Advertising Comprehension Presented by: RABIKANT SINGH
Managing rural van operations and other rural events Mumbai Sampark Has a huge database of opinion leader in six states Pune Rural relation Rural Research Dehi MART Rural communication South Anugarah Madison Specializes Based Organization
Four leading marketing organisation….
This was undertaken primarily to assess the comprehension, association, credibility and acceptability of TV commercial, covering FMCG and consumer durables, targeted at both urban audiences local in the north and south of India.
study was tested on following parameters Association with the character featured in the commercial Attraction and acceptability
Emotional involvement with the commercial
Featuring film stars Govinda
and Rambha in a group dance.
1. Samsung plano digital flat TV: A young estranged couple getting United because of the rays emanating 2. Asian paint esterior emulsion Paint:- ‘sunil babu’ spot projecting
Durability of the product
Rural south-Village of Thaiyur & Attur in Kanchipuram district and Arumbakkam in Tiruvallur district
Rural south-Village of Aurangabad and Chandhaat in Faridabad district and Pali in Dadri Gautam Budha Nagar district
Urban-understanding was total for Babool & Navratna commercials
Rural- spots too fast, couldn’t comprehend them( 1/2 )
“ it was too quick, unable to understand” (-) “ If we use the paste, the teeth will become white” you will be happy” (+) Spot unbelievable- “No one will dance simply for toothpaste” “what was the dog doing in a toothpaste advt” Association with characters South-Urban & Rural consumer say film not very relevant to the character.
North-Urban Say “the young can associate with character”, Rural- “character are not presenting the information” “we can understand by seeing toothpaste, brush and the name Babool”
South(U,R)-no, North viewer said “would like to feel fresh as the main character” Babool-Attraction and Acceptability I like the child. It is smiling nicely Dancing with a dog! Why a dog is coming in this tooth paste advertisement Entertaing and attractive attractive subah babool ki to din tumhara. Message not clear.Not expain properly Runs Babool ki to din tumhara very quickly. RURAL URBAN
Intresting and draws attention
Urban-Total, Rural-didn’t explain “is it for bath or a hair oil” Both-Difficult to belive/represented greater than is true or reasonable, Rural-”if a person is suffering from body pain,he willn’t dance like this” or “why should they dance, when they have headache” Association with characters
Govinda- viewer of urban north & south and Rural north
Navratna Oil - Attraction and Acceptability Music is very good.It is nice to hear The ice cubes and the music gives a chill feeling Group dancers, for just an advt Entertaining and attractive.Thanda thanda cool cool Navratna tel lagane se sardard dur hota hai Entertaining.Thanda thanda cool cool RURAL URBAN
Govinda ka dance achcha hai aur good gana bhi accha hai
Interesting-Urban & Rural north,Urban south Comprehended- Urban audience of North & south
Rural- over the head, “Unable to understand” “don’t know what it talk about”
All- “Unable to believe that the rays of the TV solve problem” and “ In normal life, It won’t happen” “Unbeliable advertisement ” Association with characters Rural-Not clear whether they husband and wife or lover. “It is for rich people”
Urban of north and south-positive, Not encouraging the Rural folk
Samsung TV -Attraction and Acceptability Yes, the couple looks attractive. I like the red flower which come from the TV Only Chennai people can understand the ad It is only for educated top people. Can’t understand, no interest Pata nahin kis cheez ka ad. Hai The complete mood and acting is good Boring. Brand statement recall poor. RURAL URBAN
Jo kehta hai, saaf saaf nahin kahte
South- scored well in urban & rural, Urban viewers comment- “The Paint is durable even after years” “They have become old, but the house is still new” Urban and Rural north- sunil babu (can’t relate) Urban-Scored very well on the Believability factor, Rural- varied “A paint will remain for 2-3 years only, not for generation” Association with characters Urban & Rural viewer in south- “It is so Realistic”
Rural north- were categorical in stating they “can’t associate something meant for the urban people”
Asian Paints -Attraction and Acceptability Kalakar chandru, pramadham it has become very popular. The friend’s character. I like him very much. His acting is good. The whole advt. is attractive Can’t understand, no interest Ghar, gaadi aur aurat do dikhata hai. Mr. Chandru’s friend who comes on motorcycle is good When he says pramadham. It sounds good Funny wah sunil babu badhiya hai RURAL URBAN
Anth mein Asian Paint nahin bolta to pata hi nahi chalta.
Urban south- Spot Interesting Urban North- “funny but the end is not clearly understood”
Rural viewer said “made for rich people”
Fast-paced films going over their head Refuse to accept unrealistic situation or character (Samsung TV) Unrelated character appear in a film (dog in the babool film) Rural viewers like good entertaining film & expect rational (man with headache will not dance-Navratna oil) Don’t relate icons who are not from the region (Govinda in Navratna spot)
What work in the north mayn’t work in the south
Educated village youth have the same understanding level as the urban audience, their number is small. A large majority of rural folk has a mindset that is different from the urban viewers and hence there is a need to tacle them differently.