Chapter1.

Introduction

Why do consumers remember and act on the advertising they witness? In the beginning,
advertising recall mattered, right? It is likely that the undying support for recall was
actually a conspiracy orchestrated by manufacturers who believed more in functional
messaging and less in the power of the emotional bond advertising can create.
In the last decade, television advertising has turned increasingly to the use of emotional
appeals. Such commercials are believed to capture consumers' attention, encourage recall
and positive affect, discourage zapping and give a lift to the sales message. A major
challenge facing advertisers is how to assess the effectiveness of commercials which
use emotional appeals.
This challenge to measure mood and emotion is complicated by two general issues. First,
there is a lack of theoretical consensus among researchers on the role and nature of
emotion in advertising. Emotion or feelings are postulated to affect the thinking response
or information processing through mood states (Gardner 1985); to become associated
with the brand, perhaps through classical conditioning (Gorn 1982); to work by creating a
positive attitude toward the ad, which then becomes associated with or transferred to the
brand (Mitchell and Olson 1981; Ray and Batra 1983), or enhances information
processing (Shimp 1981; Kroeber-Riel 1979); or to work by transforming the use
experience (Putos and Wells 1984). In addition, there is lack of agreement whether
emotions should be conceptualized along dimensions, such as pleasure, arousal and
dominance (Mehrabian and Russell 1974) or as emotional categories or specific types,
like joy, sadness, fear and so forth (e.g., Plutchik 1980) (see Havlena and Holbrook 1986
for more on competing typologies).
Second, given this lack of understanding of how emotion works in advertising, there
remains the question of how copy research should assess emotional response. Do
advertisers lose valuable information about advertising effectiveness by not measuring
emotional response or do existing copy-testing tools already assess emotion? Although
measures of emotional response have been developed (e.g., Batra and Ray 1986; Stout
and Leckenby 1986; Zeitlin and Westwood 1986), some copy research methods have
proved less than reliable in assessing the effectiveness of emotional appeals (Berger
1981; Zielske 1982). For example, evidence suggests that "feeling" ads are penalized by
day-after-recall measures (Zielske 1982).

Langhe, and Stijn van Osselaer (Erasmus University, the Netherlands) studied bilingual
and trilingual populations in Europe. They tested different slogans with participants and
found differences in how the messages were perceived. "Our findings show that, in
general, messages expressed in consumers' native languages tend to be perceived as more
emotional than messages expressed in their second language," the researchers write.

The authors believe this effect is not due to differences in languages or participants'
difficulty in understanding ad copy written in foreign languages. "We find that the
emotional advantage of consumers' native language depends on personal memories and
the language context in which those memories were generated. Thus reading or hearing a
word (unconsciously) triggers memories of situations in which that word played a role…

1
Because consumers usually have more personal memories with words in their native
language than in their second language, marketing messages in their native language tend
to be perceived as more emotional."

In the course of their study, the researchers found that the effect is more pronounced in
women than in men. They believe that women have a stronger memory for emotional
events than men.

"We found that, regardless of whether their native language was French or Dutch, native
language slogans were perceived as more emotional than second language slogans," write
the authors. "All else being equal, it is generally preferable to communicate with
consumers using their own native language, as doing so should result in more emotional
messages

During the 2002 Advertising Research Federation conference, indicated that recall most
strongly correlated with functional messaging, an element that historically has not been a
big driver in establishing ownable, differentiating equities for brand’s. In recall
persuasion also matter. Historically, marketers haven’t seen much discrimination between
advertisements using traditional persuasion measures, nor have traditional methodologies
accurately distinguished between ads’ performance levels when they claim that an ad
performs “at,” “below,” or “above” the norm. It is the very rare case when ads perform
statistically different from each other in standardized testing.

The experience testing ads for clients is that traditional “purchase” questions like: “How
likely would you be to buy this product after seeing this ad?” do a poor job of accurately
reflecting how a consumer really reacts after seeing an ad. Purchase questions don’t do a
good job of distinguishing between ads in helping determine an ad’s ultimate success. As
the chart below indicates, questions that more appropriately measure the “real” behavior
after seeing ads are more discriminating and more appropriate measures of how a
consumer reacts after seeing an ad. These should be used as a more actionable
discriminator when testing advertising.

2
In the end, what matters most is how an ad shapes a consumer’s perception of the brand.
This is not to suggest that purchase doesn’t matter, however it simply matters less, and
successful brand executives need to recognize this reality. The brands that succeed on a
long term basis are those able to form strong, differentiating emotional bonds with
consumers. Without this bond, a brand’s relevance and connectiveness with a consumer is
not sustainable—too much of a functional connection can result in lost meaning, lost
loyalty, and lost sales. All brands that rested their fortunes on the value of their functional
benefits and not the emotional connection made with their target consumers. Where are
they today? They certainly are not the leaders in their respective categories. Without a
more emotional messaging strategy, consumers had a hard time understanding what made
these brands different, why they should stay loyal to them when comparable brands
entered the marketplace, and how they possess a meaningful place in their lives. Brand
executives and researchers need to recognize that while testing is important, the quality of
the data gathered and how it is interpreted is critical to the success and longevity of the
brand. Methods can vary widely, but understanding how good ideas can be made better,
particularly from an emotional connection standpoint, will allow researchers to provide
better and more actionable information to the brand team.

3
 Chapter 2. Need of the study

Ads should have capture emotion because it create very significant role to ads recall, for
that we have to know about emotion. An emotion is a mental and physiological state
associated with a wide variety of feelings, thoughts, and behavior. Emotions may
manifest themselves as subjective experiences, often associated with mood, temperament,
personality, and disposition. Many theorist proposed that people first develop cognitions
about a situations and then react emotionally. Emotions can be either:

1. Positive Emotions
2. Negative Emotions

1. POSITIVE EMOTIONS –

a. Happiness/joy – Pride
b. Love/affection – Relief

2. NEGATIVE EMOTIONS –

a. Anger - Fright/anxiety
b. Guilt/shame - Sadness
c. Envy/jealousy – Disgust

2.1 Problem identification

a) Understanding what emotional messaging is being transferred to the consumer

and how this messaging impacts the perception of the brand.

b) Hard time expressing an emotional reaction to an ad.

c) Research methodologies today don’t have a sound formula for unearthing the
deeper emotional connection made with an ad.

4
 Chapter 3. Literature review

Emotions play a significant role in the decision-making process, as well as individual

assessments of risk, value, and judgment. Traditional economic models and expected
utility theory do not account for emotional and visceral influences and fail to distinguish
these systems from rational deliberation. One area of economics that suffers from this
oversight is the valuation of public goods through contingent valuation methods.
The intention of senior thesis is to review the literature from behavioral
economics, neuroeconomics, and psychology to understand how emotional states are
artificially induced in laboratory settings. Emotional states are induced in laboratory
settings with chemical, audio, visual, conditioned, environmental, olfactory, and
situational stimuli. These techniques are particularly useful for behavioral economists,
psychologists, and neuroscientists who attempt to understand and model judgment,
valuation, and assessments formed by individuals. The exclusion of emotion in economic
and decision theory has significant consequences; especially for methods seeking to value
public goods using direct measures and surveys such as contingent valuation method
(CVM.) Considering the impact external stimuli had on emotional state, there are serious
repercussions in failing to distinguish emotional systems from deliberation processes, a
potential flaw in CVM. Existing literature reveals various ways in which emotional and
visceral states are induced or manipulated in laboratory settings; some more effective
than others.
Emotions are “low-level psychological processes engaged by events that elicit
strong stereotyped behavioral responses” (Lieberman, 2006). Emotional states differ
from attitudes and other types of states in that they are neural based, rapid, and automatic
responses to stimuli that encompass a wide range of positive and negative feelings. Clore
reviewed hundreds of scholarly articles to verify a direct and crucial role of emotions on
choice, judgment, assessment, and risk estimates (Clore, 1992). Other studies focus on
how emotions differ from other inputs in decision-making and find that emotions are
particularly prevalent when people make “approach-avoid distinctions” (Zajonc, 1998).
Loewenstein finds that “when people are confronted with ambiguity their emotions
overpower reasoning; specifically in rational, risk-averse, forward-looking, decision-
making” (Loewenstein, 2001). There is a consensus among behavioral economists and
psychologists that emotions are a crucial component in behavior and must be accounted
for in theories and models. However, it is only possible to include their influence if it is
known what stimuli correspond to which emotions and how they are produced. There are
several types of stimuli, each with strengths and drawbacks depending on the focus of the
research.
Visual stimuli are used in psychological and economic experiments to induce
emotions that seem to have no direct relation to the target judgment by an individual. A
study by Lerner uses three video clips to successfully create emotional states in
participants. A clip from “Trainspotting” coaxes disgust, “The Champ” produces
sadness, and a neutral clip from “National Geographic” is shown to the control group
(Lerner, 2004). Many studies use erotic films and sexual imagery to arouse individuals,
often leading to feelings of attraction or aggression (Ditto). Lastly, a study by Tidd
demonstrates the power of smiling by revealing a strong positive correlation between the
frequency of smiling and the amount of tips waitresses make (Tidd, 1978).

5
 Pictures of faces are common visual stimuli used to alter mood. A study
measuring brain activity shows significant activation in the amygdala when patients are
shown happy faces, beautiful faces, faces of loved ones, masked or fearful faces, and
faces from racial out-groups (Zald, 2003). This same study reveals amygdala stimulation
occurs in response to extremely harsh or happy tones of voice, white noise, adverse sound
collages, and pleasant “chill” music. Other studies find no significant correlation
between music and art and emotional states (Konecni, Feagin).
Environmental conditions are extremely powerful in affecting emotional states. Meylan
shows that,“positive or negative emotions may arise from windows, natural light, natural
colors, plants, moving water, air quality, and time of day” (Meylan, 2007). The last way
emotional states are successfully induced is with situational stimuli. An experiment by
De Quervain observes increased satisfaction when individuals administer effective
punishment to other people (2004). Several economists study emotions in response to
ownership and the endowment effect as well; finding significant differences in action
depending on which condition one faces: selling or buying (Fehr, Loewenstein). Lastly,
the emotional state of fatigue is commonly induced with tedious memory trials and
difficult computer tasks, leading to decreases in motivation and increases in impulse and
empathetic behavior (Nordgren, 2007).
As important as understanding how stimuli change emotional state, is knowing
how emotional states change behavior. Though there are infinite ways this occurs, certain
behaviors emerge repeatedly throughout the literature. In multiple studies, Slavic and
Smith, observe that conditions of uncertainty or lack of control generally lead to
estimates that are less optimistic and less risky; in the presence of certainty or control
individuals outlook is more optimistic and risk seeking (Slavic, Smith). In regards to the
endowment effect, a study by Lerner suggests that participants demonstrate lower selling
prices and buying prices when they feel disgust, and higher buying prices when they feel
sad (Lerner, 2004). Sexual arousal and its impact on behavior is studied extensively and
is seen to effects multiple areas of judgment, including attraction, aggression, and
changes in risk sensitivity (Ariely). Fear and anxiety tend to produce feelings of
attraction and lower risk tolerability of individuals (Dutton, 1974). Conversely, a study
by Nordgren suggests that hunger or appetitive visceral states encourage behavior that is
less sensitive to risk and more impulsive in nature (Nordgren, 2007). This same study
measures motivation, empathy, compassion, and impulsiveness to show significant
changes in these areas when participants are induced with the emotional state of fatigue
(Nordgren, 2007).
Emotions are complex and difficult to model or explain empirically. However, the
implications of emotional state on judgment and behavior are undeniable and should be
studied further. Failing to account for this variable in decision-making theory is a fault
and must be rectified in order to increase the predictive power of economic models and
enhance the reliability of valuation methods such as CVM
3.1. Proposed Objectives

 To find the impact of emotional message on Reliance vs. BSNL ad..

 To know the impact of ad on male
 To know the impact of ad on female

6
 Chapte18r 4. Methodology

According to American marketing association marketing research is

“Marketing research is the functions which links the customer and public to marketer
through information used to identity and define marketing opportunities and problems:
generate define and evaluate, marketing actions, monitor marketing performance, and
improve understanding of

“Marketing as a process”.

Simply, marketing research is the systematic design, collection, analysis and reporting of
the data findings relevant to a specific to a specific marketing situation facing the
company. Careful planning through all stages of the research is a necessity.

Objectivity in research is all-important. The heart of the scientific method is the

objective gathering and analysis of the information.
The function of marketing research within a company is to provide the information and
analytical inputs necessary for effective.

4.1 Steps in marketing research process

Marketing research process can be carried out through the following steps:

1. Define the problem and research objectives

2. Develop the research plan
3. Collect the information
4. Analysis and interpretation
5. Present the findings

4.2 Research design

A research design is the arrangement of conditions for collection and analysis of data in a
manner that aims to combine relevance to the research purpose with economy in
procedure.

In this research, I have used explorative research design.

4.3 Sample design

Geographical area: Bhubaneswar

Sampling technique: Random sampling method

4.4 Data source

7
Primary data: it is the first hand information collected directly from customer. The
primary data are those, which are collected fresh and for the first time.

Techniques which I have used for collecting primary data those are following:
o Survey method:
 Questionnaire
 Interview method

4.4.1 Secondary data: sources of secondary data were collected through

 Internet
 Journals
 Newspaper
 Database available in the library, catalogues and
presentation

The data collected from respondents was processed in following manner

 Tabulation
 Graphical presentation
 Interpretation

8
 Chapter 5. Interpretation:

I have taken 100 samples among them 75% were male and 25% were female.
1) What aspect of the ad helps you to make the brand recall?
a) Logo b) Packaging c) Brand ambassador d) Ad tune
e) Image f) Tariff g) Punch line.

From the above table, I found that 65% of people can recall the brand with the help of
brand ambassador, 15% can recall the brand with the help of adtune, 10% of people can
recall through tariff rate, 5% through packaging and 5% through punch line.

pac
punch
Aspects of ad
logo kaging brand ambassador ad tune image tariff line
malesex 0 0 50 15 0 0 10
female 0 5 15 0 0 0 5

9
From the above diagram I found that 66% of male believe that brand can be recall
through brand ambassador while 60% of female believe that brand can be recall through
brand ambassador.

2) Which value motivates you to recognize the brand?

i) BSNL- a) functional value b) emotional value c) rational value
ii) RELIANCE - a) functional value b) emotional value c) rational value

From question number 2, I found that most of the people recognize the BSNL brand
through functional value i.e. 70% and 10% through emotional value and 20% through
rational value.
Reliance Brand: 65% of people recognize the reliance brand through functional value,
20% through emotional value, and 15% through rational value.

3) What advertisement sources are most recognizable?

a) Mobile b) Television c) Internet

10
From the above pie chart I found that 75% of people can recognize the brand through
television and 25% of people can recognize the brand through mobile.

Sources

Mobile Television Internet

male 15 60 0
Sexe
female 10 15 0

11
From the above diagram I found that 80% male believe that brand can be recall if the
source of ad is television while 60% female believe that brand can be recall if the source
of ad is television.

4) Telecom advertisement succeeded to attract target customer?

a) Yes b) No

From the above question I found that 80% people believe that telecom has
succeeded to attract the target customer where as 20% believe that telecom is
unsuccessful.

5) Which BSNL Brand Ambassador do you recall?

a) Preity zinta b) Deepika padukone

From the above cone diagram, I found that 70% of people recognize the BSNL ad of
Deepika Padukone and 30% of people recognize the BSNL ad of Preity Zinta.

Priety Deepika
BSNL brand zinta Padukone
ambassador

12
 Male 30 45
Female 0 25

Sex

From the above diagram I found that 60% of male believe that BSNL ad has been
recalled because of Deepika Padukone while 100% female believe the same.

6) Which RELIANCE Brand Ambassador do you recall?

a) M.S Dhoni b) Sachin Ramesh Tendulkar c) Hrithik Roshan

13
From the above diagram, I found that 50% of people recognized reliance ad of Hrithik
Roshan ,22% of M.S. Dhoni ad and 28%of Sachin ad.

Reliance
brand
ambassadoro
r

M.S
Dhoni Sachin Hrithik
Male 20 15 40
Female 0 10 15
Sex

14
 7) Which type of ad is easily recalled by you?
a) Promotion b) New product development c) Social

From the above diagram I found that 75% of people recognize the promotional ad,
15%social ad and 10%new product development ad

15
 Type of AD

New Product
Promotion Development Social
Male 60 5 10
Female 15 5 5
Sex

From the above diagram 80% male recall the brand through promotional schemes while
60% female believe the same.

8) Which recent BSNL ad do you recall and why?

From the above question, I found that most of people recognize the BSNL ad of
Deepika Padukone of 3G where it displays all the functions of BSNL mobile.

9) Which recent RELAINCE ad do you recall and why?

From the above question, I found that most of people recognize the reliance ad of
Hrithik Roshan where he plays the flute and attract the rat.

10) Does pesto power helps in ad recall?

a) Yes b) No

16
From the above diagram I found that 50% people agreed that pesto power is necessary to
recall the brand where as 50% disagreed.

17
 Chapter 7. Conclusion:

Telecom sector reforms have been gradual and government privatized green-field
development right from the beginning. Technology played an important role in
development of wireless telephony in the country. Thanks to deliberate regulatory
reforms and market forces unleashed by free competition there seems to be no model
superior to private ownership of wireless telephony. India has emerged as the third largest
telecommunication network in the world after China and the US with the total telephone
(mobile + fixed line) subscriber base touching 257 million at end-October 2007. With
this, the overall teledensity has reached 22.5 per cent as against16.9 percent in December
2006. With the target of 250million phones achieved ahead of this year’s December
deadline, the Government is planning to have 500 million connections by 2010, besides
nine million broadband lines by 2007-end. Compared to telephony systems of other
countries, pricing of the Indian system is the most competitive. One could argue about the
service standards but it can be handled by a vigilant regulatory authority. However, low
penetration of rural wireless telephony remains a challenge to policy makers as well as to
telecom experts. At present, about 68 per cent of the population lives in rural areas and
mobile telecom penetration is a meagre1 percent. Compared with urban mobile coverage
at about40 per cent, there is a huge potential to increase rural penetration in the country.
Low cost handsets, coupled with lower delivery cost of wireless services have driven the
market in 2007. Most mobile operators in India will gain from the increased mobile
penetration and their sub-scriber base will grow at a faster pace in the next three years..
The unleashing of USO Telecom funds for mobile telephony has led Indian cellular
operators to line up investments of about US$ 20 billion over the next two years to bring
over 80 per cent of the population under mobile coverage. The planned investment for the
next couple of years is 50 per cent higher than what has been invested in the last twelve
years. Sniffing huge potential in the mobile penetration and coverage area of networks,
service providers are planning capital expenditure to the tune of US$ 10 billion each in
fiscals 2008and 2009. Given such huge capex plans, the population coverage of mobile
services would exceed 80 per cent in the next two years, while providing a much-needed
thrust to wireless penetration. The model proposed for Rural Telephony may be
segmented into two parts A and B wherein A constitutes infrastructure in terms of land,
tower, power connection, power backup, and associated civil and electrical works while
B constitutes setting up of equipment and provisioning of mobile services through
installation of BTS with associated antennae and backhaul. Concessions for both A and B
could be awarded through a competitive bidding process. An important lesson from this
model is that given the asymmetric information which exists between service providers
and the government it is best to let competitive bidding decide the right price/right
amount of subsidy as the case may be

A study by Robert Jensen, a Harvard University economist, found that as mobile

coverage increased in Kerala, fishermen’s incomes increased by 8 per cent, fish prices
fell by 4 per cent on average and less wastage was created (Jensen, 2007). It concluded

18
that information makes markets work, and markets improve welfare. It is precisely this
welfare that the mobile phone revolution seems to be spreading across India, especially in
rural areas. Mobile phones are making conventional economic sanctions more cost- and
time efficient, as they often make up for poor infrastructure by substituting for travel.
They allow price data to be distributed and enable traders to engage with wider markets..
Villagers need not make trips to the nearby town for health and education services
or for market information regarding their produce. Apart of the e-government master
plan, the government of Chhattisgarh intends to provide these services on the internet to
its citizens in a secure and controlled manner. These services must be consistently
available and have the capacity to grow as requirements increase. State Wide Area
Network (SWAN) is being set up to effectively and efficiently meets the requirements of
Chhattisgarh for voice, video, and data communications, for a single centralized
communications infrastructure.

The Indian telecommunications has been zooming up the growth curve at a feverish pace,
emerging as one of the key sectors responsible for India's resurgent economic growth.
India is has surpassed US to become the second largest wireless network in the world
with a subscriber base of over 300 million in April, according to the Telecom Regulatory
Authority of India (Trai). Segment-wise growth Wireless segment has emerged as the
preferred mode of telephone service by the consumers, reflected in the rising share of
mobile phone connections to total connections.
1. The share of mobile phones has increased from 71.69 per cent at the end of March
2006 to 87.68 per cent at the end of May 2008.
2. While total mobile subscriber base was 277.92 million, wire line subscriber base was
39.05 million.
3. Consequently, overall teledensity has increased to 27.59 per cent at the end of May
2008. India is likely to be second largest mobile market in the BRIC nations, with 560
million mobile users representing the next great growth curve for both mobile and
interactive marketing industries, according to a report by eMarketers.

6.1 Calculating brand value

Brand values are a reflection of a brand’s ability to generate future income. So this is a
forward looking study that uses historic performance and future trends to predict future
activity. The actual brand valuation calculation is relatively straight forward. It attempts
to derive the amount the brand owner would be willing to pay for its brand if it did not
already own it. This approach is called the relief from royalty methodology as it
calculates how much the brand owner is relieved from paying by virtue of owning the
brand. The more complicated parts are the components that contribute to the calculation.
These three stages illustrate the process, simply:
Future sales multiply royalty rate, discounted= brand value
1. Forecast sales
Three years of historical sales data was gathered for 500 of the world’s biggest mobile
operator brands. The top 100 brands have been given indefinite lives as they are all
market leaders, with heritage and financially robust owners. The compound annual
growth rate (CAGR) is adjusted to reflect the brand’s long term ability for growth. This

19
reflects more accurately a brand’s growth prospects based on its current and historical
performance.
2. Royalty rate
To determine the strength of the brands, each brand was scored on nine measures of
brand strength, provided from qualitative panel data. This included share of market,
growth, price positioning, market scope, preference, awareness, relevance, heritage and
perception. Each brand was also measured on three years of hard data including turnover,
subscriptions, churn, market share, growth, penetration, average revenue per user
(ARPU), and profitability. The average of these two total scores (panel brand score and
hard brand score) was then positioned between a royalty rate range. This determines a
unique royalty rate for each brand. The royalty rate appears to be a simple percentage but
in fact this hides the depth of understanding required to determine a rate that reflects
accurately the profit/cash flow generated by the brand alone – separate from other
elements of product delivery.
3. Discount rate
Future sales are then multiplied by the royalty rate and reduced at the relevant tax rate.
They are then multiplied by a discount rate to calculate the net present value of those
future cash flows. The discount rate reflects the time value and risk attached to those cash
flows and for the purpose of this exercise has been left at a flat 9% as these are relatively
low-risk, established brands.
Testing
Results are tested and verified by sense-checks, such as to comparable commercial
transactions, and referenced to proprietary information on the value of leading brands,
which all share similar characteristics of value cash flow generation. These valuations are
based on an analysis of publicly available information and do not necessary reflect true
past or future performance.

6.2 Further Research and managerial implications:

It is the era of globalization not only in manufacturing of products but also in service
industry. Brands are also getting globalize. Fundamental are same in every market but
some factors vary according to market situation. If a brand gets recognition in the
international market then it is easy to go into new markets. This research is carried out in
order to investigate the role of corporate branding in telecommunication. And this
phenomenon is carried out from customer’s point view. One big issue in this research is
that segment involved into this research belongs to young generation and everybody is a
student. It will be interesting to investigate this idea with two or more segments and
involving people belonging to all age groups. This will be interesting because the
segment involved in this research belongs to only one age group, so one can expect
similar results. But when there will be people from all age segments and also from
different fields of life then one can check and compare the results of this research with
that one. And can better analyze the role of corporate branding in telecommunication.
This research will also be helpful for managers to know about the point of view of
consumers about corporate brand. This will also help managers for better positioning of
their brand to get target recognition for a better and longer relationship. Finally this
research will be supportive in marketing mix concepts, that how a firm can introduce

20
service, price associated with the particular service and promotional activities to position
the correct image of corporate brand as required by managers.

Appendices
Questionnaire

11) What aspect of the ad helps you to make the brand recall?
a) Logo b) Packaging c) Brand ambassador d) Ad tune
e) Image f) tariff g) punch line.

12) Which value motivates you to recognize the brand?

i) BSNL- a) functional value b) emotional value c) rational value
ii) RELIANCE - a) functional value b) emotional value c) rational value

13) What advertisement sources are most recognizable?

a) Mobile b)television c) internet

14) Telecom advertisement succeeded to attract target customer?

a) Yes b) No

15) Which BSNL Brand Ambassador do you recall?

a) Preity zinta b) Deepika padukone

16) Which RELIANCE Brand Ambassador do you recall?

a) M.S Dhoni b) Sachin Ramesh Tendulkar c) Hrithik Roshan

17) Which type of ad is easily recalled by you?

a) Promotion b) New product development c) Social

18) Which recent BSNL ad do you recall and why?

Ans-

19) Which recent RELAINCE ad do you recall and why?

Ans-

21
20) Does pesto power helps in ad recall?
a) Yes b) No

22