RESEARCH REPORT

NAME: Rachit Anantharaman

ROLL NO: 16
SUBJECT: Advertising & Market Research
PROFESSOR: Mrs. Shriya Shenoy
Pre-testing of Advertisement

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 INDEX

1. Hypothesis ……3
2. Copy of Questionnaire ……4
3. Data Interpretation ……5
4. Conclusion ……8

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 HYPOTHESIS

Alternative Hypothesis- The Advertisment is highly effective.

Null Hypothesis- The Advertisement is ineffective.

Sample Size- 30

Sample Type- Non-Probability Sampling Convenience and Judgement

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 Copy of Questionnaire

1. What is your name?

2. Which product came to your mind when you saw the start of the
advertisement?
Watch
Condom
Towel
Other

3. Which brand do you recall after listening to the song in the advertisement?

4. If you were describing this ad to a friend, would you say this ad is...
Attention Getting
Boring
Creative
Emotional
Unique

5. On which scale would you like to rate the ad?

Worst 1 2 3 4 5 Best

6. Do you want to see the advertisement on TV?

Yes
No
Maybe

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 DATA ANALYSIS AND INTERPRETATION

Interpretation-
As the above pie chart from all the people who took part in the survey about 46%
thought by the start of the advertisement it is a condom brand. But 30% thought the
advertisement is about Towel. While the other 24% think that it is related to the other
brand/category. From this, it can be interpreted that the majority of the people thought
this advertisement is of a particular condom brand.

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Interpretation-
The above chart shows that 35% of people were able to recall the brand Imperial blue
by just listening to the song in the advertisement. The other 65% thought of other
categories such as watches, hygiene, and other product. From this, it can be interpreted
that the audience is not able to recall the advertisement by the song.

Interpretation-
The above chart shows that 40% people would describe this advertisement as Creative.
But 36.7% of people describe this advertisement as Attention-Getting and 16.7%
describe this advertisement as Unique and the remaining 6.6% describe it as boring or
emotional. From this, it can be interpreted that the majority of the people find this
advertisement creative.

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Interpretation-
In this bar graph, it is seen that 46.7% rated this advertisement as 4 on the rating scale.
23.3% rated this advertisement as 5 on the rating scale and 16.7% rated this
advertisement as 3 on the rating scale and the rest 13.4% rated this advertisement as 1
or 2 on the rating scale. From this, it can be interpreted that the majority of the people
rated this advertisement towards the best side of the scale.

Interpretation
In this pie chart, we can see that majority of the audience (60%) wants this TV
commercial to be telecasted on TV but the other 33% are not sure whether this

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advertisement is to be telecasted on TV and the rest don’t think this advertisement
should appear on TV.

Conclusion

This study was conducted to determine whether the advertisement is effective on the
audience and whether it can be telecasted on Television. From the pretesting, it is to be
seen that most people recalled a condom brand by seeing the initial part of the
advertisement. The audience found this advertisement creative and approved it to be
telecasted but at the same time, many of them are confused about the product. Thus, it
can be concluded that this advertisement is ineffective as per the brand.