Collaborations:
In 1988, they decided to collaborate with an international agency An agency with the vision, experience and determination to set standards for the profession That agency was DDB Worldwide, part of the Omnicom Group
This affiliation gives them access to the best creative product, latest information technology, media modelling, direct marketing and other international advertising and marketing inputs
Billings:
In 1980, Mudra started with a modest turnover of Rs.30 lakh in the first year of operation The first few years indicated a placid growth rate of 25% From 1985 onwards, turnover accelerated at a furious pace This led to Mudra becoming the third largest agency in the country in a short span of 9 years Currently Mudra's turnover is in excess of Rs. 7 billion and the company continues to maintain a healthy growth rate
Key people:
Mr. Madhukar Kamath
Managing Director & CEO
Mudra Communications Pvt. Ltd.
Mr. Alan D’Souza
Executive Director & Head -Leadership, Learning and Change
Mr. R Lakshminarayanan
Executive Director - South &
Head - Total Branding
Mudra - Delhi
Mr. Hemant Misra
Mudra - Mumbai
Mr. Jude Fernandes
President
Mudra - South
Bangalore
Mr. S Radhakrishnan
Vice President
Mudra - Ahmedabad
Mr. Chandan Nath
ADVERTISING
“The cat sat on the mat” is not a story. “The cat sat on the dog’s mat,” now that’s a story.
- Gerry Miller, creative director, Dentsu.
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:
Most of the advertising expenditure is spent on product advertising, i.e. advertising of new products, existing products and revised products.
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.
The focus of these advertisements is on establishing a corporate identity or on winning the public over to he organization’s point of view. Most corporate advertising is designed to create a favorable image for a company and its products; however, image advertising specifically denotes a corporate campaign that highlights the superiority or desirable characteristics of the sponsoring corporation.
- Business – to – business advertising:
This term relates to advertising that is directed to industrial users (tires advertised to automobile manufacturers), resellers (wholesalers and retailers), and professionals (such as lawyers and accountants).
Politicians to persuade people to vote for them often use political advertising; therefore, it is an important part of the political process.
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.
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Reinforcement advertising aims to convince current purchasers that they made the right choice.
Five major decisions or five Ms of advertising:
Mission: set advertising objectives.
Money: Establish a budget that takes into account stage in product life cycle, market share and consumer base, competition and clutter, advertising frequency, and product substitutability.
Message: Choose the advertising message, determine how the message will be generated, evaluate alternative messages for desirability, exclusiveness, and believability; and execute the message with the most appropriate style, tone, words, and format and in a socially responsible manner.
Media: Decide on the media by establishing the ad’s desired reach, frequency, and impact and then choosing the media that will deliver the desired results in terms of circulation, audience and effective ad – exposed audience.
Measurement: Evaluate the communication and sales effects of advertising.
Advertising Institutions:
There are four major advertising institutions namely: the advertiser, the advertising agency, the media, and the research suppliers.
There are a wide variety of advertisers. Those who are classified as national advertisers spend the largest share of advertising dollars. The product type with which they are involved can also distinguish advertisers: consumer packaged goods, consumer durables, retail stores, or industrial products, for example.
In most cases, an advertising agency actually creates the advertisements and makes the media-allocation decisions.
Media developments have dramatically influenced the thrust of advertising through the years. The printing press made possible newspapers and magazines, the major media before the advent of the broadcast media, television and radio. Radio in 1922 and television ion 1948 provided a new dimension to advertising and sparked a period of growth.
Modern advertising management is heavily involved with research, and a sizable industry of research supplier firms has grown up to serve the needs of advertisers, agencies, and the media. Today, over $1 billion is spent annually on marketing and advertising research and specialized services associated with each of the major media.
ADVERTISEMENT EVALUATION
If it doesn’t sell, it isn’t creative.
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:
- carry out a plan of action
- discover what happened.
There is a range of pressing reasons why the advertiser must find out. Among these are:
- The need to assess how far the objectives have been reached.
-
The need to justify to management. For self protection or for professional clarity, the advertiser would be wise to show to management how well that money has been spent and what it has accomplished.
-
To learn for next time. What went right this time? What could have worked better? What needs to be done for next time?
Advertising agencies, in particular, are under some pressure to perform well and to show how well they have performed. Evaluation is a kind of self-protection as well as being another act of professional accountability. It is, of course, crucial to determine what to evaluate. Light will need to be thrown on to a number of issues.
Campaign objectives
How far were these met? If they were to build up awareness, what is the awareness now?
Creative effectiveness
Just how well did the creative vehicle work? Did the audience like it, remember it, respond to it? What was the central theme of the creative approach and did it shift audience to the product? Was the creative offer understood and accepted.
Effect on the audience
What did the audience think before and what do they think now? What do they know and feel about the product that they did not know before?
Problem solving
If the campaign set out to overcome a problem, how well did it do so? What was the problem before and how far does it now exist? What elements of the problem still remain to be dealt with?
What needs to be found out has to be defined as thoroughly and as fully as any other part of the advertising equation.
What research
Advertising research covers a wide span of types. The strategy here is to fit the research type to the problem posed. Research is carried out on a need-to-know basis. So, what do we need to know? Characteristic areas of doubt include the following:
-
The creative strategy: does it match customer requirements?
-
The creative concept: does the audience accept it and find it valid?
-
The creative communication or vehicle: does the audience understand it?
-
Awareness: does the campaign enhance audience awareness?
-
Recall: is there clear recall of the product name, or specification, or indeed of the advertising itself?
-
Campaign effect: what does the campaign achieve overall?
-
Positives and negatives: are there any negatives that can now be eliminated, or positives that can be enhanced?
There are two main ways to categorise research methods:
- By time
- 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:
- Quantitative
- Qualitative
The former deals in numbers, in scale, in percentages, typically using a large sample to produce simple replies to a standard questionnaire, which are then percentaged out. The latter probes smaller groups, in a less structured, more open way.
The advertisement research process:
Advertising research involves evaluating advertisement at its different life stages. In all contexts, the effect of /response to advertisement needs to be ascertained. The same could be either effect on sales and/or on the minds.
Well, most advertisement (but for social and public service advertisement, like Family Planning, AIDS, Census, Gujarat earthquake relief, and Orissa cyclone relief advertisements) is intended to increase, or maintain, sales in some form. Some of these forms are listed below.
- A very wide range, from the frequent and trivial purchase cycle to the rare and expensive, even a one-off, purchase, which requires a serious decision.
- Changing or maintaining an attitude or habit, to provide a context in which a desired behavior is more likely to take place.
- Long-term and short-term effects.
- Sales-price relationship; i.e., more value at a price, or same volume at more price.
Before getting into the evaluation process, a brief discussion on issues affecting the evaluation of advertisement follows.
Issue 1: the customer-brand relationship, and its impact on advertisement.
Two points in this context are:
- The relationship between the brand and the consumer directly impacts on the way advertisement is received by the customer. The stronger the relationship, the more noticeable is the advertisement, and the more likelihood of the advertisement being viewed in a positive light. (some examples are the Liril and Pepsi advertisements.)
- The relationship is circular rather than linear. Customers aware of the advertisement are more likely to buy the brand, and those customers who are buying the brand are more likely to be aware of the advertisement. (Some examples are Surf and Sundrop.)
Issue 2: Short- and Long-term effects.
A few observations in this context are:
Accountability usually creates a tendency to give a choice between immediate, short-term effects over longer-term, less-measurable effects.
- Consumer offer-based effects are short-term.
- Short-term results are perceived as marketing success. But such success often does not last.
Evaluating advertising effectiveness:
Principles of effective advertising:
To be effective means creating an ad that accomplishes the objectives desired by clients. The task of making sure the ad meets the objectives requires that creatives and account executives follow the six basic principles as stated below.
Good planning and control of advertising depend on measures of advertising effectiveness. Yet the amount of fundamental research on effectiveness is appallingly small. Most advertisers try to measure the communication effect of an ad-that is, its potential effect on awareness, knowledge, or preference. They would also like to measure the ad’s sales effect.
Communication – Effect Research:
Communication-effect research seeks to determine whether an ad is communicating effectively. Called copy testing, it can be done before an ad is put into media and after it is printed or broadcast. Advertising research is done at two life stages of an advertisement – before its birth and after its birth. An advertisement is born when it is put on air for the first time. Before that, it is in its pre - birth stage.
Put on air first
Time
Before After
Birth birth
There are three major methods of advertising pretesting.
-
The consumer feedback method asks consumers for their reactions to a proposed ad.
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Portfolio tests ask consumers to view or listen to a portfolio of advertisements, taking as much time as they need. Consumers are then asked to recall all the ads and their content, aided or unaided by the interviewer. Recall level indicates an ad’s ability to stand out and to have its message understood and remembered.
-
Laboratory tests use equipment to measure physiological reactions-heartbeat, blood pressure, pupil dilation, galvanic skin response, perspiration-to an ad. These tests measure attention – getting power but reveal nothing about impact on beliefs, attitudes, or intentions.
Sales - Effect Research:
Sales are influenced by many factors, such as the product’s features, price, and availability, as well as competitor’s actions. The fewer or more controllable these factors are, the easier it is to measure effect on sales. Companies are generally interested in finding out whether they are over spending or under spending on advertising. Where as advertising agencies are generally interested in finding out and informing the advertisers about how well their creativity has worked.
A growing number of researchers are striving to measure the sales effect of advertising expenditures instead of settling for communication – effect measures.
RASNA
“For an advertisement to be effective it must be noticed, read, comprehended, believed, and acted upon.”
Rasna Enterprises Limited, manufacturers of Rasna India’s largest selling soft drink concentrate. Rasna is a brand that every Indian in the World knows of as standing tall vis-à-vis quality flavor, and enjoyment in the in-house market of soft drinks. As a market driven enterprise, Rasna has extended its range to include other products, synergetic to it’s basic activities, by introducing a variety of processed food products for the global consumer.
Today, Rasna, as a name, is synonymous with “fun and flavor” in the Indian soft drink concentrate market. Rasna today, holds the prestigious position of being the largest player (90% share) in this market, owing to its unique combination of real fruit flavor, natural taste and the enjoyment it promises its consumer. Rasna aims to cater to the taste buds of every individual and thus is available in a large variety of flavors, ranging from the international to the exotic Indian.
Rasna has, over the last 10 years, successfully spread its wings with it's Exports Division, offering the extremely successful Soft Drink Concentrates and Instant Drink Powders to the Global markets.
MARKET RESEARCH
“Think of an ad not as what you put into it, but as what the consumer takes out of it.”
- Rosser Reeves, in Reality in Advertising.
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:
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:
- Project planning (includes questionnaire preparation)
- Data collection
- Data analysis and report making
Total duration of the project was 8 weeks
Limitations:
- We have to assume that all the respondents have provided correct information.
- The survey size is only 100 individuals. From this sample size we have to assume the results for the whole population.
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.
Our element of population will be an individual kid in the age group of 4-12 years and mom below the age of 45.
The calculation of the sample size proceeds as under:-
- For 95% Confidence level, z=1.96.
- Desired interval range within which the population proportion is expected=± 0.1
- 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.
FINDINGS AND ANALYSIS
“If you have a brief that doesn’t run around in loops, your contribution will be ten tiems more”
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.
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.
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.
This shows that same as milk additive brand recall, Bournvita tops the list of milk additive brand users.
This shows that 97% of the kids were aware of the brand Rasna Shake Up.
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.
Chocolate and Strawberry are favorite flavors among kids.
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.
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.
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.
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.
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.
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”.
KYA AAP RETRO KARTE HAIN…
ANALYSIS
Idea of instant milk-shake:
Benjamin Franklin, bothered by the need for two pairs of spectacles, one for distance and one for things nearby, came up with the idea for bifocals.
Successful concepts are not complicated. They are relevant and easy to understand. The best advertising ideas are frequently marketing ideas that are built into products. The first and most comforting principle – creativity doesn’t create something out of nothing. It uncovers, selects, reshuffles, combines, synthesizes already existing facts, skills and ideas. That’s what Arthur Koestler, in his landmark book The Act of Creation, calls ‘bisociation’, a fancy word for putting existing ideas together to create something ‘original’-like making an instant milk shake.
The Retro feel:
Conventional wisdom has always held that people buy products because they believe them to be nutritious, or labor saving, or good value for money. But research says humour sells as efficiently as other technique. And retro adds humor to the advertisement.
It is over half a century since Kundanlal Saigal, Hindi film’s first superstar singer, passed away, but his haunting, resonant voice continues to enthrall listeners on early morning radio or, if you have been watching the telly lately, in the nasal twang urging viewers to drink milk shake.
The use of the retro look and feel in advertising technique is being adopted as a mechanism to break clutter and create high recall. The retro feel is something mass audiences can relate and respond to.
Aaj Tak claims that the retro ads have given the channel top of mind awareness.
Our Rasna Shake Up advertisement has a combined look of retro as well as modernization where today’s kid wants to look hep and happening and that’s what the Baseline suggests ‘ Don’t B Seedha Saada’.
Rewind Advertising
(Some recent retro commercials)
Music Equity: The Power of Music
Music is a powerful medium that can bring the emotional qualities of products and services to life and help activate a Brand promise. The beat of the music can literally connect with the heartbeat of the consumer.
In recent years, consumer purchase decisions have become more weighted towards emotional attributes rather than functional benefits. The true marketing potential of music is that without any other stimulus, it can access a mood, emotion, and deeply move specific demographics within a target market in just a few seconds. In addition, the heritage of music, through the artist, genre, etc., can reflect a culture, a time period and lifestyle without even playing a note!
Some of Ogilvy’s tips on successful advertisement that is implemented on our advertisement:
-
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’.
-
Show the package: Commercials that end by showing the package are more effective in changing brand preference than commercials that don’t.
-
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.
-
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.
-
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.
-
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.
-
Avoid visual banality: If you want the viewer to pay attention to your commercial, show her something she has never seen before. You should give your commercials a touch of singularity, a visual burr that will stick in the viewer’s mind. The most appreciated aspect in our ad is the change of background, clothes from black & white to colorful.
CONCLUSION
“An incomplete brief from the client leads to
a lousy communication”
- Prahlad Kakkar
Summary and conclusions:
Most advertising is designed to connect a product or a service to a particular set of feelings—feelings like belonging, love, status, respect, or power. This approach is most common because exposure to an individual ad is so brief. A TV commercial may take up fifteen to thirty seconds of your attention, and a print ad may be seen for only one to three seconds as you flip by it in a magazine or newspaper. There is no doubt that persuasive techniques in advertising are effective. They can raise your level of awareness about a product or issue—or change your attitude altogether. They can even affect your behavior itself, by convincing you to take action or to buy a product.
Advertising is everywhere in our society. Since there are so many ads competing for our attention, advertisers know they have to make a strong impression quickly. Creators of ads focus on using simple, easily understood images and slogans to create a dominant impression.
The research or project mainly focuses on the effect of the Rasna Shake Up advertisement on its target viewers. Target viewers comprise of kids of the age group of 4-12 years who usually panic a lot when asked to drink milk. Our second target viewer comprises of their moms who puts in a lot of effort to make her child drink milk.
As far as the kid is concerned he is drinking Complan, Bournvita or now Shake Up, but as far as the mom is concerned she wants her kid to drink milk in whatever fashion and with whatever additive.
So it boils down to what kid likes and what appeals him the most. This happens usually with advertising that would appeal kids that are our main target audience.
The advertisement mainly focuses to solve these issues of the kid as well as the mom.
The advertisement is evaluated on two grounds:
- Sales effect
- Emotional grounds.
The advertisement is successful in terms of sales of the product – Rasna Shake Up. But it is more successful in terms of emotional grounds. This is because of the baseline “Don’t B Seedha Sada”. It is very popular among kids.
Today’s kids want themselves to different from the lot. Unlike earlier days, they don’t want to be called Seedha Sada. And the agency, understanding the kids mindset very well have selected this baseline and very well targeted its audience.
The advertisement does not touch upon the nutritional attributes, but mainly focuses on fun filled attributes in drinking milk.
Also, during my survey I’ve come across statements from moms that clearly showed their relief from forcing their kids to drink milk because of Rasna Shake Up.
Kids Questionnaire
Personal Details:
Name:
Address:
Contact No.:
Age:
About Mom:
- What all milk additive brands do you recall?
- Do you use milk additives?
- Yes
- No
- Which milk additive do you use most often?
____________________________________________________
- Have you heard of Rasna Shake Up?
- Yes
- No
- What is Rasna Shake Up?
____________________________________________________
- How frequently do you have milk shakes?
____ In a Day
____ In a Week
____ In a Month
- Have you tried Rasna Shake UP?
- Yes
- No
If yes, proceed further. O’wise go to (15).
- Which flavor did you like the most?
- Strawberry
- Chocolate
- Mango
- All
- None
- Have you ever prepared it yourself?
- Yes
- No
- How frequently do you have Rasna Shake Up?
____ In a Day
____ In a Week
____ In a Month
- Does your mom allow you to drink Rasna Shake Up whenever you ask for?
- Yes
- No
- If no, why?
_____________________________________________________
- You drink Rasna Shake Up because of
- Makes milk fun
- Taste
- Energy
- Range of flavors
- Color of milk
- Any other _________________
- Who informed you about Rasna Shake Up?
- TV
- School
- Any other (please specify)_____________
Contd , from Q no 7
- Have you seen the Rasna Shake Up ad?
- Yes
- No
- On which channel did you see this ad?
- Total how many times have you seen this ad?
□ □ □ □
Less than 5 5 – 10 More than 10 Don’t remember
- Did you like it?
- Yes
- No
- If yes, what did you like the most in this ad?
________________________________________________________
- Content recall of the ad
Brief Storyline
Baseline
What is the key message the ad is communicating
_______________________________________________________
- The ad was
□ □ □ □ □
Very good Good Ok Bad Very Bad
If no, what did you dislike in this ad?
________________________________________________
- Could you tell me what flavors were shown in the ad.
________________________________________________
- Have you seen the ad of Shake cum Sipper Pack?
- Yes
- No
Moms Questionnaire
PERSONAL DETAILS:
Name:
Address:
Contact No.:
Age:
Profession:
Self Husband: ____________________
Family Monthly Income:
□ □ □ □
(5,000-10,000) (10,000-15,000) (15,000-20,000) (>20,000)
- What all milk additive brands do you recall?
- Do you use milk additives for your kids?
- Yes
- No
- Which milk additive do you use most often?
____________________________________________________
4. Have you heard of Rasna Shake Up?
- Yes
- No
5. What is Rasna Shake Up?
____________________________________________________
- How frequently do you have milk shakes?
____ In a Day
____ In a Week
____ In a Month
- Have you tried Rasna Shake UP?
- Yes
- No
If yes, proceed further. Otherwise go to (12).
- Which flavor did they like the most?
- Strawberry
- Chocolate
- Mango
- All
- None
- How frequently do you give them Rasna Shake Up?
____ In a Day
____ In a Week
____ In a Month
- You drink Rasna Shake Up because of
- Taste
- Healthy
- Value for money
- Range of flavors
- Ease of preparation
- Any other _________________
- Who informed you about Rasna Shake Up?
- TV
- Children
- Neighbors
- Retailer
- Any other (please specify)_____________
Contd , from Q no 7
- Have you seen the Rasna Shake Up ad?
- Yes
- No
- On which channel did you see this ad?
- Total how many times have you seen this ad?
□ □ □ □
Less than 5 5 – 10 More than 10 Don’t remember
- Did you like it?
- Yes
- No
- If yes, what did you like the most in this ad?
________________________________________________________
- Content recall of the ad
Brief Storyline
Baseline
What is the key message the ad is communicating
_______________________________________________________
- The ad was
□ □ □ □ □
Very good Good Ok Bad Very Bad
If no, what did you dislike in this ad?
________________________________________________
- Could you tell me what flavors were shown in the ad.
________________________________________________
- Have you seen the ad of Shake cum Sipper Pack?
- Yes
- No
Books & Articles
-
Kotler, Philip.; Marketing Management; New Delhi: Pearson Education Pt. Ltd, 2003., pp 590.
-
Cooper R.C. & Schindler P.S.; Business Research Methods; 8th Edition; Tata McGraw Hill & Co., New Delhi; pp 657-699.
-
Batra & Myers; Advertising and Sales Promotion; 5th Edition; PHI, New Delhi.
-
David Ogilvy; Ogilvy On Advertising; pp 110-112.
-
Monle Lee & Carla Johnson; Principles of Advertising: A Global Perspective; ; pp 4-8.
-
Kennetth E. Clow & Donald Baack; Integrated Advertising, Promotion & Marketing Communications; pp 363-354.
-
Debashis Pati; Marketing Research; pp 379-385.
-
Ruth Simmons; Music Equity; Advertising Express; August 2003.
Websites (as on June 15, 2004)
http://