What’s a good ad? Is it the one that we love to watch often? Is it the one that is cute, cool and contemporary? Or is it the one that we love to talk about?
If ‘advertising’ is use of mass media to persuade consumers, I urge you to take the Maayaajaalam Quiz. Given below are the creative situations of a few ads - from very popular and very visible advertising that are currently on air. Try and figure out the brands these ads are for?
1. A housewife returns home, searches for her husband and goes around the house calling out his name – Sanju Sanju.
2. In a crowded station, as the train is about to leave, a TTE suddenly gets into a mood and starts dancing as the entire crowd watches him completely amused.
3. A man runs naked through the street and picks up clothes and stuff from shop to shop.
4. Dhoni gets down from his car and starts walking through the village and is greeted by everyone – each with a peculiar hairstyle.
5. Actress Hemamalini and her daughters talk about how they get good, safe and clean drinking water at their home.
6. Bridegroom cries as she leaves her family along with her new husband, sits in her car and the bridegroom switches her shoulder and she starts smiling and he switches her on again and she starts crying again.
7. People from all walks of life – shoppers, people standing in a cue, people at a fast food outlet, all keep swaying from side to side.
8. A young couple checks their new house and the husband, keen on impressing his wife, tries to ask the electrician there some technical questions to prove his competence only to find the electrician answer even more technically and the husband sheepishly agrees and leaves the place along with his wife.
9. A father sees her daughter off after marriage, waves at her and seeing her cry, starts making faces at her and makes her smile.
You would have seen these ads, and seen it many a times - especially with their heavy exposure during the IPL matches. You probably even like a few of them. But the question is, were you able to get the brand name right!
To help you, here are the answers.
1. Max New York Life Insurance
2. Good Day
3. The Mobile Store
4. Brylcreem
5. Kent Water Purifiers
6. Crabtree taps
7. Citi Card
8. Standard Electricals
9. Gitanjali Maya
So, how much did you score? If you scored low, what does it mean?
9 comments:
finally! glad to see your post after an "oh-so-very-long-gap"! i took the quiz alrite, and it gives me enough reasons as a marketing student to feel sheepish. but the ads are not intended to be aimed solely at the student community. it's to their target world at large. and being a part of it, i can honestly and coyly say that i couldnt recall most of the brand names, though i recalled the ad.. no consumer would spend more than their preconceived and comfortable sane amount of "valuable" time to recall the brand name and what the ad tries to convey. those kinda things are meant for squeaks like us, having courses on ad mgt and the likes of it.. to conclude, the ads arent working the way they're supposed to..which comes to the next point, that it must perhaps be a myth that advertising helps boost sales...hmm...any comments on that, all you out there?
For starters, nice to see your post after an extremely long hiatus. I too took the "Marketing Maayaajaalam" quiz and honestly? I was able to picturize all those instances you put down but was able to recall just one brand-Kent Water Purifiers. A case of Brand Recognition but no Brand Recall.This could mean a lot of things; the advertisement has failed to create an impact on my mind, there was nothing unique about the advertisement that could lead me to retain the brand name(viz the pink, stage and success in Ponds Dream Flower Talc, the purple, freshness and youth in Spinz Talc to name a few). I feel in most of the advertisements today, its quite sometime before one can even tell pinpoint the category which I don't think is a healthy sign for a good ad. And no I don't think its true that customers don't try recalling the brand name. When they go to buy a product, the brand that they buy is 9 out of 10 times the one they recall or is on Top of their mind which is most likely though advertisements. I don't know if what I am saying makes any sense or is a crooked :) I'll wait for the master to give his comments.
My score is 4/10.
But Brand recall depends on lot of other factors too. I would remember things which I am interested, may be around y needs. SO its not necessary that we have to have that Brand recall. Each Brand does this Ad campaigning to woo their target audience. if we are not in that group it wont get in to my mind. Hope you would agree to this.
(by the way nice to see u back and thanks for your blessings in your last post .:-) )
What if a person is not interested in that particular product category at all, will the ad still be able to achieve brand recall?
i took up your quiz and i scored 5/9 but remembering ads is not the indicator for the success of the brand as a whole.... its all about creativity behind the ad and credit should go to them...all knows the hutch(now vodafone) pug and his ads and how well it is recognized by the people in general but still its airtel who is numero uno in indian telecom market ... any comment about it???
sir,
i have a doubt. in life insurance advertisement they are negatively promoting their product isn't that negative impact won't affect negatively the companies product
vidya
i got 6/9...missed 3 just because i feel they have failed in Frequency... Thats the one thing which leads to Brand recall and Brand recognition as other say. I don't know why sir has forgot to include the vodafone ad..i just like you all to think about the Ad of VODAFONE with two school students in exam hall . Every one who sees the ad lasts with a smile. i say that particular as has Humour,Time Frame,Frequency,Brand recall,Brand recognition... I feel Frequency of the ad is important.
Vidya, I don't understand what you mean by negatively promoting' insurance. If you mean insurance ads talking about death or accident or fire etc., they are trying to instill fear or anxiety - two key emotional responses sought from the consumer. Anxiety and fear are believed to force people to act by buying the brand advertised.
Sir,
But still some companies are advertising positively. the positive ads give happiness and pleasure in the minds of consumer.
then i have some other doubt there are many meaningless ads are coming on channels. By spending lot of money on advertisement why they are not making ads which give better understanding to consumer
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