APPENDICES Page

A

1. TABLE - UNAIDED RECALL OF BRANDS i-ii

2. TABLE - UNAIDED RECALL OF ADVERTISEMENTS iii-v

3. QUESTIONNAIRE I - PANEL OF JUDGES vi-ix

4. QUESTIONNAIRE I1 - CONSUMER SURVEY x-xxiv

5. TEST ADVERTISEMENTS SELECTED FOR FINAL STUDY i-xii

6. OTHER TEST ADVERTISEMENTS SCREENED BY PANEL OF JUDGES xiii-xxiv

APPENDIX 1

UNAIDED RECALL OF ALL BRANDS

I

I

No I

1

2

3 I

I

BRANDS / No. OF CASES I RESPONSE YO

4

5

6

7

8

9

10

11

12

13

14

15

26 0 %

25 5 %

22.0 % I

COLGATE

CLOSE-UP

KANANDEVAN

52

5 1

44 I

I

SANTHOOR

LUX

SURF

PEPSODENT I

LIRIL

LIFEBUOY

PONDS

HORLICKS

PEARS

CINTHOL

COCA COLA

PEPS1

39 I

30

29

27

27

22

22

14

12

10

10

10

I I

19.5 % I

15.0 %

14.5 %

13.5 %

13.5 %

11.0%

11.0%

7.0 %

6.0 %

5.0 %

5.0 %

5.0 %

CADBURY'S DAIRY l8 / MI1.K 1 i

I 3.5 % + 1

! I 7

19 1 MEDIMIX 1 I 3.5 % I

I I I

I 6 I I 3.0 %

21 TATATEA 6 1 3 0 %

22 RASNA I 1 6 1 3 .0%

23 LIPTON 3 ROSES 1 5 2.5%

24

25

26

27

29

30

31

5 I

28 / MOUNTAIN MIST I 2.5 %

A.V.7'. TEA

CUTICURA

FAIR & LOVELY

JOHNSON BABY SOAP

REXONA

BRITANNIA

OTHERS

I 5

5

5

5

5

148

2.5 %

2.5 %

2.5 %

2.5 %

2.5 %

74.0 %

5 1 2.5 %

APPENDIX I1

UNAIDED RECALL OF ALL ADVERTISEMENTS

BRAND

NAMES ADVT. DESCRIPTION

LIRIL

I - I Mummy & College going daughter 1 29

Highlighting the gain of Rs.21-

14.5 %

Bathing Model girl under water fall

Not known

Not known

Falling clock needle i I I

SANTHOOR Same to Same

25

4

KANAN

DEVAN

CLOSE UP

5.5 %

12.5 %

2.0 %

Celebrity - Film star Mohanlal 24

Jingle - 'Neram Pularne' 15

Not known 5

COLGATE

Boy & girl daning - Salim Anarchali

Celebrity - Cricket star Ajay Jadeja

Fresh-n-Fresh

College students - Invitation for coffee

Confidence

Wake up, Wake up

Not known 15

Dental specialist & students in class room 11

Swaksha chakram - Family forming circle 8

Contd...

[T Jeep & Bicycle v! Not known

I I

I / Bathing scene of boy & girl

1.5 %

2 1 2

1

1

12

7

5

3

1

1

11

6

5

3

2

10

6

2

1

12

Brush - zig zag

Celebrity - Film star Iswarya Rai

Gel - Dancing of a girl

Testimonial - Interview with house wives

Claim of removing stains

Not known

Testimonial - Market woman

Discussion of 2 women & entry of Husband

Combined Ad. With Bombay Dying

Not known

Sister & Brother-Germ fighter

Calling a boy, Sachin

Continuous care- gemi check & tooth decay

Two in one

Not known

Cricket Celebrities- Drink only coca cola

Party scene

Children playing cricket & hitting ball

Miscellaneous

I

i 1 . 0 %

1.0 %

0.5 %

0.5 %

6.0 %

3.5 %

2.5 %

1.5 %

0.5 %

0.5 %

5.5 %

3.0 %

2.5 %

1.5 %

1.0 %

5.0 %

3.0 %

1.0 %

0.5 %

6.0 %

I I

SURF

PEPSODENT

COCA-

COLA

ARIEL

CINTHOL Miscellaneous F! CUTICURA

MOUNTAIN

MIST

NIRMA

WASHING

- I I I

++- I 1 331 OTHERS

I 1 . 5 % : !

i

3.5 %

I I

1 . 5 % 1 I

i 9.5 %

0.5 %

I Miscellaneous 1

! ! I / POWDER 1

i I

Miscellaneous

Miscellaneous

Dancing child rotating

7

3

19

1

PONDS

CIBACA

Miscellaneous

Freshness-Cibaca.. ... a.. .

vi

APPENDIX I11

QUESTIONNAIRE I : PANEL OF JUDGES

JOJO PAUL Sr. Grade Lecturer, Post Graduate Dept. of Commerce

& Research Centre,

Bharata Mata College,

THRIKKAKARA.

Dear Sir,

Thank you for accepting my invitation to act as a member of the PANEL

OF JUDGES. This Questionnaire is a part of ADVERTISING RESEARCH Programme

for the successful completion of my Ph.D Degree. A few willing judges will be

interviewed, later on, by ASIANET T.V. CHANNEL Team for their 'Business Watch '

Programme. Please go through the instructions carefully and fill-up the Questionnaire.

INSTRUCTIONS :- 24 test advertisements, both print & TV commercial, of frequently

purchased consumer Non-Durable products are shown to you. These Ads represent 6

different consumer product groups and 24 brands. In case of Television Commercials, six

photos from each commercial are presented with associated commercial script under each

photo. Please observe the test Ads very carefully and proceed. A separate response sheet is

provided to place your opinions.

Now you are expected to express your opinion, attitudes, reactions and feeling towards

the test advertisement

1. Can you recognize the T.V. commercials with the help of the photographs and script

shown to you'?

INSTRUCTION: If YOU find it difficult to identify the Ads, look at the show card

containing the list of commercials with their relevant Advertisement Number,

Brand name Company Name.

(PLEASE RESPOND TO EACH OF THE SUB-ITEMS SEPARATELY)

2. Now, I would like you to rate each Ad based on different Criteria of Creative

Advertising listed below. Indicate the Ads that are relevant on each attribute by

placing an "X" mark in the column at the position that best reflects your opinion.

(a) Persuasive

(b) Relevant

(c) Simple

(d) Surprising

(e) Unexpected

(f) Selling Idea

(g) Originality

(h) Challenging

4i) Impact

(1) Reason

(k) Identity

(I) Precise

(ni) Sincere

(n) Likable

(0) Clear message

(p) Good Presentation

(q) Believable - Credible

(r) Logical

(s) Unique - Innovative

INSTRUCTION - This part is the main aspect of my study. Please look at the Ads

carefully and proceed.

3 . Now, you are expected to score each Ad based on the degree of Creativity involved

in them. The researcher wishes to group the Ads into two types namely, HIGHLY

CREATIVE ADVERTISING and CONVENTIONAL ADVERTISING. You may

give a score out of total 10 points. (10 points for topest Highly Creative and 0

point for Lowest Creative). Based on your scoring, 12 Ads will be selected for final

consumer survey.

Some statements are given below to facilitate grouping at ease.

CREATIVITY TESTING CRITERIA - Succeeds ROI (Relevance, Originally, Impact) test

- Unique-Innovative-Unconventional approach

- Easily and highly memorable

- Believable and credible

- Surprising, Unexpected and persuasive

4. Do you find any ads of Consumer non-durable. other than shown to you, more

suitable for grouping as Highly Creative? Please make your suggestions in the

response sheet.

** THANK YOU **

doJpuns ( = I 2 looooooooooooooooooo ! IE

C

EJEua m / z looooooooooooooooooo i T ,

I I I u m a a

u 1 - 1 2 looooooooooooooooooo i

APPENDIX IV

QUESTIONNAIRE I1 : CONSUMER SURVEY

JOJO PAUL M.Com Sr. Grade Lecturer,

Post Graduate Dept. of Commerce &

Research Centre,

Bharata Mata College,

THRIKKAKARA.

Dear Madam,

Thank you for accepting my invitation to take part in this consumer survey as a part

of my ADVERTISING RESEARCH Programme. This survey is required for the

successful completion of my Ph.D. Degree and I assure you that the results will be

used for research purpose only. A few willing consumers will be interviewed, by

Asianet T.V. channel team for their 'Business Watch' programme.

Please go through the instructions carefully and fill up the questionnaire.

INSTRUCTIONS

This questionnaire is being used for measuring ADVERTISING EFFECTIVENESS and

PURCHASE BEHAVIOUR. All questions are relating to Consumer Non-durable goods

or Frequently purchased Consumer Goods (Soap, Tooth paste, Tea, etc.). I have selected

6 different types of such product groups and advertisements of twelve brands among

these product groups based on the opinion of a PANEL OF JUDGES.

Please do not turn the pages in advance and you are expected to answer the questions

one by one in the given order.

The questionnaire contains 3 parts A, B & C and you are supposed to complete one part

at a stretch.

Separate response sheets are provided to place your opinions.

PART A

** This portion relates to personal classification. Please put an 'X' mark in the relevant column.

'4) Occupation Student Unemployed or Housewife or Retired

Staff or Teacher

Business or Professional

Middle Management

Top Management

15-25 years

26-35 years

36-45 years

46-55 years

Above 55 years

C) Family stage:

Single

Young married, no child Young married, with children below 10

Married

Joint Family

Widow

d) Education: Upto S.S.L.C.

Pre-Degree or Equivalent

Graduate or Diploma

Professional

Post Graduate and above

E) Family Monthly Income: Upto 1000

100 1-2000

2001 -4000

4001 -6000

6001 - 10000

Above 10000

**In this portion, you are expected to express your opinions, attitudes, feelings and reactions sponruneously ie, without any help or aids. Please put an 'X ' mark in the appropriate column and write your answers in the provided space.

I) Do you look into the advertisements which come in any media like newspapers, magazines, T.V. etc.?

Yes No

2) While viewing TV programmes, do you watch the advertisements? Yes CI No

3) While looking into a new advertisement which comes in newspapers or magazines, do you A. Just glance at the picture B. Read some part of it C. Read most part of it D. Go through the entire advt.

4) Do you consider advertisements as a source of information? Yes No

5) Do you remember any advt. regarding frequently purchased goods seen, heard or read in the media? Yes No

6) Can you mention some advertisements of frequently purchased consumer goods which impressed you?

7) Will you naliie the particular advertisement which attracted you the most? .......................................................................................................................................

8) Do you recall any message in the above Advertisement'? Yes No

9) Does the product of the above Advt. promise any benefit? Yes No

10)Mention the names (brands) of frequently purchased non durable goods you have seen or heard advertised in print & electronic media?

11)Among the following factors, which one do you think influences you most on yaw purchasing decision. Rank the factors between 1 and 7 based on the degree of influence.

A. Advertisement Pull ........................... B. Company image ........................... C. Brand image or brand pull ........................... D. Dealer influence ........................... E. Word of mouth (from friends or relatives) ........................... F. Salesman information ........................... G. Company leaflet or brochure ...........................

12. A) Do you think that the most highly priced brand has the superior quality? Yes No q

B) Do you think that the most advertised brand has superior quality? Yes N o 0

13.A) Do you think you were one of the first few people in your social circle to purchase a new consumer product? Yes D N o 0

B) Do you purchase a new product before seeing it used by others? Yes N o 0

C) Has anyone sought information from you regarding a new product? Yes No

D) Do you think you have independent views on any issues other than others? Yes No

E) How do you rate yourself compared to others with regard to taking risk: Yes D No

1. Take verj little risk q

2. Take some risk

3 . Take more risk q

** Names of' some product groups are given below. Answer the following questions relating to these products carefully

14) Are you aware of these product groups?

15) Have you ever used these products? You can mention the products tried once and gave up as well as used regularly.

16) Did you see or hear any advertisement for these products during last 5 years?

17)Do you recall any advt.?

18) l n y o u r f a m i l y a r e y o u t k ~ w h o d l y

A) Proposes the brand B) Recommends the brand

C) Decides finally whether to purchase or not to purchase the brand

D) Carries out the act of buying E) Actually uses the product

19) Who in the family takes the major decision to purchase the product? A) Husband B) Wife C) Children D) Husband & Wife E) Husband & Children F) Wife & Children G) Husband, Wife and Children H) Others

TALCUM RFFINED DEIERGENF TOOTH TOILET TEA

POWDER EDIBLEOR POWER PASTE SOAP

2O)When we talk about these products,

which brand name comes to your .... .-.. ......... mind first? -

21)Of all the advertising for the listed

,. products you have seen or read in the

past 5 years, which ad first comes to

your mind.

......... A. Please try to identify the brands - ....

...................... . B. Please try to describe the Ads.

........... .-

22)Some advertisement sentences (copy) are given below. Please go tlrrouglr tlrese

advts. and mention your reactions and feelings towards tlrem

Tooth Paste

"7 out of10 School Going Children have Cavities - Indian Dent01 Association Survey"

. . . . " A Toothache is a Sign of Tooth Decay"

Talcum Powder

"The Time to Worry about Wrinkles is while You are still yoltng and Pretty".

A. Has it good attention value? Y e s 0 N o U Y e s U N O D

, B. Do you like this advertisement sentence? Yes q No Yes q No q

C. A r e y o u t a n p t e d t o ~ t h i s ~ ~ Y e s 0 N o 0 Y e s 0 N o 0

D. If need arises, will you purchase this

advertised product?

**In this part, a table showing different brands of 6 consumer non-durable products with their relevant numbers is given to you. A separate Response Slreet (No.1) is also provided to place your opinion. Please place an 'X' mark in the column at the position that best reflects your opinion regarding the following brands.

1 TEA

I. DEEPAM

2. MOUNTAIN

MIST

3 KANAN DEVAN

5. NONE OF THESE

TALCUM POWDER

6 PONDS

7 NlVEA

8 CUTICURA

9 SANTOOR

10 NONE OF

rHESE

REFINED EDIBLE OIL

I I . DHARNA

12. SUPREME

13. SUNDROP

14. SANOLA

I S N O N E OF

TIIESE

DETERGENT POWDER

16. RlK

17 SUNLIGHT

18NlRMA

19ARlEL

20 NONE 01'

THESE

TOOTH PASTE

21.ClBACA

22.COLGATE

23. PEPSODENT

24.CLOSEUP

2 5 N O N E OF

THESE

TOILET SOAP

26 LlRlL

27. CINTHOL

28. LUX

29. PALMOLIVE

3 0 N O N E OF THESE

23. What brands do you usually use?

24. Please mention the brand you purchased last time.

25. In your opinion, which is the most popular brand among these?

26. In your opinion, which brand has the superior quality?

27. Mention the brands you saw advertised during last 5 years.

28. Which of these brands do you think are up-to-date?

29. Which of these brands fit the quality 'Worth buying' well?

30. Which brands would you prefer to buy when you make your next purchase?

PART C

** Some statements are given below. Read each statemeni carefully and put an 'X' mark in the colunln which you think is most applicable to you.

Response Slteet (No.2) containing 12 brand names under study is provided to place

your opinion.

31. I have heard this brand name. Yes No

32.1 recall an advertisement seen or heard for this brand. Yes No

Five responses are given for each statement.

Agree Uncertain Disagree Very much disagree

33.1 already used this brand.

34. I plan to switch over (change) from this brand to another.

35.1 intend to purchase this brand.

36. I expect that the possibility of purchasing this brand is certain.

37.1 intend to 'try' this brand.

38. Compared to brands similar in price, quality and function this brand is:-

(Respond to each o f the following separately)

A. Low Prestige

B. Disappointing

C. Risky

D. Poor

** 12 numbered Test Advertisements, both print and T. K are given to you. In case of TV advts, siu pltotos from eaclt advt. are presented witlt associated commercial script under eaclr pltotograplt. A description of eaclt commercial under test is also given. Please look at these ads carefully and proceed.

Response sheet number 3 may be used to place your opinion

39. I can relate this advertisement with its relative brand. Y O N o 0

40. I can recognize and remember seeing this advt. in print or electronic media. Y O No0

4 1. T h Advt shown to me communiotes the requid message about the product clearly. Y No

(PLEASE RESPOND TO EACH OF THE FOLLOWING SEPARATELY)

42. I can recall of the advertisement's:- ,-- A. Illustration Yes No

B. Caption Yes No I7

C. Copy (Sentences) Yes No

Choose any one out of five responses (AA, A, B, D, DD) and place X mark for the following statements

43. The advertisement shown to me is:-

(i) A. Believable B. Informative C. Interesting D. Meaningful

(ii) A. Impressive B. Clear C. Eye-catching D. Convincing E. Overall Liking

(iii) A. Amusing B. Appealing C. Clever D. Dull E. Effective F. Gentle G. Imaginative H. Irritating 1. Lively J. Original K. Pointless 1,. Well done M. Worth remembering

(iv) A. Good B. Useful

(v) A. Unique-Unusual B. Motivating me to wish to buy the product C. Enjoyable D. Tolerable

44. I think the advt. is:- A. Beautiful

v B. Pleasant -Pleasing C. Refreshing D. Pleasurable E. Attractive F. Not vulgar - Refined

45. I am confident that the product claims made in the advt. is true.

46. The advertisement made me feel 'Tensed'

* * I n tire Response Sheet, (No.4) fire advertisement number and their relevant advertised

brands are given togetlrer for your easy identification. Please look at it and proceed.

47. The brand has all the benefits claimed in the Advertisement.

t 48. I was persuaded to buy this brand after seeing its advt.

49. This brand has better quality than others.

** Please put an $X' mark in any one ofrhe boxes which you think most applicable.

50. I feel that: ,' A. The advertised brand is the Single Best Brand.

B. The advertised brand is One of Several Top Brands.

C. The advertised brand is an Average Brand.

D. The advertised brand is a Below Average Brand.

5 1. I purchased the advertised brand:

J A. Before seeing this advt.

B. After seeing this advt.

C. Both before and after seeing this advt.

D. I did not purchase this brand.

52.1 have been purchasing this brand for the last:

/ A. 6 months

B. 1 Year

C. More than one year

D. Not purchasing now

53. The maker of the advertised brand is:

A. Untrustworthy

B. Incompetent

C. Insincere

THANK YOU

..~ -~ ~~ -. ~ . . T I ..+-

AA Very much Agree A - Agree B - Uncertain D - Disagree F)D - Very Much Disagree

TEA

TALCUM POWDER

REFINED EDIBLE OIL

DETERGENT POWDER

TOOTHPASTE

TOILET SOAP

." % ;-. <

2

3 4

5 6

7 8

9 10

11 12

KANNAN DEVAN

PONDS CUTICURA

SUNDROP SANOLA

NlRMA ARlEL

CIBACCA CLOSEUP

LlRlL CINTHOL

$;

RESPONSE SHEET Y X

............... ................................ ............... Name Division House No. A -

A) fi B €3 0 0 6)

C)

D)

E)

0 B B €3 0 t] tl 0 0 0 fi

fl tl 0 0 0

0 1)

b 2)

I3 3)

0 0 4) 5)

Y O N O Y O N O br5 b f i Y O N O Y O N O

................................... . d ....

........................................

8)

'0)

11)

12)

Yes q NO^ 9) Yes NOD ......................................................................... ..................................... ....................................

A B C D E F G .......... .......... .......... .......... .......... .......... ..........

A) Yes q No q B) Yes q N o 0

A B C D E 1 2 3

C)

D)

€1

n G)

H)

q q 17 q

q ............ 20)

21) A) ............

B) ............

............

............

q q

q 17 q

22) Twih Pa@e Blcum Powder A) yes O N O ~ Yes q NO 17 B) Yes O N O ~ Yes NO q C) yes ONOO Yes NO q 9. Yes ONOO Yes NO

............

............

............

............

............

17 q

17

............

............

............

............

............

q q q

q

............

............

............

............

............

q q q q q q

q q

q q

............

............

............

............

............

............

............

............

............

............

..-- -. .-

PRODUCT TEA TALCUM POPDER REFINED EDIBLE OIL DETERGENT POWDER TOOTH PASTE TOILET SOAP GROUPS

Brand MOUNTAN MIST KAnINANDFVAV FONDS CllmCURA SUNDROP W O L A hmU4 ARIEL ClBACCA CLOSEUP URlL ClMHOL Names

A A A B D W A A A B D D D A A A B D W A A A B D D D A A A B D W A A A B D D D A A A B D D D A A A B D D D A A A B D D D A A A B D D D A A A B D W A A A B D D D

W e n Nos

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3 4 noon0 UOOOC unooo 00000 0unolI oonoc 00000 On000 ooono nono0 oonnc o n o u c

-

10

A A A B O D D

t10000 o o o n o o a o o o

o o o o a

Oaoon 0 0 0 0 0 n n o o o

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3 0 0 0 0 l 0 0 0 0 0 l 0 n 0 0 0 l 0 0 0 0 0 lo o o o o l o o o 00-I

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o o o o o n o 0 n o

--

Ad. No.

42

-

1

-- - -

Response 4 --

6

AA A B D

q a o o o o o n $ q oooc q oooc q o o n t q o o o c q n o o c q o o o c q o o o c q o o ~ c q o o o q o o o q moo q o o o q o o a q 0 0 0

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q o o o c q o o o c q o o o c n o o o r q o o o c a o o o c q o o o c q o o o c q o a u c q ooorr q n o o r q o o o c q a n o r q oooc q oooc o o o o c

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.

2

A A A B D D D

n o o n o o o n n o a o o o a OUOIJO n o n a o n u o o a o o o a o n o a o n o o o o a n o a a o o o o a o o a a n o a o a n o n n o n o n n o a o 0 0 [ 7 0 O O C I ~ D ~ ~ [ ~ ~ a o o o o o n o 1110000 n o n u n o o o o a 00t7n-0 a a d o o n o o o o o o o n o o o o a o o o n o o n o o o a o n n a o o o o a o o o a o n O U O O O o o o u o mooon u o o o a o o o a o o o n o o o n a n o a n o o o o n o o b n m m n m

- - -- - -

3

AA A B D D O

o o a o a q a n o n q o o o o o o a o o

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