4. THE MEASURE AND METHODOLOGY Noticeability Intrusive interest post forced exposure in a relevant clutter. Effectiveness Involvement integrated Motivation. Measured using the Ad Eval communication testing methodology. Research methodology Face-to-face interviews using a structured questionnaire administered at a central location. Diagnostic inputs Content, message recall and points and impressions gathered.
5. STUDY DESIGN At home Invitation to in-hall Eligibility ascertainment In-hall Involvement ā Motivation measurement for the ad Forced exposure to Rasna ad Noticeability measurement Exposure to Rasna ad in a relevant clutter The Rasna ad and the clutter was exposed to B&W TV viewers in B&W. And, colour TV viewers in colour.
6. STUDY SPECIFICS Target group Housewives from SEC A/B/C/D households aged between 20 to 45 years. Who have bought a preparation category brand at least once a month, this season. Centres Delhi, Pune, Chennai Sample size 315 spread equally across the three centres. Fieldwork timing June 2003
14. INTRUSIVE INTEREST : CHENNAI Ads Found Interesting (Mentioned Spontaneously) Rank 1 Any Rank Rasna Arun Ice Cream Lux Mirinda Mortein Anchor White Whisper Ayush Soap Voltas Vertis Preethi Mixer Base : All respondents - 109 Rasna is the dominant leader. In fact, interest in the Rasna ad is universal. %
15. OVERALL NOTICEABILITY OF RASNA AD Base : All respondents āDelhi - 101 , Pune ā 105, Chennai - 109 Everyone recalls the ad from the clutter. And, most find it interesting ā more so in Chennai. All coding rank 1 in Q1a Any rank 1 in Q1a Rasna coded in 1a or b Rasna coded in 1a or b or c Rasna coded in 1a or b or c or d
16. OVERALL NOTICEABILITY : BY SEGMENTS DELHI Interest in the ad is higher among those above 30 years. No other differences seen across segments. SEC Age segments Those who have a child in 2-12 years vs others @ @ Small base @
17. OVERALL NOTICEABILITY : BY SEGMENTS PUNE SEC Age segments @ @ @ Small base Interest is a little lower in the lower SEC . And, a little higher among those who have a young child. Those who have a child in 2-12 years vs others
18. OVERALL NOTICEABILITY : BY SEGMENTS CHENNAI Interest is a little higher among those who have a young child. SEC Age segments @ @ Small base Those who have a child in 2-12 years vs others
19. BRAND NAME REGISTRATION Most recall the brand as Rasna. 4 1 13 Rasna Utsav 109 105 101 Base : All respondents 89 95 81 Rasna Chennai Pune Delhi Recall brand asā¦ %
23. MOTIVATION POWER The advertising has very high motivation power. 109 105 101 Base : All respondents 6 6 3 By-pass 3 4 1 Recall Only 1 3 2 Involved Only 91 88 94 Involved & Motivated Chennai Pune Delhi The Ad Eval scale %
24. MOTIVATION POWER : BY SEGMENTS Delhi Pune Chennai All ā 94% All ā 88% All ā 91% % @ @ @ @ Motivation power is high across segments. @ Small base @ Others Have a child 2-12 years 31- 45 years 20 ā 30 years SEC C/D SEC B SEC A
25. TO LOOK AT NEXT What Is the Communication Received That Has Resulted in High Motivation Power?