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The document lists the top advertising agencies in India in 2006-2007, including Ogilvy & Mather, Mudra Communications, Lintas India, JWT, FCB-Ulka, Rediffusion DY&R, RK Swamy BBDO, McCann-Erickson, Leo Burnett, and Grey Worldwide. It provides a brief overview of each agency's leadership, approach, and notable client work. Mudra Communications focuses on communicating ideas through Indian artistic traditions to shape brands. Ogilvy & Mather enhances customer-brand relations by scrutinizing techniques to build long-lasting brand associations. Lintas India provides integrated marketing communications. The list of top agencies occasionally changes as
Trancend|Orb - Building brands transcending business- Intro deck Prathish Nair
Trancend|Orb is a brand consulting and design studio that helps clients transform their ideas. They develop growth strategies for new or existing brands, rationalize brand portfolios, create visual identities, and provide tools to manage brands. The company is managed by professionals with experience building brands across many industries. Their methodology involves thorough insights research to understand consumers and take the right strategic decisions for clients.
DDB Mudra Communications Ltd is an advertising agency founded in 1980 in Ahmedabad, India. It provides advertising and marketing services to over 125 clients across various industries. As an agency, it handles tasks like creating advertising campaigns, branding strategies, media buying, and other promotional activities. Some of its major campaigns included launching brands like Vimal and Rasna in the 1980s. The agency follows a process when developing campaigns that involves understanding client problems, creating briefs, developing creative ideas, gaining approvals, and monitoring campaign success.
This document provides a profile summary and details the key skills and experience of Bhaskaran Chandra Sekhar. It outlines his 20 years of experience in strategic brand management, advertising, and digital marketing. Some of the major brands he has worked with include Pothys, Univercell, Hatsun, and Music World. He is currently working as an entrepreneur and consultant in Bangalore, providing services like brand building, advertising, and digital marketing.
Suvra Sankar Bhattacharjee has over 23 years of experience in marketing, communications, client services, PR, event management and product launches. He is currently the founder of Brandgalli, which specializes in brand signage design, planning and fabrication. Previously he held leadership roles at various advertising and media agencies, managing operations, business development, and key client accounts. He has a diploma in sales and marketing and bachelors degree in physics.
This document provides an analysis of Patanjali's marketing strategies. It discusses how Patanjali promotes itself through digital marketing and content marketing. Key strategies discussed include having a single brand strategy rather than multiple brands, going against conventional branding theories, and following the model of modern technology companies in using a generic sub-brand attached to the main brand. The analysis concludes that having fewer brands, ideally just one main brand, makes distribution and customer recognition easier while significantly reducing advertising costs.
This document provides an overview and history of the advertising industry in India. It discusses how advertising originated from street side sellers and handbills and began appearing in print newspapers in the 18th century. It then discusses the origins and growth of Mudra Communications, a leading Indian advertising agency, from its founding in 1980 with one client to becoming one of the largest agencies in India with many national and international clients and offices over 23 years. The document also outlines some of Mudra's philosophies and values in creating an organization focused on client partnerships and relationships.
The document lists the top advertising agencies in India in 2006-2007, including Ogilvy & Mather, Mudra Communications, Lintas India, JWT, FCB-Ulka, Rediffusion DY&R, RK Swamy BBDO, McCann-Erickson, Leo Burnett, and Grey Worldwide. It provides a brief overview of each agency's leadership, approach, and notable client work. Mudra Communications focuses on communicating ideas through Indian artistic traditions to shape brands. Ogilvy & Mather enhances customer-brand relations by scrutinizing techniques to build long-lasting brand associations. Lintas India provides integrated marketing communications. The list of top agencies occasionally changes as
Trancend|Orb - Building brands transcending business- Intro deck Prathish Nair
Trancend|Orb is a brand consulting and design studio that helps clients transform their ideas. They develop growth strategies for new or existing brands, rationalize brand portfolios, create visual identities, and provide tools to manage brands. The company is managed by professionals with experience building brands across many industries. Their methodology involves thorough insights research to understand consumers and take the right strategic decisions for clients.
DDB Mudra Communications Ltd is an advertising agency founded in 1980 in Ahmedabad, India. It provides advertising and marketing services to over 125 clients across various industries. As an agency, it handles tasks like creating advertising campaigns, branding strategies, media buying, and other promotional activities. Some of its major campaigns included launching brands like Vimal and Rasna in the 1980s. The agency follows a process when developing campaigns that involves understanding client problems, creating briefs, developing creative ideas, gaining approvals, and monitoring campaign success.
This document provides a profile summary and details the key skills and experience of Bhaskaran Chandra Sekhar. It outlines his 20 years of experience in strategic brand management, advertising, and digital marketing. Some of the major brands he has worked with include Pothys, Univercell, Hatsun, and Music World. He is currently working as an entrepreneur and consultant in Bangalore, providing services like brand building, advertising, and digital marketing.
Suvra Sankar Bhattacharjee has over 23 years of experience in marketing, communications, client services, PR, event management and product launches. He is currently the founder of Brandgalli, which specializes in brand signage design, planning and fabrication. Previously he held leadership roles at various advertising and media agencies, managing operations, business development, and key client accounts. He has a diploma in sales and marketing and bachelors degree in physics.
This document provides an analysis of Patanjali's marketing strategies. It discusses how Patanjali promotes itself through digital marketing and content marketing. Key strategies discussed include having a single brand strategy rather than multiple brands, going against conventional branding theories, and following the model of modern technology companies in using a generic sub-brand attached to the main brand. The analysis concludes that having fewer brands, ideally just one main brand, makes distribution and customer recognition easier while significantly reducing advertising costs.
This document provides an overview and history of the advertising industry in India. It discusses how advertising originated from street side sellers and handbills and began appearing in print newspapers in the 18th century. It then discusses the origins and growth of Mudra Communications, a leading Indian advertising agency, from its founding in 1980 with one client to becoming one of the largest agencies in India with many national and international clients and offices over 23 years. The document also outlines some of Mudra's philosophies and values in creating an organization focused on client partnerships and relationships.
Promodome is an advertising agency established in 2000 in India with a core group of talent in planning, servicing, creative and media. The agency offers 360-degree communication services including advertising, media planning, event management, and more. Key clients include Bata, Westinghouse, Maruti Suzuki, Micromax, Intel, and government organizations. The founder established Promodome with Rs. 5000 capital and has grown it to over Rs. 100 crore in turnover with a combined media spending of Rs. 200 crores plus through Promodome and their other agency Square Vision.
Mudra Communication was founded in 1980 in Ahmedabad, India by A.G. Krishnamurthy to become one of the top 5 advertising agencies. It helped businesses expand their brands. In 2011, it was rebranded as DDB Mudra Group after being acquired by Omnicom. As India's second largest advertising agency, it provides integrated marketing communications services and customized approaches to help clients build valuable brands. It is currently led by CEO Madhukar Kamath and operates across various sectors, serving clients such as Adidas, Aircel, Emirates, Future Group, Unicef, Bata, Dabur and Godrej.
4th Corporate Summit : Building Brand Strategies jimghaziabad
In a world where the consumer is confronted with a variety of alternatives to choose from, a strong brand can have a dramatic impact on his/her purchase decision. Branding has emerged as a top management priority in the last decade due to the growing realization that brands are one of the most valuable intangible assets that rms have.
Rediffusion-Y&R is an Indian advertising agency founded in 1973 in Mumbai by three stalwarts: Diwan Arun Nanda, Ajit Balakrishnan, and Mohammed Khan. It is part of the global Young & Rubicam network with over 6,500 employees worldwide. Notable campaigns by Rediffusion-Y&R include ones for brands like Hamdard, Eveready, and Magnetic Maharashtra, the latter conceived to promote Maharashtra as a leading investment destination in India.
Jaipuria Institute of Management, Indirapuram, Ghaziabad : 3rd Corporate Summ...jimghaziabad
Companies world-wide acknowledge the fact that having the right people coupled with the right skills, talents, expertise and experience, is vital not only for an organization’s success but also to ensure its survival. A central task for talent management in manufacturing is to help fill the jobs needed to support today’s needs and future goals. This is a significant challenge for manufacturers because they have a harder time filling vacancies than other companies, especially for jobs requiring related skills. Talent Management, whether applied to organization or banks, is essential as it is the force that can potentially make the difference between success and failure. For banks to succeed, HR must adopt a more influential role, using the latest thinking in talent management to create propositions that attract and retain the right leaders. Giving bank employees a purpose that is inspiring, compelling, and bigger than their own needs.
The innovative pair of entrepreneurs overcome indomitable odds with sheer confidence and a smile on their faces. They are confident, humble, and focused on leading their organization effectively. Such leaders are naturally respected by the employees; they are ready to learn and work under the leadership of such astute personalities.
Hence, in the issue, ‘The Dynamic Business Duos’, Insights Success recognizes the leading group of entrepreneurs who are transforming their business, while majorly impacting the industry as well.
presentation is on top 7 advertising agency. this ppt would be helpful to the student who are doing advertising course or media line.every slide have an agency description and an ad video of that agency.hope you like it. Thank You
Ashish Kumar Giri has over 10 years of experience in managerial roles in sales, marketing, business development and team management. He has worked with companies like Smart Value, Juvalia & You, Oriflame India, and SBILife Insurance. Currently he is the State Manager for Smart Value in UP, Uttarakhand and Bihar, where he provides business support, training, and ensures target achievement. He has consistently received awards and promotions for his achievements throughout his career.
NDR Consult - Corporate Profile - July 2016Aalaap Roy
NDR Consult is a boutique marketing and startup consulting firm that provides strategic guidance to businesses. They take a consumer-centric approach called the "NDR 6C Model" which focuses on understanding consumers and bridging the gap between business objectives and rapidly changing consumer realities. NDR Consult helps businesses with services like goal-setting, product development, marketing strategy, and expansion planning to align with today's pull economy where consumers dictate what businesses produce. Their team of experts uses insights into consumer behavior and markets to develop tailored strategies enabling clients to achieve their goals.
Summer internship in the furniture republicVikram Singh
The document discusses a project report on the impact of promotional activities on sales of products for TFR (The Furniture Republic). It includes an introduction, objectives, structure, literature review on the Indian furniture industry, company profile of TFR, research methodology, findings and conclusions. The report aims to study the effectiveness of various promotional techniques like ATL, BTL, TTL activities in driving sales and increasing footfalls at TFR stores and showrooms.
(1) The document provides a career profile and summary of experience for an individual with over 20 years of experience in media, communication, marketing and advertising. (2) They are currently the Director of Luminogloz Solutions Pvt. Ltd. which manufactures and markets LED lighting products in India and internationally. (3) Prior experience includes roles as Managing Director for Optimum McCann-Erickson in South Africa and general management positions in marketing and advertising agencies in India, Qatar and South Africa.
Creative Impact is a strategic communication agency that offers integrated marketing services including strategic marketing, advertising, consumer insights, brand management, public relations, and digital media marketing. It was founded in 1999 in Mumbai, India and works with major Indian brands. The agency aims to offer all marketing services under one roof by understanding client needs. It provides comprehensive services to help businesses understand customers, communicate with them, and achieve their objectives through effective strategies. The agency values long-term client relationships and strives to help clients through collaboration and achieving their goals. It is led by experienced professionals with expertise across various industries and markets.
To a digitally intelligent organization will primarily require dynamic adaptation and overhauling of all the functions specifically, talent engagement. This nebulous conceptualization means sitting with the line managers and deciding the strategic implementation of this transformation. Once considered to be an ancillary function, the Human Resources department is expected to take the lead and create a digital ready workforce to manage Industry 4.0. The core focus areas would be digital HR, digital workforce and digital workplace.
The document provides details on the top 10 advertising agencies in India, including their core business and services, key people, number of employees, major operations and locations, major clients, and major awards. The agencies listed are Ogilvy & Mather, GWT Hindustan Thompson Associates, Lowe Lintas, McCann-Erickson India, Mudra Communications, Leo Burnett, Crayons Advertising, Trikaya Grey Advertising, FCB-Ulka Advertising, and RK Swamy BBDO Advertising.
This document profiles 9 young, successful marketers in India. It provides brief biographies on each marketer, including their career paths, accomplishments, and responsibilities in their current roles at companies like P&G, Cadbury, Coca-Cola, and Asian Paints. The marketers range in age from their early 30s to late 30s and work in categories like fabric care, chocolate, flavors, and paints. They demonstrate traits like passion, risk-taking, and a focus on innovation to drive their brands' growth.
This document provides an overview of Promodome, an advertising agency established in 2004. It discusses Promodome's core services, key people, clients, offices, and recent work. Some highlights include:
- Promodome has grown to over 75 crores in annual turnover with divisions in advertising, events, film production, and wedding management.
- Sandiip Kapur is the President and has expanded the group into new business areas and a portfolio of top clients.
- The agency provides full 360 degree communication services including advertising, media, digital, events, and more.
- Key clients include Maruti Suzuki, ONGC, NBCC, Westinghouse, Intel, and government organizations.
This document provides a corporate profile for Knowfair Communications & Services Private Limited, a consulting firm founded in 1999. The firm provides management consulting, marketing, communications, and corporate relationship services. It has experience working with clients in real estate, IT, advertising, media, FMCG, and banking/financial services. Key clients include large banks and media companies. The Managing Director has over 20 years of experience in management and was selected by UNDP to represent Asian entrepreneurs at international events.
This document is a project report submitted by Sagar Kumar for the partial fulfilment of the requirements for a Master's degree in Business Administration. The report provides information on Sagar Kumar's internship with MYK LATICRETE INDIA PVT.LTD. in Kolkata. The report includes details about the company such as its origin, growth, products, organizational hierarchy, and future plans. It also discusses Sagar Kumar's work profile and contributions during the training period.
The Phenomena of Advertising directed towards Children & Children as Influenc...Furkaan Khan
This document is a project report submitted by Furkaan Khan for his Master of Management Studies program. The project contains two sections - the first examines advertising directed towards children and children as influencers in advertisements. The second section is a brand audit of Oxemberg. The first section discusses the history and types of advertising, its effectiveness and criticisms. It then analyzes advertising targeting children, the tools used, its effects on children, and the role of psychologists and legal issues. The second section provides an overview of the apparel industry in India, introduces Oxemberg and its parent brand Siyarams, analyzes its marketing mix and brand equity, and discusses research findings and recommendations.
The document is a project report submitted for a Masters degree in Business Administration. It discusses a study on paid advertisement and internet marketing with reference to MyDeals247.com in Bangalore. The report includes a declaration by the student, P. Navtej, certifying the work as their own. It also includes certificates from the guide and acknowledgments. The contents page outlines that it will include chapters on introduction, organization and industry profiles, analysis, and bibliography.
Promodome is an advertising agency established in 2000 in India with a core group of talent in planning, servicing, creative and media. The agency offers 360-degree communication services including advertising, media planning, event management, and more. Key clients include Bata, Westinghouse, Maruti Suzuki, Micromax, Intel, and government organizations. The founder established Promodome with Rs. 5000 capital and has grown it to over Rs. 100 crore in turnover with a combined media spending of Rs. 200 crores plus through Promodome and their other agency Square Vision.
Mudra Communication was founded in 1980 in Ahmedabad, India by A.G. Krishnamurthy to become one of the top 5 advertising agencies. It helped businesses expand their brands. In 2011, it was rebranded as DDB Mudra Group after being acquired by Omnicom. As India's second largest advertising agency, it provides integrated marketing communications services and customized approaches to help clients build valuable brands. It is currently led by CEO Madhukar Kamath and operates across various sectors, serving clients such as Adidas, Aircel, Emirates, Future Group, Unicef, Bata, Dabur and Godrej.
4th Corporate Summit : Building Brand Strategies jimghaziabad
In a world where the consumer is confronted with a variety of alternatives to choose from, a strong brand can have a dramatic impact on his/her purchase decision. Branding has emerged as a top management priority in the last decade due to the growing realization that brands are one of the most valuable intangible assets that rms have.
Rediffusion-Y&R is an Indian advertising agency founded in 1973 in Mumbai by three stalwarts: Diwan Arun Nanda, Ajit Balakrishnan, and Mohammed Khan. It is part of the global Young & Rubicam network with over 6,500 employees worldwide. Notable campaigns by Rediffusion-Y&R include ones for brands like Hamdard, Eveready, and Magnetic Maharashtra, the latter conceived to promote Maharashtra as a leading investment destination in India.
Jaipuria Institute of Management, Indirapuram, Ghaziabad : 3rd Corporate Summ...jimghaziabad
Companies world-wide acknowledge the fact that having the right people coupled with the right skills, talents, expertise and experience, is vital not only for an organization’s success but also to ensure its survival. A central task for talent management in manufacturing is to help fill the jobs needed to support today’s needs and future goals. This is a significant challenge for manufacturers because they have a harder time filling vacancies than other companies, especially for jobs requiring related skills. Talent Management, whether applied to organization or banks, is essential as it is the force that can potentially make the difference between success and failure. For banks to succeed, HR must adopt a more influential role, using the latest thinking in talent management to create propositions that attract and retain the right leaders. Giving bank employees a purpose that is inspiring, compelling, and bigger than their own needs.
The innovative pair of entrepreneurs overcome indomitable odds with sheer confidence and a smile on their faces. They are confident, humble, and focused on leading their organization effectively. Such leaders are naturally respected by the employees; they are ready to learn and work under the leadership of such astute personalities.
Hence, in the issue, ‘The Dynamic Business Duos’, Insights Success recognizes the leading group of entrepreneurs who are transforming their business, while majorly impacting the industry as well.
presentation is on top 7 advertising agency. this ppt would be helpful to the student who are doing advertising course or media line.every slide have an agency description and an ad video of that agency.hope you like it. Thank You
Ashish Kumar Giri has over 10 years of experience in managerial roles in sales, marketing, business development and team management. He has worked with companies like Smart Value, Juvalia & You, Oriflame India, and SBILife Insurance. Currently he is the State Manager for Smart Value in UP, Uttarakhand and Bihar, where he provides business support, training, and ensures target achievement. He has consistently received awards and promotions for his achievements throughout his career.
NDR Consult - Corporate Profile - July 2016Aalaap Roy
NDR Consult is a boutique marketing and startup consulting firm that provides strategic guidance to businesses. They take a consumer-centric approach called the "NDR 6C Model" which focuses on understanding consumers and bridging the gap between business objectives and rapidly changing consumer realities. NDR Consult helps businesses with services like goal-setting, product development, marketing strategy, and expansion planning to align with today's pull economy where consumers dictate what businesses produce. Their team of experts uses insights into consumer behavior and markets to develop tailored strategies enabling clients to achieve their goals.
Summer internship in the furniture republicVikram Singh
The document discusses a project report on the impact of promotional activities on sales of products for TFR (The Furniture Republic). It includes an introduction, objectives, structure, literature review on the Indian furniture industry, company profile of TFR, research methodology, findings and conclusions. The report aims to study the effectiveness of various promotional techniques like ATL, BTL, TTL activities in driving sales and increasing footfalls at TFR stores and showrooms.
(1) The document provides a career profile and summary of experience for an individual with over 20 years of experience in media, communication, marketing and advertising. (2) They are currently the Director of Luminogloz Solutions Pvt. Ltd. which manufactures and markets LED lighting products in India and internationally. (3) Prior experience includes roles as Managing Director for Optimum McCann-Erickson in South Africa and general management positions in marketing and advertising agencies in India, Qatar and South Africa.
Creative Impact is a strategic communication agency that offers integrated marketing services including strategic marketing, advertising, consumer insights, brand management, public relations, and digital media marketing. It was founded in 1999 in Mumbai, India and works with major Indian brands. The agency aims to offer all marketing services under one roof by understanding client needs. It provides comprehensive services to help businesses understand customers, communicate with them, and achieve their objectives through effective strategies. The agency values long-term client relationships and strives to help clients through collaboration and achieving their goals. It is led by experienced professionals with expertise across various industries and markets.
To a digitally intelligent organization will primarily require dynamic adaptation and overhauling of all the functions specifically, talent engagement. This nebulous conceptualization means sitting with the line managers and deciding the strategic implementation of this transformation. Once considered to be an ancillary function, the Human Resources department is expected to take the lead and create a digital ready workforce to manage Industry 4.0. The core focus areas would be digital HR, digital workforce and digital workplace.
The document provides details on the top 10 advertising agencies in India, including their core business and services, key people, number of employees, major operations and locations, major clients, and major awards. The agencies listed are Ogilvy & Mather, GWT Hindustan Thompson Associates, Lowe Lintas, McCann-Erickson India, Mudra Communications, Leo Burnett, Crayons Advertising, Trikaya Grey Advertising, FCB-Ulka Advertising, and RK Swamy BBDO Advertising.
This document profiles 9 young, successful marketers in India. It provides brief biographies on each marketer, including their career paths, accomplishments, and responsibilities in their current roles at companies like P&G, Cadbury, Coca-Cola, and Asian Paints. The marketers range in age from their early 30s to late 30s and work in categories like fabric care, chocolate, flavors, and paints. They demonstrate traits like passion, risk-taking, and a focus on innovation to drive their brands' growth.
This document provides an overview of Promodome, an advertising agency established in 2004. It discusses Promodome's core services, key people, clients, offices, and recent work. Some highlights include:
- Promodome has grown to over 75 crores in annual turnover with divisions in advertising, events, film production, and wedding management.
- Sandiip Kapur is the President and has expanded the group into new business areas and a portfolio of top clients.
- The agency provides full 360 degree communication services including advertising, media, digital, events, and more.
- Key clients include Maruti Suzuki, ONGC, NBCC, Westinghouse, Intel, and government organizations.
This document provides a corporate profile for Knowfair Communications & Services Private Limited, a consulting firm founded in 1999. The firm provides management consulting, marketing, communications, and corporate relationship services. It has experience working with clients in real estate, IT, advertising, media, FMCG, and banking/financial services. Key clients include large banks and media companies. The Managing Director has over 20 years of experience in management and was selected by UNDP to represent Asian entrepreneurs at international events.
This document is a project report submitted by Sagar Kumar for the partial fulfilment of the requirements for a Master's degree in Business Administration. The report provides information on Sagar Kumar's internship with MYK LATICRETE INDIA PVT.LTD. in Kolkata. The report includes details about the company such as its origin, growth, products, organizational hierarchy, and future plans. It also discusses Sagar Kumar's work profile and contributions during the training period.
The Phenomena of Advertising directed towards Children & Children as Influenc...Furkaan Khan
This document is a project report submitted by Furkaan Khan for his Master of Management Studies program. The project contains two sections - the first examines advertising directed towards children and children as influencers in advertisements. The second section is a brand audit of Oxemberg. The first section discusses the history and types of advertising, its effectiveness and criticisms. It then analyzes advertising targeting children, the tools used, its effects on children, and the role of psychologists and legal issues. The second section provides an overview of the apparel industry in India, introduces Oxemberg and its parent brand Siyarams, analyzes its marketing mix and brand equity, and discusses research findings and recommendations.
The document is a project report submitted for a Masters degree in Business Administration. It discusses a study on paid advertisement and internet marketing with reference to MyDeals247.com in Bangalore. The report includes a declaration by the student, P. Navtej, certifying the work as their own. It also includes certificates from the guide and acknowledgments. The contents page outlines that it will include chapters on introduction, organization and industry profiles, analysis, and bibliography.
PROJECT REPORT ON advertisement(2012025)Arka Sengupta
This document provides an overview of creativity in advertising with respect to various advertising agencies. It discusses the origin and impact of advertising, the role of advertising in marketing mix, and the AIDA formula in advertising. It also covers advertising agencies, advertising campaigns, creativity and innovation in advertising, and how advertising is influenced by family and different regions/markets. The document serves as the basis for a dissertation on creativity in advertising. It provides background information and outlines the chapters to be included in the dissertation.
A project report on a study on effectiveness of advertisement carried out by...Babasab Patil
The document discusses a study on the effectiveness of advertisements carried out by Big Bazaar in Hubli, India. It provides background on the Indian retail industry and Big Bazaar. The objectives of the study are listed as understanding the different media used, effectiveness of each, consumer perceptions, schemes/offers, and impact on sales. Key findings are that television and print media were most effective. Respondents viewed Big Bazaar positively and were influenced by its advertisements. Increased sales during a promotional period indicate a positive impact of advertising on sales.
The document discusses the marketing campaign for Dos Equis beer featuring actor Jonathan Goldsmith as "The Most Interesting Man in the World". The campaign helped boost Dos Equis to the top of beer sales charts and made Goldsmith wealthy. The ads use a witty and entertaining tone to imply that drinking Dos Equis will make one unique and capable of extraordinary feats, like those portrayed by Goldsmith's character. However, this implication relies on logical fallacies. Overall, the campaign was an effective persuasive strategy for Dos Equis.
This document provides a 3 page summary of a marketing research project report on the effectiveness of chocolate advertisements for Amul. It begins with an introduction to Amul's history starting in 1946 as a milk cooperative in India. It then discusses the main steps involved in marketing research including defining the problem, identifying information needs, determining data sources, research methods, data analysis, and reporting. The document provides background information on Amul's business and plants to help define the context of the marketing research project.
Business research report on effects of advertisement on the buying behavior o...Projects Kart
The document provides an introduction to a report on the effects of advertisement on the buying behavior of females. It begins with defining advertisement and its history. It discusses the different types, reasons, pros, and cons of advertisement. It then outlines the research process, including that the type of research is basic/pure research. It discusses preliminary data collection through unstructured interviews with the educational and advertising sectors to understand factors influencing female buying behavior and advertisement's role. The goal is to understand how advertising influences females and provide recommendations to marketers.
“The impact of advertisement of consumer’s goods on customer’s brand preference”badhon11-2104
This document is a project thesis submitted by Mithun Kumar Basak to his professor Ms. Mustari Alam on the topic "The impact of advertisement of consumer’s goods on customer’s brand preference". The thesis contains chapters on literature review, advertising, brand preference, influence of advertising on brand preference, and analytical interpretation with tables and charts. It aims to study how advertisements in different media impact customer brand preferences.
Effectiveness of advertisement strategies at tvs mba project reportsBabasab Patil
This document provides an overview of an effectiveness study of advertisement strategies implemented by Gulappanavar TVS Motors. It includes an executive summary, sections on industry profile, company profile, objectives of the study, methodology, and findings/conclusions. The study examines the impact of Gulappanavar TVS Motors' advertisements on customers and determines the effectiveness of different advertisement media in increasing sales. Key findings include that newspaper ads are most common but many customers have not seen the company's ads, and ads could be more effective with celebrities and action/thrill. The recommendations suggest emphasizing newspaper ads, using celebrities in ads, and installing roadside hoardings.
The document discusses the beverage industry in India, including current market trends showing 15% annual growth in non-alcoholic beverages. It provides an overview of the global beverage market size and growth rates for different beverage categories. The Indian beverage industry includes fruit juices, milk products, health beverages, beer and liquors, with the packaged juice market valued at Rs. 1100 crore and projected to grow at 15% annually.
A Project Report on the impact of surrogate advertisement in surrogate produc...Shameer M
EXECUTIVE SUMMARY
As in today’s advertisement scenario, surrogate advertisements holds great potential and growth when compare to other advertisements.
This growth and potentiality directed to enter into this sector. The success story of a good advertisement depends on how it creates image before customer’s mind. This study tries to reveal the knowledge and perception of customer’s by exploring their experiences and valuable suggestions.
Also trying to find out whether the surrogate advertisements make some impact throughout the market. Only some advertisements make the customers to try the product.
So descriptive type of research is adopted for studying the overall market. Non probability sampling technique, convenient sampling is carried out for collecting the primary data. Though the percentage method data’s is being interpreted .
Primary as well as secondary data’s were collected through questionnaire method, and it helps to experience the advertisement perception of customer directly.
Customers mainly remind the surrogate advertisements because on the medium, it is represented through different media’s. The entire study points out the area of improvements, while doing the surrogate advertisements.
As every advertisement were intended to create some good impacts on customer’s mind; ethically it has to satisfy all the desires and needs of customer. It came to know that people remember the brand names and ask for the surrogate products. Because of the knowledge and awareness level of surrogate advertisements are high, it is sure that liquor companies can take the mileage through surrogate products.
The document summarizes the results of a questionnaire about advertisement preferences distributed to 20 people. Key findings include: the artist and design are most attractive elements; electro pop evokes feelings of fast and trippy; the image is the most important visual element; brighter colors are most eye-catching; and the "Academic" font fits best with the naive theme. Graphics were preferred over images. Most felt advertisement design could impact class/culture. The results will influence the group's album advertisement design to maximize appeal.
Impact of tv advertisement of pepsi company mba marketing project reportBabasab Patil
The document discusses a marketing project conducted in Mysore, India to study the impact of a Pepsi TV advertisement on retailers. 200 retailers were surveyed to understand their awareness of the Pepsi ad promotion and how it affected sales. The project aimed to increase awareness of the ad amongst retailers and determine if increased display of Pepsi products could drive higher sales. It also sought to identify key customer groups for 2-liter Pepsi bottles.
0601018 survey of small & medium ad agenciesSupa Buoy
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The document is a survey questionnaire for a study on the influence of advertisements on teenagers' buying behavior. It contains questions in three sections: background information of respondents, perceptions on advertisements, and personal experiences purchasing products after seeing advertisements. The background section collects demographic data on respondents like gender, age, education level, and monthly allowance. The perceptions section asks questions about beliefs in advertising, influence of ads on shopping trends, and media attention. The personal experience section inquires about recent purchases influenced by ads and satisfaction with those purchases. The survey aims to understand teenagers' views and behaviors regarding advertisements.
A project report on advertising effectiveness of cold drinksProjects Kart
This document is a project report submitted for the partial fulfillment of an MBA degree. It discusses conducting a study on the advertising effectiveness of cold drinks in Bhopal, India. The report includes an introduction on advertising effectiveness and types of advertising. It discusses the research methodology, market profile, data analysis, findings, and conclusions of the study. It is submitted to the guidance faculty and institution by the student researcher.
This document contains a questionnaire about customer brand loyalty and purchasing decisions. It asks respondents questions about which brand attributes are most important to them, what influences their decisions to purchase certain brands over others, and how much brand name, quality, price, features, family/peer opinions, and advertisements impact their choices. It also collects demographic information about respondents like their name, address, education, occupation, age, and monthly income.
This document analyzes the sales data of Navneet drawing books from October 2014 to September 2015 across different Indian states. Some key findings:
- Maharashtra and Gujarat had the highest sales of Navneet drawing books, with over 2.9 crore and 1.16 crore units sold respectively.
- Other top selling states included Karnataka, Bihar, Orissa, Goa and Madhya Pradesh.
- Navneet drawing books accounted for the majority of Navneet's total sales in most states.
- The data provides insights into where to target the Kellogg's Chocos and Navneet promotion based on existing sales performance of Navneet
ADS Advertising (P) Ltd is an outdoor advertising company that has been in business since 1992. It has over 10 national offices across major cities in India and 3 international offices. The company has a talented team of over 120 employees and 200 contract workers. It prides itself on being the first outdoor advertising company in India to receive ISO 9001:2000 certification. The company pioneered several innovations in balloon and inflatable advertising. It has a factory for producing retail furniture and signage. The document outlines the experience and roles of key leadership members and provides positive testimonials from several clients praising the company's professionalism, creativity, and execution capabilities.
The document provides an introduction and overview of advertising. It defines advertising as a paid form of non-personal communication using mass media to inform or influence people about goods, services, or ideas. Advertising helps companies sell large quantities of mass-produced goods and informs consumers about new products. The development of advertising is then traced from early signs and notices to the growth of newspapers and mass media in the industrial era. Key players in advertising like advertisers, agencies, media, and audiences are also outlined.
A STUDY ON IMPACT OF ADVERTISING IN B2B MARKETINGArnab Sahoo
The document provides an overview of advertising effectiveness and types of advertising. It discusses that advertising effectiveness aims to avoid costly mistakes and increase efficiency. It defines advertising as a paid form of mass communication used to promote products, services, or ideas. It then describes the basic features of advertising such as being a paid, non-personal message with an identified sponsor aimed at informing and persuading consumers. The document also outlines various functions of advertising including identifying brands, providing information, generating demand, building customer base, and influencing pricing. Finally, it discusses different types of advertising such as online, mobile, print, and guerrilla advertising.
The document discusses a project conducted at Outlook Publishing India Pvt Ltd to understand how sales promotional schemes affect magazine sales. The author was tasked with contacting existing customers to renew their subscriptions and understand why many were not renewing. Through a survey of 200 existing and 75 potential customers, the author found that untimely and non-delivery of magazines was a major reason for non-renewal, as customers were not satisfied even with gift offers. Many customers also preferred online news sources over magazines. The author recommends Outlook resolve delivery issues and introduce a wider variety of free gift options to attract more customers and improve the sales.
This document discusses a study on the effects of advertising on consumer buying behavior conducted by the Indian Institute of Planning & Management in 2014. It focuses on three footwear brands - Khadims, Bata, and Sreeleathers. The study involved collecting primary data through a questionnaire to understand consumer perceptions and reactions to advertisements of the three brands. It provides background information on each brand's history, products, sales, and competitors. The findings section analyzes the questionnaire responses regarding aspects like ad recall, liking, description of products in ads, taglines, purchase assurance, targeting of target customers, and improvements needed. The conclusion and recommendations aim to help the brands enhance their advertising effectiveness.
identifying distribution gap and planning for route effiumesh yadav
This document appears to be a student project report on identifying distribution gaps and planning route efficiency for Hindustan Coca-Cola Beverages in Varanasi, India. It includes certificates, acknowledgements, prefaces, and sections on distribution, direct marketing, and objectives at the firm, brand, and product line levels. The student conducted surveys of dealers and retailers to analyze distribution gaps and issues with route efficiency, such as shortages of certain bottle sizes and improper retailer visits. The goal was to identify problems and opportunities to improve Coca-Cola's distribution in the assigned areas.
SALES AND PROMOTION OF TIMES OF INDIA GROUP MAGAZINE marketing.docx.pdfShami Zama
This document is a summer training project report submitted by Shreya Tiwari to the G.L. Bajaj Institute of Management and Research. The report details Shreya's summer internship with The Times of India Group, where she focused on sales and promotions of the company's magazines. The report includes an acknowledgements section, declaration, executive summary, table of contents, and sections on the company's profile, research methodology, data analysis, findings, and conclusions. It provides a high-level overview of Shreya's internship experience and the content of her report analyzing magazine sales and promotions strategies at The Times of India Group.
This document discusses Divya Bhaskar, India's largest newspaper group. It operates various newspapers across 14 states in India, including Divya Bhaskar and Dainik Bhaskar. It discusses Divya Bhaskar's technology advantages like high quality printing capabilities. It also discusses the company's FM radio network MYFM and awards received. The objectives and methodology of an internship project on Divya Bhaskar's marketing strategies are outlined. Data collection, analysis and conclusions are summarized.
Priyanshi Kulshrestha is seeking a career that utilizes her 1 year of experience in online marketing, social media marketing, and paid advertising campaigns. She has worked as a Digital Marketing Analyst and Social Media Analyst. Her skills include executing online campaigns, social media management, market analysis, and Adobe Photoshop. She holds a Master's degree in Journalism and Mass Communication and a B.Com degree.
M. Krishna Kumar is an experienced media marketing executive with over 28 years of experience in India and the Gulf region. He currently works as General Manager for Amrita TV, a leading South Indian television channel, where he has doubled revenue and increased viewership through successful reality shows. Previously he held marketing roles with Times of India, Asian Can Limited, and Malayala Manorama media group where he launched their digital media division and Malayalam news channel in the Gulf.
The document summarizes the brand building process at Ramakanth Advertising Agency in Hyderabad. It discusses how the agency works with clients like Joy Alukkas jewelry to develop branding strategies. The agency analyzes the market and competitors, then works with the client to define their vision and mission. It implements integrated marketing campaigns including advertisements, promotions, and branding materials. The agency's work was successful for Joy Alukkas, leading to increased sales and expansion in Hyderabad.
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This document provides credentials for a PR agency called GreenThumb. It summarizes that GreenThumb is a 12-year old PR agency that is a division of communications agency Grasshoppers India. It offers PR advisory, branding, media relations, digital PR, and event management. It specializes in customized PR campaigns across industries. It then provides details of three case studies highlighting its work for clients in luxury travel, beauty products, and motorsports events.
Project report on mahindra & mahindra ltd. (bus division) Yogendra Soni
This document provides an overview of Mahindra Truck and Bus Division. It discusses the history of Mahindra & Mahindra starting in 1945 assembling Willys Jeeps in India. It has since grown into one of the largest vehicle manufacturers in India, producing SUVs, trucks, buses and more. The document outlines Mahindra's global presence and key product lines. It also provides details on the formation of Mahindra Truck and Bus Division through a joint venture with Navistar, which is now a separate division of Mahindra & Mahindra focused on commercial vehicles.
This document provides information about Dainik Bhaskar Group's summer internship project on market analysis, regional branding, and pre-launch promotional activities in Ahmedabad, India. It includes details about the internship report such as the enrollment number, college, and supervisor. It also includes sections on the declaration, acknowledgements, preface, executive summary, table of contents, and an introduction to the topic. The objective of the project was to study the market and help with the launch of Dainik Bhaskar's new English newspaper, DNA, in Ahmedabad.
This document provides an overview of an Advertising Management course. It includes:
- An introduction to key concepts that will be covered like integrated marketing communication, advertising types, communication models, target audiences, media planning, and campaign creation.
- An outline of the course lessons organized into sections on concepts of advertising, integrated advertising programs, understanding message strategy, media, campaign making, and advertising stakeholders.
- Suggested reading materials and a contents page that lists the 40 lessons covering topics such as objectives, segmentation, positioning, budgets, headlines, appeals, and regulations.
The course aims to provide students knowledge and skills needed to work in the advertising field by exploring the creative and strategic aspects of advertising.
IdeaBox Promotions is an experiential marketing company that specializes in brand activations, promotions, launches, exhibitions, and corporate events. It works closely with clients to understand objectives and develop plans. With over 25 years of combined experience, IdeaBox has worked with well-known brands across various industries. The company provides on-ground consumer outreach programs, events, conferences, stall fabrication, and merchandising. It has delivered successful campaigns for clients in a variety of sectors, such as FMCG, automotive, technology, finance, and real estate. IdeaBox operates out of offices in Mumbai, Delhi, and Bengaluru.
Exploring Customer Demand towards Times Group's Magazines : Price, Quality an...Mridul Dohutia
This document provides an overview of the Times Group, a large media company in India. It discusses the group's key businesses including publishing, television, digital, and out of home advertising. The publishing business includes several newspapers and magazines. The document outlines the group's history dating back to 1838 and its growth over decades through acquisitions and launching new publications and businesses. It also lists some of the group's major subsidiaries that operate radio, events, outdoor advertising and other businesses. In summary, the Times Group is one of the largest media conglomerates in India with interests across print, television, digital and other sectors.
This document provides an overview of Mahindra Truck and Bus Division. Some key points:
- Mahindra Truck and Bus Division is part of the Mahindra Group, a large Indian conglomerate with operations across multiple industries.
- Mahindra & Mahindra was founded in 1945 and initially traded steel before beginning to manufacture Willys Jeeps in India in 1947.
- Mahindra Truck and Bus Division manufactures commercial vehicles for transportation and has around 900 employees. Its headquarters are in Mumbai, India.
- The company has a presence in India, Nepal, and Sri Lanka and manufactures trucks and buses under the Mahindra brand.
Similar to Training Report of Advertisement Evaluation of Rasna Shake Up TV Commercial (20)
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FellowBuddy.com is an innovative platform that brings students together to share notes, exam papers, study guides, project reports and presentation for upcoming exams.
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FellowBuddy.com is an innovative platform that brings students together to share notes, exam papers, study guides, project reports and presentation for upcoming exams.
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FellowBuddy.com is an innovative platform that brings students together to share notes, exam papers, study guides, project reports and presentation for upcoming exams.
We connect Students who have an understanding of course material with Students who need help.
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# Students can catch up on notes they missed because of an absence.
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FellowBuddy.com is an innovative platform that brings students together to share notes, exam papers, study guides, project reports and presentation for upcoming exams.
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FellowBuddy.com is an innovative platform that brings students together to share notes, exam papers, study guides, project reports and presentation for upcoming exams.
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# Students can catch up on notes they missed because of an absence.
# Underachievers can find peer developed notes that break down lecture and study material in a way that they can understand
# Students can earn better grades, save time and study effectively
Our Vision & Mission – Simplifying Students Life
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FellowBuddy.com is an innovative platform that brings students together to share notes, exam papers, study guides, project reports and presentation for upcoming exams.
We connect Students who have an understanding of course material with Students who need help.
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# Students can catch up on notes they missed because of an absence.
# Underachievers can find peer developed notes that break down lecture and study material in a way that they can understand
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Our Vision & Mission – Simplifying Students Life
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FellowBuddy.com is an innovative platform that brings students together to share notes, exam papers, study guides, project reports and presentation for upcoming exams.
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# Students can catch up on notes they missed because of an absence.
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Production and Operation Management Lecture NotesFellowBuddy.com
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FellowBuddy.com is an innovative platform that brings students together to share notes, exam papers, study guides, project reports and presentation for upcoming exams.
We connect Students who have an understanding of course material with Students who need help.
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# Students can catch up on notes they missed because of an absence.
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FellowBuddy.com is an innovative platform that brings students together to share notes, exam papers, study guides, project reports and presentation for upcoming exams.
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Ratio and Proportion, Indices and Logarithm Part 4FellowBuddy.com
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Ratio and Proportion, Indices and Logarithm Part 2FellowBuddy.com
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Ratio and Proportion, Indices and Logarithm Part 1FellowBuddy.com
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Limits and Continuity - Intuitive Approach part 3FellowBuddy.com
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Limits and Continuity - Intuitive Approach part 2FellowBuddy.com
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A workshop hosted by the South African Journal of Science aimed at postgraduate students and early career researchers with little or no experience in writing and publishing journal articles.
How to Manage Your Lost Opportunities in Odoo 17 CRMCeline George
Odoo 17 CRM allows us to track why we lose sales opportunities with "Lost Reasons." This helps analyze our sales process and identify areas for improvement. Here's how to configure lost reasons in Odoo 17 CRM
Main Java[All of the Base Concepts}.docxadhitya5119
This is part 1 of my Java Learning Journey. This Contains Custom methods, classes, constructors, packages, multithreading , try- catch block, finally block and more.
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This presentation includes basic of PCOS their pathology and treatment and also Ayurveda correlation of PCOS and Ayurvedic line of treatment mentioned in classics.
ISO/IEC 27001, ISO/IEC 42001, and GDPR: Best Practices for Implementation and...PECB
Denis is a dynamic and results-driven Chief Information Officer (CIO) with a distinguished career spanning information systems analysis and technical project management. With a proven track record of spearheading the design and delivery of cutting-edge Information Management solutions, he has consistently elevated business operations, streamlined reporting functions, and maximized process efficiency.
Certified as an ISO/IEC 27001: Information Security Management Systems (ISMS) Lead Implementer, Data Protection Officer, and Cyber Risks Analyst, Denis brings a heightened focus on data security, privacy, and cyber resilience to every endeavor.
His expertise extends across a diverse spectrum of reporting, database, and web development applications, underpinned by an exceptional grasp of data storage and virtualization technologies. His proficiency in application testing, database administration, and data cleansing ensures seamless execution of complex projects.
What sets Denis apart is his comprehensive understanding of Business and Systems Analysis technologies, honed through involvement in all phases of the Software Development Lifecycle (SDLC). From meticulous requirements gathering to precise analysis, innovative design, rigorous development, thorough testing, and successful implementation, he has consistently delivered exceptional results.
Throughout his career, he has taken on multifaceted roles, from leading technical project management teams to owning solutions that drive operational excellence. His conscientious and proactive approach is unwavering, whether he is working independently or collaboratively within a team. His ability to connect with colleagues on a personal level underscores his commitment to fostering a harmonious and productive workplace environment.
Date: May 29, 2024
Tags: Information Security, ISO/IEC 27001, ISO/IEC 42001, Artificial Intelligence, GDPR
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Find out more about ISO training and certification services
Training: ISO/IEC 27001 Information Security Management System - EN | PECB
ISO/IEC 42001 Artificial Intelligence Management System - EN | PECB
General Data Protection Regulation (GDPR) - Training Courses - EN | PECB
Webinars: https://pecb.com/webinars
Article: https://pecb.com/article
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it describes the bony anatomy including the femoral head , acetabulum, labrum . also discusses the capsule , ligaments . muscle that act on the hip joint and the range of motion are outlined. factors affecting hip joint stability and weight transmission through the joint are summarized.
বাংলাদেশের অর্থনৈতিক সমীক্ষা ২০২৪ [Bangladesh Economic Review 2024 Bangla.pdf] কম্পিউটার , ট্যাব ও স্মার্ট ফোন ভার্সন সহ সম্পূর্ণ বাংলা ই-বুক বা pdf বই " সুচিপত্র ...বুকমার্ক মেনু 🔖 ও হাইপার লিংক মেনু 📝👆 যুক্ত ..
আমাদের সবার জন্য খুব খুব গুরুত্বপূর্ণ একটি বই ..বিসিএস, ব্যাংক, ইউনিভার্সিটি ভর্তি ও যে কোন প্রতিযোগিতা মূলক পরীক্ষার জন্য এর খুব ইম্পরট্যান্ট একটি বিষয় ...তাছাড়া বাংলাদেশের সাম্প্রতিক যে কোন ডাটা বা তথ্য এই বইতে পাবেন ...
তাই একজন নাগরিক হিসাবে এই তথ্য গুলো আপনার জানা প্রয়োজন ...।
বিসিএস ও ব্যাংক এর লিখিত পরীক্ষা ...+এছাড়া মাধ্যমিক ও উচ্চমাধ্যমিকের স্টুডেন্টদের জন্য অনেক কাজে আসবে ...
This slide is special for master students (MIBS & MIFB) in UUM. Also useful for readers who are interested in the topic of contemporary Islamic banking.
This presentation was provided by Steph Pollock of The American Psychological Association’s Journals Program, and Damita Snow, of The American Society of Civil Engineers (ASCE), for the initial session of NISO's 2024 Training Series "DEIA in the Scholarly Landscape." Session One: 'Setting Expectations: a DEIA Primer,' was held June 6, 2024.
Pollock and Snow "DEIA in the Scholarly Landscape, Session One: Setting Expec...
Training Report of Advertisement Evaluation of Rasna Shake Up TV Commercial
1. 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
2. Ad Evaluation of Rasna Shake Up TVC
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
3. Ad Evaluation of Rasna Shake Up TVC
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.
4. Ad Evaluation of Rasna Shake Up TVC
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
5. Ad Evaluation of Rasna Shake Up TVC
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
6. Ad Evaluation of Rasna Shake Up TVC
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
7. Ad Evaluation of Rasna Shake Up TVC
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 ▪
8. Ad Evaluation of Rasna Shake Up TVC
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
9. Ad Evaluation of Rasna Shake Up TVC
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
1994 | Total awards 52
Agency of the Year
- Bangalore Ad Club
1995 | Total awards 84
Agency of the Year - A&M
Advertising Person of the Year
(A.G.Krishnamurthy) - A&M
1996 | Total awards 90
Agency of the Year
- Calcutta Ad Club
1997 | Total awards 67
Agency of the Year - The Pioneer
Hall of Fame (A.G.Krishnamurthy)
- Calcutta Ad Club
10. Ad Evaluation of Rasna Shake Up TVC
1998 | Total awards 87
The British magazine "Media International" nominated A.G.Krishnamurthy
One of the 25 key figures of the international advertising industry
1999 | Total awards 60
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)
2001 | Total awards 50 (16 Awards of MAG)
Creativity 31, USA (7 Gold Awards)
2002 | Total awards 27 (2 Awards of MAG)
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
11. Ad Evaluation of Rasna Shake Up TVC
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
12. Ad Evaluation of Rasna Shake Up TVC
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
13. Ad Evaluation of Rasna Shake Up TVC
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.
14. Ad Evaluation of Rasna Shake Up TVC
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.
15. Ad Evaluation of Rasna Shake Up TVC
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.
16. Ad Evaluation of Rasna Shake Up TVC
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.
17. Ad Evaluation of Rasna Shake Up TVC
ADVERTISEMENT EVALUATION
If it doesn’t sell, it isn’t creative.
- David Ogilvy
18. Ad Evaluation of Rasna Shake Up TVC
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.
19. Ad Evaluation of Rasna Shake Up TVC
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:
20. Ad Evaluation of Rasna Shake Up TVC
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.)
21. Ad Evaluation of Rasna Shake Up TVC
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.
22. Ad Evaluation of Rasna Shake Up TVC
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.
23. Ad Evaluation of Rasna Shake Up TVC
RASNA
“For an advertisement to be effective it must be
noticed, read, comprehended, believed, and acted upon.”
- Daniel Starch.
24. Ad Evaluation of Rasna Shake Up TVC
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.
25. Ad Evaluation of Rasna Shake Up TVC
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.
26. Ad Evaluation of Rasna Shake Up TVC
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
27. Ad Evaluation of Rasna Shake Up TVC
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.
28. Ad Evaluation of Rasna Shake Up TVC
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
29. Ad Evaluation of Rasna Shake Up TVC
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
30. Ad Evaluation of Rasna Shake Up TVC
FINDINGS AND ANALYSIS
“If you have a brief that doesn’t run around in loops,
your contribution will be ten tiems more”
- Piyush Pandey
31. Ad Evaluation of Rasna Shake Up TVC
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
32. Ad Evaluation of Rasna Shake Up TVC
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.
33. Ad Evaluation of Rasna Shake Up TVC
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.
34. Ad Evaluation of Rasna Shake Up TVC
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
35. Ad Evaluation of Rasna Shake Up TVC
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.
36. Ad Evaluation of Rasna Shake Up TVC
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
37. Ad Evaluation of Rasna Shake Up TVC
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…
38. Ad Evaluation of Rasna Shake Up TVC
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…
39. Ad Evaluation of Rasna Shake Up TVC
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.
40. Ad Evaluation of Rasna Shake Up TVC
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.
41. Ad Evaluation of Rasna Shake Up TVC
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.
42. Ad Evaluation of Rasna Shake Up TVC
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…
43. Ad Evaluation of Rasna Shake Up TVC
Exhibit 16: On which channel did you see this ad…
44. Ad Evaluation of Rasna Shake Up TVC
Exhibit 17 : Total how many times have you seen this ad.
Exhibit 18 : Did you like it…
3%
97%
Yes No
45. Ad Evaluation of Rasna Shake Up TVC
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
46. Ad Evaluation of Rasna Shake Up TVC
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”.
47. Ad Evaluation of Rasna Shake Up TVC
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
54. Ad Evaluation of Rasna Shake Up TVC
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‘.
55. Ad Evaluation of Rasna Shake Up TVC
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
56. Ad Evaluation of Rasna Shake Up TVC
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.
57. Ad Evaluation of Rasna Shake Up TVC
CONCLUSION
“An incomplete brief from the client leads to
a lousy communication”
- Prahlad Kakkar
58. Ad Evaluation of Rasna Shake Up TVC
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.
59. Ad Evaluation of Rasna Shake Up TVC
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.
60. Ad Evaluation of Rasna Shake Up TVC
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?
____________________________________________________
61. Ad Evaluation of Rasna Shake Up TVC
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 _________________
62. Ad Evaluation of Rasna Shake Up TVC
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
_______________________________________________________
63. Ad Evaluation of Rasna Shake Up TVC
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
64. Ad Evaluation of Rasna Shake Up TVC
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
65. Ad Evaluation of Rasna Shake Up TVC
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)_____________
66. Ad Evaluation of Rasna Shake Up TVC
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
67. Ad Evaluation of Rasna Shake Up TVC
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
68. Ad Evaluation of Rasna Shake Up TVC
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