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Final Project Report

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Final Project Report
PROJECT report on “A STUDY TO ANALYSE THE EFFECTIVENESS OF ADVERTISEMENT ON BRAND EQUITY OF FMCG
BRANDS ”

Presented to School of Management Studies in fulfillment for the award of
Masters of Business Administration

GUIDED BY SUBMITTED BY
Prof. B.B.Singla Sukhdeep Singh Roll No.6296 MBA-II (Marketing)

PUNJABI UNIVERSITY PATIALA

DECLARATION

I Sukhdeep Singh hereby declare that the project work titled “A STUDY TO ANALYSE THE EFFECTIVENESS OF ADVERTISEMENT ON BRAND EQUITY OF FMCG” is original work done by me and submitted to the Punjabi University for the fulfillment of requirements for the award of Master of Business Administration (MBA) IV semester under the guidance of Prof. B.B.Singla.

Sukhdeep Singh MBA-II year (Marketing) Roll no. 6296

ACKNOWLEDGEMENT

I offer my gratitude to those who have spent their precious time, interest and continued encouragement through the study and for the completion of my project.

I would like to thanks to our project guide Prof.B.B.Singla for their encouragement and support throughout the course of our project.

Last but not the least, I express my gratitude to all those who directly & indirectly direct me for successful completion of the project.

Sukhdeep Singh MBA-II year (Marketing) Roll No. 6296

TABLE



Bibliography: A.L., Biel and Bridgwater; C.A. 1990. Attributes of a Likeable T.V. Commercial, Journal of Advertising Research 30(3):32-38. Brown, T.J. and Rothschild, M.L. 1993.Reassessing the Impact of T.V. Advertising Clutter, Journal of Consumer Research, 20(6): 138-46. Burnett, L. 1995.It does too- A Company Survey. A & M, January 15: 57-60. Karmali, M.A. 1989.Celebrity and Non-Celebrity Advertising in Two Sided Context, Journal of Advertising Research.29 (3):34-42. Menon, R. 1994.The Comparative Advantage. Brand Equity, Journal of Advertising Research.20 (5):59-64. Raj, S.P. 1981Attractive and Retentive Effects of Advertising, Journal of Advertising Research22 (2):53-60. Raj, S.P. 1982.The Effect of Advertising on High and Low Loyalty Consumer Segments, Journal of Consumer Research.9 (1):77-89. Shirah, A, 1997.Tryst with Destiny, A&M, April1:36-38. Singh, S.N. and Cole,C.A. 1993.The Effects of Length, Content and Repetition of T.V. Commercial Effectiveness, Journal of Marketing Research. 30:91-104. Teffis, G. 1989 Are Advertisements Waste. Business India, July 24:89-92. Unnava, H.R. and Brunkrant, R.E. 1989.Effects of Repeating Varied Advertisements Executions on Brand Name Memory, Journal of Marketing Research.28:406-416. Zaidi, B. and Jayaram, A. 1996.The Cup of Conflict Brimmeth Over. Business World, January 23:86-87.

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