Gautam Mazumdar deserves commendation for providing guidance, support, and a wealth of ideas to complete this work. We also extend our commendations to our industry mentors for their guidance, support, and wealth of ideas. The credit for the successful completion goes to all the unnamed individuals who kindly responded to the questionnaire, particularly our college friends. * Genesis of the report This project is driven by the objective of studying the effectiveness of advertising. We recognize that advertising is crucial for entering and sustaining in the market.
Many companies have partnerships with various Ad agencies for their product launches, sales promotions, offers, and other marketing awareness activities. A significant amount of money is invested in creating effective Ads. Therefore, it is important to assess whether companies or entities approaching advertis
...ers find these Ads to be effective or not. To increase their market share, many companies employ different promotional activities. These activities can be broadly categorized into two groups: 1) Above the line (ATL) or Mass Promotional Activities. For example,
Ads on television or the internet, print media, banners, etc., and below the line (BTL) or personalized/direct marketing such as tele-calling and promotion via mailing are all ways in which companies spend large sums of money to promote their brand, create brand awareness, market their services, increase sales, and capture a larger market share. Therefore, it is essential for businesses to understand the effectiveness of various media channels and invest in those that prove to be highly effective. The research objective was to analyze the effectiveness of these promotional activities utilized by entrepreneurs and other companies.
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