1. EFFECTIVENESSEFFECTIVENESS OFOF
ADVERTISINGADVERTISING
ON FAIRNESS CREAMON FAIRNESS CREAM
Name: Suravi PradhanName: Suravi Pradhan
Supervised by: Prof. Sujit BoseSupervised by: Prof. Sujit Bose

2. What is Skin fairness cream?What is Skin fairness cream?
“Fairness Cream” is a light non-greasy cream, with a unique blend
of melanin suppressors, helps to lighten the skin tone, eliminate
pigmentation problems naturally.
Due to the rise in disposable income and enhanced awareness with the help of larger
penetration of media, fairness cream in India is experiencing stronger demand.
What is advertisement?What is advertisement?
Advertising is a form of marketing communication used to
encourage, influence, or manipulate an audience (viewers, readers
or listeners; sometimes a specific group) to take or continue to take
some actions.
Advertisement on fairness creamAdvertisement on fairness cream

3. Objective of studyObjective of study
Find out the most popular brand of fairness productsFind out the most popular brand of fairness products
Reason for choosing particular brand.Reason for choosing particular brand.
Which medium of advertisement is attracttiveWhich medium of advertisement is attracttive
What is the most memorable skin whitening productWhat is the most memorable skin whitening product
advertisementadvertisement
What part of a skin whitening cream advertisementisWhat part of a skin whitening cream advertisementis
attractiveattractive

4. primary data:primary data:
• narikeldanga area
• Social networking site
Secondary data:Secondary data:
• news paper
• magazines
• journals
• internet
• Data collection period:Data collection period: January to February 2014.
Tools and techniques used:Tools and techniques used:
• pie charts
• bar charts
Brands used for study:Brands used for study:
MethodologyMethodology

5. Reason for choosing particular brandReason for choosing particular brand
Findings: majority section of people
prefer to follow through the brand
name
Best fairness product brand according to the respondentsBest fairness product brand according to the respondents
Findings: most of the female
prefer “Olay”
PRESENTATION AND ANALYSIS OF DATAPRESENTATION AND ANALYSIS OF DATA

6. Findings: advertisement through television mostly captures the attraction of the consumer
Which medium of advertisement attracts the respondents mostWhich medium of advertisement attracts the respondents most

7. The most memorable skin whitening product advertisementThe most memorable skin whitening product advertisement
according to the respondentsaccording to the respondents
Findings: most of the respondents liked “Fair & Lovely” commercial advertisement.

8. ‘‘FAIR & LOVELY’ COMMERCIAL ADVERTISEMNTFAIR & LOVELY’ COMMERCIAL ADVERTISEMNT

9. What part of a skin whitening cream advertisementWhat part of a skin whitening cream advertisement
attracts the respondentsattracts the respondents
Findings: respondents mostly get attracted towards the celebrity that promotes
the advertisement

10. Conclusion and recommendationConclusion and recommendation
Doctors may help in spreading awareness about theDoctors may help in spreading awareness about the
harmful side effects of fairness cream.harmful side effects of fairness cream.
Stop using confidence of women as an advertisingStop using confidence of women as an advertising
element.element.
As movie stars can help to make young Indian womenAs movie stars can help to make young Indian women
understand that :understand that :
whatever the skin color we have itwhatever the skin color we have it
does not matter for our success..does not matter for our success..

11. Limitation of the studyLimitation of the study
It is based on the survey within limited number ofIt is based on the survey within limited number of
people.people.
Information may not be accurate.Information may not be accurate.
The period of data collection is limited.The period of data collection is limited.
The respondents hesitate to express their viewsThe respondents hesitate to express their views
regarding questionnaires.regarding questionnaires.

12. Thank youThank you 