adver - media - effectiveness of innovative techniques in advertisements

8/6/2019 Adver - Media - Effectiveness of Innovative Techniques in Advertisements

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EFFECTIVENESS OF INNOVATIVETECHNIQUES IN ADVERTISEMENTS

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PREFACE

The topic of our project is Effectiveness of Innovative Toolsand Techniques in Advertisements.

In the entire project, we have gained insightful knowledge aboutadvertising and how innovative methods and techniques are usedthat can make an advertisement really effective and impactful,helping the idea of the brand or the company to be delivered in theminds of the consumer.

These innovative methods are used so that there is more brandrecognition and brand retention in the minds of the consumer.

Our project has taught us how miniscule details are taken intoconsideration while designing and making any form of advertisement.

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EXECUTIVE SUMMARY

The topic of our project is Effectiveness of Innovative Techniques inAdvertisement.

The project work undertaken has an objective, that is, whether Innovativetechniques have an impact on the minds of the consumer; which eventuallyhelp the company create brand awareness, brand recognition and eventually

brand equity.

The project involved Market Research procedure to get an extensive ideaabout the general perception in the minds of the consumer, for which, wedesigned 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 employeesof various Advertisement agencies who gave us clarity of thought as to howthey work creatively to make an advertisement effective and how importantit is for them to be innovative while making each advertisement.

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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 friendsand all the respondents who took out time to fill up our consumer questionnaire.

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TABLE OF CONTENTS

PAGE NUMBERS

1. HYPOTHESIS 7

2. RESEARCHMETHODOLOGY

8

3. INTRODUCTION 9-11

4. QUESTIONNAIRE(Consumers)

12-13

5. OBSERVATION/FINDINGS (Consumers)

14-16

6. QUESTIONNAIRE(Advertising Agencies)

17-18

7.FINDINGS (AdvertisingAgencies)

19-22

8. CONCLUSION 23

9. ANNEXURE:

i) Market ResearchQuestionnaire

24-31

ii) Advertisement AgencyQuestionnaire

31-35

iii) Summary of Respondents 35-62

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 inmaking an advertisement effective?

We also had some other questions for the masses and the advertisingagencies, 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 goodadvertisement?

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 andwhat 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 anadvertisement more effective in current scenario. The purpose of thisresearch is to extract and answers to the questions through questionnairesand 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 tosatisfy 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 wasconducted online. The number of sample size taken was 30.

The questionnaire was designed to ensure proper understanding andresponse by the respondents.

There is another online questionnaire, which we have developed for theadvertising agencies.

Our research strategy was to collect and assess information provided by the

consumers and the advertisement companies, look for any tradeoff and thereason for the same; and then make an inference as to why or why not therewas a tradeoff between them.

INTRODUCTION

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Advertisement is the most commonly used form of communication usedtoday, to inform people, to compel them to think about their product/serviceand 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 torelate himself/ herself with the brand. This can only be done by puttingacross the right message through the right medium of advertising. It is veryimportant 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 todecide on the message, which needs to be communicated across to theconsumers. So advertising plays a very important role in todayscompetitively accelerated changing times. Every brand wants to attractconsumers towards them so as to firstly create brand awareness and brandretention and secondly, to earn the desired revenues; and this can done onlythrough the right advertising tool . Companies invest huge amount of money in advertising just to communicate the right message through theright media vehicle in order to accentuate their sales. If the consumers areaware of the product/ service available in the market, only then will they beinterested in buying/ using it. Hence, it is essential for every business toadvertise in todays competitive environment.

Every business, which advertises need to put across the message in a waythat 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 informedabout the brand. It is important to make the consumers aware but it is moreimportant to make your product the most sought after product in theconsumers mind. It can be done by analyzing how you can satisfy theconsumers needs and preferences with the product/service being offered tothem. The advertisement designed should be able to convince the consumersthat only their product can satisfy their needs and wants. This would make

the consumers buy/ use the products and services. Hence, the right messageto the right set of audience, through the right media vehicle is the key to anexcellent advertisement campaign.

There are various forms of Advertising. Broadly advertising can be throughPrint Media, Electronic or Digital Media, Online Media and marketingcollaterals.

Print Media includes Advertisements in Newspaper and Magazines.

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Electronic Media includes broadcasting advertisements on Television andRadio.

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 theyhave to spend on advertising. Every business wants to reach to the massaudience through their advertising. But every business wants to have themaximum 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 themind of the consumer using the correct type of advertising tools. Advertisingtools 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 animpression in the mind of the consumer, which will break the advertisementclutter.

To understand the effectiveness of these advertising tools we designed twoquestionnaires. One was for the masses and the other one was for theadvertising agencies. The objective, message and aim in designing the bothwas to understand the perception of both, the consumers and the advertisingagencies; and to check they are in alignment of each others thinking process.

The objective behind designing the questionnaire for the masses was tounderstand 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 advertisingagencies was to understand the effectiveness of advertising tools from teview 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 animpact in the consumers mind.

2) Where did you see/ hear the advertisement?

Objective was to understand, which media tool is the most effective one thatcreated an impact in the consumers mind.

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

Objective was to know, among the most popular Newspaper Advertisements, which advertisement according to the consumer was themost 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 mosteffective 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 givenadvertisement. *

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

Objective was to understand if the consumers buying decision is affected bythe 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 thataffect the buying decision.

13) Does an advertisement effect your buying behavior?

Objective was to understand if the consumers are affected by theadvertisements they come across.

14) What is the most important parameter in making an advertisementeffective?

Objective was to understand which parameter according to the consumers isthe 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 currentadvertising trends and what is it that they want to see or change.

OBSERVATIONS (of consumers):

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Observation: Maximum responses were for Vodafone and Cadbury silk.


Observation: All the responses were for Television.3) From the below mentioned Television Commercials, which is themost effective advertisement?

Observation: Maximum responses were for Incredible India, Vodafone Zoo-Zoo and Pepsi change the game.


Observation: Maximum responses were for Emotional, Humorous andCreative.


Observation: Maximum responses were for IIPM and Big Bazaar.


Observation: Maximum responses were for Repetitive, Realistic andAttractive


Observation: Maximum responses were for Jaago Grahak Jaago and ICCWorld Cup


Observation: Maximum Responses were Repetitive and Informative.


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?


13) Does an advertisement affect your buying behavior?



Observation: Informative, Realistic, Emotional Appeal and Innovative


An advertisement should be designed in a way that an individual canconnect well with it. It should keep in focus the common man.

It is imp that advertisements should attract the consumer by beingoriginal 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 thecorrect 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 servingcurrently.

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 BrandConsulting Solutions

5) What all services do you provide?

Objective was to understand what all can they provide under Advertisingand Brand Consulting

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

Objective was to know what kind of client is the agency currentlyassociated with and currently in which sector are they working

7) What is the name of the campaign that you are currentlyassociated 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 isin 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 advertisingservices 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 themessage 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 advertisementeffective?

Objective was to know what kind of advertising tools are effectiveaccording to the advertising agencies

13) Which innovative tool differentiates you from the otheradvertising agencies?

Objective was to understand which innovative tool does the advertisingagency uses for making itself better than the competitors.

14) Tell us about the best advertisement campaign that you havebeen associated with.

Objective was to know the best advertisement campaign that the agencyhas done till now

15) Which is the most important parameter that makes an

advertisement effective?Objective was to understand which parameter according to theadvertising agency holds the most importance in making anadvertisement 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, McDonalds

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?


Real Estate

Planman Marcom:

Real estate, Automobile, FMCG

4) Do you provide 360 Degrees Branding Solutions?


Yes

Planman Marcom:

Yes

5) What all services do you provide?

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Branding, Online Marketing, Campaigns, Websites Designing, Trainingscripts and Films

Planman Marcom:

Branding, Campaigns, Websites Designing, Training scripts and Films

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


EXL

Planman Marcom:Amtek Auto Limited

7) What is the name of the campaign that you are currentlyassociated with?


Internal Sports Championship Meet.

Planman Marcom:

Autoswift Batteries.

8) What is the message behind the current campaign?


We have to invite EXLites to be a part of their Internal SportsChampionship Meet.

Planman Marcom:

Autoswift Batteries comes with unique Power of 7 Benefits. That is whatwe are trying to position in the consumers mind.


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N/A

Planman Marcom:

N/A

10) Which media vehicles are you using for this campaign?


E-mailers, Posters, Standees, Banners

Planman Marcom:

Print, Radio, Outdoors

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


Strong communication and the right medium of advertising.

Planman Marcom:

Clear Message to be communicated through any medium. BeingAdvertising a non-verbal communication. It is very important to keepyour Communication Simple & easy to comprehend, so that targetAudience can connect with it.

12) What are the tools that you use to make an advertisementeffective?


We make sure that the communication flow is right, the target audiencegets the message easily and the medium of advertising is chosencorrectly.

Planman Marcom:

Holistic Approach.

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13) Which innovative tool differentiates you from the otheradvertising agencies?


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 meetthe clients' deadlines.

Planman Marcom:

Understanding of Consumer Behavior.

14) Tell us about the best advertisement campaign that you havebeen associated with.


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 anadvertisement effective?


Innovative, Informative.

Planman Marcom:

Repetitive.

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CONCLUSION

In conclusion to our research and findings about our project, we would liketo conclude the following:

- Innovation is one of the most important factors for an advertisementto be effective, in order to create brand recognition and retention inthe minds of the consumers.

- Innovation is not just applicable in one form of media vehicle but in almost all kinds of media vehicles such as Newspaper, Magazine,Television, Hoarding, Banner, Radio, etc.

- Consumers look for information and that too correct information in anadvertisement.

- 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 themmakes an advertisement effective i.e. Creativity, Emotional, Realistic(Original), Humorous, Informative, Innovative, etc.

- Consumers buying behavior is influenced by the way anadvertisement is displayed/broadcasted.

- Advertising companies do not disclose their advertisement budget inany 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 anadvertisement effective i.e. Cost Consciousness, Creativity,Emotional, Realistic, Humorous, Informative, Innovative, etc.

- Advertising companies provide all kind of advertising services such asBranding, Online Marketing, Campaigning, Website Development,Training Scripts, etc.

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- Television Advertising is the most effective tool out of all other mediavehicles as companies can put across their message with much clarity.

- Consumers can also connect themselves very well to the televisionadvertisements as most of their senses are involved while viewing andlistening.

- Advertisement companies are very conscious in spending for anyform of advertisement and always consider consumer reach (targetaudience) before incurring any cost on the same.

- Last but not the least, we would like to reinforce the fact that beinginnovative is the most important factor for an effective advertisingcampaign and is the need of todays time in order to break the mediaclutter.

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ANNEXURE

I.MARKET RESEARCH / CONSUMER SURVEY QUESTIONNAIRE

Effectiveness of Advertisements

Name * MACROBUTTON HTMLDirect

Age *

MACROBUTTON HTMLDirect Below 15

MACROBUTTON HTMLDirect 15-25



MACROBUTTON HTMLDirect Above 45

Gender *

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MACROBUTTON HTMLDirect Male

MACROBUTTON HTMLDirect Female

Occupation Student Business Professional Others MACROBUTTONHTMLDirect

Profession Doctor Lawyer Engineer Politician Accountants Teacher Social Worker Architect Professor Physician Physiotherapist Pilot Nurses Librarian Financial Analysts Interpreters Advocate Actuaries Others MACROBUTTONHTMLDirect

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If Others, please specify? MACROBUTTON HTMLDirect

Contact Number MACROBUTTON HTMLDirect

Income per month (in Rs.)

MACROBUTTON HTMLDirect Less than Rs.30,000

MACROBUTTON HTMLDirect Rs. 30,000 - Rs.70,000

MACROBUTTON HTMLDirect Rs.70,000 - Rs. 1,00,000

MACROBUTTON HTMLDirect Rs.1,00,000 - Rs. 1,50,000

MACROBUTTON HTMLDirect Above Rs.1,50,000

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


MACROBUTTON HTMLDirect Newspaper

MACROBUTTON HTMLDirect Internet

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MACROBUTTON HTMLDirect Magazine

MACROBUTTON HTMLDirect Television

MACROBUTTON HTMLDirect Hoardings andBanner

MACROBUTTON HTMLDirect Radio

MACROBUTTON HTMLDirect Other: MACROBUTTON HTMLDirect

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

MACROBUTTON HTMLDirect Vodafone Zoo-Zoo

MACROBUTTON HTMLDirect MountainDew Salman Challenge

MACROBUTTON HTMLDirect Airtel EndlessGoodbye

MACROBUTTON HTMLDirect Cadbury Silk

MACROBUTTON HTMLDirect ICC World Cup2011

MACROBUTTON HTMLDirect Pepsi Change the

Game MACROBUTTON HTMLDirect IncredibleIndia Aamir Khan

MACROBUTTON HTMLDirect MetlifeMonthly Income Plan

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MACROBUTTON HTMLDirect VirginMobile: Its Time to Breakup

MACROBUTTON HTMLDirect Nescafe Featuring DeepikaPadukone, Karan Johar and Purab Kohli


MACROBUTTON HTMLDirect Creative

MACROBUTTON HTMLDirect Emotional MACROBUTTON HTMLDirect Original

MACROBUTTON HTMLDirect Humorous

MACROBUTTON HTMLDirect Informative

MACROBUTTON HTMLDirect Innovative

MACROBUTTON HTMLDirect Repititive

MACROBUTTON HTMLDirect Youth Oriented

MACROBUTTON HTMLDirect Realistic


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

MACROBUTTON HTMLDirect IIPM


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> MACROBUTTON HTMLDirect Big Bazaar

MACROBUTTON HTMLDirect VLCC MACROBUTTON HTMLDirect PVR Cinemas

MACROBUTTON HTMLDirect Nescafe MACROBUTTON HTMLDirect Videocon D2h

MACROBUTTON HTMLDirect DLF

MACROBUTTON HTMLDirect CROMA MACROBUTTON HTMLDirect HDFCMutual Fund: Cancer Cure

MACROBUTTON HTMLDirect Bharat Nirman: Rajiv GandhiGrameen Vidyutikaran Yojana

MACROBUTTON HTMLDirect Delhi Police



MACROBUTTON HTMLDirect Emotional

MACROBUTTON HTMLDirect Original

MACROBUTTON HTMLDirect Humourous MACROBUTTON HTMLDirect Informative

MACROBUTTON HTMLDirect Innovative

MACROBUTTON HTMLDirect Repititive

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MACROBUTTON HTMLDirect Youth Oriented

MACROBUTTON HTMLDirect Attractive

MACROBUTTON HTMLDirect Realistic



MACROBUTTON HTMLDirect Airtel:Instant Score Update

MACROBUTTON HTMLDirect Dettol Snaan

MACROBUTTON HTMLDirect Air Mauritius: An island in the sky

MACROBUTTON HTMLDirect Jaago Grahak Jaago

MACROBUTTON HTMLDirectCadbury Bournvita: Taiyari Jeet Ki

MACROBUTTON HTMLDirect Aajtak: Dastak

MACROBUTTON HTMLDirect ICC World Cup

MACROBUTTON HTMLDirectAjnaara Developers: Crossing Republic

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MACROBUTTON HTMLDirect Hyundai Totka

MACROBUTTON HTMLDirect MTV Roadies 8

8) What makes this Radio Advertisement effective ?


MACROBUTTON HTMLDirect Emotional Appeal

MACROBUTTON HTMLDirect Original

MACROBUTTON HTMLDirect Humourous MACROBUTTON HTMLDirect Informative MACROBUTTON HTMLDirect Innovative MACROBUTTON HTMLDirect Repititive MACROBUTTON HTMLDirect Youth Oriented MACROBUTTON HTMLDirect Attractive MACROBUTTON HTMLDirect Realistic MACROBUTTON HTMLDirect Other: MACROBUTTON HTMLDirect


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Innovative

EmotionalAppeal

Effective

Repititive Informative

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ICC WorldCup

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Innovative

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Big Bazaar


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Innovative

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VLCC

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IIPM


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Innovative

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10) Rank the below mentioned parameters on a scale of 1-5. 1: Being themost important and 5: Being the least important

1 2 3 4 5

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




13) Does an advertisement effect your buying behaviour?




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14) What is the most important parameter in making an advertisementeffective? MACROBUTTON HTMLDirect

15) Your Suggestions on improving effectiveness of an advertisement. MACROBUTTON HTMLDirect

II. ADVERTISING AGENCY QUESTIONNAIRE:

Advertising Agencies

Name *

Organizations Name *

Designation *

Organizations Address *

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

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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? *

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7) What is the name of the campaign that you are currently associated with?

*

8) What is the message behind the current 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? *

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13) Which innovative tool differentiates you from the other advertising

agencies? *

14) Tell us about the best advertisement campaign that you have beenassociated 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 advertisementeffective? *

Innovative Realistic Emotional Appeal Repetitive

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Informative Humorous Other:

III. SUMMARY OF RESPONDENTS (CONSUMER QUESTIONNAIRE):

Name

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

Below15

2 7%

15-25 19 70%

25-35 5 19%

35-45 0 0%

Above45

0 0%

Gender

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Male 14 52%

Female 12 44%

Occupation

Student 17 63%

Business 1 4%Professional

8 30%

Others 0 0%

Profession

Doctor 0 0%

Lawyer 0 0%

Engineer 0 0%

Politician 0 0%

Accountants 1 4%

Teacher 0 0%

Social Worker 0 0%

Architect 0 0%

Professor 0 0%

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Physician 0 0%

Physiotherapist 0 0%

Pilot 0 0%

Nurses 0 0%

Librarian 0 0%

Financial Analysts 0 0%

Interpreters 0 0%

Advocate 0 0%

Actuaries 0 0%Others 1 4%

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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 1 100%

Rs. 30,000 - Rs. 70,000 0 0%

Rs. 70,000 - Rs. 1,00,000 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 tomore than 100%.


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Sony HD Television with HDMI technology (picture itni saaf, aisa lagemovie ghar par chal rahi ho!!!)M.P.Tourism


Newspaper 1 4%

Internet 1 4%

Magazine 0 0%

Television 23 85%

Hoardings and Banner 0 0%

Radio 1 4%

Other 1 4%

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

Vodafone Zoo-Zoo 6 22%

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Mountain Dew Salman Challenge 3 11%

Airtel Endless Goodbye 4 15%

Cadbury Silk 6 22%

ICC World Cup 2011 0 0%

Pepsi Change the Game 2 7%

Incredible India Aamir Khan 5 19%

Metlife Monthly Income Plan 0 0%

Virgin Mobile: Its Time to Breakup 0 0%

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

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Creative 10 38%

Emotional 7 27%

Original 6 23%

Humourous 7 27%

Informative 7 27%

Innovative 9 35%

Repititive 0 0%

Youth Oriented 11 42%Realistic 7 27%

Other 1 4%


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IIPM 9 33%

Big Bazaar 6 22%

VLCC 0 0%

PVR Cinemas 4 15%

Nescafe 1 4%Videocon D2h 0 0%

DLF 2 7%

CROMA 1 4%

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HDFC Mutual Fund: Cancer Cure 1 4%

Bharat Nirman: Rajiv Gandhi Grameen Vidyutikaran Yojana 0 0%

Delhi Police 2 7%


Creative 1 4%

Emotional 3 12%

Original 5 20%

Humourous 0 0%

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Informative 15 60%

Innovative 1 4%

Repititive 6 24%

Youth Oriented 2 8%

Attractive 8 32%

Realistic 5 20%

Other 1 4%


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Airtel: Instant Score Update 2 7%

Dettol Snaan 0 0%

Air Mauritius: An island in the sky 1 4%

Jaago Grahak Jaago 11 41%

Cadbury Bournvita: Taiyari Jeet Ki 2 7%

Aajtak: Dastak 0 0%

ICC World Cup 3 11%

Ajnaara Developers: Crossing Republic 1 4%

Hyundai Totka 2 7%

MTV Roadies 8 4 15%


Creative 4 15%

Emotional Appeal 2 8%

Original 2 8%

Humourous 3 12%

Informative 12 46%

Innovative 3 12%

Repititive 5 19%

Youth Oriented 8 31%

Attractive 2 8%

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Realistic 5 19%

Other 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 givenadvertisement. - Jaago Grahak Jaago

Innovative 2 7%


Effective 9 33%

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Repititive 1 4%

Informative 10 37%

9) From the below mentioned parameters, tick against each of the givenadvertisement. - Cadbury Silk

Innovative 6 22%


Effective 6 22%

Repititive 3 11%

Informative 0 0%

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9) From the below mentioned parameters, tick against each of the givenadvertisement. - Vodafone ZooZoo

Innovative 19 70%


Effective 4 15%

Repititive 1 4%

Informative 1 4%

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9) From the below mentioned parameters, tick against each of the givenadvertisement. - ICC World Cup

Innovative 1 4%


Effective 5 19%

Repititive 12 44%

Informative 3 11%

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9) From the below mentioned parameters, tick against each of the givenadvertisement. - MetLife Monthly Income Plans

Innovative 2 7%


Effective 1 4%

Repititive 7 26%

Informative 8 30%

9) From the below mentioned parameters, tick against each of the givenadvertisement. - Big Bazaar

Innovative 2 7%


Effective 8 30%

Repititive 5 19%

Informative 9 33%

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9) From the below mentioned parameters, tick against each of the givenadvertisement. - VLCC

Innovative 1 4%


Effective 3 11%

Repititive 7 26%

Informative 9 33%

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9) From the below mentioned parameters, tick against each of the givenadvertisement. - IIPM

Innovative 1 4%


Effective 4 15%

Repititive 15 56%

Informative 6 22%

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

1 2 7%

2 1 4%

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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%

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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%


Yes 20 74%

No 6 22%

12) Does an advertisement become effective if endorsed by Actors/

Models/ Youth Icons/ Celebrities?

Yes 13 48%

No 8 30%

Other 6 22%

13) Does an advertisement effect your buying behavior?

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Yes 18 67%

No 6 22%

Other 3 11%


Realistic, Original, Informative, Connect the product and the consumers,uniqueness


An advertisement should be designed in a way that an individual canconnect 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 morerealistic.

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 morerealistic.

Number of daily responses

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Number of responses

without dates: 1

THANK YOU

adver - media - effectiveness of innovative techniques in advertisements

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