PROJECT REPORT

ON

PLANNING & RESEARCH IN ADVERTISING

SUBMITTED BY: Jalees Ahmad ROLL NO. 7

1

MASS COMMUNICATION 2002-2003

ACKNOWLEDGEMENT

My

Training

would

not

have

been

possible

w i t h o ut

s u p p o r t a n d c o o p e r a t i o n o f t h e c o mp a n y L e o B u r n e t t . I a m i m me n s e l y gr a t e f u l t o t h e c o m p a n y i n p r o v i d i n g me a n e x c e l l e n t e x p e r i e n c e a t t h e t hr e s h o l d o f my c a r e e r . T h e t e a m me mb e r o f L e o B u r n e t t M r . M a n i s h "lanning # $ew Business %ell& and Ms. inha !head of hefali $ath ! r.

B r a n d M a n a g e r & ' w h o pr o v i d e d h e l p a n d a g o o d t r a i n i n g g r o u n d f o r my c a r e e r .

wish

to

ac(nowledge by our

the

guidance teacher

and

teachings )ppal

provided

respectable

Mr.

!*dvertising&. I would li(e to pay special regards to M r s . * b h i l a s h a * b h ay + u p t a ! , e p u t y , i r e c t o r & f o r h er support and guidance.

I a m l e f t w i t h n o w o r d s t o p a y my g r a t i t u d e t o my p a r e n t s ' s i s t e r # b r o t h e r ' i n v a l u a b l e s u p p o r t # l o v e t h ey h a v e g i v e n me . I a m a l s o t h a n ( f u l t o M r . , e e p a ( T a n e . a ! B r o t h e r & f o r g u i d i n g me o n my t r a i n i n g a s w e l l a s o f my course.

J a l e e s A h ma d

CONTENTS
Introduction

%ompany 0s "rofile

1/

"lanning # 1esearch

12

My wor( 3xperience

24

5 Lebon 5 $ational +eographic 5 6ome Ma(er 5 $ew Business of ,enims %onclusion

72

 *nnexure

7-

Bibliography

41

W AT IS AD!ERTISING"

Today' you are surrounded' as it were by advertising. It is all around you. 8ou cannot escape loo(ing at it or listening to it. 3ven if you are not consciously loo(ing at it or listening to it' the message of

advertising reaches and influences you. It is often recorded somewhere in the bac( of your mind and is recalled when you are buying something or loo(ing for a particular (ind of service.

Today' advertising is a part of your everyday life. In reality it is as old as human civili9ation itself.

*ccording to oxford dictionary the verb :to advertise means :to make generally or publicly known; describe publicly with a view to involving sales.

*dvertising began when somebody had something to sell and there was somebody else wanted to buy that particular product. * way had to be found to bring the seller and buyer together to effect a sale or clinch a deal. This needed the two. some form of communication was

between

This

communication

advertising. +radually' advertising itself became a complex

business involving different intellectual disciplines and institutional structures. Thus emerged modern

advertising as hand maiden of industry. It is the product of mass production' mass mar(et' mass

distribution and mass communication. It (eeps trade and commerce moving and helps the growth of the economy' by creating demand for mass produced

goods and services.

<

Therefore' *dvertising can now be defined as = paid dissemination of information through variety of mass communication media to motivate a desired action.

*dvertising is not a selling a product or service for the satisfaction it provides. The interest is not in the product or service for itself' but in the satisfaction it provides. The consumer is buying satisfaction.

*dvertising tries to convince a prospective consumer that a particular product or service would satisfy an actual need or even a latent need. *dvertising also sells a lifestyle. Thus advertising is not directly

selling goods or service' nor is it mar(eting> it is mar(eting communication.

Ad#e$%&s&'( A(e')*

*dvertising is a very complex business. There are different organi9ations involved. There are probably few activities It or is businesses not the as complex and variety as of

*dvertising.

number

activities or the types of s(ills involved that account for the complexity of *dvertising. It is the

integration of all these activities and s(ills into a meaningful and purposeful pattern and outcome for

the complexity of advertising.

1?

The advertising agency is concerned with translating the advertiser0s re@uirements into advertisements'

selecting the most effective combination of media for the advertisements and planning their utili9ation in terms of timing' production and distribution of the advertising material and evaluating their

communication impact.

The

media

owners

have

to

provide

the

necessary

information about the circulation or reach in both spatial and consumer terms to help the most effective selection of media and ensure that the advertisements are reproduced according to the schedule re@uired by the advertising agency. The entire business starts with the advertiser. The rise and fall of advertising business depends solely on

11

the expenditure incurred by the advertiser. It is the advertiser that maintains the total complex of services and organi9ation The and that constitute is the of the sole advertising buyer is of an

business. advertising

advertiser the

content

advertising

expression of the basic character of the economy. The ma.or advertisers are the manufacturers of consumer products' particularly consumer durables and elitist consumer services. *n *dvertising Manager is one who handles the advertising re@uirements of an

organi9ation such as public relations' sales promotion and merchandising' and sometimes even in cases bigger li(e the

mar(eting

mar(et

research.

The

organi9ation the more the division of responsibilities. The advertising of agency the is the second important If the

component

advertising

spectrum.

advertiser is the originator of the entire process' the

12

advertising agency is the instrument through which advertising is conceived and planned by advertising specialists' wor(ing as a team to render advisory and creative services to advertisers in planning and

preparing advertisements. There are six broad arena of wor( in the modern advertising agency structure today.

ACCOUNT E+ECUTI!EA

Birst'

function

is

in

the

area

of

contact

and

communication between the advertising agency and the advertiser. In an advertising agency language the advertiser whom the agency serves is the client. The client is also often referred to as the account' such as TI %C account. This is because the client hands over the responsibility of spending and

1-

maintaining accounts of its advertising budget to the advertising person who agency wor(s it in appoints the for the of wor(. contact The and

area

communication between the agency and the client is (nown as the account executive. In a large agency he could be part of a larger group' which is (nown as the account service group. It would include specialists in different fields' such as media' art and copy' research and production.

RESEARC

econd function is research. *dvertising agencies use research as a tool for their own comprehension of the mar(et in relation to the product or service they have to advertise. 1esearch also helps develop creative ideas and media plans. 1esearch also helps develop creative ideas and media plans. *dvertising agencies
1/

use research to test consumer reactions to products and services not only to gather points for effective communications. * great deal of demographic and social and economic data are now available from various social and economic research groups in the country for use in planning and creating are pre5

advertisements.

*dvertising

approaches

tested and even post5 tested for the effectiveness. ome of the big agencies maintain consumer panels for various types of tests and research to help evolve the most effective communication message.

CREATI!E, The third important This is function where is the are creative born' the

department.

ideas

advertising message' the persuasive communications created. This too is an

17

area

of

teamwor(.

The

copywriter' the visualiser' the art director and the ideas man or the creative direcDor wor( together as a team. In the process of interaction among these

individuals emerges the advertising message in which the words and pictures and where necessary' sound and music become an integrated function. It is in the creative department that a mar(eting concept is given flesh and blood in the process of converting it into a communication concept' powerful enough to induce a purchase.

MEDIA, The fourth is function the of an advertising The agency media

structure'

media

department.

department has assumed ma.or significance today with the proliferation of not only different types of print media' but also the electronic media' particularly with
14

the

advent

of

telecast

from

outside

the

country

through satellites. This is an area important for both the advertiser and the advertising agency. *s the advertisers face severe competition' they are

becoming more exacting in the demand for reaching out to the right consumer' most effectively. The

proliferation of the media

and the speciali9ation in

relation to audience or readership that is ta(ing place are also demanding of the advertising agencies the best possible utili9ation of the available media.

*ccording to a rough estimate' 1?E of the advertising budget is spent on creating advertisements' while 2?E is spent on the media. 3ven computers are being used to find out the best possible combination of media for the most extensive and effective coverage of the

target consumers at the least possible cost. Leading

1;

advertising agencies today have media planners and media controllers.

-RODUCTION, The important area of the advertising agency structure is the production department. It is concerned with the production of the advertising material. Fhen

practically all newspaper were printed by letterpress' the production department0s main responsibility was to get the bloc(s made out of the artwor(s of the advertisements produced by the creative department and the dispatch them to the newspaper concerned. "rint production involves the graphic arts and

specialists in typography' engraving' printing and so on. Broadcast production' particularly in television' involves audiovisual studios' production houses' and

1<

the basic tas(s of filming and editing' which are very similar to the production of a movie.

.INANCIAL MANAGEMENT,

The ma.or source of income of the advertising agency is the 17E commission received from the media and all other suppliers of advertising material. The main source of income are the newspapers and maga9ines and TG' followed by radio and cinema.

12

The W/$0&'( /1 Ad#e$%&s&'( A(e')*

The entire process begins with the account director who secures business for the agency and is

responsible to the client for servicing the account. 6e would be assisted by a number of account executives and assistant executives depending on the si9e of the budget. In the account of the service mar(et group' research' This would be

representatives media and

creative' would

production

department.

constitute a team which would service a number of accounts. The *ccount ,irector would gather all the necessary information from the client. Cnce the advertising campaign is finali9ed and has received the approval of the agency' it has to be presented to the client. *t this stage only the

advertising Manager and may be some mar(eting and

2?

sales personnel might be involved. The main emphasis at this presentation is on mar(eting communication approach and how it is to be wor(ed out creatively and in terms of media' in relation to the budget.

Cnce

the

advertising

plan

and

rough

creative

interpretation are accepted' the agency proceeds to finalise everything. Then there is a final presentation before the top management of the client. Cnce the client gives his approval' the advertising plan would be executed.

21

LEO BURNETT

Leo Burnett worldwide is an agency founded by the legendry Leo Burnett H the century0s leading

advertising personality as nominated by *dvertising *ge in their turn H of H century poll. Cver ;? years of its existence' Leo Burnett0s single5 minded focus on creating superior advertising has attracted to the agency what could be considered the most blue5 chip collection of clients in the world> clients li(e Kellogg, Philip orris, Procter !

"amble, Pillsbury and the #oca #ola #o.

In

2??1'

the

Leo

+roup0s

estimated

-worlwide

billings topped I;.2 billion. The *gency has </ full service offices in ;7 countries. It is today ran(ed at

22

no. 4 in the worldwide in terms of si9e worldwide and is the largest brand agency in the )nited tates.

$eo %urnett &ndia is a 2? year old' 1s -27 crore operation with offices in the / ma.or cities of India' Bombay' $ew ,elhi' %alcutta and

Banglore. Cver the past few years we have grown at a pace that far exceeds the industry and today stand at the ;th ran( in the terms of si9e.

$eo %urnett 'elhi is a young' four year old agency that is today a 47 man' 1s ;? crore operations. They have small but prestigious set of accountsA #oca

#ola, 'abur and (outh )frican %reweries. Industry peers as well as clients today regard them as being

among the finest agencies in the city both in terms of strategic thin(ing and @uality of creative wor(.

2-

CREATI!E

Leo Burnett was the world0s leading creative agency in 2??1 on the basis of the +unn0s 1eport' the

industry0s definitive record of performance at awards around the world.

Leo Burnett *sia was Media maga9ine0s choice for *gency of the year 2??1 for *sia "acific. Their %reative @uality played a large part in this

nomination.

Leo Burnett India was the second ran(ed agency at the recently concluded %lub Mumbai' *bby the *wards country0s of the

*dvertising

leading

awards forum.

2/

CLIENTS *n important guiding principle at Leo Burnett is to focus on few ! strategically significant& clients rather than : chase billings0 by accumulating long lists of advertisers for whom advertising is not a central component of brand H building. In India the client partners include the #oke set of brands, %a*a* two wheelers, Proctar ! "amble,

Pillsbury, +ein,, 'abur, "odre* soaps, &#&#&, (outh )frican %reweries and several others among India0s

largest and most coveted advertisers.

Leo Burnett ,elhi handles the #oke set of brands, sibrands of health products and toiletries from 'abur, (outh )frican %reweries, 'epartment of Post, (omany .iles, (chneider /lectric, #atch (pices and the

27

countrys

leading

brand

of

traditional

tobacco

products, %)%).

SER!ICES O..ERED

*s the Indian mar(et sees ever5 higher levels of competition and an ever5 increasing fragmentation of audiences' there is being felt a strong need to go beyond conventional mass media into other avenues for the interfacing with and impacting the customers.

The three high @uality specialists operations within the Leo +roupA

Leo Activation: the division designs and implements programmes aimed at ending a brand0s e@uity and franchise through direct interface with consumers.

24

The

,ivision

has

handled from

host

of

promotional events to

campaigns

ranging

entertainment

mobile exhibitions to mass5 scale demonstrations and sampling.

Starcom Media:

tarcom Media is the separate media

specialist division. It is one of the world0s top 7 media companies.

Sampark & MaRs:

ampar( for public relation and

Ma1s for Mar(et 1esearch.

2;

-LANNING The ma.or activities of advertising management are planning planning and is decision thus to ma(ing. out The what essence the of

find

feasible

alternatives are and reduce them to a set on which decisions can be made. ,ecision ma(ing involves

choosing from among the alternatives. The Mar(eting plan serves a number of very important functions. It assembles all the pertinent facts about the

organi9ations' the mar(et it serves and its products' service customers' competition and so on. It forces the functional managers within the company to wor( together5 product development' production' selling' advertising' efficiently on credit' the transportation5 customer. It sets to goals focus and

ob.ectives for specified periods of time and finally'

2<

lays out the precise strategies and tactics that will be used to achieve them. The Mar(eting "lan enables analysis' criticism and improvement of all company operations' including

past mar(eting and advertising programs. It dictates the future role of advertising in the mar(eting mix. It provides focus and guidance to advertising creativity. uccessful organi9ations do not separate advertising plans from Mar(eting. They view each as a vital building bloc( for success. Mar(eting 1esearch is the function which lin(s the consumer' customer and public to the mar(eter

through information5 information used to identify and define mar(eting opportunities and problem> generate' refine' and evaluate mar(eting actions> monitor

mar(eting performance and improve understanding of mar(eting as a process.

22

Mar(eting 1esearch have four phasesA 1& (etting goals and establishing strategies0 )seful information can be obtained on a variety of topics when managers attempt to select a new

strategy to pursue. %hanges in the si9e or trend of demand5 or changes in the structure or composition of the mar(et may suggest that new strategy is appropriate. %hanges in media trends5 such as the growth of cable of an television5 opportunity may that signal might the be

emergence

exploited with certain new strategy. 2& 'eveloping a arketing Plan0

Fhen developing mar(eting plans' managers often use mar(eting research to identify (ey mar(et

segments. By measuring their attitudes and opinion toward the features of available products' and how

-?

these

products

are

used'

managers

can

identify

important product and advertising considerations to include in their plans. Mar(eting research can also be used to test how appealing certain proposed product attributes and advertisements are to the target mar(et. -& Putting the plan into the action0 Fhen plan is put into action' management must monitor the effects of the plan to see if it is achieving its ob.ectives.

/& /valuating the plans effectiveness0 *t the end of the operating period management will want to reappraise the plan and compare results with the ob.ective. an aggregation and obtained uch a reappraisal will involve compilation during
-1

of

most

of

the and

information

the

planning

action phases' with a special emphasis on sales' mar(et share' mar(eting costs and contribution to profit. It will also measure brand awareness' trial rates' repeat purchase rates' preferred brands.

-2

Settin oa!s Deve!opin hd a s e s2 an ta"!is#in p !h aa ns e 2 strate ies 1esearch can monitorA ,issatisfactions and needs in relevant mar(et segments. ,emand si9e and trend. IndustryJ mar(et structure and composition' competition' mar(et shares and profitability. Technological and materials innovations. upply conditions and prices. ,istribution' environment and legal developments. Media trends.

a $%ttin t#e ht a e c3 in os a tion

p!an Eva!%atin hea s e 3 t# p!an&s e''ectiveness 3nd of period compilation and aggregation of operating data to present an accurate picture of performance. *lso' summary of survey findings on consumer awareness' trial' attitudes' preferences' repurchases rates' and so on.

1esearch canA Identify (ey mar(et segments by product category. Identify mar(et segment toward present products' promotions' advertising. Test the appeal of potential product attributes. Test the effectiveness of advertising and promotion. 3valuate the needs and attitudes of channel members.

1esearch can monitorA Total industry and product class sales. Birm0s sales' by product and mar(et. "roduct availability in retail stores' shelf space' retailer support and so on. The costs and effectiveness of the firm0s mar(eting efforts' by product and mar(et and by advertising' promotion' and so on. *wareness and trial in relevant mar(et segments. %hanges in competitive spending levels and strategies' including price' pac(age' promotion' and so -on.

IN.ORMATION SOURCES USED *ll Mar(eting Management information comes either from sources internal to the firm or from external sources. 3xternal sources of information can be further divide into twoA 1& "rimary 2& ources. ources.

econdary

Thus mar(eting management information comes fromA ources internal to the firm.

"rimary sources external to the firm ome econdary sources external to the firm. sources are internal to the firm' such as

information generated by the mar(eting' accounting and production department. Their normal operating

-/

responsibilities re@uire that they compile some of the sales and cost data needed by management. (econdary data other are those that have been collected by for example' government

organi9ations>

agencies such as commerce and labor departments of the federal government' financial organi9ations such as ,un # Bradstreet0s and "oor0s. ,ata from these sources are called collect secondary original because analy9e these and

organi9ations

data'

tabulate these data' but then publish only summary tables and charts. Primary data are those collected specifically by' or for' the data users. There is no intervening party to summari9e the original data. *s the original data from each unit or respondent are available' they can be retabulated or re5analysed in as many different ways as managers choose.
-7

-4

The

above

principles

of

Mar(eting by me in

research my

and

planning

were

observed

practical

training at Leo Burnett. Leo Burnett believes in an integrated approach to planning and research. To understand human behavior and read societal trends for generating relevant and fresh insight for communications. There are various research tools used by the company which helps to identify brea(through value proposition with high

precision. The precision planning tools ensures the calibrate with precision the functional' cultural or sociological nuance that will give the brand the

highest leverage. ,efine with precision the brand idea that will create the highest leverage for the brand. "recision planning helps unearth deeply held

motivations' aspirations' values' self concept' life

-;

concepts' personality traits. The Burnett battery of proprietary precision tools includeA Galue *nalysis MBTI I,CL Magic shop ,isclosure ,rawing 6ot Buttons &'1$ &nvoluntary 'isclosure 1f $ife #oncept I,CL is an insight tool designed for brands that aim to sell themselves as : ,ocument of life5 concept.0 * lot of human behavior including purchase of brands is motivated by the consumers striving to move towards their ideal life concept. I,CL0s premise is our

-<

favorite

songs

are

often

emotional

encouragement

messages that urge us along the path to ideal life concepts. +ot %uttons 6ot Buttons are a uni@ue way of unearthing deeply help consumer beliefs' aspirations and motivations by way of including creative triggers and thin(ing among the brand users and non users. 6ot Buttons are statements in consumer spea( on any of the following dimensionsA "roduct attribute' benefit' usage occasionJ time of day' consumer frustrations' product cost

ingredient!story&'

manufacture'

process'

benefit' environmentJ valuesJtrends' what it does not do etc.

-2

 The consumers ran(s the :hot buttons and even states the reasons for his li(es' disli(es. The most li(ed hot buttons are then interpreted for a relevant consumer insight.

%rand %elief (ystem Brand belief system is a proprietary system of

arriving at a uni@ue and powerful bond between a brand and its believers. There are - (ey areas of interrogationA discovery2 uncovering the bond

between brand and its current or potential believers. &mprint2 creating brand activities that consistently reinforce and build that promise. "rowth2 enriching the bond between the brand and its believers. The above mention tools were utilised by me while ma(ing research on the following brandsA +ome

aker 34hirlpool5, $ebon, 6ew %usiness of 'enims,

/?

6ational

"eographic

#hannel.

These

research

encompassed my one month training programme. The utility of the above tools can be seen from the

following reports.

LE4ON "ac(aging of +hee and "aneer. Lebon is launching a ghee and paneer. The main aim of the research was to find out (ind of pac(aging that is most attractive and acceptable in the mar(et' which will induces the consumer to buy the ghee and paneer. "ac(aging as all the activities of designing and

producing the container for a product. ,eveloping an effective pac(age re@uires several decisions. The

first' is to the pac(aging conceptA defining what the pac(age should basically be or do for the particular product. ,ecisions must
/1

be

made

on

additional

elements5 si9e' material' color' text and brandmar(. The various pac(aging elements must be harmoni9ed. The pac(aging elements must also be harmoni9ed with decisions on pricing' advertising and other mar(eting elements. *fter the pac(aging is designed' it must be tested. /ngineering .ests2 this is conducted to ensure that the pac(age stands up under normal conditions. 7isual .ests0 to ensure that the script is legible and the colors harmonious. 'ealer .ests0 to ensure that dealers find the pac(ages attractive and easy to handle. #onsumer response. It is on these principles of pac(aging the research was conducted in Lebon. There were two pac(aging each .ests0 to ensure favorable consumer

/2

for the product5 paneer # ghee. In the first pac(aging the branding ta(es the lead. *nd in the second

pac(aging the content descriptor ta(es the lead. * @uestionnaire was prepared' to (now which pac(aging is most appropriate. * @uestionnaire consisted of only one @uestion i.e. which packaging is most

appropriate and why8 a5 brand name more prominent. b5 #haracteristics given more importance. Bor each product i.e. ghee and paneer the same

@uestion was put forward before the consumers. The sample si9e was ;?. The housewife !sec *' B& were target as they are the housema(er and main buyers of household good. Thus it is necessary to target 2?E of buyers who can have decisive role in sale of a

particular goods.

/-

For Le bon Paneer:

There were two kinds of packaging done for each product:
In one pack the branding takes the lead In one pack the Content descriptor takes the lead

//

/7

For Le bon Ghee:

There were two kinds of packaging done for each product:
In one pack the branding takes the lead In one pack the Content descriptor takes the lead

/4

Packaging of Lebon Paneer

70% 70%

%0%

$0%

#0% 0% 0% (eries!

"0%

!0%

0% brand na&e &ore pro&inent characteristics gi'en &ore i&portance

/;

* c c o r d i n g t o t h e a b o v e c h ar t s i t s h o w s t h a t t h e ; ? E o f t h e c o n s u m e r s l i ( e t h e p a c ( a g i n g i n w h i c h t h e br a n d n a me is given mo r e i mp o r t a n c e . Cnly - ?E of the

c o n s u me r l i ( e t h e p a c ( a g i n g i n w h i c h c h a r a c t e r i s t i c s o f t h e p r o d u c t a r e g i v e n mo r e i mp o r t a n c e . 1 e s p o n s e s i n f a v o r o f br a n d n a me K : L o o ( w i s e i t i s g o o d ' b o t h t h e t h i n g s ar e c l e a r l y v i s i b l e 0 K :,elightfully Bresh "aneer describes the paneer' loo(s m o r e c a t c hy . 0 K: G i s u a l l y b e t t e r a n d t h e me s s a g e f r e s h " a n e e r 0 c o me s along very well.0 K : I w o u l d l i ( e t o ( n o w w h a t t h e c o mp a n y i s b e f o r e I e v e n t h i n ( o f b uy i n g t h e pr o d u c t ' or g i v e i t a s e r i o u s t h o u g h t 0

/<

/2

1 e s p o n s e s i n f a v o r o f ma i n c h ar a c t e r i s t i c s b e i n g m o r e p r o mi n e n t L K :"eople (now about Le bon so it is not necessary w h e t h e r t h e b r a n d n a me i s wr i t t e n i n s ma l l or b i g . 0 K : " i c t u r e i s v e r y c a t c hy a n d s h o w s t h a t i t i s f r e s h "aneer0 K : F h e n t h e p er s o n f i r s t s e e t h e w o r d = Br e s h " a n e e r M ' t h e y a r e a t t r a c t e d t o w a r d s i t a n d w a n t t o b uy i t .0

7?

71

*ccording

to

the

above

c h ar t s '

a l mo s t

;7E

of

the

c o n s u me r s l i ( e t h e p a c ( a g i n g i n w h i c h t h e b r a n d n a me i s g i v e n mo r e i mp o r t a n c e . - 7 E o f t h e c o n s u me r l i ( e t h e pac(aging in which the characteristics of the product are g i v e n m o r e i mp o r t a n c e . 1 e s p o n s e s i n f a v o r o f br a n d n a me K : + e n e r a l l y t h e b r a n d n a me c o m e s b e f o r e t h e p r o d u c t . 0 K : t h e br a n d n a me i s mo r e i mp o r t a n t t o m e ' o n l y a f t e r I ( n o w w h a t br a n d ' w i l l I b e i n t er e s t e d t o b u y 0 K : T r u s t e d br a n d i n d a i r y p r o d u c t ' n a me o f L e B o n w i l l h e l p m e t o d e c i d e a n d t h e n t o b uy . 0 K : By l o o ( i n g a t t h e b r a n d n a me ' w e w i l l d e c i d e w h e t h e r to buy the product or not0

72

1 e s p o n s e s i n f a v o r o f ma i n c h ar a c t e r i s t i c s b e i n g m o r e p r o mi n e n t L

K :%learly describes the @uality of the product before reading the brand name.0 K : 6 e a l t h i e r " ur e + h e e s t a n d s o u t a n d a n y t hi n g r e l a t e d t o h e a l t h i s n o t i c e d t o d ay . 0 K : 6 e a l t h i e r p ur e g h e e ' < ?E c h o l e s t e r o l r e d u c e d t h e s e ar e m o r e c a t c hy . 0

7-

* c r o s s b o t h t h e p a c ( s t h e o pt i o n w i t h t h e L e B o n b r a n d i n g t a ( i n g t h e l e a d s e e ms t o b e m o r e l o g i c a l t o t h e r e s p o n d e n t u n i v er s e . 5 T h e e @ u i t i e s o f L e B o n a n d t h e c r e d i b i l i t y i t br i n g s t o t h e t a b l e p er s e ' s e e m t o b e i mp o r t a n t t o t h e c o n s u me r . 5 B ur t h e r a s ' L e B o n s e e m s t o b e a s s o c i a t e d w i t h : d a i r y 0 ' the foray into paneer and ghee. NATIONAL GEOGRA- IC

7/

I n t h e mo n t h o f N a n u a r y t h e $ a t i o n a l + e o g r a p h i c w a s l a u n c h i n g a n e w s e r i e s o n 6 i ma l a y a s . I n t h i s s e r i e s t h e c h a n n e l w a s g o i n g t o s h o w t h e a b o u t t h e 6 i ma l y a n 3 x p e d i t i o n ' t h e f i r s t m a n w h o c l i mb e d t h e M t . 3 v er e s t ' a n d a l l t h e ot h e r d e t a i l s a b o u t t h e 6 i m a l a y a n s . I n t h i s 3 x p e d i t i o n m a n y p e o p l e c o u l d p a r t i c i p a t e ' t h ey c o u l d e v e n w i n t h e c h a n c e t o g o t o t h e 6 i ma l a y a s a n d t h e r e were many other exciting pri9es to be won.

77

T h e ma i n a i m o f t h e o b . e c t i v e w a s t o g e t t o ( n o w t h a t how many people (now about the 6imalayan 3xpedition. *nd how many The viewers li(e to was watch prepared $ational for the

+eographic.

@uestionnaire

research' it consisted of 12 @uestions. The sample si9e was 7?. the main target of this research were the men b e t w e e n t h e a g e g r o u p o f 1 < 5 - 7 y r s b e c a u s e t h e m e n ar e more energetic' brave enough to go to these places.

74

Awareness of the new series on National Geographic

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"0%

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7;

* c c o r d i n g t o t h e a b o v e c h ar t m a n y p e o p l e w e r e a w a r e o f t h e e x p e d i t i o n t h a t $ a t i o n a l g e o gr a p h i c w a s l a u n c h i n g . *round 27E of people were unaware of the expedition because they do not watch $ational +eographic. T h e @ u e s t i o n s w h i c h w e r e a s ( e d b y t h e c o n s u me r s w e r e A 1 & 4h i c h 9 i n f o t a i n m e n t c h a n n e l d o y o u l i k e t o w a t c h 8 2 & 4h i c h c h a n n e l y o u l i k e t h e m o s t t h e 6 a t i o n a l " e o g r a p h i c o r t h e ' i s c o v e r y 8 4h y 8 -& +ow many hours in a week do you spend watching .78 * n d m a n y ot h e r s @ u e s t i o n s w e r e a s ( e d .

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72

INFOTAINMENT CHANNEL

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41

The I ea Of Hi!ala"an E#pe ition

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42

The research was carried on and the following results w e r e d e d u c e d . T h e i d e a o f 6 i ma l a y a n 3 x p e d i t i o n w a s li(ed by ;?E of the viewers and only -?E of the viewers d i d n 0 t l i ( e t h e i d e a b e c a u s e t h ey t h i n ( t h a t i t i s a w a s t e o f t i me t o w a t c h s u c h s e r i a l s . T h e mo s t i n f o r ma t i v e c h a n n e l l i ( e d by t h e c o n s u m e r s i s ' i s c o v e r y 3: ; <5 , t h e n i t i s 6 a t i o n a l " e o g r a p h i c 3: = <5 , a n d t h e n ( t a r 6 e w s 3 > ; <5 a n d t h e r e a r e ma n y o t h e r s i n f o t a i n me n t c h a n n e l l i ( e d b y t h e v i e w e r s a r e a n i m a l planet, ?ee 6ews etc.

4-

OME MAKER W I R L - O O L 5 C O NS U M E R D U R A 4 L E G O O DS 6

4/

T h e r e s e a r c h w a s c a r r i e d o n t h e $ e w I n d i a n F o me n . T h e research was done basically to get an idea what the w o me n t h i n ( o f 6 o m e 5 M a ( e r . , o t h e t o d a y 0 s w o me n t h i n ( t h e m s e l v e s . u s t t h e h o u s e w i f e or t h e h o me 5 M a ( e r . I n t h i s r e s e a r c h t h e p l a n n i n g t o ol w a s u s e d ' t h e t o o l w a s +1. %@..16(. * @uestionnaire was made' it contained - ? @ u e s t i o n s . T h e s a mp l e s i 9 e w a s 1 ? ? . t h e m a i n t a r g e t was the 6ousewives5 2 ?5 / 7 yrs. 6ousewives were

t a r g e t e d b e c a u s e t h e y a r e t h e m a i n p er s o n i n t h e i r h o me ' t h e y o n l y m a ( e t h e h o me ' b u i l d s u p t h e r e l a t i o n s h i p s ' t a ( e c a r e o f h e r f a mi l y ' c o o ( s f o o d f o r h e r f a m i l y ' a n d s o on.

47

T h e r e w e r e s e v e r a l @ u e s t i o n s b a s e d o n 6 o me M a ( i n g ' 1elationships' #aspiration. Ouestions areA 5 difference between a house wife and a +ome 5 5 5 ost preferred home making activity. o s t e n * o y a b l e o u t of h o m e a c t i v i t y . ost valued part of your day. aker. 1eward #recognition' ,r e a ms ' ,esires

5 4h a t s a c r i f i c e s h a v e y o u r m a d e f o r y o u r f a m i l y 5 .he happiest shared moments. 5 )ctivities that she does to befriend her children. 5 +ow do you keep your husband happy. 5 +ow do you keep your sonAdaughter happy.

44

5 /motional reward from her family. 5 ost remembered gifts.

5 4h a t m a k e s y o u r d a y . 5 Khwaish that she has for self, for family as a whole, for husband, for children. 5 +er farmish. 5 'ream #areer.

The 6CT B)TTC$

used areA

P o i b h i w i f e h o u s e ma ( e r h ot i h a i ' g h a r ( o ( a i s e b a n a n a h a i ' g h ar ( i 9 a r u r a t (y a h a i .

4;

 T h e f i r s t t hi n g I g e t i n my mi n d w h e n I h e a r h o u s e ma ( e r i s t h a t o n e w h o m a ( e s t h e h o u s e ' decorate her house and the one who loo(s after h e r h u s b a n d a n d h e r c h i l dr e n .

T h e w o r d h o me ma ( e r s o u n d s l i ( e a n e l e c t r o n i c w o r d . w i t h w h i c h t h e w or ( c a n b e d o n e v e r y fast. 6ouse wife is the one who ta(es care of the house.

6 o me m a ( e r s h a p e s a h o u s e w i t h s e n t i me n t s .

4<

 3 v e r y w i f e i s a h o u s e ma ( e r b e c a u s e s h e ( n o w s how to ma(e house' and (nows what are the necessity of the house.

6 o me m a ( e r i s mo r e t o h o me a n d n ot h o u s e 5 m a i n l y ( n i t t i n g t h e f a mi l y t o g e t h er .

6 o me m a ( e r s o u n d s b e t t e r a s c o mp a r e d t o house wifeLLhouse wife sounds as if servant o f t h e h o u s e 5 e mp l o y e d f o r c l e a n i n g p u r p o s e .

I e n . o y d e c o r a t i n g my h o u s e a n d I l i ( e t o c r e a t e s o me t h i n g o n my o w n a n d d e c o r a t i n g i t L LI feel really nice doing this.

42

NEW 4USINESS O. DENIMS * new business of denims is being launched in the c o mi n g m o n t h s i n t h e ma r ( e t . * r e s e a r c h w a s b e i n g carried that how many people li(es to wear ,enims. * @uestionnaire was prepared' it consisted of 2? @uestions. T h e s a m p l e s i 9 e w a s 7 ? . t h e m a i n t ar g e t o f t h e r e s e a r c h w e r e t h e y ou n g s t e r s 1 <5 2 / y r s ' b e c a u s e t h i s i s t h e section which prefers to wear denims.

;?

T h i s w o r ( o f mi n e i s a n i l l u s t r a t i o n o f my t r a i n i n g p r o c e s s . , u r i n g my t r a i n i n g i n L e o B u r n e t t ' I g o t t o ( n o w a b o u t w o r ( i n g p r o c e s s o f a n a d a g e n cy . F o r ( i n g i n a w o r l d0 s t o p a d v e r t i s i n g a g e n cy 5 L e o B u r n e t t ' w a s a gr e a t learning experience.

;1

In Leo Burnett' I wor(ed in the planning # research d e p a r t me n t . T h e r e I g o t t o ( n o w a b o u t t h e d i f f e r e n t procedures of planning. Besides' I also got to (now about t h e c l i e n t 5 s e r v i c i n g , e p a r t me n t . I g o t o p p or t u n i t y t o g o f o r a n o u t d o or s h o o t o f a n a d . T h e s h o o t w a s d o n e f o r t h e T i me s M a t r i mo n i a l . T h i s a l l w a s v er y e x c i t i n g . I c a m e t o (now what all things are involved for the shoot of an a d v e r t i s e me n t s f o r p r i n t M e d i a . T h e t r a i n i n g h a s h e l p e d m e i n r e f i n i n g my t h e o r e t i c a l ( n o w l e d g e a n d e n s h r i n e d my p r a c t i c a l s ( i l l s .

;2

7UESTIONAIRE ON NATIONAL GEOGRA- IC O.1 F6I%6 TG %6*$$3L *13 8C) *F*13 CBQ C ANNEL T*1 "L) T*1 FC1L, T*1 $3F T*1 "C1T T*1 MCGI3 %6*$$3L RGS MTG ,I %CG318 $*TIC$*L +3C+1*"6I% 3 "$ 6BC *T$ C$8 U33 TG *6*1* TG *B TG %*1TCC$ $3TFC1P B TG 6*LLM*1P *$8 CT631 TO- O. MIND UNAIDED AIDED

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;7

NEW 4USINESS O. DENIM

Name: Age: E-mail id: College: Degree (which year):

1. What are your everyday brand o! clothing" #roduct &ean 'hoe 'hirt (ormal #ant )- hirt Watch $rand 1 $rand %

%. What brand o! *ean are you aware o!" a) b) c) d) e) +. ,! any o! the e brand have not been mentioned - ( aided) -ave you heard o!" .evi/ Wrangler 0iller New1ort .ive 2in .ee 'an (ri co ;4

3. )he !ollowing brand originated !rom which country 4'A Euro1e 'an (ri co .ee .evi/ Wrangler $enetton New1ort #ar5 0iller .ive-in

,ndia

6) 'tatement that be t de cribe each brand (mar7 which &ean are an e51re ion o! the !ollowing tatement )
.ee #e1e 'an (ri co .evi Wrangler .ivein (lying 8achine 9u!! n )u!! $enetton Any other brand

8y !avorite 1air o! *ean &ean that , li7e to wear on 1ecial occa ion &ean that have the be t !it and tyle , am mo t com!ortable in )he :riginal *ean 8y !riend would thin7 , were cool )hey ma7e me loo7 cool n hi1 , loo7 e5y in $rand that re!lect my 1er onality Not tyli h; e5y $rand that , would wear everyday , hate to 1ut them to wa h ,t i meant !or the oldie &ean that 7ee1 changing with the time , hate the e *ean

;;

%/ 0hat factors are &ost when bu,ing 1eans 2! &ost preferred $ least preferred$

Com!ort (it 'tyle;de ign #rice Color

<) 'tatement regarding *ean in general and .evi in 1articular" ( 1 2 trongly agree= % 2 agree omewhat= +- di agree= 3 2 trongly di agree)

1) , thin7 ,ndian brand o! *ean are not cool 1) %) +) 3) %) &ean are !or everyday wear" 1) %) +)

3)

+) Wearing .evi ma7e me loo7 cool in my grou1 1) %) +) 3) 3) .evi are e51en ive *ean 1) %) +)

3)

6) , wouldn/t buy .evi/ , would wait !or omeone to gi!t them to me 1) %) +) 3)

>) .evi i what my Dad wear 1) %) +)

3)

;<

<) ,! , had the money , would rather buy .evi than any other *ean 1) %) +) 3) ?) .evi i my !avorite brand !or *ean 1) %) +) 3) @) .evi are com!ortable and rugged *ean 1) %) +) 3) 1A).evi ma7e me loo7 very e5y; tyli h" 1) %) +) 3) 11) When , wear .evi/ head turn 1) %) +) 1%) .evi ta7e my ha1e very well. 1) %) +) 1+), can even lee1 in my .evi 1) %) +)

3)

3)

3)

13), alway !eel dre ed u1 in my .evi/ 1) %) +) 3) 16).evi/ i be t !or outdoor 2 , can do anything wearing them. 1) %) +) 3) 1>).evi i !or wee7end dre ing 1) %) +)

3)

1<).evi/ i an overrated brand o! *ean 1) %) +) 3)

;2

'ome tyle tatement !or .evi 1?).evi i innovative in it/ de ign and color 1) %) +) 3) 1@).evi never go out o! tyle 1) %) +) %A) .evi are the original *ean 1) %) +) %1).evi are not cool 1) %)

3)

3)

+)

3)

%%) .evi are not meant !or trend etter 1) %) +) 3) %+) 8y wardrobe !eel com1lete with .evi 1) %) +) 3)

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