursued a

public funding model for the BBC, originally a private company but incorporated as a

public body by Royal Charter in 1927.

               In Canada, advocates like Graham Spry were likewise able to persuade the

federal government to adopt a public funding model. However, in the United States, the

capitalist model prevailed with the passage of the 1934 Communications Act which created

the Federal Communications Commission. To placate the socialists, the U.S. Congress did

require commercial broadcasters to operate in the "public interest, convenience, and

necessity". Nevertheless, public radio does exist in the United States of America. In the

early 1950s, the Dumont television network began the modern trend of selling

advertisement time to multiple sponsors.

              Previously, Dumont had trouble finding sponsors for many of their programs

and compensated by selling smaller blocks of advertising time to several businesses. This

eventually became the norm for the commercial television industry in the United States.

However, it was still a common practice to have single sponsor shows, such as the U.S.

Steel Hour. In some instances the sponsors exercised great control over the content of the

show - up to and including having one's advertising agency actually writing the show.




                                                                                          10
            The single sponsor model is much less prevalent now, a notable exception

being the Hallmark Hall of Fame.

            The 1960s saw advertising transform into a modern approach in which

creativity was allowed to shine, producing unexpected messages that made advertisements

more tempting to consumers' eyes. The Volkswagen ad campaign--featuring such headlines

as "Think Small" and "Lemon" (which were used to describe the appearance of the car)--

ushered in the era of modern advertising by promoting a "position" or "unique selling

proposition" designed to associate each brand with a specific idea in the reader or viewer's

mind. This period of American advertising is called the Creative Revolution and its poster

boy was Bill Bern Bach who helped create the revolutionary Volkswagen ads among

others. Some of the most creative and long-standing American advertising dates to this

incredibly creative period.

           Public advertising on Times Square, New York City. The late 1980s and early

1990s saw the introduction of cable television and particularly MTV. Pioneering the

concept of the music video, MTV ushered in a new type of advertising: the consumer tunes

in for the advertising message, rather than it being a byproduct or afterthought. As cable

and satellite television became increasingly prevalent, specialty channels emerged,

including channels entirely devoted to advertising, such as QVC, Home Shopping

Network, and Shop TV.

            Marketing through the Internet opened new frontiers for advertisers and

contributed to the "dot-com" boom of the 1990s. Entire corporations operated solely on

advertising revenue, offering everything from coupons to free Internet access.




                                                                                         11
           At the turn of the 21st century, a number of websites including the search

engine Google, started a change in online advertising by emphasizing contextually relevant,

unobtrusive ads intended to help, rather than inundate, users. This has led to a plethora of

similar efforts and an increasing trend of interactive advertising.



             The share of advertising spending relative to GDP has changed little across

large changes in media. For example, in the U.S. in 1925, the main advertising media were

newspapers, magazines, signs on streetcars, and outdoor posters. Advertising spending as a

share of GDP was about 2.9%. By 1998, television and radio had become major advertising

media. Nonetheless, advertising spending as a share of GDP was slightly lower -- about

2.4%.

              A recent advertising innovation is "guerrilla promotions", which involve

unusual approaches such as staged encounters in public places, giveaways of products such

as cars that are covered with brand messages, and interactive advertising where the viewer

can respond to become part of the advertising message. This reflects an increasing trend of

interactive and "embedded" ads, such as via product placement, having consumers vote

through text messages, and various innovations utilizing social networking sites (e.g. My

Space).

             Paul McManus, the Creative Director of TBWA\Europe in the late 90's

summed up advertising as being "...all about understanding. Understanding of the brand,

the product or the service being offered and understanding of the people (their hopes and

fears and needs) who are going to interact with it. Great advertising is the creative

expression of that understanding."




                                                                                         12
Mobile Billboard Advertising

                Mobile Billboards are flat-panel campaign units in which their sole purpose

is to carry advertisements along dedicated routes selected by clients prior to the start of a

campaign. Mobile Billboard companies do not typically carry third-party cargo or freight.

Mobile displays are used for various situations in metropolitan areas throughout the world,

including:



    Target advertising

    One day, and long term campaigns

    Convention

    Sporting events

    Store openings or other similar promotional events

    Big advertisements from smaller companies



Public service advertising

          The same advertising techniques used to promote commercial goods and services

can be used to inform, educate and motivate the public about non-commercial issues, such

as AIDS, political ideology, energy conservation, religious recruitment, and deforestation.



             Advertising, in its non-commercial guise, is a powerful educational tool capable

of reaching and motivating large audiences. "Advertising justifies its existence when used

in the public interest - it is much too powerful a tool to use solely for commercial

purposes."




                                                                                          13
- Attributed to Howard Gossage by David Ogilvy



            Public service advertising, non-commercial advertising, public interest

advertising, cause marketing, and social marketing are different terms for (or aspects of)

the use of sophisticated advertising and marketing communications techniques (generally

associated with commercial enterprise) on behalf of non-commercial, public interest issues

and initiatives.



           In the United States, the granting of television and radio licenses by the FCC is

contingent upon the station broadcasting a certain amount of public service advertising.



           To meet these requirements, many broadcast stations in America air the bulk of

their required Public Service Announcements during the late night or early morning when

the smallest percentage of viewers are watching, leaving more day and prime time

commercial slots available for high-paying advertisers.



          Public service advertising reached its height during World Wars I and II under the

direction of several governments. Now in days, people average around 500 advertisements

a day, found one researcher.




                                                                                           14
Types of advertising

Media

           Paying people to hold signs is one of the oldest forms of advertising, as with

this Human directional pictured above

A bus with an advertisement for GAP in Singapore. Buses and other vehicles are popular

mediums for advertisers.

 A DBAG Class 101 with UNICEF ads at Ingolstadt main railway station

           Commercial advertising media can include wall paintings, billboards, street

furniture components, printed flyers and rack cards, radio, cinema and television ads, web

banners, mobile telephone screens, shopping carts, web popups, skywriting, bus stop

benches, human directional, magazines, newspapers, town criers, sides of buses or

airplanes ("logojets"), taxicab doors, roof mounts and passenger screens, musical stage

shows, subway platforms and trains, elastic bands on disposable diapers, stickers on apples

in supermarkets, the opening section of streaming audio and video, posters, and the backs

of event tickets and supermarket receipts. Any place an "identified" sponsor pays to deliver

their message through a medium is advertising.



             Another way to measure advertising effectiveness is known as ad tracking.

This advertising research methodology measures shifts in target market perceptions about

the brand and product or service. These shifts in perception are plotted against the

consumers’ levels of exposure to the company’s advertisements and promotions.




                                                                                         15
            The purpose of Ad Tracking is generally to provide a measure of the combined

effect of the media weight or spending level, the effectiveness of the media buy or

targeting, and the quality of the advertising executions or creative. Ad Tracking Article



Covert advertising

           Covert advertising is when a product or brand is embedded in entertainment and

media. For example, in a film, the main character can use an item or other of a definite

brand, as in the movie Minority Report, where Tom Cruise's character John Anderton owns

a phone with the Nokia logo clearly written in the top corner, or his watch engraved with

the Bulgari logo. Another example of advertising in film is in I, Robot, where main

character played by Will Smith mentions his Converse shoes several times, calling them

"classics," because the film is set far in the future.



            I, Robot and Space balls also showcase futuristic cars with the Audi and

Mercedes-Benz logos clearly displayed on the front of the vehicles. Cadillac chose to

advertise in the movie The Matrix Reloaded, which as a result contained many scenes in

which Cadillac cars were used. Similarly, product placement for Omega Watches, Ford,

Vaio, BMW and Aston-Martin cars are featured in recent James Bond films, most notably

Casino Royale.




                                                                                            16
Television commercials

Main article: Television advertisement

            The TV commercial is generally considered the most effective mass-market

advertising format, as is reflected by the high prices TV networks charge for commercial

airtime during popular TV events. The annual Super Bowl football game in the United

States is known as the most prominent advertising event on television. The average cost of

a single thirty-second TV spot during this game has reached $2.7 million (as of 2007).



            Virtual advertisements may be inserted into regular television programming

through computer graphics. It is typically inserted into otherwise blank backdrops[1] or

used to replace local billboards that are not relevant to the remote broadcast audience.[11]

More controversially, virtual billboards may be inserted into the background[12] where

none existing in real-life. Virtual product placement is also possible.[13] [14]




Newer media and advertising approaches

           Increasingly, other media are overtaking television because of a shift towards

           consumer's usage of the internet as well as devices such as TiVo.



           Advertising on the World Wide Web is a recent phenomenon. Prices of Web-

based advertising space are dependent on the "relevance" of the surrounding web content

and the traffic that the website receives.




                                                                                            17
E-mail advertising is another recent phenomenon. Unsolicited bulk E-mail advertising is

known as "spam".



             Some companies have proposed to place messages or corporate logos on the

side of booster rockets and the International Space Station. Controversy exists on the

effectiveness of subliminal advertising (see mind control), and the pervasiveness of mass

messages (see propaganda).



              Unpaid advertising (also called word of mouth advertising), can provide good

exposure at minimal cost. Personal recommendations ("bring a friend", "sell it"), spreading

buzz, or achieving the feat of equating a brand with a common noun (in the United States,

"Xerox" = "photocopier", "Kleenex" = tissue, "Vaseline" = petroleum jelly, "Hoover" =

vacuum cleaner, and "Band-Aid" = adhesive bandage) — these are the pinnacles of any

advertising campaign. However, some companies oppose the use of their brand name to

label an object. Equating a brand with a common noun also risks turning that brand into a

genericized trademark - turning it into a generic term which means that its legal protection

as a trademark is lost.



               SMS (Short Message Service) text messages have taken Europe by storm

and are breaking into the USA. The addition of a text-back number is gaining prevalence as

a www address of yesterday. Used as part of your companies 'how to contact us' these can

be very effective. These can be a (rented) keyword on a short-code or your own system on

a standard number (like Mojio Messenger).




                                                                                         18
              The benefit of SMS text messages is people can respond where they are,

right now, stuck in traffic, sitting on the metro. The use of SMS text messages can also be a

great way to get a viral (word-of-mouth) campaign off the ground to build your own

database of prospects see Viral marketing. Interstitial advertisement is a form of

advertisement which takes place while a page loads.



              From time to time, The CW airs short programming breaks called "Content

Wraps," to advertise one company's product during an entire commercial break. The CW

pioneered "content wraps" and some products featured were Herbal Essences, Crest, Guitar

Hero 2, Cover Girl, and recently Toyota.




Measuring the impact of mass advertising

               The most common method for measuring the impact of mass media

advertising is the use of the rating point (rp) or the more accurate target rating point (trp).

These two measures refer to the percentage of the universe of the existing base of audience

members that can be reached by the use of each media outlet in a particular moment in

time. The difference between the two is that the rating point refers to the percentage to the

entire universe while the target rating point refers to the percentage of a particular segment

or target. This becomes very useful when focusing advertising efforts on a particular group

of people. One of the reasons advertising is successful is because it can target a particular

audience to build awareness of what the advertiser has to offer.




                                                                                            19
Negative effects of advertising

               An extensively documented effect is the control and vetoing of free

information by the advertisers. Any negative information on a company or its products or

operations often results in pressures from the company to withdraw such information lines,

threatening to cut their ads. This behavior makes the editors of the media self-censor

content that might upset their ad payers. The bigger the companies are, the bigger their

relation becomes, maximizing control over a single piece of information.



                Advertisers may try to minimize information about or from consumer

groups, consumer-controlled purchasing initiatives (as joint purchase systems), or

consumer-controlled quality information systems.



                Another indirect effect of advertising is to modify the nature of the

communication media where it is shown. Media that get most of their revenues from

publicity try to make their medium a good place for communicating ads before anything

else. The clearest example is television, where broadcasters try to make the public stay for

a long time in a mental state that encourages spectators not to switch the channel during

advertisements. Programs that are low in mental stimulus, require light concentration and

are varied are best for long sitting times. These also make for much easier emotional

transition to ads, which are occasionally more entertaining than the regular shows. A

simple way to understand objectives in television programming is to compare the content

of programs paid for and chosen by the viewer with those on channels that get their income

mainly from advertisements.




                                                                                         20
          In several books, articles and videos, communication professor Sut Jhally has

argued that pervasive commercial advertising, by constantly reinforcing a bogus

association between consumption and happiness and by focusing on individual immediate

needs, leads to a squandering of resources and stands in the way of a discussion of

fundamental societal and long-term needs.



Managing Advertising Decisions

          Delivering an effective marketing message through advertising requires many

different decisions as the marketer develops their advertising campaign.          For small

campaigns, that involve little creative effort, one or a few people may handle the bulk of

the work. In fact, the Internet has made do-it-yourself advertising an easy to manage

process and has especially empowered small businesses to manage their advertising

decisions. As we will see, not only can small firms handle the creation and placement of

advertisements that appear on the Internet, new services have even made it possible for a

single person to create advertisements that run on local television. For instance, a company

called Spot Runner allows users to select from a list of high-quality television ads that can

be customized and then placed within local cable television programming.



          For larger campaigns the skills needed to make sound advertising decisions can

be quite varied and may not be easily handled by a single person. While larger companies

manage some advertising activities within the company, they are more likely to rely on the

assistance of advertising professionals, such as those found at advertising agencies, to help

bring their advertising campaign to market.




                                                                                          21
  CHAPTER – III

INDUSTRY PROFILE




                   22
                     VARIOUS SERVICE PROVIDERS IN INDIA

Aircel Limited

Aircel Limited is the Cellular Operator in Tamil Nadu Cellular Circle (Tamil Nadu except
Chennai and including Pondicherry).

Promoters:
Aircel Limited is a part of the Sterling Infotech Group founded by Mr. C. Sivasankaran.

The Sterling Group has been in operation for over 2 decades and is promoting the cause of
stable business opportunities catering to a need-based society thus contributing
significantly to the quality of life for people across the country.

Tracing its roots back to the early 80s, the Sterling Group revolutionized the then infantile
PC Market with the launch of a series of Siva PCs. The Sterling Group Companies include
Dishnet DSL Limited, one of the leading Internet Service Provider in the country and the
only ISP provider offering Digital subscriber line in the country. Sterling Agro Products
Processing Pvt. Limited, a leading exports of gherkins and Fresh & Honest Cafe Limited,
engaged in export of coffee beans and distribution of coffee vending machines.

Technology partners:

The Technology partners of Aircel are Ericsson who provide the Mobile Switching Centers
and Base Stations & Fujitsu who provide the MW Backbone. Aircel has a network of more
than 100 exclusive agents across Tamil Nadu.

Launch of services:

Aircel launched its operations in April 1999.




                                                                                          23
Aircel Digilink India Limited

Aircel Digilink India Limited, provides cellular services in the circles of Haryana,
Rajasthan and UP (East) under the brand name "Essar".

Promoters:
The Essar Group is one of India's leading business conglomerates, with an asset base of
over US$ 4 billion (Rs. 170 billion). The Group is committed to the development of core
sector and infrastructure businesses in India and abroad. Essar Group is actively involved
in   five principal     businesses    viz., Steel, Shipping, Oil   & Gas,    Power and
Telecommunications. Each of Essar's businesses has been carefully synergised with the
others to form one single integrated whole.

Technology Partners:

        The company uses world-renowned technology from Siemens in building and
operating its North Indian Network. ADIL offers a basket of GSM Phase I and Phase II
features. It offers voice, fax, data and other facilities.

Launch of Services:
Aircel Digilink India Limited (ADIL), was incorporated in March 1995 and was
subsequently inducted into the Essar group in 1996.

UP (East): ADIL launched its UP (East) services in May 1997.

Haryana: ADIL's services in Haryana commenced in June 1997.

Rajasthan: ADIL's services in Rajasthan were started in December 1996.

Pre-paid Services:
The Company launched its pre-paid services under the brand-name "Tring"




                                                                                       24
Bharti Cellular Limited

Bharti Cellular Limited is the cellular licensee for the Delhi (Metro), Mumbai (Metro),
UP(W), Haryana, Maharashtra, Tamil Nadu, Kerala, MP

The company offers services under the brand name "AirTel".

Technology Partners:

         AirTel has been immeasurably strengthened by its partnership with British
Telecom U.K. and Telecom Italia of Italy. AirTel services are in technical alliance with
Ericsson, has provided AirTel subscribers with a truly world class network.

Bharti Mobile Limited

Bharti Mobile Limited offers services in Andhra Pradesh, Karnataka and Punjab under the
brand name "Airtel"

Promoters:
Bharti Mobile Limited, a joint venture of Bharti Enterprises and Telia.

Technology Partners:
AirTel comes to you from Bharti Mobile Ltd. A consortium of giants in the
telecommunication business - British Telecom UK, Tecc3300 Italy, and Bharti Enterprises
India.

         The Bharti Enterprises, established in 1976, is today a multifaceted organisation and
a leading group involved in the manufacturing and the services sector. Its key focus is on
the marketing and operations of a comprehensive range of telecom services in addition to
the Healthcare sector.

Launch of Services:Karnataka: AirTel launched it's services in Karnataka on May
13,2000. The services in Punjab started in February 2002.




                                                                                           25
       AirTel is brought by Bharti Enterprises, India's leading telecom conglomerate,
through its company, Bharti Mobile Limited. Bharti Enterprises has revolutionized Indian
telecommunications with its world-class products and services.

Pre-paid Card:
The pre-paid card "Magic" is a nation wide brand.

Bharti Mobinet Limited

Service Area: Chennai (Metro)
Brand Name: Air Tel

Bharti Mobitel Limited

Service Area: Kolkata (Metro)
Brand Name: Air Tel

Bharti Mobitel is the cellular licensee for the Kolkata Metro.

       Bharti Enterprises has been at the forefront of technology and has revolutionized
telecommunications with its world class products and services. Established in 1976, Bharti
has been a pioneering force in the telecom sector with many firsts and innovations to its
credit. Bharti has many joint ventures with world leaders like Singtel (Singapore Telecom);
Warburg Pincus, USA; Telia, Sweden; Asian infrastructure find, Mauritius; International
Finance Corporation, USA and New York Life International, USA.

       Bharti provides a range of telecom services, which include Cellular, Basic, Internet
and recently introduced National Long Distance. Bharti also manufactures and exports
telephone terminals and cordless phones. Apart from being the largest manufacturer of
telephone instruments in India, it is also the first company to export its products to the
USA.




                                                                                        26
Pre-paid Services:
The company operates its pre-paid service under the brand name "Magic".

Bharti Telenet Limited

Service Area : Himachal Pradesh
Brand Name: Air Tel

BPL Cellular Limited

BPL Cellular Limited (BCL) is the licensee to provide cellular mobile services in the
States of Maharashtra (excluding Mumbai but including Goa), Tamil Nadu (excluding
Chennai but including Pondicherry) and Kerala.

The company offers services under the brand name BPL Mobile.

Promoters:
BPL Cellular Ltd. is a joint venture between, BPL, India's No.1 Consumer durable giant
and AT&T Broadband.

Technology Partners:

       A reliable and world-class quality network supported by world's leading technology
vendors like NOKIA, MOTOROLA and LHS. Reliability ensured through 3700 km. Of
Digital Microwave backbone across the 5 states using the latest SDH technology and sound
clarity with EFR technology. The company has in-house technical expertise in RF planning
and initially used the tool Planet, licensed from Mobile Systems International (MSI), to
plan the KR engineering and network design for each of the circles.




                                                                                        27
Launch of Services:

          The company commenced services in January 1997 in Pune, Maharashtra. Since its
first year of operations, the company has been offering a wide range of products and
services.



Prepaid Services:
       The company's prepaid service is marketed under the brand name "BPL Mobile
On The Spot" (commonly referred to as 'MOTS').

BPL Mobile Communications

       BPL Mobile is the cellular service provider for the metropolitan city of Mumbai,
New Mumbai & Kalyan Telecom Circles and offers services under the brand of BPL
Mobile.

Promoters:

       BPL Mobile is a joint venture between the BPL Group and France Telecom. The
BPL Group is widely regarded as a successful, dynamic business house with more than two
decades of successful consumer marketing expertise. It occupies the top slot in terms of
market share in all its areas of operation. The Group has five focus areas: telecom,
consumer electronics, home appliances, components and power. In telecom, the BPL
Telecom Business Group (TBG) has over three decades of expertise in manufacturing,
designing and marketing telecom and IT products and solutions.

Infrastructure Vendors:
Siemens, Motorola and Nokia




                                                                                     28
Foreign Partners:
France Telecom

Launch of Services:
The company commercially launched its services on October 2, 1995.

Pre-paid Services:
BPL Mobile's prepaid services are marketed under the brand name "MOTS" - Mobile on
the Spot.




BBharat Sanchar Nigam Limited (BSNL)

       On October 1, 2000 the Department of Telecom Operations, Government of India
became a corporation and was christened Bharat Sanchar Nigam Limited (BSNL).
Today, BSNL is the No. 1 Telecommunications Company and the largest Public Sector
Undertaking of India and its responsibilities include improvement of the already
impeccable quality of telecom services, expansion of telecom network, introduction of
new telecom services in all villages and instilling confidence among its customers.

       Responsibilities that BSNL has managed to shoulder remarkably, deftly. Today
with a 43million line capacity, 99.9% of its exchanges digital, nation wide Network
management & surveillance system (NMSS) to control telecom traffic and nearly
3,55,632 route kms of OFC network, Bharat Sanchar Nigam Ltd is a name to reckon with
in the world of connectivity. Along with its vast customer base, BSNL's financial and
asset bases too are vast and strong. Consider the figures, as they speak volumes
on BSNL’s standing:




                                                                                      29
Telecom Circles                               Metro Districts
Andaman & Nicobar Telecom Circle              Kolkata
Andhra Pradesh Telecom Circle                 Chennai
Assam Telecom Circle                          Project Circles
Bihar Telecom Circle                          Eastern Telecom Project Circle
Chattisgarh Telecom Circle                    Western Telecom Project Circle
Gujarat Telecom Circle                        Northern Telecom Project Circle
Haryana Telecom Circle                        Southern Telecom Project Circle
Himachalpradesh Telecom Circle                IT Project Circle, Pune
Jammu & Kashmir Telecom Circle                Maintenance Regions
Jharkhand Telecom Circle                      Eastern Telecom Maintenance Region
Kerala Telecom Circle                         Western Telecom Maintenance Region
Madhya pradesh Telecom Circle                 Northern Telecom Maintenance Region
Maharashtra Telecom Circle                    Southern Telecom Maintenance Region
North East-1 Telecom Circle                   Specialized Telecom Units
North East-11 Telecom Circle                  Date Networks
Orissa Telecom Circle                         National Centre for Electronic Switching
Punjab Telecom Circle                         Technical & Development Circle
Rajasthan Telecom Circle                      Quality Assurance
Tamil Nadu Telecom Circle                     Production Units
UP (East) Telecom Circle                      Telecom Factory, Mumbai
UP (West) Telecom Circle                      Telecom Factory, Jabalpur
Uttaranchal Telecom Circle                    Telecom Factory, Richhai
West Bengal Telecom Circle                    Telecom Factory, Kolkata
Training Institutions                         Other Units
Advanced Level Telecom Training Centre        Telecom Stores
B.R. Ambedkar Institute of Telecom Training   Railway Electrificatiion Poject
National Academy of Telecom Finance and       Telecom Electrical Wing
Management
Regional Telecom Training Centers



                                                                                30
Escotel Mobile Communications:

Escotel Mobile Communications operates cellular phone services in state circles of Uttar
Pradesh (West), Haryana and Kerala.

The company offers cellular services under the brand name of Escotel.

Promoters:
Escotel Mobile Communications is a joint venture company between Escorts Limited and
the First Pacific Company Limited of Hong Kong. Escorts Limited has 51 per cent equity
stake in Escotel, while First Pacific holds 49 per cent.



First Pacific Company Limited with a market capitalization of $2 billion and a turnover
of $2.9 billion is a global corporation that operates in 20 countries. It has interests in
telecommunication, banking, real estate and marketing. The company employs over 50,000
people worldwide. First Pacific has been a pioneer in bringing digital cellular technology in
Hong Kong and now operates the biggest and fastest growing telecom business in
Philippines.


Escorts Limited is the flagship company of the Rs. 34 billion Escorts Group. The Escorts
Group is a diversified conglomerate with agri-machinery, bi-wheelers, earth-moving
equipment, financial services, health services, auto components, telecommunication
equipment and services as its focus areas. It has modern manufacturing facilities and an
extensive marketing network spread nationwide.
Technology Partners:

The technology partners of Escotel are Lucent Technologies (formerly Bell Labs) & Sema
Group Telecom, UK




                                                                                             31
Launch of Services:

Escotel commenced operations in December 1996/ January 1997 and was the first to launch
its service in all the three circles.

Pre-paid Services:

The Pre-paid card in Kerala is known as Let's Talk and it is called V-Tel in UP (W) and
Haryana.

Hexacom India Limited

Hexacom India Ltd. is the cellular licensee of Rajasthan and operates under the brand name
"Oasis Cellular"

Promoters:
Hexacom India Ltd. has been promoterd by a consortium of Telecom majors including
Shyam Telecom Limited (STL), Telecommunications Consultants India Limited (TCIL)
and Telesystems International Wireless (TIW), Canada.

TCIL is a public sector unit under the Ministry of Communications. One of the leading
telecom companies, it is the only Government agency to have a presence in the cellular
market. TCIL has projects in over 30 countries.

Shyam Telecom Limited is an ISO 9001 company and one of the largest suppliers of
radio, microwave and other telecom equipments in India, with established research and
development expertise and a strong export arm. STL is the licensee to provide basic
telecom services in Rajasthan and it is all set to start operations with the brand name "Tele
Links".




                                                                                          32
Foreign Partner:


       The principle foreign partner in the consortium, TIW is the international arm of
Telesystem Limited, Canada's largest telecom organisation in the private sector. TIW is
dedicated to wireless operations, basic services and is a specialist in high growth markets.
TIW is also a leading provider of trunked mobile radio services in France and the UK, as
well as paging services in Mexico and the Netherlands.




IDEA Cellular Limited

IDEA Cellular Limited, formally known as Birla Tata AT&T Communication Limited is
the cellular operator in the circles Maharashtra, Gujarat, Andhra Pradesh, Madhya Pradesh
and Delhi (Metro) under the brand name "IDEA".

Technology Partners:

       Technologically Birla AT&T Communication Limited has adopted the superior
CME-20 system architecture from Ericsson –one of the largest manufacturers of GSM
equipment in the world.

Launch of Services:

The cellular service was launched in the Gujarat circle in January 1997 and in the
Maharashtra Circle (excluding Mumbai, including Goa) in March 1997.

       Established in 1947, the Aditya Birla Group is on of the leading business houses
in India. The Group has its presence across various sectors including cement, viscose staple
fibre, engineering, textiles, power, telecommunication, industrial chemicals, petroleum and
financial services.

AT&T is the largest telecommunication company in the world offering a complete range of
communication services. AT&T started its operations in 1885 and is present in over 200


                                                                                         33
countries. In the United States – its parent country, AT&T Corp. is a leading long –distance
carrier, wireless operator and provider of video data and Internet services.

Pre-paid card:
The Idea Cellular Pre-paid Card is called as "Idea Chitchat".




Mahanagar Telephone Nigam Limited

          The company is the cellular licensee of the Delhi (Metro) and Mumbai (Metro)
under the brand name "Dolphin".

Launch of services:
The Company launched its services on February 2001 in both the Delhi and Mumbai
metros.

Pre-paid Services:
The pre-paid card is called "Trump".




Reliance Telecom Limited

Reliance Telecom limited is the Cellular Services Operator in seven circles - Bihar,
Orissa, Madhya Pradesh, Himachal Pradesh, West Bengal, Assam and North-East. The
licence area includes 13 states covering more than 35 % of India's landmass and 33 % of
India's population. The company offers its services under the brand name of Reliance
Mobile.


Promoters:
Reliance Telecom limited has been promoted by India's largest private sector company,
Reliance Industries limited with a minority equity participation by Bell Atlantic - Nynex
Inc.




                                                                                            34
       Reliance Telecom's major coverage lies in the eastern region of the country, where
there is an opportunity to supplement the existing fixed line network which has remained
underdeveloped due to historical reasons. Reliance Telecom has been successful in a short
span of time in setting up network and providing cellular services across seven Circles.




Technology Partners:

        The MSCs for Reliance Mobile have been supplied by Ericsson , BSC/ BTS by
Motorola and the Billing System by Siemens Nixdorf. Reliance Telecom Limited offers
services such as post-paid service, prepaid card, voice mail, roaming and inter - city cellular
service. With networks covering six contiguous circles in Central and Eastern India.

RPG Cellular Services Limited

RPG Cellular is the cellular licensee for the Chennai Metro and operates under the brand
name "RPG Cellular".

Promoters:
The RPG Group has promoted RPG Cellular Services Ltd (RCSL) in association with two
of the largest GSM cellular operators in the world - AirTouch Communications Inc.,
U.S.A. and Vodafone Group Plc., U.K.

AirTouch is one of the world's largest wireless communication companies with global
interests in cellular, paging and personal communications services. The Company is the
largest cellular service operator in the world with over 17 million subscribers.

Vodafone is a leading global provider of mobile telecommunications services in U.K. and
Australia and several other countries across Europe and Asia and has over 10 million
customers worldwide. The Company also has participation in the Globalstar Satellite
Communication System.




                                                                                           35
COMPANY PROFILE




                  36
COMPANY PROFILE


               As India's leading GSM Mobile Services operator, IDEA Cellular has

licenses to operate in 11 circles. With a customer base of over 17 million, IDEA Cellular

has operations in Delhi, Maharashtra, Goa, Gujarat, Andhra Pradesh, Madhya Pradesh,

Chhattisgarh, Uttaranchal, Haryana, UP-West, Himachal Pradesh, UP-East, Rajasthan and

Kerala. IDEA Cellular's footprint currently covers approximately 45% of India's population

and over 50% of the potential telecom-market. As a leader in Value Added Services,

Innovation is central to IDEA's VAS Factory. It is the first cellular company to launch

music messaging with 'Cellular Jockey', 'Background Tones', 'Group Talk', a voice portal

with 'Say IDEA' and a complete suite of Mobile Email Services.

                 A frontrunner in introducing revolutionary tariff plans, IDEA Cellular has

the distinction of offering the most customer friendly and competitive Pre Paid offerings,

for the first time in India, with 'Super Power', 2 Minutes Outgoing Free, Lifelong offer and

other segmented offerings like Women's Card. 'Lifetime Idea' is the first and only loyalty

program, for pre paid customers, introduced by a Cellular brand. Customer Service and

Innovation are the drivers of this Cellular Brand. A brand known for their many firsts, Idea

is only operator to launch GPRS and EDGE in the country.

                  Idea Cellular is part of the Aditya Birla Group, which is India's first truly

multinational corporation. Global in vision, rooted in Indian values, the group is driven by

a performance ethic pegged on value creation for its multiple stakeholders. The combined

holding of the Aditya Birla Group companies in Idea stands at around 57 per cent. With

ambitious future plans, the company is poised for rapid growth.




                                                                                            37
History

The chronology of key events of the Company from incorporation is set out below:

Calendar year Events

2010

Acquired Escorts Telecommunications          Limited (subsequently renamed as           Idea

Telecommunications Limited)

2006

           Became part of the Aditya Birla Group subsequent to the TATA Group

transferring its entire shareholding in the Company to the Aditya Birla Group

                    Restructuring of debt

                    Launch of the New Circles

                    Reached the 10 million subscriber mark

Received Letter of Intent from the DoT for a new UAS License for the Mumbai Circle.

Received Letter of Intent from the DoT for a new UAS License for the Bihar Circle

through Aditya Birla Telecom Limited. ABNL, the parent of Aditya Birla Telecom

Limited, pursuant to a letter dated November 22, 2006, agreed to transfer its entire

shareholding in Aditya Birla Telecom Limited to the Company for the consideration of Rs.

100 million.

2004

            Completed debt restructuring for the then existing debt facilities and additional

funding for the Delhi Circle.

Acquired Escotel Mobile Communications Limited (subsequently renamed as Idea Mobile

Communications Limited)




                                                                                          38
        Reached the four million subscriber mark

        First operator in India to commercially launch EDGE services 2005

        Reached the five million subscriber mark

        Turned profit positive

Won an award for the "Bill Flash" service at the GSM Association Awards in Barcelona,

Spain

Sponsored the International Indian Film Academy Awards

2003

        Reached the two million subscriber mark

2002



        Changed name to Idea Cellular Limited and launched "Idea" brand name

        Commenced commercial operations in Delhi Circle

        Reached the one million subscriber mark

2001

        Acquired RPG Cellular Limited and consequently the license for the Madhya

Pradesh (including Chhattisgarh) Circle

Changed name to Birla Tata AT&T Limited

Obtained license for providing GSM-based services in the Delhi Circle following the fourth

operator GSM license bidding process




                                                                                       39
2000

       Merged with Tata Cellular Limited, thereby acquiring original license for the Andhra

       Pradesh Circle

1999

        Migrated to revenues share license fee regime under New Telecommunications

        Policy ("NTP")

1997

       Commenced operations in the Gujarat and Maharashtra Circles

1996

        Changed name to Birla AT&T Communications Limited following joint venture

        between Grasim Industries and AT&T Corporation

1995

        Incorporated as Birla Communications Limited

        Obtained licenses for providing GSM-based services in the Gujarat and Maharashtra

Circles following the original GSM license bidding process.

        Acquired Escotel, incumbent cellular service provider in Haryana, UP(W) & Kerala

        and new licensee in HP

       Brand IDEA launched Delhi operations commence (Nov)

       Acquired RPG Cellcom, service provider in Madhya Pradesh (Feb) Awarded

       MoU for merger between Birla AT&T and Tata Cellular Limited - Andhra Pradesh

       Signed (Jan)

       Birla AT&T commence Cellular operations - Maharashtra & Gujarat




                                                                                         40
         We are part of the Aditya Birla Group and all our Promoters are companies

belonging to the Aditya Birla Group.



Our Circles

         The Indian telecommunications market for mobile services is divided into 23

“Circles”. There are four “metropolitan” Circles, covering the cities of Mumbai, Delhi,

Kolkata and Chennai, and 19 Circles classified by the Government as category “A”,

category “B” or category “C”, which cover the rest of India. These classifications are based

principally on a Circle’s revenue generating potential, with metropolitan and category A

Circles having the highest revenue potential.


Established Circles

          We operate in the metropolitan Circle of Delhi, the category A Circles of Andhra

Pradesh, Gujarat and Maharashtra, and the category B Circles of Haryana, Kerala, Madhya

Pradesh and Uttar Pradesh (West). Licenses for the Maharashtra and Gujarat Circles were

awarded to us in December 1995, with network rollout and commercial launch achieved in

1997. Subsequently, in January 2000, we merged with Tata Cellular Limited.



              The mobile operator in the Andhra Pradesh Circle, and integrated its

operations into ours by January 2001. In February 2001, we acquired RPG Cellcom

Limited, the mobile operator in the Madhya Pradesh Circle, with full integration of this

Circle with ours achieved by June 2001. We acquired the license for the Delhi Circle




                                                                                         41
during the fourth mobile license auction in October 2001, with network rollout and

commercial launch by November 2002.

              Escotel Mobile Communications Private Limited (“Escotel”), which we

acquired in January 2004, was awarded the original licenses in the Circles of Haryana,

Uttar Pradesh (West) and Kerala. We re-branded these Circles and integrated them with

ours by June 2004.


New Circles

               In connection with the acquisition of Escotel, we also acquired Escorts

Telecommunications Limited (“Escorts”), which was awarded licenses for the New Circles.

Due to certain existing license conditions we were unable to complete the transfer of shares

of Escorts until June 2006. However, we ensured that Escorts met the first phase of

network requirements for these New Circles in June 2005 in accordance with the relevant

licenses (as amended following the payment of a penalty by us on behalf of Escorts).

Following significant investment by us in the roll-out of the network in the New Circles,

amounting to approximately Rs. 4,678 million up to September 30, 2006, we were able to

achieve full commercial launch of mobile services in the New Circles between September

and November 2006 in a manner which also met the network roll-out requirements of the

licenses which were to be completed by June 2007.

Our Values

              Values We Value:

              Integrity - Honesty in every action

             At Aditya Birla Group, Integrity is defined as: Acting and taking decisions in a

manner that is fair, honest, following the highest standards of professionalism and also



                                                                                          42
perceived to be so. Integrity for us means not only financial and intellectual integrity, but in

all other forms as are commonly understood.

Key words that connote Integrity are:

            Ethical

            Truthful

            Principled

            Transparent

            Upright

            Respectful


Commitment - deliver on the promise

            At Aditya Birla Group Commitment is defined as: On the foundation of

integrity, doing whatever it takes to deliver value to all stakeholders. In the process, taking

ownership of our actions and decisions, those of our team and that part of the organization

that we are responsible for.



Key words that connote commitment are:

            Accountability

            Discipline

            Responsibility

            Result -orientation

            Self-confidence

            Reliability




                                                                                             43
          Passion - energized action


          At Aditya Birla Group Passion is defined as: A missionary zeal arising out of

emotional engagement with the organization that makes work joyful and inspires each one

to give his or her best. Relentless pursuit of goals and objectives with the highest level of

energy and enthusiasm, that is voluntary and spontaneous.


Key words that connote passion are:

            Intensity

            Innovation

            Transformational

            Fire-in-the-belly

            Inspirational

            Deep sense of purpose



             Seamlessness - boundryless in letter and spirit



At Aditya Birla Group, Seamlessness is defined as:



            Thinking and working together across functional silos, hierarchies, business

and geographies. Leveraging the available diversity to garner synergy benefits and promote

openness through sharing and collaborative efforts.




                                                                                          44
Key words that connote Seamlessness are:

            Teamwork

            Integration

            Involvement

            Openness

            Global

            Learning from the best Empowering


             Speed - one step ahead always

            At Aditya Birla Group, Speed is defined as: Responding to internal and

external customers with a sense of urgency. Continuously seeking to crash timelines and

choosing the right rhythm to optimize organization efficiencies.



Key words that connote Speed are:

            Response time

            Agile

            Accelerated

            Timelines

            Nimble

            Prompt

            Proactive

            Decisive




                                                                                    45
The brand Idea

        It is almost impossible to disintegrate brand Idea from the corporate Idea. Brand

values are the company values and vise versa.

        Brand Vision: It goes without saying that the brand vision of idea mirrors the

company’s vision. The brand mission statement is...... To be the most customer-focused

mobile service brand, continuously innovating to help liberate our customers from the

shackles of time & space.


IDEA - Brand Values

          Innovate. Stimulate. Liberate....

          It is these brand values, which have made us a formidable player in the telecom

industry. Innovations that stimulate the customer and liberate him from the shackles of time

and space are the core of our brand. This is what we strive for. Nothing more, nothing less,

nothing else.

IDEA - Brand Mission


         The India footprint Idea

        Anywhere connectivity - bringing India closer.

        The Technology Advantage Idea

        Tomorrow's technology to enrich today.

        The Customer Focus Idea

        Make a single interaction a lasting relationship.

        The Employee Focus Idea

        Nurture the roots that nurture our ideas.




                                                                                         46
Brand Initiatives -


           Our aim, through media buying and planning, is to create year round impact.

With the objective of Strengthening our brand, we work with strategic communication

partners on campaigns like sponsorship of the Idea International Indian Film Academy

awards and the television programs “Idea Rocks India”, “Idea Star Singer” and “Idea

Andhra Idol”. We seek engagement with subscribers on a variety of levels, from major

celebrity fashion shows to small local events timed to coincide with new product offerings.



          Since August 2003, we have commissioned a Brand Track Index Study to

evaluate the health of our brand. The Brand Track Index Study is a monthly study

conducted by TNS, a marketing consultant engaged by us to evaluate our brand using face-

to-face interviews on a random sample of mobile users a well as those Intending to

purchase mobiles within the next three months. According to the study our brand is

perceived as “reliable/trustworthy” and one that “offers cheaper and good promotional

offers”. We have improved our rating in the Brand Track Index calculated by the study in

the past year reflecting, we believe, the growing strength of our brand.



          The main communication medium for the Idea brand is television, where we

seek strategic Idea brand coverage in various formats. Billboards and hoardings are used as

a secondary medium, customized for specific regional preferences to communicate

effectively at the local level. We also use other mass communication media such as the

press and radio to communicate price plans and other tactical and customer information.




                                                                                          47
           All our key initiatives are subjected to a rigorous testing and launch process to

ensure accountability for all advertising spend and improve the chances of success of a new

product. This process is followed up with extensive briefing of call center agents and sales

personnel and real-time tracking of the impact of the communication and feedback from

subscribers.

      Brand IDEA launched Delhi operations commence (Nov)

      Acquired RPG Cellcom, service provider in Madhya Pradesh (Feb) Awarded

      MoU for merger between Birla AT&T and Tata Cellular Limited - Andhra Pradesh

      signed (Jan)

      Birla AT&T commence Cellular operations - Maharashtra & Gujarat

     We are part of the Aditya Birla Group and all our Promoters are companies belonging

     to the Aditya Birla Group.

Key People

 Board of Directors -

                Mr. Kumar Mangalam Birla (Chairman)

                Smt. Rajashree Birla

                Mr. M.R. Prasanna

                Mr. Saurabh Misra

                Mr. Sanjeev Aga (Managing Director)

                Mr. Arun Thiagarajan

                Ms. Tarjani Vakil

                Mr. Mohan Gyani

                Mr. Biswajit Anna Subramanian




                                                                                         48
Management Team -

Corporate Leadership Team

            Mr. Sanjeev Aga, Managing Director

            Mr. Anil J. Jhala, Chief Financial Officer

            Mr. Anil K. Tandan, Chief Technology Officer

            Mr. Prakash K. Paranjape, Chief Information Officer

            Mr. Pradeep Shrivastava, Chief Marketing Officer

            Mr. Navanit Narayan, Chief Service Delivery Officer

            Mr. Vinay K. Razdan, Chief Human Resource Officer

            Mr. Rajat K. Mukarji, Chief Corporate Affairs Officer

            Mr. Rajesh K. Srivastava, Chief Materials & Procurement Officer

            Mr. Vijay Grover, Chief Project Officer

            Mr. Ambrish Jain, Chief Operating Officer, Corporate

            Mr. Himanshu Kapania, Chief Operating Officer, Corporate



Circle Heads

          Mr. Iyer Subbaraman S., Chief Operating Officer, Andhra Pradesh

          Mr. Rajendra Chourasia, Chief Operating Officer, Madhya Pradesh &

               Chattisgarh

          Mr. Atul Chaturvedi, Chief Operating Office, Delhi

          Mr. Cherian Peter, Vice President - Operations, Haryana & Himachal Pradesh

          Mr. T. G. B. Ramakrishna, Chief Operating Officer, Kerala

          Mr. Sashi Shankar, Chief Operating Officer, Mumbai




                                                                                  49
           Mr. P.Lakshminarayana, Chief Operating Officer, Maharashtra & Goa

           Mr. Virad Kaul, Chief Operating Officer, Uttar Pradesh (West)

           Mr. Naozer Firoze Aibara, Chief Operating Officer, Uttar Pradesh (East)

            Mr. Puneet Krishnan, Vice President - Operations, Rajasthan

            Mr. Arul Bright, Chief Operating Officer, Gujarat

            Mr. M. D. Prasad, Vice President - Operations, Bihar



Brand Information

The brand Idea

            It is almost impossible to disintegrate brand Idea from the corporate Idea.

Brand values are the company values and vise versa.



             Brand Vision: It goes without saying that the brand vision of idea mirrors the

company’s vision. The brand mission statement is...... To be the most customer-focused

mobile service brand, continuously innovating to help liberate our customers from the

shackles of time & space.

IDEA - Brand Values

Innovate . Stimulate . Liberate ....

             It is these brand values, which have made us a formidable player in the

telecom industry. Innovations that stimulate the customer and liberate him from the

shackles of time and space are the core of our brand. This is what we strive for. Nothing

more, nothing less, nothing else.




                                                                                        50
IDEA - Brand Mission

                The India footprint Idea

                Anywhere connectivity - bringing India closer.



                The Technology Advantage Idea

                Tomorrow's technology to enrich today.



               The Customer Focus Idea

              Make a single interaction a lasting relationship.



              The Employee Focus Idea

              Nurture the roots that nurture our ideas.



Brand Initiatives -



             Our aim, through media buying and planning, is to create year round impact.

With the objective of Strengthening our brand, we work with strategic communication

partners on campaigns like sponsorship of the Idea International Indian Film Academy

awards and the television programs “Idea Rocks India”, “Idea Star Singer” and “Idea

Andhra Idol”. We seek engagement with subscribers on a variety of levels, from major

celebrity fashion shows to small local events timed to coincide with new product offerings.




                                                                                         51
                Since August 2003, we have commissioned a Brand Track Index Study to

evaluate the health of our brand. The Brand Track Index Study is a monthly study

conducted by TNS, a marketing consultant engaged by us to evaluate our brand using face-

to-face interviews on a random sample of mobile users a well as those Intending to

purchase mobiles within the next three months. According to the study our brand is

perceived as “reliable/trustworthy” and one that “offers cheaper and good promotional

offers”. We have improved our rating in the Brand Track Index calculated by the study in

the past year reflecting, we believe, the growing strength of our brand.



                The main communication medium for the Idea brand is television, where we

seek strategic Idea brand coverage in various formats. Billboards and hoardings are used as

a secondary medium, customized for specific regional preferences to communicate

effectively at the local level. We also use other mass communication media such as the

press and radio to communicate price plans and other tactical and customer information.



               All our key initiatives are subjected to a rigorous testing and launch process to

ensure accountability for all advertising spend and improve the chances of success of a new

product. This process is followed up with extensive briefing of call center agents and sales

personnel and real-time tracking of the impact of the communication and feedback from

subscribers.




                                                                                             52
ANDHRA PRADESH

              IDEA Extends Reach To 500 Towns In Andhra Pradesh

              (Hyderabad - 2nd August 2006)



              Idea Cellular Ltd, India’s leading cellular operator, in its commitment to

provide the best service and connectivity in AP, has extended its reach to 500 towns in

Andhra Pradesh. Idea Cellular is in a mega network expansion roll in Andhra Pradesh with

over 120 new towns added in the last 2 months in the state.



              Keeping pace with the rapid Idea subscriber growth in the state, Idea in

Andhra Pradesh has made substantial progress in network rollout and building a

congestion-free network for enhanced customer satisfaction. The rollout enhances the

customer experience in the existing cities by providing seamless quality coverage and also

increases the geographical coverage to far flung Tier-II towns like Chebrolu & Yerrajarla.



             Idea will be the first to introduce Nokia’s latest state-of-the art technology

‘Media Gate Way’ to enhance the local switching capability. Also, the ‘Enhanced Full

Rate’ feature will provide better voice quality to the customer.



            Commenting on the occasion, Mr. Subbaraman Iyer, Circle Head, Idea

Cellular (AP). "We at Idea are committed in expanding our network by increasing the

width & depth of our coverage and offering superior value to our AP customers.




                                                                                         53
             We have been making continuous efforts to expand network capacity by

introducing new technologies, thereby reaching and connecting customers across the state"



About Idea Cellular Ltd. -

             As India’s leading GSM Mobile Services operator, IDEA Cellular has licenses

to operate in 11 circles. With a customer base of over 8 million, IDEA Cellular has

operations in Delhi, Maharashtra, Goa, Gujarat, Andhra Pradesh, Madhya Pradesh,

Chattisgarh, Uttaranchal, Haryana, UP- West and Kerala. IDEA Cellular’s footprint

currently covers approximately 45% of India’s population and over 50% of the potential

telecom-market.



            As a leader in Value Added Services, Innovation is central to IDEA’s VAS

Factory. It is the first cellular company to launch music messaging with 'Cellular Jockey',

‘Background Tones’, ‘Group Talk’, a voice portal with ‘Say IDEA’ and a complete suite of

Mobile Email Services. A frontrunner in introducing revolutionary tariff plans, IDEA

Cellular has the distinction of offering the most customer friendly and competitive Pre Paid

offerings, for the first time in India, with ‘Super Power’, 2 Minutes Outgoing Free,

Lifelong offer and other segmented offerings like Women’s Card. ‘Lifetime Idea’ is the

first and only loyalty program, for pre paid customers, introduced by a Cellular brand.



           Customer Service and Innovation are the drivers of this Cellular Brand. A brand

known for their many firsts, Idea is only operator to launch GPRS and EDGE in the

country.




                                                                                          54
            The latest feather in the IDEA cap is the GSM Association Award for Bill Flash,

it has recently won making it the first cellular operator in India to win an award on this

platform.



            Idea Cellular is part of the Aditya Birla Group, which is India's first truly

multinational corporation. Global in vision, rooted in Indian values, the group is driven by

a performance ethic pegged on value creation for its multiple stakeholders.



ADVERTISEMENTS



            "Stay Connected" is a brand promise that looks at the key purpose of mobile

telephony. It converges with the tangible requirement of 'network depth' & at the same

time, reflects the eternal human need for bonding, kinsmanship, and relationship forming.

This new brand campaign enables Idea to own the biggest category benefit of "keeping

people connected", through a simple, unique and likeable expression of connectivity. And

it makes consumers aware that "no one connects better than Idea".



             Slated to run through 2004, the campaign utilizes all relevant mainline media

to propagate the message to its audiences with 60-second commercial and its various edits,

print campaign & outdoor publicity. Apart from it, various innovative media / events has

been used to further strengthen the message.




                                                                                         55
MODELS OF ADVERTISEMENTS:




                            56
   Chapter 4
DATA ANALYSIS




                57
Table .1:      In the Last 30 days where you saw/listen idea cellular advertisement

                                                                                              Valid    Cumulative
                                                         Frequency              Percent      Percent    Percent
Valid                        Newspaper                       10                  17.9         17.9       17.9
                    TV Commercial                                17              30.4         30.4        48.2
                                 Hoardings                       18              32.1         32.1        80.4
                                  Leaflets                       6               10.7         10.7        91.1
                                 FMRadio                         5                8.9          8.9       100.0
                                   Total                         56             100.0         100.0


                                  In the Last 30 days where you saw/listen idea cellual
                                                     advertisement

                            20




                            15
                Frequency




                            10




                             5




                             0
                                      NewsPaper   TVCommercial       Hoardigs     Leaflets   FMRadio
                                      In the Last 30 days where you saw/listen idea cellual
                                                         advertisement


                             Majority of the respondents in the survey said that they are looking at

hoarding placed in Hyderabad and Secunderabad. This is followed by TV commercials.

30% of the respondents were watching idea cellular ads in televisions. News papers

contribute to 18% of the total. FM radio is at the least.




                                                                                                                 58
Table 02:     In which Telugu Newspaper you find more idea cellular ads.



                                                      Valid                  Cumulative
                            Frequency      Percent    Percent                Percent
Valid       Eenadu          10             17.9       17.9                   17.9
            AndhraJyothi    14             25.0       25.0                   42.9
            Vaartha         32             57.1       57.1                   100.0
            Total           56             100.0      100.0



            In which Telugu Newspaper you find more idea cellular ads


                                                              Eenadu
                                                              AndhraJyothi
                                                              Vaartha




                To our surprise majority of the respondents saw print ads in vaartha news

paper. Eenadu is in the third place with 18% of the respondents’ advertisements in it.

Andhra Jyothi is occupying 25 % of the respondents views.




                                                                                          59
Table 3:      In which English Newapaper you find more idea cellualar ads



                                                                                        Valid        Cumulativ
                                                       Frequency         Percent       Percent       e Percent
   Valid            Deccanchronicle                            9           16.1           16.1         16.1
                            Times of india                    23           41.1           41.1         57.1
                                 The Hindu                    19           33.9           33.9         91.1
                            Indian Express                     5            8.9            8.9         100.0
                                   Total                      56           100.0         100.0




                   In which English Newapaper you find more idea cellualar ads


                            25




                            20
                Frequency




                            15




                            10




                             5




                             0
                                     Deccanchronicle   Times of india   The Hindu   Indian Express
                                  In which English Newapaper you find more idea cellualar ads


                                 When asked about in which English news paper they saw more idea

cellular advertisements, 41% of the respondents said that they saw in Times of India.

Second rating was given to the Hindu paper. Indian express stood last.




                                                                                                                 60
Table 4:      In Which Telugu T V Channel you find more idea cellular ads



                                                               Valid       Cumulative
                               Frequency        Percent       Percent       Percent
Valid         ETV                  3              5.4            5.4            5.4
           Gemini T V              14             25.0          25.0            30.4
              TV9                  39             69.6          69.6           100.0
               Total               56            100.0         100.0




                             In Which Telugu T V Channel you find more idea cellualar ads


                                                                                ETV
                                                                               Gemini T V
                                                                               TV9




                       T V 9 is the most viewed channel of idea cellular ads. Almost 70% of

the respondents said that they saw idea cellular ads in T V 9. 25 % of the respondents

watched this ad in Gemini T V. Here again ETV stood last.




                                                                                            61
Table 5:       In Which Hindi T V C hannel you find more idea cellualar ads



                                                                                Valid        Cumulativ
                                                Frequency         Percent      Percent       e Percent
       Valid                      Zee               12             21.4         21.4            21.4
                             Starplus                29            51.8          51.8             73.2
                                  Sony               14            25.0          25.0             98.2
                                  Zoom                1             1.8           1.8             100.0
                                  Total              56           100.0         100.0




                      In Which Hindi T V C hannel you find more idea cellualar ads


                             30




                             25




                             20
                 Frequency




                             15




                             10




                              5




                              0
                                          Zee          Starplus       Sony          Zoom
                                   In Which Hindi T V C hannel you find more idea cellualar ads




                   Fifty two percent of the respondents saw idea advertisement in star plus tv

channel. Zoom tv stood last with only one viewer. Many of the respondents watched this ad

in sony and zee t v also.




                                                                                                          62
Table 6:     How well do you remember the recent advertisement of idea cellular ?


                                                                Valid           Cumulative
                                    Frequency      Percent     Percent           Percent
    Valid     Dont remember at
                                         4           7.1         7.1                   7.1
                      all
                  Remember
               company but not           9          16.1        16.1                  23.2
                 product or ad
                  Remember
                company and             14          25.0        25.0                  48.2
              product but not ad
                Remember ad             29          51.8        51.8                  100.0
                    Total               56          100.0       100.0




                     How well do you remmeber the recent advertisement of idea
                                           celluar ?

                                                                   Dont remember at
                                                                   all
                                                                   Remember
                                                                   company but not
                                                                   product or ad
                                                                   Remeber company
                                                                   and product but
                                                                   not ad
                                                                   Remeber ad




                   The recent advertisement of idea cellular of frequency 7.1% don’t

remember at all , and 16.1% remember company but not product or ad .Remember

company and product but not ad is 25%,the recent advertisement of idea cellular of

frequency 51.8% remember ad.


                                                                                              63
Table 7:      If you were describing this ad to a friend, would you say this ad is....


                                                                                         Valid        Cumulative
                                                    Frequency           Percent         Percent        Percent
    Valid           Active                               5                 8.9             8.9            8.9
               Attention-getting                        30                53.6            53.6           62.5
                    Boring                               5                 8.9             8.9           71.4
                   Cheerful                              4                 7.1             7.1           78.6
                   Creative                             12                21.4            21.4          100.0
                     Total                              56               100.0           100.0




                If you were describing this ad to a friend,would you say this ad
                                              is....

                            30



                            25



                            20
                Frequency




                            15



                            10



                             5



                             0
                                       Active   Attntion-getting   Boring    Cheerful      Creative
                                 If you were describing this ad to a friend,would you say this ad
                                                               is....




                                      To our surprise majority of the respondents describing this ad in

frequency is 8.9% active,53.6% of attention getting and 8.9% of boring, describing this ad

in frequency is 7.1% cheerful,21.4% is creative would founded.




                                                                                                                   64
Table 8:      If you were describing this ad to a friend, would you say this ad is...



                                                              Valid         Cumulative
                                  Frequency      Percent     Percent         Percent
   Valid        Emotional             9           16.1         16.1                16.1
                Energetic             11          19.6         19.6                35.7
             Genuine/sincere          22          39.3         39.3                75.0
                 Honest               14          25.0         25.0                100.0
                  Total               56          100.0       100.0




                   If you were describing this ad to a friend,would you say this ad
                                                 is...

                                                                       Emotional
                                                                       Energetic
                                                                       Genuine/sincere
                                                                       Honest




                          Majority of the respondents feel that this ad is genuine.16.1% in

the emotional,19.6% Energetic and Genuine/sincere is describing ad to a friend at

39.3%,and finally frequency of honest is 25.0%.




                                                                                              65
Table 9:         If you were describing this ad to a friend, would you say this ad is....


                                                                                     Valid       Cumulative
                                                       Frequency       Percent      Percent       Percent
  Valid                   Informative                      32           57.1         57.1          57.1
                               Irritating                  2             3.6          3.6           60.7
                          Memorable                       11            19.6         19.6           80.4
                               Natural                    11            19.6         19.6          100.0
                                 Total                    56           100.0        100.0



              If you were describing this ad to a friend,would you say this ad
                                            is....

                          40




                          30
              Frequency




                          20




                          10




                           0
                                         Informative      Irritating    Memorable      Natural
                                If you were describing this ad to a friend,would you say this ad
                                                              is....




                 Fifty seven percent of the respondents feel that the ad is informative and

20% feel that it is memorable, 3.6%of the respondents feel that the ad is irritating,19.6%of

the respondents feel that the ad is memorable and natural.




                                                                                                              66
Table 10:      If you were describing this ad to a friend, would you say this ad is .....



                                                                   Valid         Cumulative
                                  Frequency        Percent        Percent         Percent
    Valid        Pleasant             1              1.8            1.8             1.8
                Satisfying            37             66.1           66.1                  67.9
                  Strong               7             12.5           12.5                  80.4
                  Unique              11             19.6           19.6                  100.0
                   Total              56             100.0         100.0



                       If you were describing this ad to a friend,would you say this ad
                                                    is .....

                                                                             Pleasant
                                                                             Satisfying
                                                                             Strong
                                                                             Unique




                           When asked about how they describe this advertisement, 37

respondents said that the ad is satisfying. 20% of the respondents said that the ad is unique,

and 12 % said the ad is strong in communicating the message.




                                                                                                  67
Table 11:     The ad Message is understandable.



                                                            Valid                Cumulative
                                   Frequency     Percent    Percent              Percent
  Valid       Strongly Agree
                                   42            75.0       75.0                 75.0
              Somewhat Agree
                                   9             16.1       16.1                 91.1
              Neither
                                   5             8.9        8.9                  100.0
              Total
                                   56            100.0      100.0



                                   The ad Message is understandable.


                                                                       Strongly Agree
                                                                       Somewhat Agree
                                                                       Neither




                        75% of the total respondents agree that the message given in the

advertisement is understandable. Nine of the total respondents said that they somewhat

agree with the understandable nature of the advertisement.16.1% said some what agree,

and 8.9% responds neither of frequency.



                                                                                              68
Table 12:     The advertisement is believable


                                                                                    Valid    Cumulative
                                                       Frequency         Percent   Percent    Percent
   Valid             Strongly Agree                        4               7.1       7.1        7.1
                                Somewhat
                                                          44               78.6      78.6       85.7
                                  Agree
                                 Neither                  8                14.3      14.3      100.0
                                  Total                   56              100.0     100.0


                                           The advertisement is belevable


                           50




                           40
               Frequency




                           30




                           20




                           10




                            0
                                      Strongly Agree           Somewhat Agree      Neither
                                                 The advertisement is belevable




              Of the total respondents 79 % said that the advertisement is believable.

None of the respondents said that they disagree with the ads.78.6%of frequency some what

agree,7.1% strongly agree.14.3% were neither of ad is believable.




                                                                                                          69
Table 13       The ads message is relevant to me



                                                                                   Valid            Cumulative
                                                   Frequency         Percent      Percent            Percent
Valid           Strongly Agree                          4              7.1           7.1               7.1
               Somewhat Agree                          17             30.4          30.4               37.5
                             Neither                   31             55.4          55.4               92.9
                            Somewhat
                                                        4              7.1           7.1              100.0
                             Disagree
                              Total                    56            100.0         100.0



                                        The ad_s message is relavent to me




                            30
                Frequency




                            20




                            10




                             0
                                  Strongly Agree    Somewhat Agree    Neither   Somewhat Disagree

                                             The ad_s message is relavent to me


             Thirty percent of the respondents feel that the message conveyed in the

advertisement is relevant to them. Majority of surveyed people (55%) where unable to

decide how far the message is helpful to them. A good sign is that only 7% of the

respondents said that the message is irrelevant to them.




                                                                                                                 70
Table 14:      The benefits described in the ad are believable to me

                                                                    Valid            Cumulative
                                       Frequency      Percent      Percent            Percent
  Valid           Strongly Agree            4           7.1          7.1                7.1
                 Somewhat Agree            18          32.1         32.1               39.3
                      Neither              21          37.5         37.5               76.8
                    Somewhat
                                           5                8.9      8.9                    85.7
                     disagree
                     Strongly
                                           8            14.3        14.3                    100.0
                     Disagree
                       Total               56          100.0        100.0



                            The benifits described in the ad are belevable to me


                                                                           Strongly Agree
                                                                           Somewhat Agree
                                                                           Neither
                                                                           Somewhat
                                                                           disagree
                                                                           Strongly Disagree




                  Thirty eight percent of the respondents were not able to say whether they

believe the information provided in the advertisement. This shows that the ad failed in

building the confidence among the target audience. Around 24 percent of the respondents

said they disagree with the benefits described in the ad.



                                                                                                    71
Table 15:      After viewing this ad, I would consider purchasing the product.



                                                               Valid              Cumulative
                                    Frequency      Percent    Percent              Percent
   Valid       Strongly Agree           36          64.3       64.3                      64.3
              Somewhat Agree            18          32.1       32.1                      96.4
                   Neither              1            1.8        1.8                      98.2
              strongly Disagree         1            1.8        1.8                  100.0
                    Total               56          100.0      100.0



                    After viewing thid ad, I would consider purchasing the product.


                                                                        Strongly Agree
                                                                        Somewhat Agree
                                                                        Neither
                                                                        strongly Disagree




                   Thirty six of the total sample said that they will purchase idea cellular

connections. They agree that idea advertisement has influence on their buying decision.

This is a positive to the company. Again, 32% of the respondents said that they somewhat

agree for the influence of ad on their buying decision.



                                                                                                72
Table 16:      This ad is much better than other ads for products in this product
category.

                                                                                             Valid      Cumulative
                                                       Frequency              Percent       Percent      Percent
   Valid          Strongly Agree                           6                   10.7          10.7         10.7
               Somewhat Agree                                  1                1.8           1.8          12.5
                                Neither                        34              60.7          60.7          73.2
             Somewhat Disagree                                 12              21.4          21.4          94.6
              Strongly Disagree                                3                5.4           5.4         100.0
                                 Total                         56             100.0         100.0


                           This ad is much better than other ads for products in this
                                              product category.

                           40




                           30
               Frequency




                           20




                           10




                            0
                                   Strongly Agree   Somewhat        Neither     Somewhat     Strongly
                                                      Agree                      Disagree    Disagree
                                  This ad is much better than other ads for products in this
                                                      product category.

                                When asked about how better idea cellular ad is when compared to

other cellular service provider ads, majority of the respondents (61%) said that they cant

differentiate between cellular ads publicized by these companies. 21 % of the respondents

were are opinion that idea cellular ads are not better than competitors ads. Only ten percent

of the respondents were said that idea ads are better than other cellular companies ads.




                                                                                                                  73
FINDINGS, SUGETIONS &
    CONCLUSIONS




                    74
FINDINGS

 1) When compared to other cellular service provider ads, majority of the respondents
    (61%) said that they cant differentiate between cellular ads publicized by these
    companies. 21 % of the respondents were are opinion that idea cellular ads are not
    better than competitors ads.



 2) They agree that idea advertisement has influence on their buying decision. This is a
    positive to the company.




 3) Around 24 percent of the respondents said they disagree with the benefits described
    in the ad



 4) Majority of surveyed people (55%) where unable to decide how far the message is
    helpful to them.




 5) 75% of the total respondents agree that the message given in the advertisement is
    understandable


 6) Particular Brand ambassador for particular targeted and segmented audiences need
    to be there to avoid lingual misrepresentations and misperceptions in the minds of
    targets audiences.




                                                                                        75
SUGGESTIONS

   Company should concentrate on giving more reliable information to the customers.

   Ads needs to be placed in leading news papers and TV channels

   Focus should be given for F M radios



   Frequency and attractiveness of ads in print media has to be increased


   Advertising through billboards, with brand ambassadors or idea need to be improved to
    attain even more wider attraction.


   New trends in advertising through 3d animation and 2d animation must be adapted.


   Advertising through popular serials of popular channels must be taken up.


   More money must be invested in promotional activities.


   Social and personal life aspects of people in connection to telecommunication must be
    highlighted more for more attraction..


   idea internet services ads must be taken seriously and appropriate measure must be
    taken to make it reach the target audience.


   Online advertising of idea should come up like Television advertising in a vast way to
    reach and attract potential buyers of services.



                                                                                       76
CONCLUSIONS

     o The new advertisement campaign of the idea cellular has a positive impact

        on customers. From the survey it can be concluded that the ad created a

        desire in the customers to buy idea cellular connection.



     o It is also identified that the respondents feel that the ad is unique and

        genuine. They also feel that the ad is informative and believable.



     o However, few of the respondents didn’t find any difference between this ad

        and other ads of the competitors. Few also expressed an opinion that the

        information given in the ad is not believable.



     o The good sign is that after watching this ad customers are willing to

        purchase new connections.




                                                                              77
78
1) In the Last 30 days where you saw/listen idea cellular advertisement?

1.Newspaper                     2.TV Commercial

3.Hoardings            4.Leaflets                    5. FMRadio

2) In which Telugu Newspaper you find more idea cellular ads?

1.Eenadu      2. AndhraJyothi        3.Vaartha

3) In which English Newapaper you find more idea cellualar ads?

1.Deccanchronicle     2.Times of india

3.The Hindu           4. Indian Express

4) In Which Telugu T V Channel you find more idea cellular ads?

1.E T V                2.Gemini T V 3.               TV9

5) In Which Hindi T V C hannel you find more idea cellualar ads?

1.Zee                        2.Starplus

3. Sony                              4.Zoom

6). Where was the last place you saw or heard an ad for?

  1. Newspaper       2.Magazine      3.TV       4.Billboard     5.Internet

7). Do you remember seeing this advertisement?

  1. Yes                         2.No

8). How well did the ad describe the product/service?

Unclear/Hard to Understand               Clear/Easy to understand



                                                                             79
9). How believable were the ad’s statements about the product /service?

1. Very much Unbelievable                      2. Some what Believable

3. Very much Believable                        4. Some what Unbelievable

10). How personally relevant was the ad’s message to you?

   1. Irrelevant        2.Some what irrelevant       3. About the same

   4. Some what relevant         5. Relevant

11). Which of the following words or phrases would you use to describe the ad to a friend?

Check all that apply.

   1. Appealing

   2. Attention-getting

   3. Boring

   4. Clever

   5. Copy-Cat

   6. Convincing

   7. Creative

   8. Fast-moving

12) If you were describing this ad to a friend, would you say this ad is....?

1) Active               2) Attention-getting           3)Boring

4) Cheerful             5) Creative




                                                                                        80
                          IBLIOGRAPHY



PRINCIPLES OF MARKETING

MANAGEMENT                        ----         PHILIP KOTLER


MODERN MANAGEMENT          ----          R.S.N.PILLAI


NEWSPAPERS                        ----         THE HINDU

                                               THE ECONOMIC TIMES

                                               DECCAN CHRONICLE

                                               THE TIMES OF INDIA

WEBSITES:

   www.idea.com

   WWW.GOOGLE.COM




                                                                    81

				
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