Name: - Deepak Banota

Roll No. – 04
S.Y.BMM
Mass Media Research
 INDEX
Introduction

Why this topic?

Hypothesis explanation

Interviews

Analytical research

Discussion of hypothesis

Conclusion
 INTRODUCTION

“Informative ads attract more number of buyers than

emotional, glamorous, humorous and other kinds of ads”

This hypothesis is about what kind of ads attract more

people or on what criteria do ads work.
Informative ads which give details about product and are
used to convey some kind of message, usage details, offer
details or any other kind of other message are more capable of
attracting consumers or the ads which tends to bind with the
audience emotionally or make them laugh and are not about
that product directly are more capable of attracting buyers is a
primary topic of this research project.
 Why this topic?
Despite being interested in advertising and being an
advertising student this topic has always been a topic of interest
for me. I always wanted to know what kind of ads attracts or
persuades more and more customers for buying a product,
whether emotions makes people to buy something or information
or different factors like brand ambassadors, bran appeals attract
more buyers.
So when given an assignment to do a research on any topic I
choose this topic because of it being a prime topic of my interest.
And it’s obvious that this research will surely help me in further
studies and during specialisation and in real advertising world.
 Hypothesis explanation-
“Informative ads attract more number of buyers than
emotional, glamorous, humorous and other kinds of ads”
Independent variable-
Types of ads like informative ads, emotional ads, humorous
ads etc.
Dependent variable-
Capability of attracting buyers.
Research method used-
Interviewing-
I choose interview method because I think it is the best way of
knowing what the subject thinks. In other methods like surveys,
observations and lab researches it is very difficult to interact and
at the same time understand the needs and feelings of the subject,
which is very important in advertising because if the ads are
unable to make the audience feel like buying something than it’s
very likely for the ad to fail.
By interviewing we can easily overcome the problems which
we face during surveys and observations, even we can get to
understand the subject in a still better way.

Analytical method-
Using the research data which others have gathered in their
research.
Interviews:-

Kartik banota
Age- 16

1.) What are your ‘Favourite ads’?

Surf excel, Bajaj discovers, club Mahindra.
2.) What kind of ads do you like to watch?
Ads with some social message, information, and
somehow related with latest issues.
3.) Do you buy products under influence of ads?
No, my choice depends on a product’s quality.
4.) What kind of ads makes you to buy products- emotional,
humorous or ads which give you information about
products?
Informative ads.
5.) Do big brands and brand ambassadors influence your
choice of products?
Not always, but I do consider about big brand names.
6.) What do you think, what kind of ads make you to buy
things?
Ads only tell me about the products in the market.
 Niraj jain
Age- 19

1.) What are your ‘Favourite ads’?

Tata sky, bingo, Vodafone etc.
2.) What kind of ads do you like to watch?
Comedy ads.
3.) Do you buy products under influence of ads?
Rarely
4.) What kind of ads makes you to buy products-
emotional, humorous or ads which give you
information about products?
Informative ads.
5.) Do big brands and brand ambassadors influence your
choice of products?
No
6.) What do you think, what kind of ads make you to buy
things?
The ads which provide information about the products,
which can tell us about services or qualities of
products.
Rima jethmalani
Age- 19

1.) What are your ‘Favourite ads’?

Surf excel, zoo zoo (Vodafone) etc.
2.) What kind of ads do you like to watch?
Emotional ads.
3.) Do you buy products under influence of ads?
No
4.) What kind of ads makes you to buy products-
emotional, humorous or ads which give you
information about products?
Informative ads.
5.) Do big brands and brand ambassadors influence your
choice of products?
Yes
6.) What do you think, what kind of ads make you to buy
things?
Any decent ad, ads which tells about interesting offers
etc.
 Sarita banota
Age- 47

1.) What are your ‘Favourite ads’?

Surf excel, Nirma
2.) What kind of ads do you like to watch?
Don’t like watching ads.
3.) Do you buy products under influence of ads?
No
4.) What kind of ads makes you to buy products-
emotional, humorous or ads which give you
information about products?
Informative ads (usually which tells about qualities of
products)
5.) Do big brands and brand ambassadors influence your
choice of products?
Not at all
6.) What do you think, what kind of ads make you to buy
things?
I don’t buy things by getting attracted by ads, I buy
products by my experience.
 Gita Sampath
Age-50

1.) What are your ‘Favourite ads’?

Surf excel, tata tea(jago re)
2.) What kind of ads do you like to watch?
Emotional ads
3.) Do you buy products under influence of ads?
Sometimes, when ads are about some interesting
offers.
4.) What kind of ads makes you to buy products-
emotional, humorous or ads which give you
information about products?
Mostly informative
5.) Do big brands and brand ambassadors influence your
choice of products?
No, I think it is useless to have big brand ambassadors.
6.) What do you think, what kind of ads make you to buy
things?
I go for advertisements when there are some good
offers or I buy with my experience.
 Salil WIdge
Age-20

1.) What are your ‘Favourite ads’?

Coke ads, Vodafone ads, Hindustan times ads etc.
2.) What kind of ads do you like to watch?
Emotional ads and ads with a social message.
3.) Do you buy products under influence of ads?
No
4.) What kind of ads makes you to buy products-
emotional, humorous or ads which give you
information about products?
I go with my needs I don’t depend on ads for buy
something.
5.) Do big brands and brand ambassadors influence your
choice of products?
No
6.) What do you think, what kind of ads make you to buy
things?
Needs make me buy things, not ads.
 Sudhanshu Sharma
Age-15
1.) What are your ‘Favourite ads’?
Nike ads, Reebok ads, sprite and thums up ads.
2.) What kind of ads do you like to watch?
Sporty ads
3.) Do you buy products under influence of ads?
Yes.
4.) What kind of ads makes you to buy products-
emotional, humorous or ads which give you
information about products?
Glamorous ads and ads which tells about qualities of
products.
5.) Do big brands and brand ambassadors influence your
choice of products?
Yes, big brands and big celebrity ambassador attract
me.
6.) What do you think, what kind of ads make you to buy
things?
The which have sporty feel and which give me product
information.
 Nishant Chawla
Age-18
1.) What are your ‘Favourite ads’?
Parle-g, Tata tea etc.
2.) What kind of ads do you like to watch?
Humorous ads and ads with a social message.
3.) Do you buy products under influence of ads?
If ads justifies the product.
4.) What kind of ads makes you to buy products-
emotional, humorous or ads which give you
information about products?
Informative ads.
5.) Do big brands and brand ambassadors influence your
choice of products?
No.
6.) What do you think, what kind of ads make you to buy
things?
The ads which really are about product and ads which
justifies the product.
 Analytical research-
Here are some research work by ad gurus and media personalities which can tell
us about what kind of ads people like and what kind of ads make people to buy.

1- Celebrities are a liability; says a new book on marketing'Seal the

Hole in the bucket'.

Celebrity endorsement has become another name in the world of advertisement.

Almost every company is roping in famous celebrities to increase the sale of
their brands

Jan 07, 2010 – Seal the hole in the bucket is the second book by duo Cyrus M
Gonda and Kalim Khan. Their first book 'where is my ketchup' ran to packed
houses as a bestseller in 2008 and spurned one of the now famous quotes in
marketing, " customers may forget what you said, but they will never forget
how you made them feel." The book advocated all people to carry their ketchup
(KETCHUP) along as customers were always going to need more of it.

The second book challenges most commonly believed facts.... To start with they
speak of the atmosphere in several boardrooms where ad agencies are given the
following brief... " we know there's nothing different about our products; but
make something different out of it at least in the advertisement."

Hence arises the disturbing fact that the average marketing head spends more
time in ad agency offices than in the shop floor; whether its lack of will or lack
of attitude; but no one can generate brilliant advertising unless they're
interacting with the customers.

The book cites a brilliant example of a soft drink company creating hoardings
for the Gulf region that showed a tired man on the left and a refreshed-
recharged man on the right; but this backfired as in the Gulf countries; people
read from right to left and not left to right. One can spend millions of rupees on
advertising but forget to invest 100 minutes on understanding the local customs
of the region.

The authors also argue against the logic of spending crores on celebrity
endorsements when all of us respond far more quickly to word of mouth
from family & friends. The book also opens the door for animated characters
to generate their own special brand equity. With customer retention as the
desired goal; the book argues both on behalf of and against things that brands do
and tries to charter a roadmap.
2-Results of an internet survey for most creative and most attractive ad out
in INDIA.

Survey by- Indibiz.tv -

November 13, 2007 at 12:23 am
{43 comments}

1- Shubham June 14, 2007 at 11:11 pm

The best ad I think would be airtel, the one where they give various lines like
“one finger can break a billion hearts, one voice can move a nation, another can
break walls …. ” it is really an amazing and extremely moving ad.

2- Lakshmi Aravamudan August 19, 2007 at 12:42 am

The Airtel ad is indeed the best of its creativity!!! very touching and moving.
but relating to the service requires more the repetition of the same ad to register
in mind. some people might skip the last frame. Some people might remember
every scene but not AIRTEL!

3 -Bhamism September 2, 2007 at 10:39 pm

Creativity wise, yeah Airtel gets the cake….but I think overall execution wise,
relevance etc … haven’t seen a better ad then “that Cadburys ad”

4- Stained September 13, 2007 at 5:24 am

there hasn’t been a fevicol ad for a very long time, but they still are one of the
best ads that I have seen..
in the current scenario, The ads by mentos are pretty good and a few months
back there was an ad by Bank of India featuring a Boy and his Piggy Bank..
beautifully crafted, which surely touches the emotions of the viewer..

5 Anusha lewis November 5, 2007 at 7:14 am

the fewiquick add in which the fisher man sticks fewiquick on a stick and
catches fish is a very creative add.

6- Christie November 12, 2007 at 9:17 pm

If you guys like ads, http://www.indibiz.tv is all about ads. It is the first
interactive online video directory for brands – recall, compare and respond

7- Puneet gaur November 20, 2007 at 7:37 pm

Two ads that we seem to forgetting here are:
1. Hamara bajaj ad…still gives me Goosebumps….2.Fevicol ad in which a
creaky bus is shown with unimaginable number of passengers…

8-Raji November 22, 2007 at 5:25 am

I think the safari ads… the first one with kim sharma(guessing) hitch hiking…
in the middle of a river(cool background score)… n then the new series of
“RECLAIM YOUR LIFE” ads… are too good… the latest one in it… which
speaks of lines in it… n ends with – “the lines which matter the most are the
lines that u make”… reclaim ur life- ads have added mystical touch to their
product… something that stands apart… sets u free… which i believe is quite
appealing…

9 -Sunil Kumar Tiwari December 15, 2007 at 2:01 am

I think that
* the advertisement of the HDFC Standard life insurance
with the tag line of ” Sar utha ke jiyo ” can be
considered as one of the best advertisement of indian
television.
* Second can be the advertisement of Bajaj XCD 125cc which
shows the innovation,creativity and passion as it shows
the assembly in invisible(graphical) phase first then
onwards starts to apeear in final shape.

10 -Nalini January 6, 2008 at 7:06 pm

The most recent airtel ad is one of the best – it shows two boys playing football
in no man’s land.

11- Puru January 21, 2008 at 3:28 am

The recent vodafone alert ads are fabulous. The one ‘calm mind can overcome a
storm’ is quite thrilling for the background score. Cheereo!!!!!!

12- Sudhey February 9, 2008 at 7:55 am

The ads mentioned above are great but my favourite one is the recent ad of
motoyuva, in which they synchronise the actions of the lad’s dad with the song
Garam Masala !
It is really one of the funniest commercials on tv today, and much better than
motoyuva’s last one

13 -Atul srivastava February 18, 2008 at 7:17 am

I think that idea ads very creatively they say na jat na pat .

14- Vinod andrews March 27, 2008 at 11:49 am

All the above mentioned ads are good. However I feel that Vodafone ad in
which they show a person listening to only one song all his life and passing on
the same to his son KABHIE KABHIE MERE DIL MEIN and also the
MENTOS new animated Ad. I think Vodafone had always the best ads even
when it was hutch.
 15- Arpana March 27, 2008 at 9:36 pm
The most recent, I love the series of ads that Virgin Mobile has come up with.
Its different, innovative and promotes out of the box thinking.
1) A boy gets caught by a traffic police for jumping the red light. He is fined but
he shows his empty wallet. The policeman tells him to call his father. He gets
his ‘dad’ online to speak to the traffic policeman, where he refuses to give the
money and tells the policeman to throw his son in jail. The policeman gets
sympathetic towards the boy for having such a harsh father and lets him go.
Later we get to know that the father was catually a friend of the boy.
2)A daughter tells her parents that she has no interest in boys. The parents get
very scandulous. Then she receives a call from a guy friend regarding a trip to
Goa which she refuses. The parents then insist that she go to Goa. The mother is
still apprehensive but the father says ” ladka hai, achha hi hoga”. And later she
is shown happy and calling her boyfriend that the trip in on!!!

16- S.G. April 2, 2008 at 1:26 am

I definitely agree with the happy dent ad being extremely creative. however, I
don’t really think much of the airtel ads. in the end all one had to do is change
the airtel logo with that of Vodafone and then what? what is the basic reason
behind an ad? it might be a strong visual but conceptually it lacks strength.

17 -SA May 23, 2008 at 2:12 am

My vote goes to Feviquick and some of the old Fevicol ads. They were really
good.
Here is the list of my favourites:
Feviquick
Fevicol
Mentos
Sony Bravia
Worst Ads:
Manoranjan ka Baap–IPL cricket

18 -Sumit June 29, 2008 at 10:24 pm

my favourite add is of airtel where two boys are playing football….it really
show humanity and tell us there is no limit………….its above the limits…..
19- MICHAEL BALAROUTSOS July 2, 2008 at 2:39 pm
Hello from Greece
The song of the promotion video HAPPY DENT is AMAZING…..

20- Supriya July 9, 2008 at 10:53 am

The virgin mobile ads are really good.
Among the older ones, I loved the kinley ad where the kid gives his pregnant
mom water in a bottle cap (for the baby)
Also the old Cadbury commercials "kuch khas hai hum sabhi mein", especially
the one with the girl dancing across the cricket field celebrating her boyfriend’s
century.
The Nike cricket commercial!!!! Where everyone plays in a traffic jam! sure
looks like fun ;)
The new maruti suzuki ad :come home in a maruti suzuki
and finally the TATA tea ad : the one with the politician (utho nahi, jago re!)

21- Esha July 10, 2008 at 9:46 pm

I think d ad of MAX Newyork LIFE INSURANCE is really v good…where a
woman enters home n keeps looking here n there for her husband n doesn’t get
any response for a while..It clearly depicts d logic of risk and uncertainty
attached to death and hence d insurance…"Your partner of lifetime"..

22- Yogesh kumar September 14, 2008 at 6:10 am

According to my opinion I think top rated advertisement I have seen is IDEA
network, it gives a new way to the advertisement industries as well as the
viewers who think that advertisement only sells products or nothing else but it
sell product as well as aware viewers about importance of education.
23- Sudarsan Sen Gupta September 14, 2008 at 11:25 pm
In my opinion, the most nice and creative TV AD is of Complain in which two
Children very nicely explain the quality and composition of the product.

24 -Pallak September 18, 2008 at 6:32 am

Well…acc. to me airtel keeps it emotional appeal always alive…
The best ad is where two boys are playing football… amazing

25- Yogesh kumar September 21, 2008 at 4:17 am

i know there sentiments in airtel ad but there is no social awareness and India as
we all know that It is far away fom Education level oo gorund level Don’t you
think there are lots of advertisement which can touches our sentiments.

26- Mukund joglekar November 12, 2008 at 5:15 am

One of my most favourite adverts on TV: The Chlormint_Panwari_2008 spot.
(The one showing why poor Ghanshyam is obliged to eat Chajju panwala’s
favourite mint instead of his own favourite!) Entertaining, humorous, full of
gags, effective. I started to list the number of gags, and quit counting around 30
(the thing is just 56 seconds long)! The gags include outlandish sight gags, and
many cultural tongue-in-cheeks. Excellent audio commentary. Very good
editing.
27- Namrata January 11, 2009 at 10:45 pm
I like jaago.com ads the way they are trying to encourage the people to be a part
of Indian politics is commendable.

28- Sheela February 2, 2009 at 3:00 am

I would pick the havell’s ad as my favourite….shows the son moulding a small
piece of wire to enable his mother to make chapattis for him on the roadside…
very touching…the background score is also soothing….

29- Anju February 10, 2009 at 8:16 am

Well I’ll say I >love all de Vodafone ads(alerts,sms offers,caller tunes) they
know what they want and they show it in such a great simplicity and anyone
and everyone good relate to such a situation,
>I love the latest ing vysya ad with mere des mein paisa sirf paisa nahi he..
beautiful background score…
>an I love the ad where the kid hide her tooth 4 her bro to buy the car I don’t
remember which bank its though..
>I love the mentos ad where the guy pretends to run out of the class an den
enter.. Really creative
>I love the tanishq ad with asin where her husband adores her with diamonds
jus to envy the ladies looking on because they were annoying her with the
flowers on their hair.. The greyish bluish tint is awesome and the way they have
highlighted the diamonds in a backwater scenario awesome.

30- OMNATH.K.S. February 27, 2009 at 9:18 pm

HI,
According to me, the advertisement from nokia is the very best one. Because
the purpose of advertisement is to cover the customers.. The nokia, doing this…
Good one….

31- Sachin chandra gupta March 16, 2009 at 10:49 am

I really appriciate some of the advertisements.
1..one which is very well choreographed the advertisement of ‘happydent white’
in which many young men were hang on the lamp posts, on chandeliers in a
palace and some other good scenes..
2..the second one is recently launched by airtel which is beautifully crafted and
presenting the real innocence of a little boy when he make a complaint to his
papa about his mother with his playing toy mobile.
3. Another I m skipping the name of the company. But I can’t forget the tag
lines used in that ad..”aapko kya chahiye bas khwaab thode jyada” it is trully
real.
the list is very long as Indian ads industry is full of creativity…
Thanks..

32- Aditi vats March 29, 2009 at 9:27 pm

well these days its Vodafone’s ad that’s vwith tagline “sabko batao” where a
guy who is furious with his class result suddenly saw pass written in front of his
name and a girl losing her weight to 55 kgs..Amazing capture of emotions.
Another ad by lmn lemon drink is something I am really upset with…:-(
There can be something more than a shrinked guy with thirst can be shown …
subjectively i don’t like that ad!!
But the ad by himani fast relief where humans r turned into machines is shown
is just awesome and the background score is beautiful!!

33- Rashida April 20, 2009 at 3:16 am

I don’t know why but no one remembered those series of Coca-Cola ads by
Aamir Khan..
They were very creative. We would love to see more of these ads by Aamir..

34- Preetham April 21, 2009 at 9:54 am

Vodafone Ads series which they have released for IPL are awesome. Ad will
sure sit in your mind. Its character are also unique.

35- Anjan deka May 10, 2009 at 12:21 pm

I like the advt of airtel. Specially the innocent boy called his dad with toy
mobile (atoot vishwaas, atoot network). Another airtel ad was that a small girl
asks his dad what to draw in mid night. there was another creation that two boys
were playing in no men’s land, its amazing. These are the most creative ad of
recent years by airtel to touch common human emotions. Above all, the
signature tune of airtel which was made by A.R.REHMAN makes an impact on
these ads and penetrates all part of Indian markets.

36- Sher singh yadav May 10, 2009 at 1:00 pm

In my point of view, Dainik bhasker newspaper’s ad. Is best of one’s I like MS
Dhoni’s punch line: jid karo,duniya badlo.this punch line address to all
categories of people.

37- Angel May 10, 2009 at 11:16 pm

ZOOZOOS ROCK……….JUST LUV THEM!!!!!!!!!!!

38- Sonali August 31, 2009 at 8:42 pm

I think the 1 mentoes ‘dimag ki batti jala de ‘is a marvellous concept
indeed…..evolution of man. What it really showed was a conceptual n
thoughtful ofcorse!!.. from an animal two social animal is really something the
company has come out with was really mind blowing 1………n ofcorse 2
mention the happy dent 1…jio INDIA!!

39- Shraddha awasthi October 1, 2009 at 11:52 am

happy dent always came up with fantastic ad’s n airtel give the best ad’s
recently the ad for champions league the friends one all r the best………even
Cadbury gives the nice ads the best thing about Cadbury is they don’t
underestimate or compare their product they just show what best they have
………..

40- Rahul B October 17, 2009 at 9:38 pm

Hamara Bajaj ads!!

41- Anshul October 26, 2009 at 2:03 pm

I think the Dhara add (the one I which small boy decides to leave home and then
finding that jalebis have been prepared ad goes back to his room)…..
The word “Jalebiiiiii” were so cute………….

42- Sachin jain November 21, 2009 at 10:57 am

I think pidilite FEVICOL ads are the most creative ads in the Indian television
history.
They are targeting there customer very effectively without using any big
celebrity.
They make the product as a brand. And their creativity is mind blowing.

43 -RITURAJ SHRIMALI , Indore January 9, 2010 at 12:27 pm

According to my opinion I think top rated advertisement I have seen is IDEA
network, it gives a new way to the advertisement industries.
 Discussion of Hypothesis-

I conducted a research to find out whether informative ads are capable of

attracting more number of customers or other kinds of ads bring in more customers.

Interview study:-

I interviewed 8 persons aging between 15 to 50 years. The following questions

were asked to them and the following results are inferred by studying all of them.

1.) What are your ‘Favourite ads’?

All of the people interviewed had different kind of choices.

Common ads liked were - Tata tea ads, Vodafone ads and surf excel ads.

Some other ads liked were- Nike, Reebok, Parle-G, Coca Cola, nirma etc.

 From these choices I can infer that almost everyone likes emotional ads
and ads with a social message.

2.) What kind of ads do you like to watch?

 Answers varied from emotional ads to humorous ads to ads with a social
message.

But emotional ads were liked by almost everyone in some or other

sense as I can infer it from their interviews.

Out of 8 people interviewed only liked informative ads.

3.) Do you buy products under influence of ads?

 5 out of 8 people do not buy products under the influence of ads. The
other three which buy under the influence do so when there is some kind
of offer’s details are conveyed in the ad or when the ad justifies the
product , and I can infer that they mean that ads should be giving some
kind of information related to the product to influence them.

4.) What kind of ads makes you to buy products- emotional, humorous or ads
which give you information about products?

 7 out of 8 people choose informative ads for making them buy some
product. (in case when they are buying something swayed by the ads.)
5.) Do big brands and brand ambassadors influence your choice of products?

 7 out of 8 participants voted against brand ambassadors, but two

participants considered buying a product just because it is related with a
big brand.

6.) What do you think, about what kind of ads make you to buy thinks?

 There were different groups of answers for this questions:

-Most of participants voted for informative ads.

-Two participants aging above 45yrs said that they buy something relying
on their experience, ads doesn’t influence them to buy.

-Two people said that ads are just a way of making them aware of what
products are available in the market; they buy anything on the basis of
their needs.

I can infer from this that informative ads can make people aware of
product’s qualities, and give reliable information to people based on their
needs , and hence are more capable of attracting customers.

Analytical research study:-

 As per the first article which is about a book I can say that big brand
ambassadors are not a necessity they are more or less a liability.

Author’s research says that the work which celebrities can do for an
organisation can be done by simple advertising and by word of mouth
from family and friends.

 As per the second research where 43 people commented on open

discussion for most creative and attractive ad in India, I can conclude that
the informative ads which convey information in a creative way are liked
 most, the ads with human emotions comes at second place and the ads
with social messages were at third place.

Conclusion:-

From both researches I can conclude that ads are not only taken as a mean
of selling products but they are also taken as a mean of entertainment by the
audience for which they are made.

I can say that even though most of people like emotional ads but the ads
which make them to buy something are the one which convey some kind of
information about the product.

 The hypothesis was proved VALID.