Title of Project ReportEffectiveness of Advertising in Telecom Industry on Consumers with Reference to Airtel.Objectives of the StudyI. Study the types of advertising.II. Study the effectiveness of advertising, for example on sales and profitability.III. To study consumer perception towards the product due to advertising.IV. Find ways to make it more effective.Research MethodologyResearch DesignThe research design is Descriptive Studies. Descriptive studies are well structured, tend to be rigid and their approach cannot be changed from time to time. Descriptive studies are undertaken in many circumstances:1. When the researcher is interested in knowing the characteristics of certain groups such as age, profession.2. When the researcher is interested in knowing the percentage of people in a given population who have behaved in a particular way, making projections of certain things. The goal of this type of study is to answer the why, who, what, when and how of the topic under investigation. I chose a descriptive approach because my research includes knowledge of customer behavior towards advertising. I analyzed how people of various age groups respond to different advertisements or their perception towards advertisements. Data source The data sources are primary and secondary. The primary data are the completed and collected questionnaires. Secondary data are books and magazines, and company guides. Research instrument The research instrument used is the questionnaire. Sample drawing. The same design used is the random sample design. The questionnaires were distributed to people at random, but only 100 were taken into consideration. Sample Size The sample size is 100 Sample and...... middle of the paper ...... people of the age group.VI. National advertising has more influence on consumer perception of the product than local advertising.VII. Advertising increases the sales of any product. Recommendations and conclusionsI. Advertising should be done keeping in mind the determinants of effectiveness.II. Advertising should be based on the product and its suitability for different age groups.III. To make advertising more effective it is necessary to take into account all the determinants of effectiveness. The determinants are STILL IMAGE, MOVING IMAGE, ENTERTAINMENT, INFORMATION, LANGUAGE, CELEBRITY, INTENSITY, SOCIAL ISSUE, NATIONAL ADVERTISING, LOCAL ADVERTISING.IV. Investments in advertising should be made with great attention to the advertising media and the type of advertising.V. Advertisers should develop new and more effective ways of advertising.