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A STUDY ON ADVERTISEMENT EFFECTIVENESS OF MULTIMEDIA CAMPAIGN FOR DHEEDHI SHAMPOO DONE BY FERTILE ISLE Prepared By: Kogeo

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Page 1: Advertisement Effectiveness

A STUDY ON ADVERTISEMENT

EFFECTIVENESS OF MULTIMEDIA CAMPAIGN

FOR DHEEDHI SHAMPOO DONE BY FERTILE ISLE

Prepared By:

Kogeo

Page 2: Advertisement Effectiveness

Introduction

“A Study on Advertisement Effectiveness of Multimedia Campaign for

DHEEDHI SHAMPOO done by FERTILE ISLE” is to evaluate the effectiveness of

advertisement which is done by FERTILE ISLE for DHEEDHI. To evaluate the

effectiveness of advertisement it needs to conduct a survey within the

customers of DHEEDHI. Advertisement is the art of making products to the

world in such a way that a desire for building that product is created in the

minds of people. Advertising is therefore essential for creating and

maintaining demand for the products.

Page 3: Advertisement Effectiveness

PROBLEM STATEMENT:

To study the “advertisement effectiveness of multimedia

campaign for Dheedhi Shampoo done by Fertile Isle”.

OBJECTIVES OF THE STUDY:

Primary Objective: the primary objective of the study is to study the

advertisement effectiveness of multimedia campaign for Dheedhi Shampoo

done by Fertile Isle

Secondary Objective:

To identify the growth opportunity for Dheedhi shampoo.

To measure the impact of advertisement on sales of Dheedhi Shampoo.

To study the image of Dheedhi shampoo among the consumers.

Page 4: Advertisement Effectiveness

DEFINITIONS OF ADVERTISING:

American Marketing Association has defined advertising as “any paid form of

non-personal presentation of ideas, goods and services by an indentified

sponsor

Page 5: Advertisement Effectiveness

The objectives of advertising are:

To provide information

To Remind the public

To change social attitude

To induce the public

To convince customers for direct purchase

To encourage salesman

Page 6: Advertisement Effectiveness

Company Profile

FERTILE ISLE is a fully-fledged INS accredited communications group based in

Kochi. This firm was established in October 1997 for the purpose to nurture

the Kerala brands. This firm does engage in Advertising field with a successive

growth record, earning repute in print, visual and outdoor advertising. This

firm’s career track has been well appreciated by the clients for their effort

being worthful in delivering business hike. FERTILE ISLE always assure the top

best in creative, strategies, media planning and other related services.

Page 7: Advertisement Effectiveness

CHART SHOWING THE NO. OF BRANDS OF

SHAMPOO PEOPLE HAVE HEARD

0

10

20

30

40

50

60

70

Less than 3 3 to 5 More than 5

CHART NO. 1

CHART NO. 1

Page 8: Advertisement Effectiveness

CHART SHOWING THE PURPOSE FOR

USING SHAMPOO

0

5

10

15

20

25

30

35

40

Dandruff Clean Hair Smooth and silky Hair Hair Fall Other

CHART NO. 6

CHART NO. 6

Page 9: Advertisement Effectiveness

CHART SHOWING SPECIAL PREFERENCE

TOWARDS A PARTICULAR SHAMPOO

Yes Partially No

0

10

20

30

40

50

60

CHART NO. 7

CHART NO. 7

Page 10: Advertisement Effectiveness

CHART SHOWING MEDIA OF ADVERTISEMENT

PEOPLE WATCH THE MOST

TV Newspaper Magazine Other

0

10

20

30

40

50

60

70

80

CHART NO. 10

CHART NO. 10

Page 11: Advertisement Effectiveness

CHART SHOWING MEDIA OF ADVERTISEMENT

WHICH ATTRACTS PEOPLE THE MOST

0

5

10

15

20

25

30

35

40

45

50

TV Newspaper Magazine Other

CHART NO. 11

Page 12: Advertisement Effectiveness

CHART SHOWING NO. OF BRANDS OF SHAMPOO

ADVERTISEMENT PEOPLE WATCH ALMOST EVERY

WEEK

Less than 3 3to 5 More than 5

0

10

20

30

40

50

60

CHART NO. 12

CHART NO. 12

Page 13: Advertisement Effectiveness

CHART SHOWING THE FACTORS OF

ADVERTISEMENT WHICH ATTRACTS PEOPLE THE

MOST

0

5

10

15

20

25

30

35

40

45

Images Film Star Theme Other

CHART NO. 13

CHART NO. 13

Page 14: Advertisement Effectiveness

CHART SHOWING PEOPLE WHO MOVE

CHANNEL WHEN THEY SEE ADVERTISEMENTS

0

5

10

15

20

25

30

35

40

45

50

Always Often Sometimes Rarely Never

CHART NO. 14

CHART NO. 14

Page 15: Advertisement Effectiveness

CHART SHOWING THE TYPE OF CHANNEL

PEOPLE WATCH THE MOST

Movies and Serials Kids Channels News Music Other

0

10

20

30

40

50

60

CHART NO. 15

CHART NO. 15

Page 16: Advertisement Effectiveness

CHART SHOWING THE PEOPLE BUYING PRODUCTS

BECAUSE OF THEIR ADVERTISEMENT

0

5

10

15

20

25

30

35

40

45

50

Always Often sometimes Rarely Never

CHART NO. 16

CHART NO. 16

Page 17: Advertisement Effectiveness

CHART SHOWING THE NO. OF TIMES PEOPLE HAVE

SEEN THE ADVERTISEMENT OF DHEEDHI SHAMPOO

Very much Often Sometimes Very Few Never

0

5

10

15

20

25

30

35

40

45

CHART NO. 17

CHART NO. 17

Page 18: Advertisement Effectiveness

CHART SHOWING PEOPLE WHO REMEMBER THE

ADVERTISEMENT OF DHEEDHI SHAMPOO

Yes Partially No

0

10

20

30

40

50

60

70

CHART NO. 18

CHART NO. 18

Page 19: Advertisement Effectiveness

CHART SHOWING THE BEST PERSON FOR

THE ADVERTISEMENT OF DHEEDHI SHAMPOO

Actor Actress Children Housewife other

0

10

20

30

40

50

60

TABLE NO. 19

TABLE NO. 19

Page 20: Advertisement Effectiveness

CHART SHOWING RATING FOR THE ADVERTISEMENT

FOR QUALITY OF ADVERTISEMENT OF DHEEDHI

SHAMPOO

0

5

10

15

20

25

30

35

40

1 2 3 4 5

CHART NO. 20

CHART NO. 20

Page 21: Advertisement Effectiveness

CHART SHOWING THE RATING FOR

QUALITY OF DHEEDHI SHAMPOO

0

5

10

15

20

25

30

35

1 2 3 4 5

CHART NO. 21

CHART NO. 21

Page 22: Advertisement Effectiveness

CHART SHOWING PEOPLE WHO WOULD LIKE TO

RE-USE DHEEDHI SHAMPOO AFTER THE FIRST USE

Yes Confused No

0

10

20

30

40

50

60

70

CHART NO. 22

CHART NO. 22

Page 23: Advertisement Effectiveness

CHART SHOWING THE PEOPLE WHO WOULD

SUGGEST DHEEDHI SHAMPOO TO THEIR RELATIVES

AND FRIENDS

0

10

20

30

40

50

60

Yes May be Never

CHART NO. 23

CHART NO. 23

Page 24: Advertisement Effectiveness

FINDINGS

Almost all people use shampoo.

People use shampoo almost every week.

Most of the people use shampoo for clean hair and dandruff.

Most of the people have heard more than 5 brands of Shampoo.

People generally prefer a particular brand of advertisement.

Most of the people watch advertisement on Television.

People watch advertisement of more than 5 brands of shampoo every week.

Television and Magazines are the media of advertisement that attracts people the most.

Themes and Film Stars are two important factors people watch the most in an advertisement.

Page 25: Advertisement Effectiveness

Findings

People sometimes move channels during advertisements.

Most of the people remember the advertisement of Dheedhi Shampoo.

People usually buy products due to their advertisements.

Almost all people have seen the advertisement of Dheedhi Shampoo.

Actress or Housewives are most preferred for the advertisement of Dheedhi

Shampoo.

Dheedhi Shampoo got a rating of 3.3 out of 5 while its advertisement got 3.6

out of 5.

People like to use Dheedhi Shampoo and would suggest the same to their

relatives and friends.

Page 26: Advertisement Effectiveness

SUGGESTIONS

Advertisement on TV and Magazine should be given more importance as more than 70% people watch advertisements on these two medias the most.

Channels of movies, serials and music will be more effective for advertisements.

Theme and Film Star of the advertisement should be decided carefully as these are the most important factors of an advertisement.

Shampoo for clean hair and dandruff have greater demand. So, these 2 segments should be given more importance.

An actress or a housewife should advertise the shampoo. It will attract more people and help to build a better image of the brand.

Theme of the advertisement of Dheedhi Shampoo should be improved so that it can attract more consumers towards it.

Page 27: Advertisement Effectiveness

CONCLUSION

This study was carried out in Fertile Isle Advertisers, Vyttila which reveals

advertisement effectiveness of multimedia campaign for Dheedhi Shampoo.

Most of the people have a good view about the advertisement of Dheedhi

Shampoo done by Fertile Isle Advertisers and have given a rating of 3.6 out of

5. Most of the people remember all the advertisements of Dheedhi shampoo

and they could recall them which tells that the advertisements have put a

good impression on the people. People have agreed that they buy Dheedhi

Shampoo mostly because of its advertisements. People prefer an actress or a

housewife in the advertisement of Dheedhi Shampoo. They have liked Actress

Revathy in the advertisement of Dheedhi Shampoo. The study was really

helpful to find out the effectiveness of multimedia campaign for Dheedhi

Shampoo.

Page 28: Advertisement Effectiveness