An analysis and presentation of a survey conducted on a group of 500 people to analyze the impact of celebrity, jingle and taglines in an advertisement. Presentation for Business Mathematics Practical Assignment

1. SURVEY ON THE IMPACT OF
CELEBRITY, JINGLE AND
TAGLINE
IN AN ADVERTISEMENT
GLSIBA
F.Y. – B
146 – 157

2. INTRODUCTION TO SETS
Definition of Set
Elements of a Set
Representation of Set
2

3. DEFINITION OF SET
 Set  A well-defined
collection of distinct
objects.
 Elements of a Set can be
anything (i.e. numbers,
characters, other sets,
words, etc.)
Set Not a Set
Well
Defined
and Distinct
Not
Well
Defined
Not Distinct
{1, 2, 3, 4} Presidents {1, 1, 2, 2}
3

4. REPRESENTATION OF SETS
 Roster Form  All
elements are listed,
enclosed within braces,
separated by commas.
 Set-Builder Form  All
elements of the set
possess a common
property which is not
possessed by elements
outside the set.
Roster
Form
Set – Builder
Form
{1, 2, 3, 4} {x | x ∈ N and x < 5}
{-3, -2, -1, 0,
1, 2, 3}
{y | y ∈ Z and y2 < 10}
4

5. TYPES OF SETS
Finite Set
Infinite Set
Empty Set
Singleton Set
5

6. TYPES OF SETS
 Finite Set  A set having
a finite number of
elements is called a Finite
Set.
 Infinite Set  A set in
which the number of
elements is not finite is
called Infinite Set.
TYPES OF SETS
FINITE
A = {1, 2, 3}
B = {x | x∈N, x<5}
INFINITE
A = {1, 2, 3, ….}
B = {x | x∈N, x>5}
6

7. TYPES OF SETS
 Singleton Set  A set
having only one element
is called a Singleton Set.
 Empty Set  A set
having no element is
called an empty set or a
null set. It is denoted by
∅ or { }.
TYPES OF SETS
SINGLETON
A = {1}
B = {b}
EMPTY
A = { }
B = ∅
7

8. RELATIONSHIPS IN SETS
Equal Sets
Equivalent Sets
8

9. RELATIONSHIP BETWEEN SETS
 Equal Sets  If two sets
have the exact same
elements, they are called
equal sets. It is denoted
by A = B.
 Equivalent Sets  If two
sets have the same
number of elements,
they are called equivalent
sets. It is denoted by A ≅
B.
RELATIONSHIP
BETWEEN SETS
EQUAL
A = {1, 2, 3}
B = {1, 2, 3}
EQUIVALENT
A = {1, 2, 3}
B = {1, 4, 9}
9

10. SUBSET
Subset
Proper Subset
Power Set
10

11. SUBSET OF A SET
 Subset of a Set  If all
elements of Set A belong
to Set B then Set A is a
subset of Set B. It is
denoted by A ⊆ B.
 Proper Subset  If all
elements of Set A are
elements of Set B and A ≠
B then Set A is a proper
subset of Set B. It is
denoted by A ⊂ B.
SUBSET
PROPER
SUBSET
A = {1, 2, 3}
B = {1, 2, 3, 4, 5}
11

12. SUBSET OF A SET
 Every Set is a subset of
itself.
 Empty Set is a subset of
all sets.
 Equal Sets are subsets of
each other.
A = {1, 2, 3} & B = {1, 2, 3}
SUBSETS OF A
{1, 2, 3}
∅
B
12

13. POWER SET
 Power Set  The set that
contains all subsets of Set
A is called the Power Set
of Set A. It is denoted by
P(A).
A = {1, 2, 3}
P(A)
∅
{1}
{2}
{3}
{1, 2}
{1, 3}
{2, 3}
{1, 2, 3}
13

14. IF SET A HAS n ELEMENTS
 P(A) has 2n elements.
 Set A has 2n subsets.
 Set A has 2n-2 proper
subsets
A = {1, 2, 3}
n = 3 2n = 8 POWER SET
SUBSETS
∅
PROPERSUBSETS
{1}
{2}
{3}
{1, 2}
{1, 3}
{2, 3}
{1, 2, 3} 14

15. UNIVERSAL SET
15

16. UNIVERSAL SET
 Universal Set  A parent
set of which all different
sets are subsets of is
called the Universal Set
during that situation.
 U = {1, 2, 3, 4}
1 2 3
4
U
A B
16

17. VENN DIAGRAM
17

18. VENN DIAGRAM
 Venn Diagram  A Venn
Diagram is a diagram in
which sets are
represented pictorially by
circles enclosed in a
rectangle while common
elements are represented
by intersection of circles.
 A = {1, 2}
 B = {2, 3}
1 2 3
4
U
BA
18

19. OPERATIONS ON SET
Union of Sets
Intersection of Sets
Complement of a Set
Difference of Sets
19

20. UNION OF SETS
 The Union of Sets A and
B is the set of all
elements that belong to
either A or B.
 U = {1, 2, 3, 4}
 A = {1, 2}
 B = {2, 3}
 A ∪ B = {1, 2, 3}
1 2 3
4
U
A B
20

21. INTERSECTION OF SETS
 The Intersection of Sets
A and B is the set of all
elements that belong to
both A and B.
 U = {1, 2, 3, 4}
 A = {1, 2}
 B = {2, 3}
 A ∩ B = {2}
1 2 3
4
U
A B
21

22. COMPLEMENT OF A SET
 The Complement of Set
A is the set of all
elements that belong to
U and do not belong to
A.
 U = {1, 2, 3, 4}
 A = {1, 2}
 A’ = U – A = {3, 4}
1 2 3
4
U
A B
22

23. DIFFERENCE OF TWO SETS
 The Difference of Sets A
and B is the set of all
elements that belong to
A and do not belong to B.
 U = {1, 2, 3, 4}
 A = {1, 2}
 B = {2, 3}
 A - B = {1}
1 2 3
4
U
A B
23

24. ABOUT THE SURVEY
Why this Survey?
Why this Advertisement?
Survey Question
24

25. WHY THIS SURVEY?
 Celebrity Endorsement
 Jingles or Music Effects
 Taglines or Slogans
Celebrity Jingle Slogan
Bandwagon Claims Heartstrings
25

26. CELEBRITY ENDORSEMENT
Advantages
 Establishing Credibility
 Ensured Attention
 Higher degrees of Recall
 Demographic/Mass Appeal
Disadvantages
 Association with Celebrity
Reputation
 Vampire Effect
 Multi-brand endorsement
26

27. JINGLES AND MUSIC EFFECTS
Advantages
 Easy to Remember
 Differentiates the Product
 Creates Bond between Brand and
Customer
Disadvantages
 Lack of Universal Appeal
 Distracts from the Verbal Message
 Customer Attitude may deteriorate
due to Repetition
27

28. TAGLINES AND SLOGANS
Advantages
 Builds a Brand Identity
 Cannot be used by Competitors
 Can be used in promotions other
than Advertising
Disadvantages
 Lack of Universal Appeal
 Often missed or forgotten
28

29. WHY THIS AD?
 Amitabh Bachchan
 Parker, ICICI, Maggi,
Cadbury, BORO Plus,
Tanishq, Polio,
Gujarat Tourism
 Navratna Aazmaye
 Sar Jo Tera Chakraye
 Pyaasa 1957 – Rafi
 Thanda Thanda Cool
Cool
Amitabh
Bachchan
Navratna
Aazmaye
Thanda
Thanda
Cool Cool
29

30. SURVEY QUESTION
Which aspect(s) of the advertisement – ‘Navratna Oil – Raahat Raja’
make(s) it the most memorable for you?
a) Celebrity – Amitabh Bachchan
b) Jingle – Navratna Aazmaye
c) Tagline – Thanda Thanda Cool Cool
30

31. SURVEY RESULTS
Individual and Compiled Survey Results
31

32. Individual Survey Results
32

33. Compiled Survey Results
33

34. Compiled Survey Results
Roll No. ∅ A B C A ∩ B A ∩ C B ∩ C A ∩ B ∩ C
146 3 19 23 20 4 6 6 0
147 2 28 24 25 14 6 12 1
148 2 30 17 23 8 7 12 5
149 0 18 21 26 5 7 6 3
150 0 23 19 17 3 2 4 0
151 5 26 26 23 12 11 12 5
152 - - - - - - - -
153 0 32 35 20 20 10 12 5
154 6 21 17 12 12 2 1 0
155 6 22 27 19 8 11 9 4
156 0 19 22 20 4 4 3 0
157 2 27 19 21 8 7 7 3
Total 26 265 250 226 89 73 84 29 34

35. ANALYSIS AND
CONCLUSIONS
Analysis
Conclusions
35

36. Analysis
OPTION SYMBOLIC VALUE
A n(A) 265
B n(B) 250
C n(C) 226
A and B n(A ∩ B) 89
A and C n(A ∩ C) 73
B and C n(B ∩ C) 84
All A, B and C n(A ∩ B ∩ C) 29
At Least One n(A ∪ B ∪ C) 524
None n((A ∪ B ∪ C)’) 26
36
132
29
98
106
A B
44 55
60
26C
U

37. Analysis
OPTION SYMBOLIC VALUE
Only A n(A ∩ B’ ∩ C’) 132
Only B n(A’ ∩ B ∩ C’) 106
Only C n(A’ ∩ B’ ∩ C) 98
Only A and B n(A ∩ B ∩ C’) 60
Only A and C n(A ∩ B’ ∩ C) 44
Only B and C n(A’ ∩ B ∩ C) 55
Not A n(A’) 285
Not B n(B’) 300
Not C n(C’) 324
37
132
29
98
106
A B
44 55
60
26C
U

38. Conclusions
38
132
29
98
106
A B
44 55
60
26C
U
 All three advertising techniques –
Celebrity Endorsement,
Jingle/Music Effects and
Tagline/Slogan should be employed
as long as possible

39. Conclusions
If only one of them can be
employed, then the priority should
be as follows: -
TaglineJingleCelebrity
39
132
29
98
106
A B
44 55
60
26C
U

40. Conclusions
If a combination of any two is
employed, the priority for maximum
target audience should be: -
Jingle +
Tagline
Celebrity
+ Tagline
Celebrity
+ Jingle
40
132
29
98
106
A B
44 55
60
26C
U

41. Conclusions
If a combination of any two is
employed, the priority for maximum
cost effectiveness should be: -
Celebrity
+ Jingle
Jingle +
Tagline
Celebrity
+ Tagline
41
132
29
98
106
A B
44 55
60
26C
U

42. Conclusions
When all three of them are
employed, the impact is: -
TaglineJingleCelebrity
42
132
29
98
106
A B
44
60
26C
U
55

43. THANK
YOU
43