Dr. Zakir Patel, Prof, Naran Lala College of Comm. & Mgt, Navsari (Mob.

- 9586075954)

Unit 1

INTRODUCTION TO ADVERTISING
(20% weightage)

Syllabus Topics
Definition, Objectives, Functions and Classification of Advertising, The role of advertising in
Marketing, The role of advertising agencies
**********************************************************************************************************************************************************

DEFINITIONS OF ADVERTISING

According to American Marketing Association "Advertising is any paid form of non-personal

presentation and promotion of ideas, goods and services by an identified sponsor"
According to William J. Stanton, "Advertising consists of all the activities involved in presenting to
an audience a non-personal, sponsor-identified, paid-for message about a product or
organization"

FEATURES OF ADVERTISING

1. Communication: Advertising is means of mass communication reaching the masses. It is a

non-personal communication because it is addressed to masses (all people together).

2. Information: Advertising informs the buyers about the benefits they would get when they
purchase a particular product. For this it is necessary that the information given is complete
and true.

3. Persuasion: The advertiser expects to create a favourableattitude among the potential buyers
which will lead to favourable actions. Any advertising process attempts at converting the
prospects into customers. Hence, advertising is an indirect salesmanship. It attempts to
persuade the potential buyers

4. Profit Maximisation: True advertising does not attempt at maximising profits by increasing
the cost. It maximizes profits by promoting the sales. This way it does not lead to increase in
the price of the product. Thus, it has a higher sales approach rather than the higher-cost
approach.

5. Non-Personal Presentation: Salesmanship is personal selling whereas advertising is non-

personal. Advertising is not meant for any one individual but for all. There is absence of
personal appeal in advertising.

6. Identified Sponsor: A sponsor may be an individual or a firm who pays for the
advertisement. The name of reputed company may increase sale or products. The product
1
Page

gets good market because of its identity with the reputed corporate body.

ADVERTSING & BRAND MANAGEMENT, TY BBA (Sem 5), VNSGU

 Dr. Zakir Patel, Prof, Naran Lala College of Comm. & Mgt, Navsari (Mob. - 9586075954)

7. Consumer Choice: Advertising helps the consumers in making choice. It enables consumers to
purchase goods as per their budget requirement and choice. Right choice makes consumer
happy and satisfied.

8. Art, Science and Profession: Advertising is an art because it represents a field of creativity.
Advertising is a science because it has a body of organised knowledge. Advertising is now
treated as a profession with its professional bodies and code of conduct for members.

9. Element of Promotion Mix: Advertising is an important element of promotion mix. Advertising

has proved to be of great utility to sell goods and services. Large manufactures spend crores
of rupees on advertisements.

10. Element of Creativity: A good advertising campaign involves lot of creativity and imagination.
When the message of the advertiser matches the expectations of consumers, such creativity
makes a successful campaign.

OBJECTIVES OF ADVERTISING

1. Informative advertising –
This type of advertising aims to create awareness and information of new products or new
features of existing products. These ads include informing the market about price changes,
explaining the customers how the product works, describing available services, correcting
false impressions, reducing buyers’ fears, building a company image etc.

2. Persuasive advertising –
It aims to create liking, preference, conviction, and purchase of a product or service. These
types of ads will persuade the customers to purchase now, building brand preferences,
encouraging switching to their brands, changing customer perceptions of product
attributes.

3. Reminder advertising –
Reminding customers that the product may be needed in the near future, reminding
customers where to buy the product, keeping the product in customers’ minds during off
seasons, maintaining top-of-mind product awareness are some of the objectives of
reminder advertising. For example – Pepsi and Coca-Cola ads on television are designed
mainly to remind people about their brands.

4. Reinforcement advertising –
It aims to convince current purchasers that they made the right choice. These ads will
reduce post purchase dissonance in the minds of customers. Hero Honda has recently
issued ads in newspapers that its Hero Honda CD Dawn vehicles sold 1, 00,000 in 100 days.
This will reinforce the existing owners as well as prospective customers.

The various objectives of advertising can be described in the following points;

# 1. Introduce New Product:
2

 Advertisements are used for presenting a new product in the market. New product needs
Page

introduction as potential customers do not have any awareness about it.

ADVERTSING & BRAND MANAGEMENT, TY BBA (Sem 5), VNSGU
 Dr. Zakir Patel, Prof, Naran Lala College of Comm. & Mgt, Navsari (Mob. - 9586075954)

 Mass media is used for promoting the product so that its knowledge reaches wide
markets.

# 2. Creation of Demand:
 Advertisements often try to match the product qualities with the customer’s requirements
so that they realize the need of the product.
 Advertisement creates a favourable climate for maintaining or improving sales.

# 3. To Face the Competition:

 In modern days advertising is undertaken not only to inform the people about a product,
but also to maintain and increase the demand of the product by weaning people away
from competitor’s products in the market.
 Under competitive conditions, advertisement helps to build up brand image and brand
loyalty.

# 4. Creation of Goodwill:
 Large scale advertising is often undertaken with the objective of creating or increasing the
goodwill of the company. This increases the market receptiveness of the company’s
product and strengthens its market position.

# 5. Communicate with the Customers:

 Advertising is a means to communicate to the customer details like changes in prices,
improvement in quality, introduction of a new product line, sales promotion schemes, etc.
 Regular advertising is necessary to remind the customer about the brand and ensure that
the brand name remains fresh in his mind.

# 6. Neutralize Competitor’s Marketing Strategies:

 It is important to neutralise the effects of competitor’s advertising before they are
successful in pulling away the customers of the organization.
 Advertisements are used to create product differentiation in order to distinguish a
company’s product from those of its competitor’s.

# 7. Discourage New Entrants:

 Advertising builds up a bigger market share for the company. This will make life difficult for
the new entrants. New entrants would find difficult to penetrate the market.

# 8. Link between Producer and Consumer:

 Advertising is the link which connects the producer and the consumer.
 It informs and educates the target audience about the products, its benefits, and the
utilities and value it can provide to the customer.
 It complements other promotional tools like personal selling and sales promotion in
achieving the marketing objectives of the firm.
3
Page

ADVERTSING & BRAND MANAGEMENT, TY BBA (Sem 5), VNSGU

 Dr. Zakir Patel, Prof, Naran Lala College of Comm. & Mgt, Navsari (Mob. - 9586075954)

FUNCTIONS OF ADVERTISING

PRIMARY FUNCTIONS OF ADVERTISING -

1. Advertisements increase sales
The main function of advertising is to increase the sales of the product of the company by
securing greater consumption, by attracting new buyers and by introducing new uses for a
commodity.

2. Advertising Persuades dealers to stock

Advertising persuades dealers to stock more advertised goods. It ensures wider distribution of
goods, even to remote places. Where a product is not in demand, the advertisers directly contact
their dealers to stock the goods and persuade the consumers to buy their goods through
advertisements.

3. Advertising helps dealers to liquidate stock

Advertising not only assists the producer or advertiser, but also helps dealers (wholesalers and
retailers) to sell the advertised goods. Thus, wholesalers and retailers are able to clear their
shelves speedily resulting in higher profits. This is all possible due to effective advertising.

4. Advertising increases per-capita use

Advertising may increase the per capita use of commodity by repeating the product features and
its uses constantly. Advertising is effectively used to increase the per capita consumption by
describing new uses of articles that may never have been thought of by the general user.

5. Advertising recognizes quality

Advertising brings goodwill for the producer. If a producer has been recognized for bringing out
quality products, his new product will be well received by the public.

6. Advertising protects manufacturers’ interests

Through the advertising, goodwill of the manufacturer is established over time and a kind of
insurance is created for the manufacturers. This makes the manufacturer feel more confident and
be independent of wholesalers and retailers.

7. Advertisements eliminate seasonal fluctuations

One of the primary functions of the advertisements is to eliminate or lessen the seasonal
fluctuations for the seasonal products by describing their various uses during off season. For
example, by advertising, the use of refrigerators all the year round has been highlighted to people.

8. Advertising creates demand for products

It creates demand for the product and not merely for a particular brand. For example, a laptop
computer is widely recommended through advertisements, highlighting its advantages. This helps
in creating not just the demand for brands but also for the product (laptop in this case).

9. Advertisements raises standard of living

Advertising also helps in raising the standard of living of the consumers by persuading them to use
newer and better products at competitive rates. It is partly because of advertising, it has become
4

possible that goods that are enjoyed by rich people once, are being enjoyed by common man
Page

now.
ADVERTSING & BRAND MANAGEMENT, TY BBA (Sem 5), VNSGU
 Dr. Zakir Patel, Prof, Naran Lala College of Comm. & Mgt, Navsari (Mob. - 9586075954)

SECONDARY FUNCTIONS OF ADVERTISING

There are many other functions which have gained importance during the course of time and such
functions may be classified as Secondary functions -

1. Advertising lend moral support to salesmen

Advertising helps salesmen a lot. Occasionally, a salesman feels insecured and lacks confidence in
himself, in his company’s products. On such occasions, advertisement boosts his morale. It makes
it easier for him to sell advertised goods, for part of the selling has already been done for him.
2. Advertisements provides correct information
Advertisements provide the correct information about the product, producer, stockists and
salesmen. Salesmen and dealers are benefited by the use of information given in the
advertisement.
3. Advertising ensures Product improvement
Advertisements create a feeling among the executives and the administrative staff that they are
responsible to the public in a way. In many ways, they become more enthusiastic when they see
advertisements of their own company. They are likely to strive to improve the product further.
4. Advertising creates a sense of security
The workers of an organization of well-advertised goods will feel that their jobs are more secured
and that their future prospects with the organization are bright as the business grows.
5. Advertisements helps to recruit Efficient Employees
Advertising makes it possible for the manufacturers to appoint well equipped employees, in terms
of quantification, experience and skill. As a company gains much popularity through its
advertisements and is identified as a widely known company, any eligible applicant will feel pride
to apply for the job.

CLASSIFICATION OF ADVERTISING
Management scientists have classified advertising on different criteria as follows;

Area Audience Media Function Stage

Coverage
1) Local 1) Consumer 1) Print Media 1) Direct Action and 1) Pioneering
Indirect Action. stage
2) Regional 2) Industrial 2) Electronic 2) Primary & 2) Competitive
Selective Stage
3) National 3) Trade 3) Outdoor 3) Product &
Institutional
4) 4) 4) Other
International Professional

I) CLASSIFICATION ON THE BASIS OF AREA COVERAGE

1. Local Advertising: It is also known as retail advertising. It is undertaken by local retail stores,
departmental stores, co-operative stores, and other consumer goods. It is directed at local
customers. Media, used for local advertising, are shop decorations, local newspapers,
magazines, posters, pamphlets, hoarding, new signs, local cinema houses, etc.
2. Regional Advertising: It has wider coverage, as compared to local advertising. It covers a
particular region, which may be one state, or, more than one state. It is undertaken by
5
Page

manufacture, or, regional distributor of a product. Media, used for regional advertising,

ADVERTSING & BRAND MANAGEMENT, TY BBA (Sem 5), VNSGU

 Dr. Zakir Patel, Prof, Naran Lala College of Comm. & Mgt, Navsari (Mob. - 9586075954)

include regional newspapers, magazines, radio, regional T.V., outdoor media, etc. It is ideally
used for launching a new product in a specific region.

3. National Advertising: It is generally undertaken by manufacturers of branded goods. The

advertising messages is communicated to consumers all over the country. Almost all possible
mass media, including national newspapers, radio and television network, are used for
national advertising. Product services, and ideas, which have demand all over the country, are
suitable for national advertising. In India, Indian Airline Hindustan UniLever Ltd., Godrej, Bajaj
etc. are a few leading advertisers at national level. Likewise, detergents, soaps, toothpastes,
cosmetics, scooters, cars, and bicycles, are some of the products, which are advertised all over
the country.

4. International Advertising: This type of advertising is undertaken by those companies, which

operate in more than one country, known as multi-national companies. For example, Coca-
Cola and Pepsi are advertised globally, as thesales are almost all over the world.

II. CLASSIFICATION ON THE BASIS OF AUDIENCE

1. Consumer Advertising: This type of advertising is directed to the final consumers i.e., the
individuals, who buy, or, use the consumer products, or services, for example, soap,
toothpaste, toothbrush, tea, textiles, etc., for themselves and for their families.

2. Industrial Advertising: This type of advertising is used by manufacturers and distributors of

industrial goods such as, machinery, plants, equipments, spare parts and components etc.
They are directed at industrial users or customers. Such advertisements usually appear in
trade journals, trade dictionaries, business magazines and so on.

3. Trade Advertising: This kind of advertising is employed by manufactures and/or distributors

to influence and persuade wholesalers and dealers (retailers) to stock and sell the goods of
the advertiser by offering incentive schemes to them, or, by inviting dealership for their
particular products.

4. Professional Advertising : It is directed at professional like doctors, professors, engineers and

others, who are expected to recommend, prescribe, or, specify the advertised products to
ultimate consumers. This is done through professional journals and representative of the
advertisers.

III. CLASSIFICATION ON THE BASIS OF MEDIA

1. Print Media Advertising: The print media consists of newspapers, magazines, journals,
handbills, etc. No newspaper or, journal, today, can survive without advertising revenue. Print
media advertising, even today, is the most popular form of advertising.

2. Electronic or Broadcast Media Advertising : Electronic, or, broadcast media consists of (i)
radio, (ii) television, (iii) motion pictures, (iv) video, and (v) the internet. The radio is audio in
nature, appealing only to the sense of sound (ears). Radio advertising is more effective in rural
areas, as compared to urban regions. Television, as an advertising medium, is more attractive
6
Page

and effective because it is an audio-visual medium appealing to both the senses of sight

ADVERTSING & BRAND MANAGEMENT, TY BBA (Sem 5), VNSGU

 Dr. Zakir Patel, Prof, Naran Lala College of Comm. & Mgt, Navsari (Mob. - 9586075954)

sound (eyes and ears). Different methods, such as, spot announcements, sponsored
programmes, etc., are used for broadcasting advertising messages.

3) Outdoor Media :
This include posters, neon signs, transit, point of purchase (POP), etc. Outdoor advertising can
be a good supporting media to other forms of advertising. It is a good form of reminder
advertising, especially, the POP advertising.

4) Other Media :
This includes direct mail, handbills, calendars, diaries, cinema advertising, internet and so on.
These miscellaneous media can play an important supporting role to the major media such as
television, and newspapers.

IV. CLASSIFICATION ON THE BASIS OF FUNCTION

1. Direct Action and Indirect Action Advertising: Direct action advertising is undertaken to
obtain immediate response or action on the part of target audience. Examples include
discount sales advertising, sale along with free gift offers, and mail-order coupon sales, etc.
The media used is mostly newspapers, and television. Indirect action advertising is
undertaken to influence the audiencein respect of advertiser’s brand. The advertiser expects
the target audience to prefer his brand as compared to competitors whenever a buying
decision arises in future.

2. Primary and Selective Advertising: Primary Advertising is undertaken by trade association or

by cooperative groups. It is undertaken to create generic den1 and for products and services.
For example, the Coffee Board may advertise to consume more coffee. Selective Advertising is
undertaken by marketers of branded products. The advertiser intends to create selective
demand for his brand. Examples include Pepsi Cola, Coca Cola.

3. Product and Institutional Advertising: Product or Service advertising is undertaken to

promote the sale of products and services-branded or unbranded. Institutional advertising is
undertaken to build name and goodwill of the organisation. It is also known as corporate
advertising or image advertising. It is mostly undertaken by large firms.

V. CLASSIFICATION ON THE BASIS OF ADVERTISING STAGES

1. Advertising at Pioneering Stage : Advertising at pioneering stage is undertaken to make the

audience fully aware of the new brand of product and to inform, influence, and persuade
them to buy, or, use it by highlighting its unique features.
2. Advertising at Competitive Stages: Once the brand survives the introductory stage, it has,
soon to face a stiff competition with other well established brands in the market. At this
stage,competitive advertising is undertaken to promote sales effectively.

3. Advertising at Retentive Stage or Reminder Advertising: When the product has

captured a large share of the market, retentive advertising is undertaken to maintain, or
retain the stable position in the market as long as possible. Moreover, if the same product is
passing through the declining stage in the market, this type of advertising is used to remind
7
Page

the buyers about the product hence, it is also known as reminder advertising.

ADVERTSING & BRAND MANAGEMENT, TY BBA (Sem 5), VNSGU

 Dr. Zakir Patel, Prof, Naran Lala College of Comm. & Mgt, Navsari (Mob. - 9586075954)

ROLE / SIGNIFICANCE OF ADVERTISING IN MARKETING

Role and Significance of Advertisements in Marketing can be divided into following parts;
1. Advertising and Consumers
2. Advertising and Promotion
3. Advertising and Price
4. Advertising and Distribution Channel
5. Advertising and Sales force

1. ADVERTISING AND CONSUMERS:

1. It helps in decision-making:
 The present-day industry has been able to provide with the largest possible varieties of
products to such an extent that the consumers find it difficult to decide. Further, each
producer claims that his own products are the best.
 In such situation, it is advertising that helps the consumer to select the best by providing
him with comparison of features, prices, utility, quality, durability, convenience etc.

2. It ensures better quality products at reasonable prices:

 Advertising stimulates the sales of a good product and accelerates the destruction of bad
product by creating the image of the product in the minds of the consumers.

3. It saves good deal of time:

 The modern living is changed as compared to past. In the past, the things were cheaper
and the requirements were limited. Hence, it was enough for a single member to earn for
the entire family. Today this is very difficult. Each member of the family tries to earn. This
gives them less time.
 Advertising saves time in the sense that it sells the goods and services well in advance.
That is, through the ads, people know about products and services they are to only contact
the selling outlets to get them.

2. ADVERTISING AND PROMOTION

1. Awareness:
 One of the important roles of advertising is to create awareness of the product or services
such as brand name and price.
 The awareness of the product or services can be created through highlighting the unique
features of the brand. Nowadays, due to intense competition, top of mind awareness is
needed.
2. Information:
 Advertising helps to inform the target audience about the product. Providing information
is closely related to creating awareness of the product. Potential customers must know
about a product, such as product features and uses.

3. Persuasion:
 When business firms offer similar products, the firm must not only inform the customers
about the product’s availability, but also persuade them to buy it.
8
Page

ADVERTSING & BRAND MANAGEMENT, TY BBA (Sem 5), VNSGU

 Dr. Zakir Patel, Prof, Naran Lala College of Comm. & Mgt, Navsari (Mob. - 9586075954)

 Persuasion can be undertaken through creative advertising messages, product

demonstration at trade fairs, offering free gifts, premium offers and organizing contests
etc.
4. Attitudes:
 Promotion is required to build or reinforce attitudes in the minds of target audience. The
marketers expect the target audience to develop a favourable attitude towards their
brands. Positive attitude towards the brand helps to increase its sales.

5. Reminder:
 If target customers already have a positive attitude towards a firm’s product or service,
then a reminder may be necessary.
 Well-established brands need to remind the customers about their presence in the market.
For eg., ‘Raymond – the complete man’ campaign is designed to remind the customers.

6. Brand Loyalty:
 Advertising helps to develop brand loyalty. Brand loyalty results in repeat purchases and
favourable recommendations to others by existing customers.
 Sales promotion, effective personal selling, timely and efficient direct marketing, and other
techniques help to develop brand loyalty.

7. Brand Image:
 An advertiser helps to develop a good image of the brand in the minds of target audience.
A good image helps to increase sales, meet competition etc.

8. Expansion of Markets:
 Successful advertisements results in expansion of the markets. A marketer may intend to
expand markets from the local level to the regional level, from the regional level to the
national level, and from the national level to the international level.

3. ADVERTISING AND PRICE

 Through advertising, it is possible to control the product prices with profit, particularly the
retail prices.
 Very often the greedy retailers exploit the needy consumers by charging higher prices. If
this consumer exploitation is not controlled, both the producers and consumers are to
suffer without their faults. The manufacturer can help himself and consumers by printing
the consumer prices on the product packages. Today, product package protects not only
the contents of it but also the consumer interest.
 Advertisements creating awareness about the price helps control exploitation of
consumers.

4. ADVERTISING AND DISTRIBUTION CHANNEL

1. It guarantees quick sales:

 Every retailer holding the stocks of different producers is interested in quick turnover.
 Advertising, by bringing these whole range of products to the notice of consumers,
quickens the pace of sales.
9

 Faster sales gives specific advantages such as reduced capital lock-up, loss of stock, and
Page

ADVERTSING & BRAND MANAGEMENT, TY BBA (Sem 5), VNSGU

 Dr. Zakir Patel, Prof, Naran Lala College of Comm. & Mgt, Navsari (Mob. - 9586075954)

increased profits. Advertising gives him freedom to better serve the needs of consumers.
Therefore, he earns better by serving better.

2. It acts as salesman:
 Advertising has been rightly described as salesmanship in print.
 Most retail organizations do not employ large number of salesmen. They are willing to
spend on advertising which attracts consumers to the stores.

5. ADVERTISING AND SALES FORCE

The benefits of salesforce due to advertising are;

1. It creates colourful background:

 A good salesman wins the hearts of consumers and sells the company products and
services.
 He may be active, tactful and confident salesman but the extent of his success depends
heavily on the colourful back-ground created by the advertising.
 Salesmanship without advertising is like a song without music. Advertising creates stage for
him for his acting (performance).

2. It reduces his burden of job:

 In case salesman alone is called upon for selling, it goes much difficult. In absence of
advertising, he is forced to play a double role of advertising as well as salesmanship.
 Advertising provokes public interest, wins the confidence, and promotes conviction.
Hence, the job of the salesman becomes easier.

3. It instils self-confidence:
 A sales-force that is self-confident is an asset to the marketing department. Advertising
helps the salesforce by building confidence in them.
 Advertising, by educating sales-force, acts a creative force as it instills self-confidence,
initiative and drive in them.

ROLE OF ADVERTISING AGENCIES

Introduction to Advertising Agencies:

 An advertising agency is an independent company. It is set up to provide specialized
services in advertising in particular and in marketing in general.
 These firms are not agents in the legal sense, but are independent companies. Advertising
agencies started by handling of the advertisements in newspapers. Through the years, the
function of the agencies has changed.
 It acts as a consultant of the advertiser who is a manufacturer, wholesaler, or retailer.
Following are the roles of ad agencies;
1. Creating an Advertisement:
The advertising agency has a lot of work in the process of creating an advertisement that
10

satisfies the brand marketer (advertiser). The responsibilities of ad agencies range from
Page

graphic design to copywriting and printing.

ADVERTSING & BRAND MANAGEMENT, TY BBA (Sem 5), VNSGU
 Dr. Zakir Patel, Prof, Naran Lala College of Comm. & Mgt, Navsari (Mob. - 9586075954)

2. Market Research:
Market demand and supply are ever-changing in today’s rapidly evolving digital economy.
An advertising agency has to undergo extensive market research on the product and to
better understand changing customer needs in order to create better advertisements and
brand messages. The ads must be relevant and contemporary.

3. Ad Media Considerations:
Ad agencies need to be mindful of their target audience and determine the relevant media
for ad creation and outreach. Developing, designing and launching print ads (newspaper,
magazine, brochures, pamphlets), audio ads (radio) and video (TV, YouTube, etc.) ads,
including billboards and posters campaigning are all a part of the ad creation for brands.

4. Content Creation:
No advertisement is complete without appropriate content – be it a slogan or a tagline,
content for promotion or branding, or content for websites and other media. Developing
effective content strategies for advertising plays a very important role. Ad agencies need
to be very much creative in presenting the content of advertisement.

5. Branding & Social Media:

Social media promotion and digital marketing are very important for advertisers because
of their closeness with the targeted ad audience. Advertisements for banner ads and other
targeted promotions across Instagram, Twitter, Facebook, LinkedIn and other social media
channels therefore, become an extensive and highly focused operation.

6. Direct Marketing:
Direct marketing inculcates the channels of email marketing, telephone marketing, mail
order, rather than through retailers. A direct marketing campaign helps in inducing a
degree of personalization and connection. This also includes campaigning through mailer
coupons, gift vouchers, loyalty rewards etc.

7. Public Relations:
Public Relation is a key aspect looked after by ad agencies to ensure optimum publicity and
the strength of the client’s (advertiser) brand image. Public relations uses - press releases,
talk shows, fairs, exhibitions, events, and even writing columns and articles in trade
publications. The fundamental objective of this department of an ad agency is to build and
maintain goodwill with various sections of the public.
The tools used in communicating with these publics are institutional or corporate
advertising and publicity. The main job of this department is to build stronger relations
between clients and the various sections of the public customers, employees, middlemen,
shareholders. A minor job is to do a public relations job for the agency itself with
prospective, and present clients.

8. Revenue Generation:
Ad agencies are responsible for revenue generation for clients. Agencies need to ensure
that the ads designed by them are relevant to their target audience and generate quality
revenue for their clients.
11

********************************************************************************
Page

ADVERTSING & BRAND MANAGEMENT, TY BBA (Sem 5), VNSGU