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rupak choudhary


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rupak choudhary

  1. 1. Advertising Comprehension Presented by: RABIKANT SINGH
  2. 2. <ul><li>The Rural network </li></ul><ul><li>Four leading marketing organisation…. </li></ul>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
  3. 3. <ul><li>The Study objective : </li></ul><ul><li>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. </li></ul>
  4. 4. <ul><li>Parameter Tested: </li></ul><ul><li>study was tested on following parameters </li></ul><ul><li>Overall Comprehension </li></ul><ul><li>Believability </li></ul><ul><li>Association with the character featured in the commercial </li></ul><ul><li>Attraction and acceptability </li></ul><ul><li>Emotional involvement with the commercial </li></ul>
  5. 5. <ul><li>FMCG </li></ul><ul><li>Babool toothpaste:- </li></ul><ul><li>looking fresh all </li></ul><ul><li>day(Balsara & co.) </li></ul><ul><li>2. Navratna oil:- </li></ul><ul><li>Featuring film stars Govinda </li></ul><ul><li>and Rambha in a group dance. </li></ul>
  6. 6. <ul><li>DURABLE </li></ul><ul><li>1. Samsung plano digital flat TV: </li></ul><ul><li>A young estranged couple getting </li></ul><ul><li>United because of the rays emanating </li></ul><ul><li>From the TV </li></ul><ul><li>2. Asian paint esterior emulsion </li></ul><ul><li>Paint:- ‘sunil babu’ spot projecting </li></ul><ul><li>Durability of the product </li></ul>
  7. 7. <ul><li>Field work(choosen)- </li></ul><ul><li>Urban south-Chennai city </li></ul><ul><li>Rural south-Village of Thaiyur & Attur in Kanchipuram district and Arumbakkam in Tiruvallur district </li></ul><ul><li>Urban south-Delhi city </li></ul><ul><li>Rural south-Village of Aurangabad and Chandhaat in Faridabad district and Pali in Dadri Gautam Budha Nagar district </li></ul>
  8. 8. <ul><li>Finding </li></ul><ul><li>FMCG Brands </li></ul><ul><li>Urban-understanding was total for Babool & Navratna commercials </li></ul><ul><li>Rural- spots too fast, couldn’t comprehend them( 1/2 ) </li></ul>
  9. 9. <ul><li>Babool </li></ul><ul><li>Comprehension </li></ul><ul><li>“ it was too quick, unable to understand” (-) </li></ul><ul><li>“ If we use the paste, the teeth will become white” you will be happy” (+) </li></ul><ul><li>Believability </li></ul><ul><li>Spot unbelievable- “No one will dance simply for toothpaste” “what was the dog doing in a toothpaste advt” </li></ul><ul><li>Association with characters </li></ul><ul><li>South-Urban & Rural consumer say film not very relevant to the character. </li></ul><ul><li>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” </li></ul>
  10. 10. <ul><li>Emotional Involvement </li></ul><ul><li>South(U,R)-no, North viewer said “would like to feel fresh as the main character” </li></ul><ul><li>Babool-Attraction and Acceptability </li></ul><ul><li>Song and dance are good </li></ul><ul><li>I like the child. It is smiling nicely </li></ul><ul><li>Dancing with a dog! Why a dog is coming in this tooth paste advertisement </li></ul><ul><li>Entertaing and attractive attractive subah babool ki to din tumhara. </li></ul><ul><li>Only music good </li></ul><ul><li>Message not clear.Not expain properly </li></ul><ul><li>Runs Babool ki to din tumhara very quickly. </li></ul><ul><li>Intresting and draws attention </li></ul>RURAL URBAN
  11. 11. <ul><li>Navratna Oil </li></ul><ul><li>Comprehension </li></ul><ul><li>Urban-Total, Rural-didn’t explain “is it for bath or a hair oil” </li></ul><ul><li>Believability </li></ul><ul><li>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” </li></ul><ul><li>Association with characters </li></ul><ul><li>Govinda- viewer of urban north & south and Rural north </li></ul><ul><li>South Rural-Ramabha </li></ul>
  12. 12. <ul><li>Navratna Oil - Attraction and Acceptability </li></ul><ul><li>Music is very good.It is nice to hear </li></ul><ul><li>The ice cubes and the music gives a chill feeling </li></ul><ul><li>Group dancers, for just an advt </li></ul><ul><li>Entertaining and attractive.Thanda thanda cool cool Navratna tel lagane se sardard dur hota hai </li></ul><ul><li>Good presentation </li></ul><ul><li>Good dance & music </li></ul><ul><li>Entertaining.Thanda thanda cool cool </li></ul><ul><li>Govinda ka dance achcha hai aur good gana bhi accha hai </li></ul>RURAL URBAN
  13. 13. <ul><li>Emotional Involvement </li></ul><ul><li>Interesting-Urban & Rural north,Urban south </li></ul><ul><li>Rural south- Boring </li></ul><ul><li>Consumer Durables </li></ul><ul><li>Samsung TV </li></ul><ul><li>Comprehension </li></ul><ul><li>Comprehended- Urban audience of North & south </li></ul><ul><li>Rural- over the head, “Unable to understand” “don’t know what it talk about” </li></ul>
  14. 14. <ul><li>Believability </li></ul><ul><li>All- “Unable to believe that the rays of the TV solve problem” and “ In normal life, It won’t happen” “Unbeliable advertisement ” </li></ul><ul><li>Association with characters </li></ul><ul><li>U rban- No problem </li></ul><ul><li>Rural-Not clear whether they husband and wife or lover. “It is for rich people” </li></ul><ul><li>Emotional Involvement </li></ul><ul><li>Urban of north and south-positive, Not encouraging the Rural folk </li></ul>
  15. 15. <ul><li>Samsung TV -Attraction and Acceptability </li></ul><ul><li>Yes, the couple looks attractive. I like the red flower which come from the TV </li></ul><ul><li>Only Chennai people can understand the ad </li></ul><ul><li>It is only for educated top people. </li></ul><ul><li>Can’t understand, no interest </li></ul><ul><li>Pata nahin kis cheez ka ad. Hai </li></ul><ul><li>The rays of TV look good </li></ul><ul><li>The complete mood and acting is good </li></ul><ul><li>The narration is good </li></ul><ul><li>Boring. Brand statement recall poor. </li></ul><ul><li>Jo kehta hai, saaf saaf nahin kahte </li></ul>RURAL URBAN
  16. 16. <ul><li>Asian paints </li></ul><ul><li>Comprehension </li></ul><ul><li>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” </li></ul><ul><li>Urban and Rural north- sunil babu (can’t relate) </li></ul><ul><li>Believability </li></ul><ul><li>Urban-Scored very well on the Believability factor, Rural- varied “A paint will remain for 2-3 years only, not for generation” </li></ul><ul><li>Association with characters </li></ul><ul><li>Urban & Rural viewer in south- “It is so Realistic” </li></ul><ul><li>Rural north- were categorical in stating they “can’t associate something meant for the urban people” </li></ul>
  17. 17. <ul><li>Asian Paints -Attraction and Acceptability </li></ul><ul><li>Kalakar chandru, pramadham it has become very popular. </li></ul><ul><li>The friend’s character. I like him very much. His acting is good. </li></ul><ul><li>The whole advt. is attractive </li></ul><ul><li>Can’t understand, no interest </li></ul><ul><li>Ghar, gaadi aur aurat do dikhata hai. </li></ul><ul><li>Mr. Chandru’s friend who comes on motorcycle is good </li></ul><ul><li>When he says pramadham. It sounds good </li></ul><ul><li>Funny wah sunil babu badhiya hai </li></ul><ul><li>Anth mein Asian Paint nahin bolta to pata hi nahi chalta. </li></ul>RURAL URBAN
  18. 18. <ul><li>Emotional Involvement </li></ul><ul><li>Urban south- Spot Interesting </li></ul><ul><li>Urban North- “funny but the end is not clearly understood” </li></ul><ul><li>Rural viewer said “made for rich people” </li></ul>
  19. 19. <ul><li>Learning….. </li></ul><ul><li>Fast-paced films going over their head </li></ul><ul><li>Refuse to accept unrealistic situation or character (Samsung TV) </li></ul><ul><li>Unrelated character appear in a film (dog in the babool film) </li></ul><ul><li>Rural viewers like good entertaining film & expect rational (man with headache will not dance-Navratna oil) </li></ul><ul><li>Don’t relate icons who are not from the region (Govinda in Navratna spot) </li></ul><ul><li>What work in the north mayn’t work in the south </li></ul>
  20. 20. <ul><li>Conclusion…… </li></ul><ul><li>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. </li></ul>
  21. 21. Thank you