Training Report of Advertisement Evaluation of Rasna Shake Up TV Commercial

Ad Evaluation of Rasna Shake Up TVC
A
Summer Training
Project Report
On
“Advertisement Evaluation of
Rasna Shake Up T V
Commercial”
Submitted
On
July 20, 2004.
In Partial Fulfillment of the Award of
Master in Business Management
N. R. Institute of Business Management
Ahmedabad.
Prepared by:
PAYAL PARIKH

It gives me great pleasure to express my gratitude to all the esteemed
people who helped me in the preparation of this project which has been
a great learning experience.
I would like to thank Mr. Sachin Kamath and Mrs. Lakshmi Suresh for
giving me this opportunity to work on this project on ‘Advertisement
evaluation of Rasna Shake Up T V Commercial’ which has enabled me to
get an insight into the Advertisement Industry & also an opportunity to
study aspects such as vast contribution of advertisement on Sales and
Brand awareness.
I would also like to thank the whole Rasna team at Mudra - Mr. Saji
Mathews, Mr. Neeraj Hasija, Mr. Ronak Shah and Mr. Narayan Murthy
for providing me insight about the advertisement world and helping me
at each and every stage of my project.
I also would like to thank creative as well as administrative staff of
Mudra Communications for their support and cooperation.
Acknowledgment

Executive Synopsis
In 1980, Mudra started with a modest turnover of Rs.30 lakh in the first year of
operation. The first few years indicated a placid growth rate of 25%. From 1985
onwards, turnover accelerated at a furious pace. This led to Mudra becoming the
third largest agency in the country in a short span of 9 years. Currently Mudra's
turnover is in excess of Rs. 7 billion and the company continues to maintain a
healthy growth rate.
The project report basically deals with the evaluation of the Rasna Shake Up T V
Commercial. The evaluation is done on the basis of its effectiveness in terms of
 Sales
 Emotional grounds
I have used the interrogation/communications study where the researcher
questions the by personal means. I have used two main sources of data:
 Primary Source: in the form of questionnaires.
 Secondary Source: books, Internet, articles from newspapers, magazines.
Our population consists of all the kids in the age group of 4-12 years. And moms
in the city of Ahmedabad, out of which the relevant population will be those in
SEC A, B, C. The sample size is taken 100 each-kids and moms.
The advertisement is successful in terms of sales of the product – Rasna Shake
Up. But it is more successful in terms of emotional grounds. This is because of
the baseline “Don‟t B Seedha Sada”. It is very popular among kids.
Today‘s kids want themselves to different from the lot. Unlike earlier days, they
don‘t want to be called Seedha Sada. And the agency, understanding the kids‘
mindset very well have selected this baseline and very well targeted its audience.
The advertisement does not touch upon the nutritional attributes, but mainly
focuses on fun filled attributes in drinking milk.

Table of Contents
Chapter
No.
Subject Page
No.
1. Mudra
 Mudra – The Trend Setter
 Founder
 Growth Since 1980
 Awards
 Clients
 Collaborations
 Billings
 Key People
1
1
1
2
3
4
5
5
6
2. Advertising
 Introduction
 Advertising Classification
 Five Ms of Advertising
 Advertising Institutions
7
7
7
9
9
3. Advertisement Evaluation
 Introduction
 The Advertisement Research
Process
 EvaluatingAdvertising
Effectiveness
 Communication effect Research
 Sales effect Research
10
10
12
13
13
14
4. Rasna 15
5. Market Research
 Research Objectives
16
16

 Project Planning
 Limitations
16
17
6. Research Methodology
 Formulating Research Objective
 Sampling Design
 Research Design
18
18
18
19
7. Findings and Analysis
 Kids Questionnaire Findings
 Moms Questionnaire Findings
 Story Board
 Analysis
 Idea of instant milk shake
 The Retro Feel
 Music Equity
 Ogilvy‘s Tips
20
20
33
47
51
51
51
52
53
8. Conclusion
 Summary and Conclusions
54
Appendices
 Kids Questionnaire
 Moms Questionnaire
56
56
60
Bibliography 64

MUDRA
“The relationship between a manufacturer and his
advertising agency is almost as intimate as the
relationship between a patient and his doctor.”
- David Ogilvy

Chapter 1: Mudra
Mudra – The Trend Setter
In an industry that sets trends, to be a trendsetter is no mean achievement. Yet,
in the 23 years of its existence, Mudra has set trend after trend. To the extent that
if it is something new, Mudra is somewhere in the picture. Here are some. It was
Mudra that first gave India double spread colour ads ▪
It was Mudra that first sponsored commercial telecast of a major
sporting event with the India-West Indies series of 1983 ▪
It was Mudra that first branded a public issue, `Reliance Khazana' ▪
It was Mudra that made India's first telefilm, `Janam' ▪
It was Mudra that gave Doordarshan `Rajani", the serial that heralded a
new consumer awareness in India ▪
It was Mudra that gave India its first academy for advertising The
Mudra Institute of Communications, MICA ▪
It was Mudra that gave India its first transnational agency, Mudra
International ▪
It is Mudra that gave India her first advertising archives, the MAGIndia ▪
A Look Upon The Founder:
Shri A G Krishnamurthy‟s teachers saw that their student would go on
to make advertising history ▪
In ‗68, he joined Calico Mills in Ahmedabad and in ‗72, moved to their
advertising agency, Shilpi Advertising ▪ In ‗76 he moved to Reliance Industries
as their advertising manager ▪ Four years later, on 25th March, 1980, he founded
Mudra Communications ▪

This is where the story begins ▪
Shri Krishnamurthy started with 1 brand, Vimal ▪
The chain he set up today has a 125 links, a 125 clients ▪
In ‗91, he created the Mudra Institute of Communications, Ahmedabad (MICA),
the only advertising school of its kind in Asia ▪
A couple of years later came Mudra International, again the first time an Indian
agency had opened shop abroad ▪
In ‗95 Shri Krishnamurthy was nominated Advertising Person of the Year by
A&M, India‘s leading marketing journal ▪
In ‗97, he was inducted into the Calcutta Ad Club‘s Hall of Fame ▪
In ‗98, the British magazine ‗Media International‟ nominated Shri
Krishnamurthy as one of the 25 key figures in the international advertising
industry ▪
In ‗99 he was awarded the AAAI-Premnarayen Award in recognition of ‗his
pioneering spirit and entrepreneurial vision‘ ▪
After an eventful stint spanning 23 years as Chairman and Managing Director of
Mudra, Shri A G Krishnamurthy retired on 31st March 2003 ▪
Growth Since 1980:
In 1980, they had one client - Vimal ▪ And a 500sq.ft. office ▪ Their objective was
very simple ▪ To create the best contemporary advertising ▪ Which they did ▪
It made the advertising fraternity sit up and take notice ▪
Which explains how nine years hence, Mudra was the largest Indian advertising
agency ▪ And today, 23 years hence, they have 125 clients nationwide ▪
And 3 agencies, 8 offices and 6 divisions in India ▪ And an equity partnership
with DDB Worldwide ▪ And a capitalised billing of Rs. 7.8 billion ▪ And a
portfolio of some of India‘s best brands ▪ And Agency of the Year awards six
times ▪
And here are a few words from their clients ▪
―If you’re looking for an agency that can be part of your own team, that
cannot be called an agency, but is a part of your family. That treats your

products as their product and whose people will work as if they’re working
in your organisation, there’s only one agency. That is Mudra.‖
-Piruz Khambatta, CMD
Rasna Enterprises Ltd.
―They’re completely involved in the brand. They take an active role and see
them as a partner.‖
-Amit Jatia, MD
McDonald‘s Hardcastle Restaurants.
And Did You Know About The Awards…
Mudra has collected many accolades over the years including the "Agency of the
Year" award for 6 years besides the induction of Shri A.G.Krishnamurthy (Ex
CMD) into the Calcutta Ad Club Hall of Fame; his being chosen as the Ad Person
of
the Year by A&M; his nomination as "one of the 25 key figures of the
international Ad Industry" in 1998 by British Magazine - Media International;
and the AAAI-Premnarayen Award in recognition of his pioneering spirit and
entrepreneurial vision
1993 | Total awards 55
Agency of the Year - A&M
Agency of the Year
- Bangalore Ad Club
Agency of the Year - A&M
Advertising Person of the Year
(A.G.Krishnamurthy) - A&M
Agency of the Year
- Calcutta Ad Club
Agency of the Year - The Pioneer
Hall of Fame (A.G.Krishnamurthy)
- Calcutta Ad Club

The British magazine "Media International" nominated A.G.Krishnamurthy
One of the 25 key figures of the international advertising industry
Agency of the Year
- Delhi Ad Club
AAAI - Premnarayen Award
(A.G. Krishnamurthy)
in recognition of his pioneering spirit and entrepreneurial vision
2000 | Total awards 72 (36 Awards of MAG)
Creativity 31, USA (7 Gold Awards)
2003 | Total awards 41 (1 Award of MAG)
New York Films (1)
ABBY Awards (2)
AAAI (5)
Chennai Ad Club (4)
Cochin Ad Club (7)
Creative Awards
884 awards till date
Updated on 5 June, 2003
Whom Do They Serve…
Mudra started with one client, Vimal in 1980. today Mudra handles 120 brands
nationwide. Some of the major clients include:
Ashok Leyland Balsara household products
Cadila Dabur
Dainik Jagran Dhara
Fa Cosmetics Federal Bank
Godrej Consumer Products Harmony
Henkel Spic India Ltd. Hindustan Motors
Indian Express Indian Oil Corporation

Kinetic Motor LIC
Mitsubishi Lancer MTNL
National Geographic Cahnnel Nestle
Orient Fans Paras Pharma
Paragon Rubber Industries Ramdev Foods
Rasna Reliance Capital
Reliance Industries Reliance Infocom
Reliance Telecom Samsung
SBI Symphony
Waghbakri Orpat
Collaborations:
In 1988, they decided to collaborate with an international agency An agency
with the vision, experience and determination to set standards for the
profession That agency was DDB Worldwide, part of the Omnicom Group
This affiliation gives them access to the best creative product, latest information
technology, media modelling, direct marketing and other international
advertising and marketing inputs
Billings:
In 1980, Mudra started with a modest turnover of Rs.30 lakh in the first year of
operation The first few years indicated a placid growth rate of 25% From 1985
onwards, turnover accelerated at a furious pace This led to Mudra becoming
the third largest agency in the country in a short span of 9 years Currently
Mudra's turnover is in excess of Rs. 7 billion and the company continues to
maintain a healthy growth rate

Key people:
Mr. Madhukar Kamath
Managing Director & CEO
Mudra Communications Pvt. Ltd.
Mr. Alan D’Souza
Executive Director & Head -Leadership, Learning and Change
Mr. R Lakshminarayanan
Executive Director - South &
Head - Total Branding
Mudra - Delhi
Mr. Hemant Misra
Mudra - Mumbai
Mr. Jude Fernandes
President
Mudra - South
Bangalore
Mr. S Radhakrishnan
Vice President
Mudra - Ahmedabad
Mr. Chandan Nath

ADVERTISING
“The cat sat on the mat” is not a story.
“The cat sat on the dog’s mat,” now that’s a story.
- Gerry Miller, creative director, Dentsu.

Chapter 2: Advertising
Introduction:
Advertising is any paid form of nonpersonel presentation and promotion of
ideas, goods, or services by an identified sponsor. Advertisers include not only
business firms, but also museums, charitable organizations, and government
agencies that direct messages to target publics. Ads are a cost-effective way to
disseminate messages, whether to build brand preference for Coca-Cola or to
educate people to avoid hard drugs.
Advertising is both art and science. The science of advertising is the analytical
part: setting goals, deciding strategy, choosing among different creative styles.
Some people call this step convergent thinking because the process is to distill lots
of information into the core advertising strategy. But once the message strategy
and the broad creative approach have been determined, it is time to create the
actual advertising. And, this is a very different process. Here the best approach is
divergent thinking – letting loose with one‘s imagination to find the most creative,
unexpected way to communicate that core advertising message. This is not
science but art.
Advertising Classifications:
 Product Advertising:
Most of the advertising expenditure is spent on product advertising, i.e.
advertising of new products, existing products and revised products.
 Retail Advertising:
In contrast to product advertising, retail advertising is local and focuses
on the store where a variety of products can be purchased or where a
service is offered. Retail advertising emphasizes price, availability,
location, and hours of operation.
 Corporate advertising:
The focus of these advertisements is on establishing a corporate identity or
on winning the public over to he organization‘s point of view. Most
corporate advertising is designed to create a favorable image for a
company and its products; however, image advertising specifically
denotes a corporate campaign that highlights the superiority or desirable
characteristics of the sponsoring corporation.

 Business – to – business advertising:
This term relates to advertising that is directed to industrial users (tires
advertised to automobile manufacturers), resellers (wholesalers and
retailers), and professionals (such as lawyers and accountants).
 Political Advertising:
Politicians to persuade people to vote for them often use political
advertising; therefore, it is an important part of the political process.
 Directory Advertising:
People refer to directory advertising to find out how to buy a product or
service. The best known for of directory advertising is the Yellow Pages,
although today there are many different kinds of directories that perform
the same function.
 Direct Response Advertising:
Direct response advertising involves two-way communication between
the advertiser and the consumer. It can use any advertising medium and
the consumer can respond, often by mail, telephone, or fax. More and
more companies now allow the consumer to respond online. The product
is usually delivered to the consumer by mail.
 Public Service Advertising:
Public service advertising is designed to operate in the public‘s interest
and to promote public welfare. These advertisement are created free of
charge by the advertising professionals, and the space and time are
donated by the media.
The advertising objectives can be classified according to whether their aim is to
inform, persuade, remind, or reinforce.
 Informative advertising aims to create awareness and knowledge of new
products.
 Persuasive advertising aims to create liking, preference, conviction, and
purhase of a product or service.
 Reminder advertising aims to stimulate repeat purchase of products and
services.
 Reinforcement advertising aims to convince current purchasers that they
made the right choice.

Five major decisions or five Ms of advertising:
Mission: set advertising objectives.
Money: Establish a budget that takes into account stage in product life
cycle, market share and consumer base, competition and clutter,
advertising frequency, and product substitutability.
Message: Choose the advertising message, determine how the message
will be generated, evaluate alternative messages for desirability,
exclusiveness, and believability; and execute the message with the most
appropriate style, tone, words, and format and in a socially responsible
manner.
Media: Decide on the media by establishing the ad‘s desired reach,
frequency, and impact and then choosing the media that will deliver the
desired results in terms of circulation, audience and effective ad – exposed
audience.
Measurement: Evaluate the communication and sales effects of
advertising.
Advertising Institutions:
There are four major advertising institutions namely: the advertiser, the
advertising agency, the media, and the research suppliers.
There are a wide variety of advertisers. Those who are classified as national
advertisers spend the largest share of advertising dollars. The product type with
which they are involved can also distinguish advertisers: consumer packaged
goods, consumer durables, retail stores, or industrial products, for example.
In most cases, an advertising agency actually creates the advertisements and
makes the media-allocation decisions.
Media developments have dramatically influenced the thrust of advertising
through the years. The printing press made possible newspapers and magazines,
the major media before the advent of the broadcast media, television and radio.
Radio in 1922 and television ion 1948 provided a new dimension to advertising
and sparked a period of growth.
Modern advertising management is heavily involved with research, and a sizable
industry of research supplier firms has grown up to serve the needs of
advertisers, agencies, and the media. Today, over $1 billion is spent annually on
marketing and advertising research and specialized services associated with each
of the major media.

ADVERTISEMENT EVALUATION
If it doesn’t sell, it isn’t creative.
- David Ogilvy

Chapter 3: Advertisement Evaluation
Introduction:
Trying to find out
Advertising can take up a lot of time, effort and money. It is an expensive and
serious process. Behind the campaign lies the need to justify it before it begins
and to justify it after it has appeared.
It is not sufficient to do advertising. For a professional and effective result, it is
necessary also to evaluate it. Did it work? And how did it work? Were its
objectives fulfilled? To what extent? And now what remains to be done?
What to find out
The advertiser or the agency has to do two things:
1. carry out a plan of action
2. discover what happened.
There is a range of pressing reasons why the advertiser must find out. Among
these are:
 The need to assess how far the objectives have been reached.
 The need to justify to management. For self protection or for professional
clarity, the advertiser would be wise to show to management how well
that money has been spent and what it has accomplished.
 To learn for next time. What went right this time? What could have worked
better? What needs to be done for next time?
Advertising agencies, in particular, are under some pressure to perform well
and to show how well they have performed. Evaluation is a kind of self-
protection as well as being another act of professional accountability. It is, of
course, crucial to determine what to evaluate. Light will need to be thrown on to
a number of issues.
Campaign objectives
How far were these met? If they were to build up awareness, what is the
awareness now?
Creative effectiveness
Just how well did the creative vehicle work? Did the audience like it, remember
it, respond to it? What was the central theme of the creative approach and did it
shift audience to the product? Was the creative offer understood and accepted.

Effect on the audience
What did the audience think before and what do they think now? What do they
know and feel about the product that they did not know before?
Problem solving
If the campaign set out to overcome a problem, how well did it do so? What was
the problem before and how far does it now exist? What elements of the problem
still remain to be dealt with?
What needs to be found out has to be defined as thoroughly and as fully as any
other part of the advertising equation.
What research
Advertising research covers a wide span of types. The strategy here is to fit the
research type to the problem posed. Research is carried out on a need-to-know
basis. So, what do we need to know? Characteristic areas of doubt include the
following:
 The creative strategy: does it match customer requirements?
 The creative concept: does the audience accept it and find it valid?
 The creative communication or vehicle: does the audience understand it?
 Awareness: does the campaign enhance audience awareness?
 Recall: is there clear recall of the product name, or specification, or indeed
of the advertising itself?
 Campaign effect: what does the campaign achieve overall?
 Positives and negatives: are there any negatives that can now be eliminated,
or positives that can be enhanced?
There are two main ways to categorise research methods:
1. By time
2. By type
Research by time:
Advertising research is done at two life stages of an advertisement – before its
birth and after its birth. An advertisement is born when it is put on air for the
first time. Before that, it is in its pre - birth stage.
Research by type:
As is famously known, research is divided into two major categories:

1. Quantitative
2. Qualitative
The former deals in numbers, in scale, in percentages, typically using a large
sample to produce simple replies to a standard questionnaire, which are then
percentaged out. The latter probes smaller groups, in a less structured, more
open way.
The advertisement research process:
Advertising research involves evaluating advertisement at its different life
stages. In all contexts, the effect of /response to advertisement needs to be
ascertained. The same could be either effect on sales and/or on the minds.
Well, most advertisement (but for social and public service advertisement, like
Family Planning, AIDS, Census, Gujarat earthquake relief, and Orissa cyclone
relief advertisements) is intended to increase, or maintain, sales in some form.
Some of these forms are listed below.
 A very wide range, from the frequent and trivial purchase cycle to the rare
and expensive, even a one-off, purchase, which requires a serious
decision.
 Changing or maintaining an attitude or habit, to provide a context in
which a desired behavior is more likely to take place.
 Long-term and short-term effects.
 Sales-price relationship; i.e., more value at a price, or same volume at
more price.
Before getting into the evaluation process, a brief discussion on issues affecting
the evaluation of advertisement follows.
Issue 1: the customer-brand relationship, and its impact on advertisement.
Two points in this context are:
 The relationship between the brand and the consumer directly impacts on
the way advertisement is received by the customer. The stronger the
relationship, the more noticeable is the advertisement, and the more
likelihood of the advertisement being viewed in a positive light. (some
examples are the Liril and Pepsi advertisements.)
 The relationship is circular rather than linear. Customers aware of the
advertisement are more likely to buy the brand, and those customers who
are buying the brand are more likely to be aware of the advertisement.
(Some examples are Surf and Sundrop.)

Issue 2: Short- and Long-term effects.
A few observations in this context are:
Accountability usually creates a tendency to give a choice between immediate,
short-term effects over longer-term, less-measurable effects.
 Consumer offer-based effects are short-term.
 Short-term results are perceived as marketing success. But such success
often does not last.
Evaluating advertising effectiveness:
Principles of effective advertising:
To be effective means creating an ad that accomplishes the objectives desired by
clients. The task of making sure the ad meets the objectives requires that
creatives and account executives follow the six basic principles as stated below.
♦ Visual consistency
♦ Campaign duration
♦ Repeated tag lines
♦ Consistent positioning
♦ Simplicity
♦ Identifiable selling point
Good planning and control of advertising depend on measures of advertising
effectiveness. Yet the amount of fundamental research on effectiveness is
appallingly small. Most advertisers try to measure the communication effect of
an ad-that is, its potential effect on awareness, knowledge, or preference. They
would also like to measure the ad‘s sales effect.
Communication – Effect Research:
Communication-effect research seeks to determine whether an ad is
communicating effectively. Called copy testing, it can be done before an ad is put
into media and after it is printed or broadcast. Advertising research is done at
two life stages of an advertisement – before its birth and after its birth. An
advertisement is born when it is put on air for the first time. Before that, it is in
its pre - birth stage.

Put on air first
Time
Before After
Birth birth
There are three major methods of advertising pretesting.
 The consumer feedback method asks consumers for their reactions to a
proposed ad.
 Portfolio tests ask consumers to view or listen to a portfolio of
advertisements, taking as much time as they need. Consumers are then
asked to recall all the ads and their content, aided or unaided by the
interviewer. Recall level indicates an ad‘s ability to stand out and to have
its message understood and remembered.
 Laboratory tests use equipment to measure physiological reactions-
heartbeat, blood pressure, pupil dilation, galvanic skin response,
perspiration-to an ad. These tests measure attention – getting power but
reveal nothing about impact on beliefs, attitudes, or intentions.
Sales - Effect Research:
Sales are influenced by many factors, such as the product‘s features, price, and
availability, as well as competitor‘s actions. The fewer or more controllable these
factors are, the easier it is to measure effect on sales. Companies are generally
interested in finding out whether they are over spending or under spending on
advertising. Where as advertising agencies are generally interested in finding out
and informing the advertisers about how well their creativity has worked.
A growing number of researchers are striving to measure the sales effect of
advertising expenditures instead of settling for communication – effect measures.

RASNA
“For an advertisement to be effective it must be
noticed, read, comprehended, believed, and acted upon.”
- Daniel Starch.

Chapter 4 : Rasna…
Rasna Enterprises Limited, manufacturers of Rasna India‘s
largest selling soft drink concentrate. Rasna is a brand that
every Indian in the World knows of as standing tall vis-à-vis
quality flavor, and enjoyment in the in-house market of soft
drinks. As a market driven enterprise, Rasna has extended its
range to include other products, synergetic to it‘s basic
activities, by introducing a variety of processed food products
for the global consumer.
Today, Rasna, as a name, is synonymous with “fun and flavor” in the Indian soft drink
concentrate market. Rasna today, holds the prestigious position of being the largest
player (90% share) in this market, owing to its unique combination of real fruit flavor,
natural taste and the enjoyment it promises its consumer. Rasna aims to cater to the
taste buds of every individual and thus is available in a large variety of flavors, ranging
from the international to the exotic Indian.
Rasna has, over the last 10 years, successfully spread its wings with
it's Exports Division, offering the extremely successful Soft Drink
Concentrates and Instant Drink Powders to the Global markets.

MARKET RESEARCH
“Think of an ad not as what you put into it, but as
what the consumer takes out of it.”
- Rosser Reeves, in Reality in Advertising.

Chapter 5 : Market Research
Research Objectives:
Primary objective:
The primary objective of the research is to evaluate the Rasna Shake Up
advertisement in terms of its effectiveness and find out the reasons for the
same. Effectiveness can be measured on two basis:
 Sales
 Emotional grounds
Secondary objective:
While studying the primary objective I also studied the overall working of
an ad agency.
Project Planning
Before starting the research work, the whole project was first planned out. For
this planning I took into consideration duration of the project, time required to
do each activity, objective of the study and importance of all the activities.
The whole project is divided into three stages:
1. Project planning (includes questionnaire preparation)
2. Data collection
3. Data analysis and report making

Total duration of the project was 8 weeks
Limitations:
a) We have to assume that all the respondents have provided correct
information.
b) The survey size is only 100 individuals. From this sample size we have
to assume the results for the whole population.

Chapter 6: Research Methodology
In planning and designing a specific research project, it is necessary to anticipate
all the steps that have to be undertaken to make the project successful. Our
research process consists of following steps:
Formulating the research objective
The first step of any research is to formulate the research objective. The research
objective is defined as “to find the effectiveness of the Rasna Shake Up
advertisement and find out the reasons for the same.”
Sampling Design
I will be using a probability sampling method where in the concept of random
selection, a controlled procedure that assures that each population element is
given a known non-zero chance of selection.
Sampling Design Steps:
Relevant population out of Universe:
Our population consists of all the kids in the age group of 4-12 years. And moms in
the city of Ahmedabad, out of which the relevant population will be those in SEC A,
B, C.
Element of Population:
Our element of population will be an individual kid in the age group of 4-12
years and mom below the age of 45.
Sample size
The calculation of the sample size proceeds as under:-
o For 95% Confidence level, z=1.96.
o Desired interval range within which the population proportion is
expected=± 0.1

o 1.96σ=90% confidence level for estimating the interval within
which to expect the population proportion
From a pilot survey of 5 respondents each for kids and moms, it was found
that 60% percent of the aware population purchased Rasna Shake Up.
So, p = 0.60 & q = 1-p = 0.40
So, pq = 0.24
= measure of the sample dispersion.
Standard error σp = 0.1/1.96 = 0.051
σp = √(pq/n)
Therefore, approx. sample size was taken as 100 each for kids and moms.
Research Design:
Degree of Research Question Crystallization:
This is a formal study which starts with a hypothesis and research
question and involves precise procedures and data source
specifications. The goal is to test the hypothesis and answer the
research questions posed.
Method of Data Collection:
I have used the interrogation/communications study where the
researcher questions the by personal means.
I have used two main sources of data:
 Primary Source: in the form of questionnaires
 Secondary Source: books, internet, articles from newspapers, magazines.
n = 92

FINDINGS AND ANALYSIS
“If you have a brief that doesn’t run around in loops,
your contribution will be ten tiems more”
- Piyush Pandey

82%
18%
Housewife Working
7.1 Findings:
Kids Questionnaire Analysis
This shows that, 82% of the kids surveyed had moms who were
housewives. Only 18% of the kids had working moms.
Chapter 7 : Findings and Analysis
Exhibit 01 : Profession of mom

Exhibit 02 : What all milk additive brands do you recall..
This shows that out of all milk additive brands, Bournvita has
the highest recall followed by Cadbury‘s Delite. And Maltova
and Nestle Nesquick have the least recall, while Viva has no
recall.

Exhibit 03 : Do you use milk additives…
11%
89%
Users Non-Users
This shows that out of the kids surveyed, 89% of the kids used milk
additives, while 11% of the kids used to drink plain milk.

Exhibit 04 : Which milk additive do you use most often...
This shows that same as milk additive brand recall, Bournvita tops the
list of milk additive brand users.
11
56
6 6
9
1
10
3 4
0
10
20
30
40
50
60
Percent
Plain Bournvita Milo
Horlicks Cad. D'lite Protinules
Rasna S Up Complan Others

Exhibit 05 : Have you heard of Rasna Shake UP…
Exhibit 06 : What is Rasna Shake Up…
3%
97%
Yes No
This shows that 97% of the kids were aware of the brand Rasna Shake
Up.

Exhibit 07 : How frequently do you have milk shakes…
Comment %
Milk Shake 48
Milk Additive 19
Don‘t B Seedha Sada 1
Water Additive 4
Sweetened Drink 3
Juice 4
Like Cold Coffee 1
No Idea 20

32%
68%
Users Non-Users
This shows that, 68% of the kids have tried Rasna Shake Up out of the
kids surveyed. Which means 69% of the aware kids have tried it at
least once.
Exhibit 08 : Have you tried Rasna Shake Up…

Exhibit 09 : Which flavor did you like the most…
Chocolate and Strawberry are favorite flavors among kids.
Exhibit 10 : Have you ever prepared it yourself…

Exhibit 11 : How frequently do you have Rasna ShakeUp
Yes
50%
No
50%
0%
10%
20%
30%
40%
50%
This shows that 50% of the kids have prepared Rasna Shake Up
milk shake by themselves. And as it is easy to prepare, this is
possible for the kids of the age group of 4-12.

Exhibit 12 : Does you mom allow you to drink Rasna
Shake UP whenever you ask for…
…
We, can see that almost all the kids i.e. 94% of them were allowed to drink
Rasna Shake Up. Only 6% of them were not allowed and the reasons for
that were,
 Not a healthy drink.
 Contains added colours.

Exhibit 13 : You drink Rasna Shake Up because of…
Exhibit 14 : Who informed you about Rasna Shake Up…
From this we can see that, most of the kids drink rasna shake up
because of taste. 31% of the kids drink because of energy. We can give
the credit for this attribute to the advertisement.

10%
90%
TV School
No
3%
Yes
97%
This shows that almost all the kids i.e. 90% of the kids were informed
by TVC.
Which itself proves the effectiveness of the commercial.
This shows that almost all the kids have seen the advertisement. And
the remaining 3% are the children of age 4.
Exhibit 15 : Have you seen the Rasna Shake Up ad…

Exhibit 16: On which channel did you see this ad…

Exhibit 17 : Total how many times have you seen this ad.
Exhibit 18 : Did you like it…
3%
97%
Yes No

Exhibit 20 : Content recall of the ad…
This shows that almost all the kids have liked the advertisement. Only
3% of the kids have disliked it. They do not specify the reason. They
disliked the whole commercial.
Comments %
Don‘t B Seedha Sada 41
Change of background/surrounding/dress-up 15
Shake/dance of Kid 15
Mom 5
Song 4
Whole Ad 3
Milk Shake 2
No idea 15
Exhibit 19 : What did you like the most in the ad…
34
45
21
0
10
20
30
40
50
P
er
C
e
nt
Brief Storyline
Unaided Aided NoRecall

This shows that only 34%of the kids were able to explain the ad fully
without any interruption. And 45% of the kids explained the ad with a
bit interruption. Whereas 21% were not able to recall the new ad.
The baseline ―Don‘t B Seedha Sada‖ is very famous in kids. And this
can be seen from the above chart.
The key message communicated through the advertisement is
“Don‟t B Seedha Sada”.

Exhibit 21: The ad was…
Exhibit 22 : What flavors were shown in the ad…
76
59
71
26
0
10
20
30
40
50
60
70
80
Chocolate Strawberry Mango No Recall

KYA AAP RETRO KARTE HAIN…

ANALYSIS
Idea of instant milk-shake:
Benjamin Franklin, bothered by the need for two pairs of spectacles, one for distance and
one for things nearby, came up with the idea for bifocals.
Successful concepts are not complicated. They are relevant and easy to
understand. The best advertising ideas are frequently marketing ideas that are
built into products. The first and most comforting principle – creativity doesn‘t
create something out of nothing. It uncovers, selects, reshuffles, combines,
synthesizes already existing facts, skills and ideas. That‘s what Arthur Koestler,
in his landmark book The Act of Creation, calls ‗bisociation‘, a fancy word for
putting existing ideas together to create something ‗original‘-like making an
instant milk shake.
The Retro feel:
Conventional wisdom has always held that people buy products because they
believe them to be nutritious, or labor saving, or good value for money. But
research says humour sells as efficiently as other technique. And retro adds
humor to the advertisement.
It is over half a century since Kundanlal Saigal, Hindi film‘s first superstar
singer, passed away, but his haunting, resonant voice continues to enthrall
listeners on early morning radio or, if you have been watching the telly lately, in
the nasal twang urging viewers to drink milk shake.
The use of the retro look and feel in advertising technique is being adopted as a
mechanism to break clutter and create high recall. The retro feel is something
mass audiences can relate and respond to.
Aaj Tak claims that the retro ads have given the channel top of mind awareness.
Our Rasna Shake Up advertisement has a combined look of retro as well as
modernization where today‘s kid wants to look hep and happening and that‘s
what the Baseline suggests ‗ Don‘t B Seedha Saada‘.

Rewind Advertising
(Some recent retro commercials)
Year Brand Category
2000  Bakemans
 Sunsilk
Biscuit
Shampoo
2002  Aaj Tak
 Coke Channel [V]
Popstars
News Channel
Television Event
2003  Britannia (50-50)
 Britannia
(PremiumBake
Chutney Bread)
 Parachute
 Close-Up
(Confidence)
 Wiz
 Surf (Excel)
Biscuit
Bread
Hair Oil
Dental Cream
Pan Masala
Detergent Powder
2004  Rasna (Shake-UP)
 Nestle (Kit Kat)
 Coca-Cola(Vanilla
Coke)
 Parachute
 Euro (Vitrified)
 The TOI
 Asian Paints
Milkshake mix powder
Chocolate
Carbonated drink
Hair oil
Tiles
National daily
Exterior wall paint
Music Equity: The Power of Music
Music is a powerful medium that can bring the emotional qualities of products
and services to life and help activate a Brand promise. The beat of the music can
literally connect with the heartbeat of the consumer.
In recent years, consumer purchase decisions have become more weighted
towards emotional attributes rather than functional benefits. The true marketing
potential of music is that without any other stimulus, it can access a mood,
emotion, and deeply move specific demographics within a target market in just a

few seconds. In addition, the heritage of music, through the artist, genre, etc., can
reflect a culture, a time period and lifestyle without even playing a note!
Some of Ogilvy‟s tips on successful advertisement that is
implemented on our advertisement:
1. Brand Identification: When you advertise a new product, you have to
teach people its name on television. And in our advertisement, the song
and the dance teach us about the name „Shake Up‟.
2. Show the package: Commercials that end by showing the package are
more effective in changing brand preference than commercials that don‘t.
3. Food in motion: In commercials for food, the more appetizing you make it
look, the more you sell. It has been found that food in motion looks
particularly appetizing.
4. Close – ups: Its is a good thing to use close-ups when your product is th
hero of the commercial. The closer you get on the milk shake, the more
you make people‘s mouths water.
5. Open with the fire: You have only 30 seconds. If you grab attention in the
first frame with a visual surprise, you stand a better chance of holding the
viewer. Here I want to draw your attention to the retro feel they have
given in the first 5 seconds.
6. When you have nothing to say, sing it: Many people use music as a
background – emotional shorthand. Music is a powerful medium that can
bring the emotional qualities of products and services to life and help
activate a Brand promise. The beat of the music can literally connect with
the heartbeat of the consumer.
7. Avoid visual banality: If you want the viewer to pay attention to your
commercial, show her something she has never seen before. You should give
your commercials a touch of singularity, a visual burr that will stick in the
viewer‘s mind. The most appreciated aspect in our ad is the change of
background, clothes from black & white to colorful.

CONCLUSION
“An incomplete brief from the client leads to
a lousy communication”
- Prahlad Kakkar

Chapter 8 : Conclusion
Summary and conclusions:
Most advertising is designed to connect a product or a service to a particular set
of feelings—feelings like belonging, love, status, respect, or power. This
approach is most common because exposure to an individual ad is so brief. A TV
commercial may take up fifteen to thirty seconds of your attention, and a print
ad may be seen for only one to three seconds as you flip by it in a magazine or
newspaper. There is no doubt that persuasive techniques in advertising are
effective. They can raise your level of awareness about a product or issue—or
change your attitude altogether. They can even affect your behavior itself, by
convincing you to take action or to buy a product.
Advertising is everywhere in our society. Since there are so many ads competing
for our attention, advertisers know they have to make a strong impression
quickly. Creators of ads focus on using simple, easily understood images and
slogans to create a dominant impression.
The research or project mainly focuses on the effect of the Rasna Shake Up
advertisement on its target viewers. Target viewers comprise of kids of the age
group of 4-12 years who usually panic a lot when asked to drink milk. Our
second target viewer comprises of their moms who puts in a lot of effort to make
her child drink milk.
As far as the kid is concerned he is drinking Complan, Bournvita or now Shake
Up, but as far as the mom is concerned she wants her kid to drink milk in
whatever fashion and with whatever additive.
So it boils down to what kid likes and what appeals him the most. This happens
usually with advertising that would appeal kids that are our main target
audience.
The advertisement mainly focuses to solve these issues of the kid as well as the mom.
The advertisement is evaluated on two grounds:
 Sales effect
 Emotional grounds.

The advertisement is successful in terms of sales of the product – Rasna Shake
Up. But it is more successful in terms of emotional grounds. This is because of
the baseline “Don‟t B Seedha Sada”. It is very popular among kids.
Today‘s kids want themselves to different from the lot. Unlike earlier days, they
don‘t want to be called Seedha Sada. And the agency, understanding the kids
mindset very well have selected this baseline and very well targeted its audience.
The advertisement does not touch upon the nutritional attributes, but mainly
focuses on fun filled attributes in drinking milk.
Also, during my survey I‘ve come across statements from moms that clearly
showed their relief from forcing their kids to drink milk because of Rasna Shake
Up.

Kids Questionnaire
Personal Details:
Name:
Address:
Contact No.:
Age:
About Mom:
 Housewife
 Working
1. What all milk additive brands do you recall?
Horlicks Boost
Bournvita Rasna Shake Up
Milo Complan
Maltova Viva
Cadbury’s Delight Nestle Nesquick
Protinules Any other _____________
2. Do you use milk additives?
a. Yes
b. No
3. Which milk additive do you use most often?
____________________________________________________
4. Have you heard of Rasna Shake Up?
a. Yes
b. No
5. What is Rasna Shake Up?
____________________________________________________

6. How frequently do you have milk shakes?
____ In a Day
____ In a Week
____ In a Month
7. Have you tried Rasna Shake UP?
a. Yes
b. No
If yes, proceed further. O’wise go to (15).
8. Which flavor did you like the most?
 Strawberry
 Chocolate
 Mango
 All
 None
9. Have you ever prepared it yourself?
a. Yes
b. No
10. How frequently do you have Rasna Shake Up?
____ In a Day
____ In a Week
____ In a Month
11. Does your mom allow you to drink Rasna Shake Up whenever you ask for?
a. Yes
b. No
12. If no, why?
_____________________________________________________
13. You drink Rasna Shake Up because of
 Makes milk fun
 Taste
 Energy
 Range of flavors
 Color of milk
 Any other _________________

14. Who informed you about Rasna Shake Up?
 TV
 School
 Any other (please specify)_____________
Contd , from Q no 7
15. Have you seen the Rasna Shake Up ad?
a. Yes
b. No
16. On which channel did you see this ad?
Cartoon Network Star Plus
Splash DD 1
Zee Music Channel V
Sanskar Any other___________
17. Total how many times have you seen this ad?
□ □ □ □
Less than 5 5 – 10 More than 10 Don’t remember
18. Did you like it?
a. Yes
b. No
19. If yes, what did you like the most in this ad?
________________________________________________________
20. Content recall of the ad
Brief Storyline
 Unaided
 Aided
Baseline
 Unaided
 Aided
What is the key message the ad is communicating
_______________________________________________________

21. The ad was
□ □ □ □ □
Very good Good Ok Bad Very Bad
If no, what did you dislike in this ad?
________________________________________________
22. Could you tell me what flavors were shown in the ad.
________________________________________________
23. Have you seen the ad of Shake cum Sipper Pack?
a. Yes
b. No

Moms Questionnaire
PERSONAL DETAILS:
Name:
Address:
Contact No.:
Age:
Profession:
Self Husband: ____________________
 Housewife
 Working
Family Monthly Income:
□ □ □ □
(5,000-10,000) (10,000-15,000) (15,000-20,000) (>20,000)
24. What all milk additive brands do you recall?
Horlicks Boost
Bournvita Rasna Shake Up
Milo Complan
Maltova Viva
Cadbury’s Delight Nestle Nesquick
Protinules Any other _____________
25. Do you use milk additives for your kids?
a. Yes
b. No
26. Which milk additive do you use most often?
____________________________________________________
4. Have you heard of Rasna Shake Up?
a. Yes
b. No

5. What is Rasna Shake Up?
____________________________________________________
6. How frequently do you have milk shakes?
____ In a Day
____ In a Week
____ In a Month
7. Have you tried Rasna Shake UP?
a. Yes
b. No
If yes, proceed further. Otherwise go to (12).
8. Which flavor did they like the most?
 Strawberry
 Chocolate
 Mango
 All
 None
9. How frequently do you give them Rasna Shake Up?
____ In a Day
____ In a Week
____ In a Month
10. You drink Rasna Shake Up because of
 Taste
 Healthy
 Value for money
 Range of flavors
 Ease of preparation
 Any other _________________
11. Who informed you about Rasna Shake Up?
 TV
 Children
 Neighbors
 Retailer
 Any other (please specify)_____________

Contd , from Q no 7
12. Have you seen the Rasna Shake Up ad?
a. Yes
b. No
13. On which channel did you see this ad?
Cartoon Network Star Plus
Splash DD 1
Zee Music Channel V
Sanskar Any other___________
14. Total how many times have you seen this ad?
□ □ □ □
Less than 5 5 – 10 More than 10 Don’t remember
15. Did you like it?
a. Yes
b. No
16. If yes, what did you like the most in this ad?
________________________________________________________
17. Content recall of the ad
Brief Storyline
 Unaided
 Aided
Baseline
 Unaided
 Aided
What is the key message the ad is communicating
_______________________________________________________
18. The ad was
□ □ □ □ □
Very good Good Ok Bad Very Bad

If no, what did you dislike in this ad?
________________________________________________
19. Could you tell me what flavors were shown in the ad.
________________________________________________
20. Have you seen the ad of Shake cum Sipper Pack?
a. Yes
b. No

Chapter 8: Bibliography
Books & Articles
o Kotler, Philip.; Marketing Management; New Delhi: Pearson
Education Pt. Ltd, 2003., pp 590.
o Cooper R.C. & Schindler P.S.; Business Research Methods; 8th Edition;
Tata McGraw Hill & Co., New Delhi; pp 657-699.
o Batra & Myers; Advertising and Sales Promotion; 5th Edition; PHI, New
Delhi.
o David Ogilvy; Ogilvy On Advertising; pp 110-112.
o Monle Lee & Carla Johnson; Principles of Advertising: A Global
Perspective; ; pp 4-8.
o Kennetth E. Clow & Donald Baack; Integrated Advertising, Promotion
& Marketing Communications; pp 363-354.
o Debashis Pati; Marketing Research; pp 379-385.
o Ruth Simmons; Music Equity; Advertising Express; August 2003.
o Brand Reporter
Websites (as on June 15, 2004)
http://www.agencyfaqs.com
http://www.mudra.com
http://www.rasnainternational.com

Training Report of Advertisement Evaluation of Rasna Shake Up TV Commercial

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Training Report of Advertisement Evaluation of Rasna Shake Up TV Commercial