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Published on February 23, 2008

Author: rupakfeb7

Source: slideshare.net

Advertising Comprehension Presented by: RABIKANT SINGH

The Rural network Four leading marketing organisation…. Managing rural van operations and other rural events Mumbai Sampark Has a huge database of opinion leader in six states Pune Rural relation Rural Research Dehi MART Rural communication South Anugarah Madison Specializes Based Organization

The Rural network

Four leading marketing organisation….

The Study objective : This was undertaken primarily to assess the comprehension, association, credibility and acceptability of TV commercial, covering FMCG and consumer durables, targeted at both urban audiences local in the north and south of India.

The Study objective :

This was undertaken primarily to assess the comprehension, association, credibility and acceptability of TV commercial, covering FMCG and consumer durables, targeted at both urban audiences local in the north and south of India.

Parameter Tested: study was tested on following parameters Overall Comprehension Believability Association with the character featured in the commercial Attraction and acceptability Emotional involvement with the commercial

Parameter Tested:

study was tested on following parameters

Overall Comprehension

Believability

Association with the character featured in the commercial

Attraction and acceptability

Emotional involvement with the commercial

FMCG Babool toothpaste:- looking fresh all day(Balsara & co.) 2. Navratna oil:- Featuring film stars Govinda and Rambha in a group dance.

FMCG

Babool toothpaste:-

looking fresh all

day(Balsara & co.)

2. Navratna oil:-

Featuring film stars Govinda

and Rambha in a group dance.

DURABLE 1. Samsung plano digital flat TV: A young estranged couple getting United because of the rays emanating From the TV 2. Asian paint esterior emulsion Paint:- ‘sunil babu’ spot projecting Durability of the product

DURABLE

1. Samsung plano digital flat TV:

A young estranged couple getting

United because of the rays emanating

From the TV

2. Asian paint esterior emulsion

Paint:- ‘sunil babu’ spot projecting

Durability of the product

Field work(choosen)- Urban south-Chennai city Rural south-Village of Thaiyur & Attur in Kanchipuram district and Arumbakkam in Tiruvallur district Urban south-Delhi city Rural south-Village of Aurangabad and Chandhaat in Faridabad district and Pali in Dadri Gautam Budha Nagar district

Field work(choosen)-

Urban south-Chennai city

Rural south-Village of Thaiyur & Attur in Kanchipuram district and Arumbakkam in Tiruvallur district

Urban south-Delhi city

Rural south-Village of Aurangabad and Chandhaat in Faridabad district and Pali in Dadri Gautam Budha Nagar district

Finding FMCG Brands Urban-understanding was total for Babool & Navratna commercials Rural- spots too fast, couldn’t comprehend them( 1/2 )

Finding

FMCG Brands

Urban-understanding was total for Babool & Navratna commercials

Rural- spots too fast, couldn’t comprehend them( 1/2 )

Babool Comprehension “ it was too quick, unable to understand” (-) “ If we use the paste, the teeth will become white” you will be happy” (+) Believability Spot unbelievable- “No one will dance simply for toothpaste” “what was the dog doing in a toothpaste advt” Association with characters South-Urban & Rural consumer say film not very relevant to the character. North-Urban Say “the young can associate with character”, Rural- “character are not presenting the information” “we can understand by seeing toothpaste, brush and the name Babool”

Babool

Comprehension

“ it was too quick, unable to understand” (-)

“ If we use the paste, the teeth will become white” you will be happy” (+)

Believability

Spot unbelievable- “No one will dance simply for toothpaste” “what was the dog doing in a toothpaste advt”

Association with characters

South-Urban & Rural consumer say film not very relevant to the character.

North-Urban Say “the young can associate with character”, Rural- “character are not presenting the information” “we can understand by seeing toothpaste, brush and the name Babool”

Emotional Involvement South(U,R)-no, North viewer said “would like to feel fresh as the main character” Babool-Attraction and Acceptability Song and dance are good I like the child. It is smiling nicely Dancing with a dog! Why a dog is coming in this tooth paste advertisement Entertaing and attractive attractive subah babool ki to din tumhara. Only music good Message not clear.Not expain properly Runs Babool ki to din tumhara very quickly. Intresting and draws attention RURAL URBAN

Emotional Involvement

South(U,R)-no, North viewer said “would like to feel fresh as the main character”

Babool-Attraction and Acceptability

Song and dance are good

I like the child. It is smiling nicely

Dancing with a dog! Why a dog is coming in this tooth paste advertisement

Entertaing and attractive attractive subah babool ki to din tumhara.

Only music good

Message not clear.Not expain properly

Runs Babool ki to din tumhara very quickly.

Intresting and draws attention

Navratna Oil Comprehension Urban-Total, Rural-didn’t explain “is it for bath or a hair oil” Believability Both-Difficult to belive/represented greater than is true or reasonable, Rural-”if a person is suffering from body pain,he willn’t dance like this” or “why should they dance, when they have headache” Association with characters Govinda- viewer of urban north & south and Rural north South Rural-Ramabha

Navratna Oil

Comprehension

Urban-Total, Rural-didn’t explain “is it for bath or a hair oil”

Believability

Both-Difficult to belive/represented greater than is true or reasonable, Rural-”if a person is suffering from body pain,he willn’t dance like this” or “why should they dance, when they have headache”

Association with characters

Govinda- viewer of urban north & south and Rural north

South Rural-Ramabha

Navratna Oil - Attraction and Acceptability Music is very good.It is nice to hear The ice cubes and the music gives a chill feeling Group dancers, for just an advt Entertaining and attractive.Thanda thanda cool cool Navratna tel lagane se sardard dur hota hai Good presentation Good dance & music Entertaining.Thanda thanda cool cool Govinda ka dance achcha hai aur good gana bhi accha hai RURAL URBAN

Navratna Oil - Attraction and Acceptability

Music is very good.It is nice to hear

The ice cubes and the music gives a chill feeling

Group dancers, for just an advt

Entertaining and attractive.Thanda thanda cool cool Navratna tel lagane se sardard dur hota hai

Good presentation

Good dance & music

Entertaining.Thanda thanda cool cool

Govinda ka dance achcha hai aur good gana bhi accha hai

Emotional Involvement Interesting-Urban & Rural north,Urban south Rural south- Boring Consumer Durables Samsung TV Comprehension Comprehended- Urban audience of North & south Rural- over the head, “Unable to understand” “don’t know what it talk about”

Emotional Involvement

Interesting-Urban & Rural north,Urban south

Rural south- Boring

Consumer Durables

Samsung TV

Comprehension

Comprehended- Urban audience of North & south

Rural- over the head, “Unable to understand” “don’t know what it talk about”

Believability All- “Unable to believe that the rays of the TV solve problem” and “ In normal life, It won’t happen” “Unbeliable advertisement ” Association with characters U rban- No problem Rural-Not clear whether they husband and wife or lover. “It is for rich people” Emotional Involvement Urban of north and south-positive, Not encouraging the Rural folk

Believability

All- “Unable to believe that the rays of the TV solve problem” and “ In normal life, It won’t happen” “Unbeliable advertisement ”

Association with characters

U rban- No problem

Rural-Not clear whether they husband and wife or lover. “It is for rich people”

Emotional Involvement

Urban of north and south-positive, Not encouraging the Rural folk

Samsung TV -Attraction and Acceptability Yes, the couple looks attractive. I like the red flower which come from the TV Only Chennai people can understand the ad It is only for educated top people. Can’t understand, no interest Pata nahin kis cheez ka ad. Hai The rays of TV look good The complete mood and acting is good The narration is good Boring. Brand statement recall poor. Jo kehta hai, saaf saaf nahin kahte RURAL URBAN

Samsung TV -Attraction and Acceptability

Yes, the couple looks attractive. I like the red flower which come from the TV

Only Chennai people can understand the ad

It is only for educated top people.

Can’t understand, no interest

Pata nahin kis cheez ka ad. Hai

The rays of TV look good

The complete mood and acting is good

The narration is good

Boring. Brand statement recall poor.

Jo kehta hai, saaf saaf nahin kahte

Asian paints Comprehension South- scored well in urban & rural, Urban viewers comment- “The Paint is durable even after years” “They have become old, but the house is still new” Urban and Rural north- sunil babu (can’t relate) Believability Urban-Scored very well on the Believability factor, Rural- varied “A paint will remain for 2-3 years only, not for generation” Association with characters Urban & Rural viewer in south- “It is so Realistic” Rural north- were categorical in stating they “can’t associate something meant for the urban people”

Asian paints

Comprehension

South- scored well in urban & rural, Urban viewers comment- “The Paint is durable even after years” “They have become old, but the house is still new”

Urban and Rural north- sunil babu (can’t relate)

Believability

Urban-Scored very well on the Believability factor, Rural- varied “A paint will remain for 2-3 years only, not for generation”

Association with characters

Urban & Rural viewer in south- “It is so Realistic”

Rural north- were categorical in stating they “can’t associate something meant for the urban people”

Asian Paints -Attraction and Acceptability Kalakar chandru, pramadham it has become very popular. The friend’s character. I like him very much. His acting is good. The whole advt. is attractive Can’t understand, no interest Ghar, gaadi aur aurat do dikhata hai. Mr. Chandru’s friend who comes on motorcycle is good When he says pramadham. It sounds good Funny wah sunil babu badhiya hai Anth mein Asian Paint nahin bolta to pata hi nahi chalta. RURAL URBAN

Asian Paints -Attraction and Acceptability

Kalakar chandru, pramadham it has become very popular.

The friend’s character. I like him very much. His acting is good.

The whole advt. is attractive

Can’t understand, no interest

Ghar, gaadi aur aurat do dikhata hai.

Mr. Chandru’s friend who comes on motorcycle is good

When he says pramadham. It sounds good

Funny wah sunil babu badhiya hai

Anth mein Asian Paint nahin bolta to pata hi nahi chalta.

Emotional Involvement Urban south- Spot Interesting Urban North- “funny but the end is not clearly understood” Rural viewer said “made for rich people”

Emotional Involvement

Urban south- Spot Interesting

Urban North- “funny but the end is not clearly understood”

Rural viewer said “made for rich people”

Learning….. Fast-paced films going over their head Refuse to accept unrealistic situation or character (Samsung TV) Unrelated character appear in a film (dog in the babool film) Rural viewers like good entertaining film & expect rational (man with headache will not dance-Navratna oil) Don’t relate icons who are not from the region (Govinda in Navratna spot) What work in the north mayn’t work in the south

Learning…..

Fast-paced films going over their head

Refuse to accept unrealistic situation or character (Samsung TV)

Unrelated character appear in a film (dog in the babool film)

Rural viewers like good entertaining film & expect rational (man with headache will not dance-Navratna oil)

Don’t relate icons who are not from the region (Govinda in Navratna spot)

What work in the north mayn’t work in the south

Conclusion…… Educated village youth have the same understanding level as the urban audience, their number is small. A large majority of rural folk has a mindset that is different from the urban viewers and hence there is a need to tacle them differently.

Conclusion……

Educated village youth have the same understanding level as the urban audience, their number is small. A large majority of rural folk has a mindset that is different from the urban viewers and hence there is a need to tacle them differently.

Thank you

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