Beruflich Dokumente
Kultur Dokumente
Roll No. – 04
S.Y.BMM
Mass Media Research
INDEX
Introduction
Hypothesis explanation
Interviews
Analytical research
Discussion of hypothesis
Conclusion
INTRODUCTION
Analytical method-
Using the research data which others have gathered in their
research.
Interviews:-
Kartik banota
Age- 16
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.
Interview study:-
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.
Answers varied from emotional ads to humorous ads to ads with a social
message.
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?
6.) What do you think, about what kind of ads make you to buy thinks?
-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.
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.
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.