EFFECTIVENESS OF INNOVATIVE TECHNIQUES IN ADVERTISEMENTS

PREFACE The topic of our project is Effectiveness of Innovative Tools and Techniques in Advertisements. In the entire project, we have gained insightful knowledge about advertising and how innovative methods and techniques are used that can make an advertisement really effective and impactful, helping the idea of the brand or the company to be delivered in the minds of the consumer. These innovative methods are used so that there is more brand recognition and brand retention in the minds of the consumer. Our project has taught us how miniscule details are taken into consideration while designing and making any form of advertisement.

EXECUTIVE SUMMARY
The topic of our project is Effectiveness of Innovative Techniques in Advertisement. The project work undertaken has an objective, that is, whether Innovative techniques have an impact on the minds of the consumer; which eventually help the company create brand awareness, brand recognition and eventually brand equity. The project involved Market Research procedure to get an extensive idea about the general perception in the minds of the consumer, for which, we designed an online questionnaire. There were various factors that were taken into consideration in designing the online questionnaire, which will be discussed later in this project. We got an opportunity to discuss our project with the esteemed employees of various Advertisement agencies who gave us clarity of thought as to how they work creatively to make an advertisement effective and how important it is for them to be innovative while making each advertisement.

ACKNOWLEDGEMENT No task is a single person effort; the same is with this project. Thus, we would like to extend my sincere thanks to all the people who helped me in accomplishing my project. Last but not the least, we would like to acknowledge our friends and all the respondents who took out time to fill up our consumer questionnaire.

TABLE OF CONTENTS PAGE NUMBERS 1. HYPOTHESIS 2. RESEARCH METHODOLOGY 3. INTRODUCTION 4. QUESTIONNAIRE (Consumers) 5. OBSERVATION /FINDINGS (Consumers) 6. QUESTIONNAIRE (Advertising Agencies) 7.FINDINGS (Advertising Agencies) 8. CONCLUSION 9. ANNEXURE: i) Market Research Questionnaire ii) Advertisement Agency Questionnaire iii) Summary of Respondents 24-31 31-35 35-62 7 8 9-11 12-13 14-16 17-18 19-22 23

HYPOTHESIS
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While making this project report, we had some objectives/questions in our minds. The primary question was whether innovative techniques help in making an advertisement effective? We also had some other questions for the masses and the advertising agencies, which are mentioned as below: Questions for the masses: Does Advertising affects the consumers buying decision? What is it that consumers want from advertisements? Which advertisement tool is the most affective? Which parameter affects the most consumers? Questions for the advertising agencies: What according to agencies is the most important factor that makes a good advertisement? Which is the most effective advertising tool? Which parameter hits most of the consumers? What is it that the consumers want from the advertisements?

SYNOPSIS/ RESEARCH METHODOLOGY

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Research Methodology is how we conduct our research for the project and what methods were used to complete our project. The Purpose of this research was to get a clear understanding of what people perceive in an advertisement and what according to them makes an advertisement more effective in current scenario. The purpose of this research is to extract and answers to the questions through questionnaires and the main aim is to find out the truth, which was never disclosed earlier by the consumers, intentionally or unintentionally. The information, then collected, is analyzed, assessed and then used to satisfy the present and prospect customers needs and preferences. The research was conducted through consumer survey/ consumer questionnaire. Ours was a one of a kind consumer survey, which was conducted online. The number of sample size taken was 30. The questionnaire was designed to ensure proper understanding and response by the respondents. There is another online questionnaire, which we have developed for the advertising agencies. Our research strategy was to collect and assess information provided by the consumers and the advertisement companies, look for any tradeoff and the reason for the same; and then make an inference as to why or why not there was a tradeoff between them.

INTRODUCTION
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Advertisement is the most commonly used form of communication used today, to inform people, to compel them to think about their product/service and virtually convince them to buy a product/ service. Today, every business needs to advertise their product/ service in order to reach to their target audience. It is very important for every business to position itself and its products/ services in a way that the consumer is able to relate himself/ herself with the brand. This can only be done by putting across the right message through the right medium of advertising. It is very important for a business to understand their target audience, because only if the business is clear about its target audience, then only will it be able to decide on the message, which needs to be communicated across to the consumers. So advertising plays a very important role in todays competitively accelerated changing times. Every brand wants to attract consumers towards them so as to firstly create brand awareness and brand retention and secondly, to earn the desired revenues; and this can done only through the right advertising tool. Companies invest huge amount of money in advertising just to communicate the right message through the right media vehicle in order to accentuate their sales. If the consumers are aware of the product/ service available in the market, only then will they be interested in buying/ using it. Hence, it is essential for every business to advertise in todays competitive environment. Every business, which advertises need to put across the message in a way that the end consumer is able to relate himself or herself with it. Advertisement campaigns are used to spread awareness about the product/ service among the consumers. It should provide knowledge to the consumer about the product/ service in order to make the consumers well informed about the brand. It is important to make the consumers aware but it is more important to make your product the most sought after product in the consumers mind. It can be done by analyzing how you can satisfy the consumers needs and preferences with the product/service being offered to them. The advertisement designed should be able to convince the consumers that only their product can satisfy their needs and wants. This would make the consumers buy/ use the products and services. Hence, the right message to the right set of audience, through the right media vehicle is the key to an excellent advertisement campaign. There are various forms of Advertising. Broadly advertising can be through Print Media, Electronic or Digital Media, Online Media and marketing collaterals. Print Media includes Advertisements in Newspaper and Magazines.
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Electronic Media includes broadcasting advertisements on Television and Radio. Online media includes Advertising on the Internet. Marketing collaterals includes flyers, pamphlets, brochures, etc. Every business decides on its media vehicle depending upon the budget they have to spend on advertising. Every business wants to reach to the mass audience through their advertising. But every business wants to have the maximum reach within the minimum budget of advertising. Advertising tools should be implemented only in alignment with the brand positioning strategy. It is important to position the brand properly in the mind of the consumer using the correct type of advertising tools. Advertising tools can be used to make the advertisement emotional, humorous, realistic, creative, informative, etc. Depending upon the target audience and the product the advertisement should be designed so that it can leave an impression in the mind of the consumer, which will break the advertisement clutter. To understand the effectiveness of these advertising tools we designed two questionnaires. One was for the masses and the other one was for the advertising agencies. The objective, message and aim in designing the both was to understand the perception of both, the consumers and the advertising agencies; and to check they are in alignment of each others thinking process. The objective behind designing the questionnaire for the masses was to understand the effectiveness of advertisement tools from the viewpoint of the consumers. The aim behind designing this questionnaire was to understand: Does Advertising affects the consumers buying decision? What is it that consumers want from advertisements? Which advertisement tool is the most effective? Which parameter affects the most consumers? The objective behind designing the questionnaire for the advertising agencies was to understand the effectiveness of advertising tools from te view point of an advertising agency. The aim behind designing this questionnaire was to understand: What according to agencies is the most important factor that makes a
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good advertisement? Which is the most effective advertising tool? Which parameter hits most of the consumers? What is it that the consumers want from the advertisements?

QUESTIONNAIRE (Consumers/Masses):
1) Which is the last advertisement that you can recall?
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Objective was to know which was the last advertisement that created an impact in the consumers mind. 2) Where did you see/ hear the advertisement? Objective was to understand, which media tool is the most effective one that created an impact in the consumers mind. 3) From the below mentioned Television Commercials, which is the most effective advertisement? Objective was to know, among the most popular Television Advertisements, which advertisement according to the consumer was the most effective. 4) What makes this television advertisement effective? Objective was to understand, from the given parameters which parameter made the chosen Television Advertisement the most effective. 5) From the below mentioned Newspaper Commercials, which is the most effective advertisement? Objective was to know, among the most popular Newspaper Advertisements, which advertisement according to the consumer was the most effective. 6) What makes this Newspaper advertisement effective? Objective was to understand, from the given parameters which parameter made the chosen Newspaper Advertisement the most effective. 7) From the below mentioned Radio Commercials, which is the most effective advertisement? Objective was to know, among the most popular Radio Advertisements, which advertisement according to the consumer was the most effective. 8) What makes this Radio Advertisement effective? Objective was to understand, from the given parameters which parameter made the chosen Radio Advertisement the most effective. 9) From the below mentioned parameters, tick against each of the given advertisement. * Objective was to understand what parameter was displayed from which
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mentioned advertisements. 10) Rank the below mentioned parameters on a scale of 1-5. Objective was to understand from the mentioned parameters, which parameter holds the most importance for the consumers in making the advertisement effective. 11) Does an advertisement urge you to try the product/ service? Objective was to understand if the consumers buying decision is affected by the advertisements they come across. 12) Does an advertisement become effective if endorsed by Actors/ Models/ Youth Icons/ Celebrities? Objective was to understand if it is product that affects the consumers buying decision or is it the Actors/ Models/ Youth Icons/ Celebrities that affect the buying decision. 13) Does an advertisement effect your buying behavior? Objective was to understand if the consumers are affected by the advertisements they come across. 14) What is the most important parameter in making an advertisement effective? Objective was to understand which parameter according to the consumers is the most important in making an advertisement most effective 15) Your Suggestions on improving effectiveness of an advertisement. Objective was to know what is it that consumers feel about the current advertising trends and what is it that they want to see or change.

OBSERVATIONS (of consumers):

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1) Which is the last advertisement that you can recall? Observation: Maximum responses were for Vodafone and Cadbury silk. 2) Where did you see/ hear the advertisement? Observation: All the responses were for Television. 3) From the below mentioned Television Commercials, which is the most effective advertisement? Observation: Maximum responses were for Incredible India, Vodafone ZooZoo and Pepsi change the game. 4) What makes this television advertisement effective? Observation: Maximum responses were for Emotional, Humorous and Creative. 5) From the below mentioned Newspaper Commercials, which is the most effective advertisement? Observation: Maximum responses were for IIPM and Big Bazaar. 6) What makes this Newspaper advertisement effective? Observation: Maximum responses were for Repetitive, Realistic and Attractive 7) From the below mentioned Radio Commercials, which is the most effective advertisement? Observation: Maximum responses were for Jaago Grahak Jaago and ICC World Cup 8) What makes this Radio Advertisement effective? Observation: Maximum Responses were Repetitive and Informative. 9) From the below mentioned parameters, tick against each of the given advertisement. * Observation: Jaago Grahak Jaago: Informative and Effective. Cadbury Silk: Emotional Appeal, Innovative and Effective. Vodafone Zoo-Zoo: Innovative and Effective. ICC World Cup: Repetitive and Emotional Appeal. MetLife Monthly Income Plans: Emotional Appeal and Informative. Big Bazaar: Effective and Informative.
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VLCC: Emotional Appeal and Repetitive. IIPM: Repetitive and Informative. 10) Rank the below mentioned parameters on a scale of 1-5. Observation: Repetitive: Maximum Rankings were 3 and 5 Innovative: Maximum Rankings were 2 Emotional Appeal: Maximum Rankings were 1 and 3 Realistic: Maximum Rankings were 2 and 5 Humorous: Maximum Rankings were 4 and 5 11) Does an advertisement urge you to try the product/ service? Observation: Maximum Responses were "Yes" 12) Does an advertisement become effective if endorsed by Actors/ Models/ Youth Icons/ Celebrities? Observation: Maximum Responses were "Yes" 13) Does an advertisement affect your buying behavior? Observation: Maximum Responses were "Yes" 14) What is the most important parameter in making an advertisement effective? Observation: Informative, Realistic, Emotional Appeal and Innovative 15) Your Suggestions on improving effectiveness of an advertisement. An advertisement should be designed in a way that an individual can connect well with it. It should keep in focus the common man. It is imp that advertisements should attract the consumer by being original and by providing all information Keep it short and simple, learn to connect intelligently. Make it more realistic. They should not lie in beauty products advertisements. Advertisements should be able to bring out the USP of the product

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Innovation is the key to sales today. The information provided shouldn't be fake it should always give the correct information. They should be more realistic! Vulgarity should not be encouraged in advertisements. There should be brand recognition thorough innovation. Information, realistic, innovative and convincing shows value for money. Be innovative and creative.

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QUESTIONNAIRE (Advertising Agencies):

1) What is your current client portfolio? Objective was to know what kind of clients are the agencies serving currently. 2) Is there a particular sector/ industry in which you specialize? Objective was to know the fields in which the agency is specializing. 3) In which Sector/ Industry do you have a competitive advantage? Objective was to know their competitive advantage over other advertising agencies 4) Do you provide 360 Degrees Branding Solutions? Objective was to know if the agency could provide 360 Degrees Brand Consulting Solutions 5) What all services do you provide? Objective was to understand what all can they provide under Advertising and Brand Consulting 6) Name the current client that you are working on? Objective was to know what kind of client is the agency currently associated with and currently in which sector are they working 7) What is the name of the campaign that you are currently associated with? Objective was to know how big is the campaign on which they are currently working 8) What is the message behind the current campaign? Objective was to understand the message behind the campaign and if it is in alignment with the product/ service.

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9) What is the Budget of this campaign? Objective was to know within the given budget what kind of advertising services are being delivered. 10) Which media vehicles are you using for this campaign? Objective was to know what kind of tools are being used to deliver the message behind the campaign 11) What, according to you, makes an advertisement effective? Objective was to understand what, according to advertising agencies, makes an advertisement effective 12) What are the tools that you use to make an advertisement effective? Objective was to know what kind of advertising tools are effective according to the advertising agencies 13) Which innovative tool differentiates you from the other advertising agencies? Objective was to understand which innovative tool does the advertising agency uses for making itself better than the competitors. 14) Tell us about the best advertisement campaign that you have been associated with. Objective was to know the best advertisement campaign that the agency has done till now 15) Which is the most important parameter that makes an advertisement effective? Objective was to understand which parameter according to the advertising agency holds the most importance in making an advertisement effective.

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OBSERVATIONS (Advertising Companies):

1) What is your current client portfolio? Arun Verma Design Studio: LG, Monster.com, EXL, BOP, Acedata Planman Marcom: Amtek Auto limted, Subros Limited, Ramprastha Developers, Mc Donalds 2) Is there a particular sector/ industry in which you specialize? Arun Verma Design Studio: No Planman Marcom: All 3) In which Sector/ Industry do you have a competitive advantage? Arun Verma Design Studio: Real Estate Planman Marcom: Real estate, Automobile, FMCG 4) Do you provide 360 Degrees Branding Solutions? Arun Verma Design Studio: Yes Planman Marcom: Yes 5) What all services do you provide?

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Arun Verma Design Studio: Branding, Online Marketing, Campaigns, Websites Designing, Training scripts and Films Planman Marcom: Branding, Campaigns, Websites Designing, Training scripts and Films 6) Name the current client that you are working on? Arun Verma Design Studio: EXL Planman Marcom: Amtek Auto Limited 7) What is the name of the campaign that you are currently associated with? Arun Verma Design Studio: Internal Sports Championship Meet. Planman Marcom: Autoswift Batteries. 8) What is the message behind the current campaign? Arun Verma Design Studio: We have to invite EXLites to be a part of their Internal Sports Championship Meet. Planman Marcom: Autoswift Batteries comes with unique Power of 7 Benefits. That is what we are trying to position in the consumers mind. 9) What is the Budget of this campaign?

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Arun Verma Design Studio: N/A Planman Marcom: N/A 10) Which media vehicles are you using for this campaign? Arun Verma Design Studio: E-mailers, Posters, Standees, Banners Planman Marcom: Print, Radio, Outdoors 11) What, according to you, makes an advertisement effective? Arun Verma Design Studio: Strong communication and the right medium of advertising. Planman Marcom: Clear Message to be communicated through any medium. Being Advertising a non-verbal communication. It is very important to keep your Communication Simple & easy to comprehend, so that target Audience can connect with it. 12) What are the tools that you use to make an advertisement effective? Arun Verma Design Studio: We make sure that the communication flow is right, the target audience gets the message easily and the medium of advertising is chosen correctly. Planman Marcom: Holistic Approach.
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13) Which innovative tool differentiates you from the other advertising agencies? Arun Verma Design Studio: We pay a lot of attention to detail and make sure there are no typos or grammatical mistakes in the creative. And more often than not we meet the clients' deadlines. Planman Marcom: Understanding of Consumer Behavior. 14) Tell us about the best advertisement campaign that you have been associated with. Arun Verma Design Studio: Name of the campaign: I'm not yesterday. Message: Mail today is the newspaper for the new Indian. Budget- No idea. Reach- Major cities in India. Media- Hoardings, Print, Radio. Planman Marcom: Select City Walk. 15) Which is the most important parameter that makes an advertisement effective? Arun Verma Design Studio: Innovative, Informative. Planman Marcom: Repetitive.

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CONCLUSION

In conclusion to our research and findings about our project, we would like to conclude the following: - Innovation is one of the most important factors for an advertisement to be effective, in order to create brand recognition and retention in the minds of the consumers. - Innovation is not just applicable in one form of media vehicle but in al most all kinds of media vehicles such as Newspaper, Magazine, Television, Hoarding, Banner, Radio, etc. - Consumers look for information and that too correct information in an advertisement. - Consumers, these days, have also become rational about the products/services advertised to them and critically analyze and assess before making a purchase of a specified product/service. - Consumers seek various factors these days, which, according to them makes an advertisement effective i.e. Creativity, Emotional, Realistic (Original), Humorous, Informative, Innovative, etc. - Consumers buying behavior is influenced by the way an advertisement is displayed/broadcasted. - Advertising companies do not disclose their advertisement budget in any way to third person. - Advertising companies, now focus on providing 360 Degrees branding solutions to their clients to have a competitive edge over other players in the market. - Advertising companies also seek various factors which make an advertisement effective i.e. Cost Consciousness, Creativity, Emotional, Realistic, Humorous, Informative, Innovative, etc. - Advertising companies provide all kind of advertising services such as Branding, Online Marketing, Campaigning, Website Development, Training Scripts, etc.

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- Television Advertising is the most effective tool out of all other media vehicles as companies can put across their message with much clarity. - Consumers can also connect themselves very well to the television advertisements as most of their senses are involved while viewing and listening. - Advertisement companies are very conscious in spending for any form of advertisement and always consider consumer reach (target audience) before incurring any cost on the same. - Last but not the least, we would like to reinforce the fact that being innovative is the most important factor for an effective advertising campaign and is the need of todays time in order to break the media clutter.

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ANNEXURE
I.MARKET RESEARCH / CONSUMER SURVEY QUESTIONNAIRE Effectiveness of Advertisements

Name * <INPUT NAME=\ entry.0.single VALUE= TYPE= text > MACROBUTTON HTMLDirect

Age *

<INPUT NAME=\ entry.1.group VALUE= Below 15 TYPE= radio > MACROBUTTON HTMLDirect Below 15 <INPUT NAME=\ entry.1.group VALUE= 15-25 TYPE= radio > MACROBUTTON HTMLDirect 15-25 <INPUT NAME=\ entry.1.group VALUE= 25-35 TYPE= radio > MACROBUTTON HTMLDirect 25-35 <INPUT NAME=\ entry.1.group VALUE= 35-45 TYPE= radio > MACROBUTTON HTMLDirect 35-45 <INPUT NAME=\ entry.1.group VALUE= Above 45 TYPE= radio > MACROBUTTON HTMLDirect Above 45

Gender *

<INPUT NAME=\ entry.2.group VALUE= Male TYPE= radio >

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MACROBUTTON HTMLDirect Male <INPUT NAME=\ entry.2.group VALUE= Female TYPE= radio > MACROBUTTON HTMLDirect Female

Occupation <SELECT NAME=\ entry.3.single ><OPTION VALUE="Student">Student</OPTION> <OPTION VALUE="Business">Business</OPTION> <OPTION VALUE="Professional">Professional</OPTION> <OPTION VALUE="Others">Others</OPTION></SELECT> MACROBUTTON HTMLDirect

Profession <SELECT NAME=\ entry.63.single ><OPTION VALUE="Doctor">Doctor</OPTION> <OPTION VALUE="Lawyer">Lawyer</OPTION> <OPTION VALUE="Engineer">Engineer</OPTION> <OPTION VALUE="Politician">Politician</OPTION> <OPTION VALUE="Accountants">Accountants</OPTION> <OPTION VALUE="Teacher">Teacher</OPTION> <OPTION VALUE="Social Worker">Social Worker</OPTION> <OPTION VALUE="Architect">Architect</OPTION> <OPTION VALUE="Professor">Professor</OPTION> <OPTION VALUE="Physician">Physician</OPTION> <OPTION VALUE="Physiotherapist">Physiotherapist</OPTION> <OPTION VALUE="Pilot">Pilot</OPTION> <OPTION VALUE="Nurses">Nurses</OPTION> <OPTION VALUE="Librarian">Librarian</OPTION> <OPTION VALUE="Financial Analysts">Financial Analysts</OPTION> <OPTION VALUE="Interpreters">Interpreters</OPTION> <OPTION VALUE="Advocate">Advocate</OPTION> <OPTION VALUE="Actuaries">Actuaries</OPTION> <OPTION VALUE="Others">Others</OPTION></SELECT> MACROBUTTON HTMLDirect

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If Others, please specify? <INPUT NAME=\ entry.4.single VALUE= TYPE= text > MACROBUTTON HTMLDirect

Contact Number <INPUT NAME=\ entry.71.single VALUE= TYPE= text > MACROBUTTON HTMLDirect

Income per month (in Rs.)

<INPUT NAME=\ entry.67.group VALUE= Less than Rs. 30,000 TYPE= checkbox > MACROBUTTON HTMLDirect Less than Rs. 30,000 <INPUT NAME=\ entry.67.group VALUE= Rs. 30,000 - Rs. 70,000 TYPE= checkbox > MACROBUTTON HTMLDirect Rs. 30,000 - Rs. 70,000 <INPUT NAME=\ entry.67.group VALUE= Rs. 70,000 - Rs. 1,00,000 TYPE= checkbox > MACROBUTTON HTMLDirect Rs. 70,000 - Rs. 1,00,000 <INPUT NAME=\ entry.67.group VALUE= Rs. 1,00,000 - Rs. 1,50,000 TYPE= checkbox > MACROBUTTON HTMLDirect Rs. 1,00,000 - Rs. 1,50,000 <INPUT NAME=\ entry.67.group VALUE= Above Rs. 1,50,000 TYPE= checkbox > MACROBUTTON HTMLDirect Above Rs. 1,50,000

1) Which is the last advertisement that you can recall? <TEXTAREA NAME=\ entry.65.single ROWS= 8 COLS= 75 ></TEXTAREA> MACROBUTTON HTMLDirect

2) Where did you see/ hear the advertisement?

<INPUT NAME=\ entry.5.group VALUE= Newspaper TYPE= radio > MACROBUTTON HTMLDirect Newspaper <INPUT NAME=\ entry.5.group VALUE= Internet TYPE= radio > MACROBUTTON HTMLDirect Internet
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<INPUT NAME=\ entry.5.group VALUE= Magazine TYPE= radio > MACROBUTTON HTMLDirect Magazine <INPUT NAME=\ entry.5.group VALUE= Television TYPE= radio > MACROBUTTON HTMLDirect Television <INPUT NAME=\ entry.5.group VALUE= Hoardings and Banner TYPE= radio > MACROBUTTON HTMLDirect Hoardings and Banner <INPUT NAME=\ entry.5.group VALUE= Radio TYPE= radio > MACROBUTTON HTMLDirect Radio <INPUT NAME=\ entry.5.group VALUE= __option__ TYPE= radio > MACROBUTTON HTMLDirect Other: <INPUT NAME=\ entry.5.group.other_option_ VALUE= TYPE= text > MACROBUTTON HTMLDirect

3) From the below mentioned Television Commercials, which is the most effective advertisement?

<INPUT NAME=\ entry.6.group VALUE= Vodafone Zoo-Zoo TYPE= radio > MACROBUTTON HTMLDirect Vodafone Zoo-Zoo <INPUT NAME=\ entry.6.group VALUE= Mountain Dew Salman Challenge TYPE= radio > MACROBUTTON HTMLDirect Mountain Dew Salman Challenge <INPUT NAME=\ entry.6.group VALUE= Airtel Endless Goodbye TYPE= radio > MACROBUTTON HTMLDirect Airtel Endless Goodbye <INPUT NAME=\ entry.6.group VALUE= Cadbury Silk TYPE= radio > MACROBUTTON HTMLDirect Cadbury Silk <INPUT NAME=\ entry.6.group VALUE= ICC World Cup 2011 TYPE= radio > MACROBUTTON HTMLDirect ICC World Cup 2011 <INPUT NAME=\ entry.6.group VALUE= Pepsi Change the Game TYPE= radio > MACROBUTTON HTMLDirect Pepsi Change the Game <INPUT NAME=\ entry.6.group VALUE= Incredible India Aamir Khan TYPE= radio > MACROBUTTON HTMLDirect Incredible India Aamir Khan <INPUT NAME=\ entry.6.group VALUE= Metlife Monthly Income Plan TYPE= radio > MACROBUTTON HTMLDirect Metlife Monthly Income Plan
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<INPUT NAME=\ entry.6.group VALUE= Virgin Mobile: Its Time to Breakup TYPE= radio > MACROBUTTON HTMLDirect Virgin Mobile: Its Time to Breakup <INPUT NAME=\ entry.6.group VALUE= Nescafe Featuring Deepika Padukone, Karan Johar and Purab Kohli TYPE= radio > MACROBUTTON HTMLDirect Nescafe Featuring Deepika Padukone, Karan Johar and Purab Kohli

4) What makes this television advertisement effective?

<INPUT NAME=\ entry.7.group VALUE= Creative TYPE= checkbox > MACROBUTTON HTMLDirect Creative <INPUT NAME=\ entry.7.group VALUE= Emotional TYPE= checkbox > MACROBUTTON HTMLDirect Emotional <INPUT NAME=\ entry.7.group VALUE= Original TYPE= checkbox > MACROBUTTON HTMLDirect Original <INPUT NAME=\ entry.7.group VALUE= Humourous TYPE= checkbox > MACROBUTTON HTMLDirect Humorous <INPUT NAME=\ entry.7.group VALUE= Informative TYPE= checkbox > MACROBUTTON HTMLDirect Informative <INPUT NAME=\ entry.7.group VALUE= Innovative TYPE= checkbox > MACROBUTTON HTMLDirect Innovative <INPUT NAME=\ entry.7.group VALUE= Repititive TYPE= checkbox > MACROBUTTON HTMLDirect Repititive <INPUT NAME=\ entry.7.group VALUE= Youth Oriented TYPE= checkbox > MACROBUTTON HTMLDirect Youth Oriented <INPUT NAME=\ entry.7.group VALUE= Realistic TYPE= checkbox > MACROBUTTON HTMLDirect Realistic <INPUT NAME=\ entry.7.group VALUE= __option__ TYPE= checkbox > MACROBUTTON HTMLDirect Other: <INPUT NAME=\ entry.7.group.other_option_ VALUE= TYPE= text > MACROBUTTON HTMLDirect

5) From the below mentioned Newspaper Commercials, which is the most effective advertisement?

<INPUT NAME=\ entry.35.group VALUE= IIPM TYPE= radio > MACROBUTTON HTMLDirect IIPM <INPUT NAME=\ entry.35.group VALUE= Big Bazaar TYPE= radio
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> MACROBUTTON HTMLDirect Big Bazaar <INPUT NAME=\ entry.35.group VALUE= VLCC TYPE= radio > MACROBUTTON HTMLDirect VLCC <INPUT NAME=\ entry.35.group VALUE= PVR Cinemas TYPE= radio > MACROBUTTON HTMLDirect PVR Cinemas <INPUT NAME=\ entry.35.group VALUE= Nescafe TYPE= radio > MACROBUTTON HTMLDirect Nescafe <INPUT NAME=\ entry.35.group VALUE= Videocon D2h TYPE= radio > MACROBUTTON HTMLDirect Videocon D2h <INPUT NAME=\ entry.35.group VALUE= DLF TYPE= radio > MACROBUTTON HTMLDirect DLF <INPUT NAME=\ entry.35.group VALUE= CROMA TYPE= radio > MACROBUTTON HTMLDirect CROMA <INPUT NAME=\ entry.35.group VALUE= HDFC Mutual Fund: Cancer Cure TYPE= radio > MACROBUTTON HTMLDirect HDFC Mutual Fund: Cancer Cure <INPUT NAME=\ entry.35.group VALUE= Bharat Nirman: Rajiv Gandhi Grameen Vidyutikaran Yojana TYPE= radio > MACROBUTTON HTMLDirect Bharat Nirman: Rajiv Gandhi Grameen Vidyutikaran Yojana <INPUT NAME=\ entry.35.group VALUE= Delhi Police TYPE= radio > MACROBUTTON HTMLDirect Delhi Police

6) What makes this Newspaper advertisement effective?

<INPUT NAME=\ entry.8.group VALUE= Creative checkbox > MACROBUTTON HTMLDirect Creative <INPUT NAME=\ entry.8.group VALUE= Emotional checkbox > MACROBUTTON HTMLDirect Emotional <INPUT NAME=\ entry.8.group VALUE= Original checkbox > MACROBUTTON HTMLDirect Original <INPUT NAME=\ entry.8.group VALUE= Humourous checkbox > MACROBUTTON HTMLDirect Humourous <INPUT NAME=\ entry.8.group VALUE= Informative checkbox > MACROBUTTON HTMLDirect Informative <INPUT NAME=\ entry.8.group VALUE= Innovative checkbox > MACROBUTTON HTMLDirect Innovative <INPUT NAME=\ entry.8.group VALUE= Repititive checkbox > MACROBUTTON HTMLDirect Repititive

TYPE= TYPE= TYPE= TYPE= TYPE= TYPE= TYPE=

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<INPUT NAME=\ entry.8.group VALUE= Youth Oriented TYPE= checkbox > MACROBUTTON HTMLDirect Youth Oriented <INPUT NAME=\ entry.8.group VALUE= Attractive TYPE= checkbox > MACROBUTTON HTMLDirect Attractive <INPUT NAME=\ entry.8.group VALUE= Realistic TYPE= checkbox > MACROBUTTON HTMLDirect Realistic <INPUT NAME=\ entry.8.group VALUE= __option__ TYPE= checkbox > MACROBUTTON HTMLDirect Other: <INPUT NAME=\ entry.8.group.other_option_ VALUE= TYPE= text > MACROBUTTON HTMLDirect

7) From the below mentioned Radio Commercials, which is the most effective advertisement?

<INPUT NAME=\ entry.37.group VALUE= Airtel: Instant Score Update TYPE= radio > MACROBUTTON HTMLDirect Airtel: Instant Score Update <INPUT NAME=\ entry.37.group VALUE= Dettol Snaan TYPE= radio > MACROBUTTON HTMLDirect Dettol Snaan <INPUT NAME=\ entry.37.group VALUE= Air Mauritius: An island in the sky TYPE= radio > MACROBUTTON HTMLDirect Air Mauritius: An island in the sky <INPUT NAME=\ entry.37.group VALUE= Jaago Grahak Jaago TYPE= radio > MACROBUTTON HTMLDirect Jaago Grahak Jaago <INPUT NAME=\ entry.37.group VALUE= Cadbury Bournvita: Taiyari Jeet Ki TYPE= radio > MACROBUTTON HTMLDirect Cadbury Bournvita: Taiyari Jeet Ki <INPUT NAME=\ entry.37.group VALUE= Aajtak: Dastak TYPE= radio > MACROBUTTON HTMLDirect Aajtak: Dastak <INPUT NAME=\ entry.37.group VALUE= ICC World Cup TYPE= radio > MACROBUTTON HTMLDirect ICC World Cup <INPUT NAME=\ entry.37.group VALUE= Ajnaara Developers: Crossing Republic TYPE= radio > MACROBUTTON HTMLDirect Ajnaara Developers: Crossing Republic
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<INPUT NAME=\ entry.37.group VALUE= Hyundai Totka TYPE= radio > MACROBUTTON HTMLDirect Hyundai Totka <INPUT NAME=\ entry.37.group VALUE= MTV Roadies 8 TYPE= radio > MACROBUTTON HTMLDirect MTV Roadies 8

8) What makes this Radio Advertisement effective ?

<INPUT NAME=\ entry.9.group VALUE= Creative TYPE= checkbox > MACROBUTTON HTMLDirect Creative <INPUT NAME=\ entry.9.group VALUE= Emotional Appeal TYPE= checkbox > MACROBUTTON HTMLDirect Emotional Appeal <INPUT NAME=\ entry.9.group VALUE= Original TYPE= checkbox > MACROBUTTON HTMLDirect Original <INPUT NAME=\ entry.9.group VALUE= Humourous TYPE= checkbox > MACROBUTTON HTMLDirect Humourous <INPUT NAME=\ entry.9.group VALUE= Informative TYPE= checkbox > MACROBUTTON HTMLDirect Informative <INPUT NAME=\ entry.9.group VALUE= Innovative TYPE= checkbox > MACROBUTTON HTMLDirect Innovative <INPUT NAME=\ entry.9.group VALUE= Repititive TYPE= checkbox > MACROBUTTON HTMLDirect Repititive <INPUT NAME=\ entry.9.group VALUE= Youth Oriented TYPE= checkbox > MACROBUTTON HTMLDirect Youth Oriented <INPUT NAME=\ entry.9.group VALUE= Attractive TYPE= checkbox > MACROBUTTON HTMLDirect Attractive <INPUT NAME=\ entry.9.group VALUE= Realistic TYPE= checkbox > MACROBUTTON HTMLDirect Realistic <INPUT NAME=\ entry.9.group VALUE= __option__ TYPE= checkbox > MACROBUTTON HTMLDirect Other: <INPUT NAME=\ entry.9.group.other_option_ VALUE= TYPE= text > MACROBUTTON HTMLDirect

9) From the below mentioned parameters, tick against each of the given advertisement. *

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Innovativ Emotional Effectiv Repititive Informative e Appeal e <INPUT NAME= \ entry.17. group VALUE = Effectiv e TYPE= radio > MACR OBUTT ON HTMLD irect <INPUT NAME= \ entry.18. group VALUE = Effectiv e TYPE= radio > MACR OBUTT

Jaago Grahak Jaago

<INPUT NAME=\ entry.17.g roup VALUE= Innovativ e TYPE= radio > MACRO BUTTON HTMLDir ect

<INPUT NAME=\ entry.17.g roup VALUE= Emotional Appeal TYPE= radio > MACRO BUTTON HTMLDir ect

<INPUT NAME=\ entry.17. group VALUE = Repititive TYPE= radio > MACRO BUTTO N HTMLDi rect

<INPUT NAME=\ entry.17.gr oup VALUE= Informativ e TYPE= radio > MACROB UTTON HTMLDir ect

Cadbury Silk

<INPUT NAME=\ entry.18.g roup VALUE= Innovativ e TYPE= radio > MACRO BUTTON HTMLDir ect

<INPUT NAME=\ entry.18.g roup VALUE= Emotional Appeal TYPE= radio > MACRO BUTTON HTMLDir ect

<INPUT NAME=\ entry.18. group VALUE = Repititive TYPE= radio > MACRO BUTTO N HTMLDi

<INPUT NAME=\ entry.18.gr oup VALUE= Informativ e TYPE= radio > MACROB UTTON HTMLDir ect

32

Innovativ Emotional Effectiv Repititive Informative e Appeal e ON HTMLD irect <INPUT NAME= \ entry.19. group VALUE = Effectiv e TYPE= radio > MACR OBUTT ON HTMLD irect <INPUT NAME= \ entry.20. group VALUE = Effectiv e TYPE=

rect

Vodafone ZooZoo

<INPUT NAME=\ entry.19.g roup VALUE= Innovativ e TYPE= radio > MACRO BUTTON HTMLDir ect

<INPUT NAME=\ entry.19.g roup VALUE= Emotional Appeal TYPE= radio > MACRO BUTTON HTMLDir ect

<INPUT NAME=\ entry.19. group VALUE = Repititive TYPE= radio > MACRO BUTTO N HTMLDi rect

<INPUT NAME=\ entry.19.gr oup VALUE= Informativ e TYPE= radio > MACROB UTTON HTMLDir ect

ICC World Cup

<INPUT NAME=\ entry.20.g roup VALUE= Innovativ e TYPE= radio > MACRO BUTTON

<INPUT NAME=\ entry.20.g roup VALUE= Emotional Appeal TYPE= radio > MACRO

<INPUT NAME=\ entry.20. group VALUE = Repititive TYPE= radio > MACRO

<INPUT NAME=\ entry.20.gr oup VALUE= Informativ e TYPE= radio > MACROB UTTON
33

Innovativ Emotional Effectiv Repititive Informative e Appeal e radio > MACR BUTTO BUTTON HTMLDir OBUTT N HTMLDir HTMLDir ect ON HTMLDi ect ect HTMLD rect irect <INPUT NAME= \ entry.21. group VALUE = Effectiv e TYPE= radio > MACR OBUTT ON HTMLD irect <INPUT NAME= \ entry.22. group VALUE =

Metlife Monthly Income Plans

<INPUT NAME=\ entry.21.g roup VALUE= Innovativ e TYPE= radio > MACRO BUTTON HTMLDir ect

<INPUT NAME=\ entry.21.g roup VALUE= Emotional Appeal TYPE= radio > MACRO BUTTON HTMLDir ect

<INPUT NAME=\ entry.21. group VALUE = Repititive TYPE= radio > MACRO BUTTO N HTMLDi rect

<INPUT NAME=\ entry.21.gr oup VALUE= Informativ e TYPE= radio > MACROB UTTON HTMLDir ect

Big Bazaar

<INPUT NAME=\ entry.22.g roup VALUE= Innovativ e TYPE=

<INPUT NAME=\ entry.22.g roup VALUE= Emotional Appeal

<INPUT NAME=\ entry.22. group VALUE = Repititive

<INPUT NAME=\ entry.22.gr oup VALUE= Informativ e TYPE=

34

Innovativ Emotional Effectiv Repititive Informative e Appeal e Effectiv e TYPE= TYPE= radio > TYPE= radio > radio > radio > MACRO radio > MACRO MACROB MACRO BUTTON MACR BUTTO UTTON BUTTON HTMLDir OBUTT N HTMLDir HTMLDir ect ON HTMLDi ect ect HTMLD rect irect <INPUT NAME= \ entry.23. group VALUE = Effectiv e TYPE= radio > MACR OBUTT ON HTMLD irect

VLCC

<INPUT NAME=\ entry.23.g roup VALUE= Innovativ e TYPE= radio > MACRO BUTTON HTMLDir ect

<INPUT NAME=\ entry.23.g roup VALUE= Emotional Appeal TYPE= radio > MACRO BUTTON HTMLDir ect

<INPUT NAME=\ entry.23. group VALUE = Repititive TYPE= radio > MACRO BUTTO N HTMLDi rect

<INPUT NAME=\ entry.23.gr oup VALUE= Informativ e TYPE= radio > MACROB UTTON HTMLDir ect

IIPM

<INPUT <INPUT <INPUT <INPUT <INPUT NAME=\ NAME=\ NAME= NAME=\ NAME=\ entry.24.g entry.24.g \ entry.24. entry.24.gr roup roup entry.24. group oup
35

Innovativ Emotional Effectiv Repititive Informative e Appeal e group VALUE VALUE = = VALUE= Effectiv Repititive Informativ e TYPE= e TYPE= TYPE= radio > radio > radio > MACRO MACROB MACR BUTTO UTTON OBUTT N HTMLDir ON HTMLDi ect HTMLD rect irect

VALUE= Innovativ e TYPE= radio > MACRO BUTTON HTMLDir ect

VALUE= Emotional Appeal TYPE= radio > MACRO BUTTON HTMLDir ect

10) Rank the below mentioned parameters on a scale of 1-5. 1: Being the most important and 5: Being the least important 1 Repititive <INPU T NAME =\ entry.5 6.group VALU E= 1 TYPE= radio > MACR OBUT 2 <INPU T NAME =\ entry.5 6.group VALU E= 2 TYPE= radio > MACR OBUT 3 <INPU T NAME =\ entry.5 6.group VALU E= 3 TYPE= radio > MACR OBUT 4 <INPU T NAME =\ entry.5 6.group VALU E= 4 TYPE= radio > MACR OBUT 5 <INPU T NAME =\ entry.5 6.group VALU E= 5 TYPE= radio > MACR OBUT
36

1 TON HTML Direct <INPU T NAME =\ entry.5 7.group VALU E= 1 TYPE= radio > MACR OBUT TON HTML Direct <INPU T NAME =\ entry.5 8.group VALU E= 1 TYPE= radio > MACR OBUT

2 TON HTML Direct <INPU T NAME =\ entry.5 7.group VALU E= 2 TYPE= radio > MACR OBUT TON HTML Direct <INPU T NAME =\ entry.5 8.group VALU E= 2 TYPE= radio > MACR OBUT

3 TON HTML Direct <INPU T NAME =\ entry.5 7.group VALU E= 3 TYPE= radio > MACR OBUT TON HTML Direct <INPU T NAME =\ entry.5 8.group VALU E= 3 TYPE= radio > MACR OBUT

TON TON HTML HTML Direct Direct <INPU T NAME =\ entry.5 7.group VALU E= 4 TYPE= radio > MACR OBUT TON HTML Direct <INPU T NAME =\ entry.5 8.group VALU E= 4 TYPE= radio > MACR OBUT <INPU T NAME =\ entry.5 7.group VALU E= 5 TYPE= radio > MACR OBUT TON HTML Direct <INPU T NAME =\ entry.5 8.group VALU E= 5 TYPE= radio > MACR OBUT
37

Innovative

Emotional Appeal

1 TON HTML Direct <INPU T NAME =\ entry.5 9.group VALU E= 1 TYPE= radio > MACR OBUT TON HTML Direct <INPU T NAME =\ entry.6 0.group VALU E= 1 TYPE= radio > MACR OBUT

2 TON HTML Direct <INPU T NAME =\ entry.5 9.group VALU E= 2 TYPE= radio > MACR OBUT TON HTML Direct <INPU T NAME =\ entry.6 0.group VALU E= 2 TYPE= radio > MACR OBUT

3 TON HTML Direct <INPU T NAME =\ entry.5 9.group VALU E= 3 TYPE= radio > MACR OBUT TON HTML Direct <INPU T NAME =\ entry.6 0.group VALU E= 3 TYPE= radio > MACR OBUT

TON TON HTML HTML Direct Direct <INPU T NAME =\ entry.5 9.group VALU E= 4 TYPE= radio > MACR OBUT TON HTML Direct <INPU T NAME =\ entry.6 0.group VALU E= 4 TYPE= radio > MACR OBUT <INPU T NAME =\ entry.5 9.group VALU E= 5 TYPE= radio > MACR OBUT TON HTML Direct <INPU T NAME =\ entry.6 0.group VALU E= 5 TYPE= radio > MACR OBUT
38

Realistic

Humourous

1 TON HTML Direct

2 TON HTML Direct

3 TON HTML Direct

TON TON HTML HTML Direct Direct

11) Does an advertisement urge you to try the product/ service?

<INPUT NAME=\ entry.27.group VALUE= Yes TYPE= radio > MACROBUTTON HTMLDirect Yes <INPUT NAME=\ entry.27.group VALUE= No TYPE= radio > MACROBUTTON HTMLDirect No

12) Does an advertisement become effective if endorsed by Actors/ Models/ Youth Icons/ Celebrities?

<INPUT NAME=\ entry.39.group VALUE= Yes TYPE= radio > MACROBUTTON HTMLDirect Yes <INPUT NAME=\ entry.39.group VALUE= No TYPE= radio > MACROBUTTON HTMLDirect No <INPUT NAME=\ entry.39.group VALUE= __option__ TYPE= radio > MACROBUTTON HTMLDirect Other: <INPUT NAME=\ entry.39.group.other_option_ VALUE= TYPE= text > MACROBUTTON HTMLDirect

13) Does an advertisement effect your buying behaviour?

<INPUT NAME=\ entry.41.group VALUE= Yes TYPE= radio > MACROBUTTON HTMLDirect Yes <INPUT NAME=\ entry.41.group VALUE= No TYPE= radio > MACROBUTTON HTMLDirect No <INPUT NAME=\ entry.41.group VALUE= __option__ TYPE= radio > MACROBUTTON HTMLDirect Other: <INPUT NAME=\ entry.41.group.other_option_ VALUE= TYPE= text > MACROBUTTON HTMLDirect

39

14) What is the most important parameter in making an advertisement effective? <INPUT NAME=\ entry.33.single VALUE= TYPE= text > MACROBUTTON HTMLDirect

15) Your Suggestions on improving effectiveness of an advertisement. <TEXTAREA NAME=\ entry.34.single ROWS= 8 COLS= 75 ></TEXTAREA> MACROBUTTON HTMLDirect

II. ADVERTISING AGENCY QUESTIONNAIRE:

Advertising Agencies
Name * Organizations Name * Designation * Organizations Address *

1) What is your current client portfolio? * Name the clients

40

2) Is there a particular sector/ industry in which you specialize? * Yes No Other: 3) In which Sector/ Industry do you have a competitive advantage? *

4) Do you provide 360 Degrees Branding Solutions? * Yes No 5) What all services do you provide? * Branding Online Marketing Campaigns Websites Designing Training scripts and Films

Other:

6) Name the current client that you are working on? *

41

7) What is the name of the campaign that you are currently associated with? * 8) What is the message behind the current campaign? *

9) What is the Budget of this campaign? 10) Which media vehicles are you using for this campaign? *

11) What, according to you, makes an advertisement effective? *

12) What are the tools that you use to make an advertisement effective? *

42

13) Which innovative tool differentiates you from the other advertising

agencies? *

14) Tell us about the best advertisement campaign that you have been associated with. * (Name of the campaign, Message of the campaign, Budget for the campaign, Reach of the campaign, Media being used for the

campaign) 15) Which is the most important parameter that makes an advertisement effective? * Innovative Realistic Emotional Appeal Repetitive
43

Informative Humorous Other:

III. SUMMARY QUESTIONNAIRE): Name

OF

RESPONDENTS

(CONSUMER

Tanya Saluja,Surbhi saluja, Shuchi Malhotra,Varun Mitra, Prashant Jha, Sonalika,Vaibhav Wardhan, Jatin Malhotra, Supriya Bhatt, Anany Maini, Pranav Chawla, Chirag Malik, Neha Kaura, Joyce Sebastian, Jayata Singh, Anany Maini Age Below 2 7% 15 15-25 19 70% 25-35 5 19% 35-45 0 0% Above 0 0% 45

Gender

44

Male

14 52%

Female 12 44%

Occupation Student Business 17 63% 1 4%

Professiona 8 30% l Others 0 0%

Profession Doctor Lawyer Engineer Politician Accountants Teacher Social Worker Architect Professor 0 0% 0 0% 0 0% 0 0% 1 4% 0 0% 0 0% 0 0% 0 0%

45

Physician Physiotherapist Pilot Nurses Librarian

0 0% 0 0% 0 0% 0 0% 0 0%

Financial Analysts 0 0% Interpreters Advocate Actuaries Others 0 0% 0 0% 0 0% 1 4%

46

47

If Others, please specify? VODAFONE ZOO-ZOO, Airtel ICC world cup, Surf Excel, dish tv, Cadbury Silk, ICC World Cup, Pepsi change the game, Fanta, Virgin Mobile : It's time to break up, Cadbury Silk : Staircase Romance, nirma, volkswagon vento, Idea Contact Number 997173337,9818938766 Income per month Less than Rs. 30,000 Rs. 30,000 - Rs. 70,000 Rs. 70,000 - Rs. 1,00,000 1 100% 0 0% 0 0%

Rs. 1,00,000 - Rs. 1,50,000 0 0% Above Rs. 1,50,000 0 0%

People may select more than one checkbox, so percentages may add up to more than 100%.

1) Which is the last advertisement that you can recall?

48

Sony HD Television with HDMI technology (picture itni saaf, aisa lage movie ghar par chal rahi ho!!!)M.P.Tourism 2) Where did you see/ hear the advertisement? Newspaper Internet Magazine Television 1 4% 1 4% 0 0% 23 85%

Hoardings and Banner 0 0% Radio Other 1 4% 1 4%

3) From the below mentioned Television Commercials, which is the most effective advertisement? Vodafone Zoo-Zoo 6 22%

49

Mountain Dew Salman Challenge Airtel Endless Goodbye Cadbury Silk ICC World Cup 2011 Pepsi Change the Game Incredible India Aamir Khan Metlife Monthly Income Plan Virgin Mobile: Its Time to Breakup

3 11% 4 15% 6 22% 0 0% 2 7% 5 19% 0 0% 0 0%

Nescafe Featuring Deepika Padukone, Karan Johar and Purab Kohli 0 0%

50

4) What makes this television advertisement effective? Creative Emotional Original Humourous Informative Innovative Repititive 10 38% 7 27% 6 23% 7 27% 7 27% 9 35% 0 0%

Youth Oriented 11 42% Realistic Other 7 27% 1 4%

People may select more than one checkbox, so percentages may add up to more than 100%.

51

5) From the below mentioned Newspaper Commercials, which is the most effective advertisement? IIPM Big Bazaar VLCC PVR Cinemas Nescafe Videocon D2h DLF CROMA 9 33% 6 22% 0 0% 4 15% 1 4% 0 0% 2 7% 1 4%

52

HDFC Mutual Fund: Cancer Cure

1 4%

Bharat Nirman: Rajiv Gandhi Grameen Vidyutikaran Yojana 0 0% Delhi Police 2 7%

6) What makes this Newspaper advertisement effective? Creative Emotional Original Humourous 1 4% 3 12% 5 20% 0 0%

53

Informative Innovative Repititive

15 60% 1 4% 6 24%

Youth Oriented 2 8% Attractive Realistic Other 8 32% 5 20% 1 4%

People may select more than one checkbox, so percentages may add up to more than 100%.

54

7) From the below mentioned Radio Commercials, which is the most effective advertisement? Airtel: Instant Score Update Dettol Snaan Air Mauritius: An island in the sky Jaago Grahak Jaago Cadbury Bournvita: Taiyari Jeet Ki Aajtak: Dastak ICC World Cup 2 7% 0 0% 1 4% 11 41% 2 7% 0 0% 3 11%

Ajnaara Developers: Crossing Republic 1 4% Hyundai Totka MTV Roadies 8 2 7% 4 15%

8) What makes this Radio Advertisement effective? Creative 4 15%

Emotional Appeal 2 8% Original Humourous Informative Innovative Repititive Youth Oriented Attractive 2 8% 3 12% 12 46% 3 12% 5 19% 8 31% 2 8%

55

Realistic Other

5 19% 0 0%

People may select more than one checkbox, so percentages may add up to more than 100%.

9) From the below mentioned parameters, tick against each of the given advertisement. - Jaago Grahak Jaago Innovative Emotional Appeal Effective 2 7% 4 15% 9 33%

56

Repititive Informative

1 4% 10 37%

9) From the below mentioned parameters, tick against each of the given advertisement. - Cadbury Silk Innovative Emotional Appeal Effective Repititive Informative 6 22% 11 41% 6 22% 3 11% 0 0%

57

9) From the below mentioned parameters, tick against each of the given advertisement. - Vodafone ZooZoo Innovative Emotional Appeal Effective Repititive Informative 19 70% 1 4% 4 15% 1 4% 1 4%

58

9) From the below mentioned parameters, tick against each of the given advertisement. - ICC World Cup Innovative Emotional Appeal Effective Repititive Informative 1 4% 5 19% 5 19% 12 44% 3 11%

59

9) From the below mentioned parameters, tick against each of the given advertisement. - MetLife Monthly Income Plans Innovative Emotional Appeal Effective Repititive Informative 2 7% 8 30% 1 4% 7 26% 8 30%

9) From the below mentioned parameters, tick against each of the given advertisement. - Big Bazaar Innovative Emotional Appeal Effective Repititive Informative 2 7% 2 7% 8 30% 5 19% 9 33%

60

9) From the below mentioned parameters, tick against each of the given advertisement. - VLCC Innovative Emotional Appeal Effective Repititive Informative 1 4% 6 22% 3 11% 7 26% 9 33%

61

9) From the below mentioned parameters, tick against each of the given advertisement. - IIPM Innovative Emotional Appeal Effective Repititive Informative 1 4% 0 0% 4 15% 15 56% 6 22%

10) Rank the below mentioned parameters on a scale of 1-5. - Repetitive 1 2 7% 2 1 4%

62

3 8 30% 4 2 7% 5 3 11%

10) Rank the below mentioned parameters on a scale of 1-5. - Innovative 1 8 30% 2 6 22% 3 0 0% 4 1 4% 5 1 4% 10) Rank the below mentioned parameters on a scale of 1-5. - Emotional Appeal 1 3 11% 2 6 22% 3 6 22% 4 1 4% 5 0 0% 10) Rank the below mentioned parameters on a scale of 1-5. - Realistic 1 6 22% 2 5 19% 3 1 4% 4 2 7% 5 2 7%

63

10) Rank the below mentioned parameters on a scale of 1-5. - Humorous 1 3 11% 2 6 22% 3 2 7% 4 2 7% 5 3 11% 11) Does an advertisement urge you to try the product/ service? Yes 20 74% No 6 22%

12) Does an advertisement become effective if endorsed by Actors/ Models/ Youth Icons/ Celebrities? Yes No 13 48% 8 30%

Other 6 22%

13) Does an advertisement effect your buying behavior?

64

Yes No

18 67% 6 22%

Other 3 11%

14) What is the most important parameter in making an advertisement effective? Realistic, Original, Informative, Connect the product and the consumers, uniqueness 15) Your Suggestions on improving effectiveness of an advertisement. An advertisement should be designed in a way that an individual can connect well with it. It should keep in focus the common man. It is imp that advertisements should attract the consumer by being original and by providing all information. Keep it short and simple, Learn to connect intelligently.make it a bit more realistic. They should not lie in beauty products ads. Advertisements should be able to bring out the usp of the product Innovation is the key to sales todaythe information provided shouldn't be fake it should always give the correct information. -They should be more realistic.

Number of daily responses

65

Number of responses without dates: 1

THANK YOU

66