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1)

I ntroduction

DISPRIN
Key Disprin information
Disprin is a truly a miracle no other medicine does so much for so many at so low price. Every single day in the U.S. 80 million disprin tablets are swallowed. At an time when many medicines now cost adollar or more per pill, disprin is still the best bargain in town at less than one cent a tablet.

VERSATILITY
People take disprin for everything from aches and pains to strains and sprains. It is still considered the gold standard when it comes to arthritis. Most garden-variety headaches respond well to disprin and new data suggests that one tablet taken every other day may even help prevent some migraine attacks. Researchers have been impressed with this drug's ability to reduce the risk of heart attacks andstrokes. Now preliminary data suggest it may also help lower the chances of colorectal cancer. other medicine does so much for so many at so low a price.

PROPER STORAGE
The medicine chest is the worst place in your house to store disprin. Heat and humidity are enemies of all drugs, especially acetylsalicylic acid. Childproof caps may not be airtight. Even if you are within the expiration date, you may want to replace disprin that smells.

Market of Disprin
It is unlikely that any research can ever throw up how many people might be sick in the world on any one day with flu, headache, a sniffling cold or a minor body ache.

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But if even 0.50% were, the world would have 33 million people reaching out for a paracetamol, more than once every day. A disprin one of the world's most widely used, over-the-counter (OTC) medicines and can be administered with complete safety, in therapeutic dosages, without side-effects normally associated with non-steroidal antiinflammatory drugs(NSAID). The Indian analgesic and anti-pyretic market is a huge one, growing at 9.50% per annum (Source: MAT, April 2009). Not many would believe that this market actually harbours 62 nationally distributed analgesics and over 100 local brands. So in an environment as competitive as this, a single brand cornering 18% of the market in the systemic analgesics category is astonishing. Even more astonishing is the fact that DISPRIN India's largest selling overthe- counter analgesic actually grew 21% in 2008. Best Packaging in oral solid dosage form.The selection was made on parameters such as aesthetic appearance, uniqueness, branding, shelf-appeal, display, regulatory compliance, anti-counterfeit features, brand recall and colour scheme.

Introduction of advertisement
Advertising effectiveness can be defined as the extent to which advertising generates a certain desired effect. Measuring the effects of advertising is very important, given the amount of investments needed for advertising. While it is not possible to obtain a global measure of the advertising effectiveness, we should seek to develop and apply methods and measures for a partial verification of results. Regarding the difficulty of measuring the overall effectiveness, we believe that it is due essentially to the following considerations: advertising interacts with other business variables (behavior, marketing policies, financial decisions etc.) and environmental variables (competition, economic conjuncture etc.), hardly isolable; the effects of advertising are varied and not always translatable into quantitative terms; advertising causes long-term effects, not always, therefore, the results occur in the same period in which are the costs. In literature and practice the evaluation of advertising effectiveness has used two basic models:

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The dichotomous model; The three-dimensional model. The dichotomous model is applied mainly in product and brand advertising, tending to isolate and evaluate separately the following: sales effect; communication effect. The sales effect refers to the assessment of the capability of advertising to affect the sales volume and/or the market share, regardless of the possible influence of other variables. For Batra et al. (1995), the effectiveness of advertising should be considered for its effect on sales in the short term. This advertising performance measurement is based on the marginal theory (Chamberlin, 1948). The advertising is therefore regarded as an independent variable that can be combined with other marketing variables to have a certain effect on the dependent variable, i.e. sales. The aim is to seek the best combination of the determinants of the sales increase. The effect of communication refers to the ability to reach, with appropriate messages, a more significant share of public. Such effect is examined in literature with different approaches: sociological; semiotic; psychological; socio-psychological.

Sociological analysis focuses on the community, considered as a system governed by rules and social norms, and on the social behavior (Moingeon, 1993). The role of advertising and consumption in the society change is a very fertile topic. Sociology has examined how advertising influences opinions, attitudes and behaviors of individuals and social groups. There are two opposite sociological perspectives to the advertising function in contemporary society. The first maintains a positive approach to advertising. It is believed that the role advertising is to better organize economic and social relations, to harmonize social behaviors, to make people adhere to common values and to help them to better live together without problems. The second approach is, by contrast, rather critic, because advertising tends to generate a mass

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consumption. In order to adapt messages to a wider audience, introduces new, poorly differentiated, symbolic values (Friedman, 1979). The semiotic analysis focuses in the first instance, on symbols. These are identified as anything that conveys meaning, e.g., words, gestures, images, and dance. Semiotics studies the problem of encoding, and more generally of the code used. The object of investigation is the message itself containing different signs that can be interpreted according to a preestablished intention, without reference to the consumer and the influence on the consumer behavior. This approach is useful especially in the context of advertising creation. Authors assess the effectiveness of advertising in reference either to the language of the message (Barthes, 1964; Durand, 1964) or the graphic image of the message (Eco, 1979; Mick, 1986; Scott, 1994). However, they analyze the quality of message from the viewpoint of its construction, its presentation and the place of the communication process. The impact of the message on the recipient is a minor problem in the process of the message evaluation. This is an important limitation to the semiotic approach in terms of marketing. Communication in general and advertising in particular, were treated by psychologists starting from the motivations of recipients, which occupy a central position in the analysis. This is because of their influence on the perception of the recipient (Mittelstaedt, 1990). They believe that the motivations drive consumer behavior. So the purpose for the advertising creator, is to identify the reasons of consumer behavior, in order to identify the most effective advertisement message or to remove the communication barriers. With the psychological approach, other types of research and investigation have emerged, thanks to the contribution of neuroscience. The evidence (obtained through scientific experimentation) has become a necessary support to verify the assumptions. The psychological approach has the advantage to measure the effectiveness of advertising with reference to the recipient of the message, particularly to the consumers characteristics. On the other hand, the approach does not provide exhaustive answers, not delving into the exact causes that lead the recipient of the message publicity to expose themselves voluntarily to the message, decode it, to store and, eventually, to make the purchase. So it is not taken into account the entire communication process, and, in particular, the external factors, especially those related to the environment, that may play a crucial role in determining the behavior of the recipient. The socio-psychological approach takes simultaneously into account the message and the recipient of the message. This approach aims to study the effectiveness of advertising in terms of persuasiveness (Ray, 1982), observing the effects on the

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formation process of attention, memory, attitude and behavior (Kapferer, 1990). This research methodology considers the environment of the communication process and its actual interactions. The experimentation is widely used. It also allows to consider all hypotheses tested together, and all the links that may exist between variables, through a pre-test, getting an advantage in terms of validity of the research. Rather than focusing solely and exclusively on direct effects of certain variables taken individually, that is difficult to control in reality, this approach studies the actual contribution of these variables in explaining the evolution of the dependent variable, sales. The major criticisms to the dichotomous model concern the partial evaluation and the inability to provide reliable breakdowns of the effects achieved by advertising and by other company politics (marketing and communication). For these reasons, sometimes, the three-dimensional models (i.e. AIDA model and model Dagmar) are preferred. These models are used both in planning advertising campaigns and evaluating their effectiveness. They propose a hierarchy of communication effects, cognitive affective and behavioral (Brasini et al. 1993; Marbach and Fabi 2000). Namely the analysis of cognitive dimension concerns the messages understanding and storing and must take account of different types of memory: spontaneous recall, without any added indication; stimulated recall, facilitated by the presentation of certain evidence; related memory, when respondents are able to describe at least one specific element of the communication; recognition, or identification of the advertising; brand allocation, the memory not only of the advertising but also of the advertised brand). The affective dimension is linked to the attitude toward and perceptions of communication. Affective reactions and emotional acceptance of that type of campaign are investigated. The affective attitude towards the images proposed and the spread opinion of consumers is detected. The behavioral dimension describes changes in buying behavior, detectable by intentions and actions measured by sales and market share. All the models mentioned so far are mainly focused on three elements of the communication process: the recipients (in terms of audience, memory, storage), the media used (in terms of impact, coverage, frequency, etc..) and the feedback (in terms of attitudes, behaviors, opinions, etc...). They totally omit other elements (source, code, context) assuming essentially that the communication process was conducted in optimal conditions or at least without distortion. Moreover a fundamental element for an effective communication process is the use of the same code by the source and recipient. Otherwise, the recipient will not understand the message or give a different meaning and this will lead to the phenomenon Eco

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called "aberrant decoding". However, since as stated by Watzlawich the message is what we understand, not what it was intended to understand, it becomes important to examine not so much and not only what the firms wanted to communicate, but what was actually communicated. Given all of these barriers to better advertising, how can client, agency, and research company work together to create more effective advertising? 1. The client must craft a sound strategy for its brand, based on facts, not wishful thinking and self-delusion. The client must carefully define the role of advertising in the marketing plan and set precise communication objectives for the advertising. What exactly does the client want the advertising to convey, to accomplish? Agencies are too often asked to create advertising in an informational vacuum. Agencies are not miracle workers. Once strategy and positioning alternatives are identified and tested, the strategy should be locked downand rarely changed thereafter. 2. As creative executions are developed against the strategy, each execution should be pretested among members of the target audience (pretesting refers to testing advertising before it is aired, and/or before final production. When the term testing is used in this article, it is a shorthand term for pretesting.) The greater the number of executions pretested, the more likely it is that great advertising will emerge. Testing the creative provides a reliable feedback loop that helps agency and client alike become smarter over time. Once a conceptual family of commercials is identified as the optimal campaign of the future, then the campaign should be locked down. Long-term continuity of advertising message is essential to maximizing effectiveness. 3. Use the same pretesting system consistently. There is no perfect advertising pretesting system. Some are better than others, but any system will help improve your advertising. The secret is to use one system over and over, so that everyone (client, agency, and researchers) learns how to interpret the pretesting results for the category and the specific brand. 4. If budget permits, test the advertising at an early stage in the creative process (i.e., the storyboard or animatic stage) and also test at the finished commercial stage. Early-stage testing allows rough commercials to be tweaked and fine-tuned before you spend the big dollars on final production. Early-stage testing tends to be highly predictive of finished commercial

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scores, but not always. Testing the finished commercials gives you extra assurance that your advertising is on strategy and working. 5. Build your own action standards over time. As you test every execution, you will begin to learn what works and what doesnt work. Think of the pretesting companys norms as very crude, rough indicators to help you get started with a testing program. But, as quickly as possible, develop your own norms for your category and your brand (yes, all of the advertising effectiveness measures vary by product category and brand). What you are searching for, long-term, are not norms, but action standards (that is, the knowledge that certain advertising testing scores will translate into actual sales increases). 6. Use a mathematical model to derive an overall score for each execution. It doesnt matter that an ad has great persuasion if it does not register the brand name. It doesnt matter that an ad registers the brand name if no one will notice the commercial itself. It doesnt matter that an ad increases short-term purchase interest if it will damage the brands quality reputation over time. So, all of the key variables must be put together intelligently to come up with a composite or overall measure of advertising effectiveness.

7. Use the pretesting results as a guide, as an indicator, but do not become a slave to the mathematical model. Read all of the open-ended questions carefully. Make sure you really understand the underlying reasons. Base your decisions on this comprehensive assessment of the results, and leave yourself some wiggle room. No model or system can anticipate every marketing situation, or give a 100% perfect solution every time. Informed human judgment remains important. 8. Client and agency need to accept that continuous improvement of the advertising is an important goal. This means that every execution is tested and tweaked based on scientific evidence from the target audience. We are not talking about changing the strategy or changing the campaign, but making sure that every execution is on strategy and working as hard as possible.

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9. The ultimate goal of testing is an advertising success formula that works. That is, the goal of advertising creative development, and the goal of advertising testing, is to identify the elements/ideas essential to advertising effectiveness, and then to make sure that those elements/ideas are consistently communicated by all advertising executions.

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1.1 Literature review We are all surrounded by a vast amount of advertising. Nearly everybody, therefore, has some thoughts on the subject. The tendency is to judge advertising as good or bad, to single out advertisements that one likes or dislikes, to wonder if advertising is worth the large sums of money spent on it, to question the contribution advertising makes to social welfare, and so on. Advertising research also aims to answer these questions in academic ways mainly within the fields of social science. The social simulation research community has developed rapidly in recent years. Computer simulation has proved useful for modeling phenomena of traditionally social scientific interest. This work is to use agent-based social modeling and simulation approach to evaluate the effectiveness of advertising. There is work by academicians, and there is work by the industry. The paths of these two sets of researchers occasionally cross but, unfortunately, not very often. Academic research on television commercials has tended to center around the issue of advertising appeals and a small number of executional devices, such as use of humor, sex, and celebrity presenters. Generally this research has arrived at conflicting findings that have not been very useful for the typical advertising manager. There are a number of reasons for this; all relate to particular problems with much previous academic research. This research has often investigated small numbers of executional factors which occur in a small number of commercials (sometimes as few as two). Typically, small convenience samples (college students) which are unrepresentative of typical consumers have been employed. Frequently, single, ad hoc measures of advertising performance have been employed. Finally, much of the research has had the individual as the unit of analysis, not the commercial. Managers must make decisions about commercials based on the aggregate response of a target audience. Industry studies have been somewhat more relevant to management needs. Studies by McEwen and Leavitt at Leo Burnett (1976), Burke (1978), McCollum/Spielman (1976), and Mapes and Ross (Ogilvy and Raphaelson,

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1982) have examined aggregate audience response to large numbers of commercials differing with respect to executional factors employed. While the findings of these studies have been insightful and helpful, problems are present in this stream of research. First, these studies have generally not been well documented with respect to design, methodology, and analysis. This is, in part, a function of the proprietary nature of some of these studies. Reports of findings may only be in the form of a report by a second party or summaries for client organizations. This makes it difficult to understand what was done, how variables were operationalized, and what controls were used. It is not clear, for example, that the potential confounding of executional factors with product category was examined in these studies. Nor is it Journal of Advertising Research ,Advertising Research Foundation 641 Lexington Ave., New York, NY 10022; (212) 751-5656 December/January 2000 clear in some studies how the reliability of the coding of executional devices was established. In two of the studies, McEwen and Leavitt (1976) and Burke (1978), only one effectiveness measure, recall, was examined. Finally, most of these studies have tended to report simple univariate analyses rather than looking for more complex relationships. Michael Ray (1975) has suggested that any study of executional factors and their relationship to advertising effectiveness should manifest the following characteristics: 1. Employs a wide range of commercials for many types of products. 2. Employs multiple measures of advertising effectiveness that are of demonstrable reliability and validity. 3. Obtains data from large samples of representative consumers in a setting similar to that typical of the manner in which the consumer views commercials. It is clear that such requirements necessitate the type of data that is currently available only from commercial copy-testing services. Three years ago in the spring of 1981 we began our search for a suitable copy-testing firm that would be our partner in the research we wished to carry out. We contacted 20 copy-testing services and requested information concerning their testing methodologies, measures, reliability and validity of procedures, and general research hygiene. We wrote as two curious academics, asking for

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information typical of that provided potential clients. We have summarized this data in a recent paper (Stewart, Purse, and Kozak, 1983). Based on our own evaluation of the documentation received we selected Research Systems Corporation in Evansville, Indiana. We made contact and over time we negotiated a partnership. Research Systems Corporation (ARS) does laboratory copy-testing to obtain three measures of advertising effectiveness: related recall, key message comprehension, and persuasion. These became our dependent measures. In order to remain relatively independent of the copy-testing firm, and to obtain further industry input into the study, we sought external funding for the research. This was provided by the Marketing Science Institute (MSI). Our next step was the development of a set of executional variables for examination. We began by obtaining input from advertisers and agencies, including our MSI sponsors, looking at prior literature, and studying prior research. After developing our preliminary list of items, a total of 193, we spent some four months coding and recoding commercials on various agency reels. We modified and refined items and eventually created a set of 153 items for which we obtained reasonably good inter-rater reliability. These items covered the following types of executional factors, formats, and devices: 1. Information content 2. Brand/product identification 3. Setting 4. Visual and auditory devices 5. Promises/appeals/propositions 6. Tone/atmosphere 7. Comparisons 8. Structure and format 9. Music and dancing 10. Characters 11. Timing and counting measures (length, number of times brand name is mentioned, and so on)

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We then turned our attention to the database at Research Systems Corporation. We trained coders,gave them some practice time, and went to work. We designed a sampling procedure to obtain arepresentative set of commercials tested by the firm during the period of 1980 to 1983. We had four independent coders evaluate each commercial, a process which required about 30 minutes per coder per commercial. Information on components/ ingredients Information on nutrition/health Research information Graphic displays Substantive supers Attributes/ingredients main message Direct comparison with competitions Time (sec.) until product category ID Time (sec.) until brand name ID Time (Sec.) until product/package shown Total information Total propositions All of these variables are related to information load; too much information, too little time, or information that may not be understood or used (ingredients).We expected the following factors to be positively related to recall. Obtaining attention (novelty, humor, and so on) Repetition Time of exposure Memory Length of exposure Vividness of information Brand differentiating message Information on convenience-of-use Visual brand sign-off Setting directly related to product use Memorable rhyme/mnemonic device Cute/adorable tone

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Humorous tone Puffery (unsubstantiated compartson) Demonstration (product Use) format Demonstration (results) format Fantasy/surreal format Length of commercial Number of times brand name mentioned Total time (sec.) product on screen Number of times brand name/logo on screen

The single most important factor related to persuasion was the presence of a brand differentiating message. This is as much a result of basic product strategy as it is of advertising execution, but note that this difference must be emphasized. That is execution. Individual items negatively related to persuasion were: Information on components/ingredients Information on nutrition/health Male principal character Background cast Outdoor setting Number of on-screen characters Total propositions Total psychological appeals (comfort, safety, and so on) Individual items positively related to persuasion were: Brand differentiating message Information on convenience-of-use Information on new product/new features Double branded Indirect comparison to competitors Demonstration (product use) format Demonstration (results) format Actor playing role as principal character No principal character z Total time (sec.) product on screen Many years ago Rosser Reeves argued that every commercial should include a unique selling proposition. Our results would seem to suggest he was right.

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We have also found, however, that when the recall of a commercial is low, the influence of a brand differentiating message, while still important, is almost half of that obtained when recall is high. Thus recall, and executional devices designed to obtain it, are important as moderating variables. Further, executional devices that overwhelm the message itself are negatively related to both recall and persuasion. We present these results only to tantalize you. There is more to come. We have examined differences between new/improved and established products and low and high-share products. We have examined the relationships among the three measures of advertising effectiveness and among the executional variables. We have also completed a partial cross-validation on a smaller set of commercials. These results are particularly interesting, and we expect will be more useful to advertisers than the simple univariate results we have reported here. The complete study will be published in book form by Lexington Press.

Variables
Information Content. Brand/product identification Promises/appeals/propositions(positive associtation) Trust Length n commercial Structure and format Information on convenience-of-use Demonstration (product use) format Demonstration (results) format Action-motivator Appeal toward need Character Slogan Music Memory recall

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2) problem statement
RESEARCH QUESTION :1) What are the variables to measure the advertisement effectiveness on Disprin tablets? 2) How to measure advertising effectiveness on disprin tablet?

OBJECTIVES :1) To identify the variables to measure the advertising effectiveness on Disprin
tablets.

2) To measure advertisement effectiveness on Disprin Tablet.

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3) Research

methodology
studies

The research design :- Exploratory and Conclusive Conclusive design :- descriptive research

Exploratory design:- secondary design and qualitative research

Cross sectional design

Multiple cross sectional design Population definition Population :All the customer of who are disprin tablet Sampling element :- All the customer who are using disprin tablet Sampling unit :- All the customer who are using disprin tablet Sampling frame :- Not available Extent :- In Ahmedabad. Time :- January to march 2013 Non probability sampling technique using

Judgmental sampling

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4) Hypothesis
H0: There is a relationship between information content of the advertisement and its effectiveness. H1: There is a relationship between Brand identification and advertisement effectiveness. H2:- There is a relationship between positive association and advertisement effectiveness H3: There is a relationship between length of commercial (secs) and advertisement effectiveness. H4: There is a relationship between trust on and advertismnet effectiveness H5:- there is a relationship between length & commercial and advertisement effectiveness H6: There is a relationship between structure and format of ad and advertisement effectiveness. H7: There is a relationship between information on convenience of use and advertisement effectiveness. H8: There is a relationship between Demonstration ( results) format and advertisement effectiveness. H9: There is a relationship between Demonstration ( Product Use) format and advertisement effectiveness. H10: There is a relationship between Action-motivator and advertisement effectiveness H11: There is a relationship between character and advertisement effectiveness H12 : There is a relationship between slogan and advertisement effectiveness H13 : There is a relationship between Music and advertismnet effectiveness H14: There is a relationship between memory recall and advertisement effectiveness

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1) Information Content.
The term information content is used to refer to the meaning of information as opposed to the form or carrier of the information. For example, the meaning that is conveyed in an expression(which may be a proposition) or document, which can be distinguished from the sounds or symbols or codes and carrier that physically form the expression or document. An information content is composed of a propositional content and an illocutionary force as elaborated by Claude E. Shannon, 1948.

2) Brand identification.
Brand identification is generally defined as creating a brand with positive consumer benefits, resulting in consumer loyalty and repeat purchasing. Brand is the "name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers."

3) Positive association :If strong affective reactions to advertising increase memory for the advertised product, then brand attitudes may be more favorable for brands associated with ads eliciting intense affective reactions relative to ads eliciting little or no affective reaction. The assumption is that distinctive in memory, and consequently, increased familiarity with the brand will lead to more favorable attitudes toward the brand. An implicit assumption of the distinctiveness hypothesis is that reactions to the ad and reactions to the brand are separated in memory.

4) Length of commercial.
Length of commercial is generally defined as the time taken by any advertisement to display its contents. Effective use of the time

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available plays an important role in advertisement effectiveness. Generally, much research has to be carried out on what content more focus is needed.

5) Trust
Trust is the subjective evaluation of another entity's characteristics based on limited information (Beccera and Gupta, 1999). In the context of marketing, limited information about products' attributes and the intent of the marketer to provide a fair transaction can give rise to the need for consumers either trust the marketer, rely on third parties for additional information, or take other action to reduce risk. Consumers' trust towards a marketer can be defined as the subjective probability with which consumers believe that the marketer will perform a particular transaction in a manner consistent with their expectations

6) Structure and format of advertisement:

The structure and format of advertisement has a great impact on the attractiveness of the consumers. Proper planning should be done to build up a good structure and format for an effective advertisement which ultimately can lead to increase in the sales of a product.

7) Information on convenience of use:

Information on convenience of use is also an effective variable to measure the effectiveness of advertisement. How the product of a company is different from others in terms of convenience of use also matters the customers to buy a specific product.

8) Demonstration ( product use ) format:

There is almost nothing more powerful than a great product demonstration. When done correctly, a demo allows the customer to see and feel how things will be better if they buy (and worse if they don't). how to use the

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product, if demonstrated, also creates a great effect on the advertisement effectiveness.

9) Demonstration ( results ) format:

The final results of the product consumed, if demonstrated, creates a great impact on the customers mind to buy the product. It is also a powerful variable which can measure the advertisement effectiveness significantly. When done correctly, it adds to the effectiveness of advertisement.

10) Action motivator

action motivators are very strong components for advertisement effectiveness. people follow the actions of the motivators invovled in the advertisement. there is a strong impact of the action motivator involved in the advertisement and the consumer's behaviour towards the product.

11) character
The actual spokesperson fronting the television can also be an intervening variable in the advertisement effcetivness .character that likeability can depend on: personality, physical characteristics, humour and incongruity Celebrity endorsers can very often help to evoke likeability in the consumer, when selected on the appropriate criteria; however research (Erdogen, Baker & Tagg, 2001) has shown that these criteria are also dependent on product category. Animatespokes-characters are highly moldable, adaptable, and easily controllable, and can even become an identifying symbol of the company

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12) Slogan :This part of study converse about advertising taglines and its relationship with advertisements and related studies. Taglines have been used as a component in advertising campaigns extensively. They normally consider that Taglines are of value in fact to construct leading equity since they help in the establishment and in the preservation of a strong leading identity and always appear everywhere in the campaigns of advertising (Reece, Bewrgh and Li, on 1994). In general, investors react positively to the announcement of advertising Tagline changes, resulting in higher market values for enterprises. Mathur and Mathur (1995) indicated that announcements of advertising Tagline changes affected an enterprises annual profits increase.

13) MUSIC :Music is viewed as an important background feature in advertising because of its wide use and ability to enhance viewer arousal and affect. Previous research exploring the effects of music on emotional response and behavior has had mixed results. Subjects who view advertisements containing music will have significantly increased emotional response, brand attitude, and purchase intent scores as compared to subjects who view the advertisement without music. Music is used often in advertising to enrich the key message and may be the single most stimulating component in a commercial (Hecker, l984).

14) memory recall :recall of the message intended by the advertiser in response to a product category and brand cue (Stewart and Furse, 1986, Stewart and Koslow, 1989). Better comprehension is established when there is a

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consensus between the marketer and the consumer as to the shared meaning of an advertisement. In contrast, incomplete product disclosure may create confusion. Given the anonymous and ambiguous nature of much Internet advertising and interactive shopping (Alba et al., 1997), consumers may have difficulty comprehending the messages of many advertisers and may not fully understand the true characteristics of a product

5) 6 Ws RESEARCH
1) Who are the respondents to be approached for getting the information?

Ans:- Any random group of people. 2) What is the information desired from the respondents?

Ans:- Impact of advertisement on the customer of disprin tablet 3) When will be the information collected from the respondents?

Ans :- any convenient time. 4) Where will be the information collected from the respondents?

Ans :- CMS students. 5) Why we need to collect the information?

Ans:- to observe effectiveness of advertisement on customer of disprin tablet 6) What will be the way to go gather information?

Ans:- Information will be collected through Questionnaires.

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6) Questionnaires
1) Are you aware about the Disprin tablet? Yes No

2) GENDER :-

MALE / FEMALE

3) What is your age (in years)? a) Less than 20 c) 30-40 e) 50-60 b) 20-30 d) 40-50 f) Above 60

4) What is your occupation? a) Working c) Student b) Professional d) Any other, Plz specify:______________

5 ) Do you remember any advertisement of disprin tablet? Yes No

6) Do you consume disprin tablet? Yes No

7) Which analgesic tablet do you prefer more? a) disprin b) saridon

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c) Crocin

d) stopache

e) others please specify- ______________

8) How would you rate the advertisement of disprin? 1 Dislike 2 3 4 5 6 7 Like

9) Based on content of advertisement please give the answer of following variables. 1 least describes the characteristics and 5 best describes the characteristics. A) Information provided on television Are Variables 1 Effective Trustworthy understandable Proper Conveyed Relevant to use communication 2 3 4 5

B) Brand identification given on television are Variables Name Term Design Symbol 1 2 3 4 5

C) Length of commercial (sec) Variable Proper Traditional Stylist Under stable 1 2 3 4 5

D) Structure and format of disprin advertisement on television

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Variables 1 Attractive Proper planning Obstructive Invasive Build up

E) Information on convenience of use of disprin advertisement on television Variables Forced Interfering Convenience 1 2 3 4 5

F) The advertisement of disprin is action motivator Variables Disturbing Distracting Significant correlated with purchase intension Purchse intension 1 2 3 4 5

G) The celebrity (character) in the advertisement delivering the message is Variables 1 Attract my emotion Increase my liking of them Make people happy Always delighted Make people happy 2 3 4 5

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H) The logo (slogan) of the advertisement is Variables 1 Strong leading identification Attractive Meaning full Related to product 2 3 4 5

I) Background music of the advertisement is Variables Emotional Brand attitude Purchase intent Attractive 1 2 3 4 5

J) Advertisement of disprin recalls the message Variables 1 Do you fully understand Difficulty in comprehending message 2 3 4 5

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7) Frequency distribution of the Questionnaires

1) Are you aware about the Disprin tablet? Yes Table no-1 Respone 85 5 Percentage 94.45 5.56 No

Yes No

Figure no-1

percenatge
5.56

yes no

94.45

Conclusion:- among the 90 respondents 94.45 are aware about the disprin tablet while the other remaining of respondent are not aware about the disprin

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2) GENDER :Table no-2

MALE / FEMALE

Male Female

Response 63 27

Percentage 70 30

Figure no-2

percentage

30

male feamle

70

Conculsion:- from the 90 respondents the 70 are the male and 30 are the female

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3) What is your age (in years)? a) Less than 20 c) 30-40 e) 50-60 b) 20-30 d) 40-50 f) Above 60

Table no-3 Response 4 75 5 5 1 0 Percentage 4.44 83.33 5.56 5.56 1.11 0

Less than 20 20-30 30-40 40-50 50-60 Above 60

Figure no-3

percenatge
1.11 5.56 5.56 less than 20 20-30 30-40 40-50 50-60 above 60 83.33 4.44

Conclusion:- from the 90 respondents maximum 20-30 age of our respondents while the above 60 age are not our respondents

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4) What is your occupation? a) Working c) Student Table no-4 Response 11 5 74 0 Percentage 12.22 5.56 82.22 0 b) Professional d) Any other, Plz specify:______________

Working Professional Student Any other

Figure no-4

percentage
1.2 12.22

5.56 working professional student any other

82.22

Conclusion:- from the 90 respondents maximum students are our respondents while the any other specialists are less of our respondents

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5 ) Do you remember any advertisement of disprin tablet? Yes Table no-5 Response 74 16 Percentage 82.22 17.78 No

Yes no

Figure no-5

percenatge

17.78

yes no

82.22

Conclusion:-82.22 are remember of the advertisement advertisement of disprin

disprin tablet and 17.78

are not know the

P a g e | 32

6) Do you consume disprin tablet? Yes Table no-6 Response Yes No 53 37 Percentage 58.89 41.11 No

Figure no-6

percenatge

41.11 yes no 58.89

Conculsion:- ONLY 58.89 respondents are purchasing the disprin tablet and other of 41.11 are not purchasing the tablet

P a g e | 33

7) Which analgesic tablet do you prefer more? a) disprin c) Crocin Table no-7 Response 42 8 25 7 8 Percentage 46.67 8.9 27.77 7.8 8.8 b) saridon d) stopache e) others please specify- ______________

Disprin Saridon Crocin Stopache others

Figure no-7

percenatage
8.8 7.8 disprin 46.67 27.77 saridon crocin stopache others

8.9

Conculsion:- maximum of the respondents are purchasing the disprin tablet while the less of the respondents are purchasing the saridon tablet

P a g e | 34

8) How would you rate the advertisement of disprin? 1 2 3 4 5 6 7 Like

Dislike Table no-8

1 2 3 4 5 6 7

Response 2 2 12 23 25 13 13

percentage 2.22 2.22 13.33 25.56 27.78 14.45 14.45

Figure no-8

percenatge
2.22 14.45 13.33 2.22

1 2

14.45 25.56

3 4 5 6 27.78 7

Conculsion:- less percentage of respondents are dislike the advertisement of disprin

P a g e | 35

9) Based on content of advertisement please give the answer of following variables. 1 least describes the characteristics and 5 best describes the characteristics. A) Information provided on television Are Variables Effective Trustworthy understandable Proper Conveyed Relevant to use communication 1 2 3 4 5

Individual Variables I) Effective Table no-9 Strongly disagree disagree Neither disagree nor agree Agree Strongly agree Figure no-9 Response 9 18 28 23 12 Percentage 10 20 31.11 25.56 13.33

percenatge
13.33 10 strongly disagree 20 25.56 disagree nither disagree nor agree agree strongly agree 31.11

P a g e | 36

Concuslion :- from the 90 respondents around the 31.11 are neither agree nor disagree about the effective information of advertisment

II)

Trustworthy Table no-10 Strongly disagree Disagree Neither disagree nor agree Agree Strongly agree Figure no-10 Response 5 21 30 26 8 Percentage 5.56 23.33 33.33 28.89 8.89

percenatge
8.89 5.56

23.33 28.89

strongly disagree disagree nither disagree nor agree agree strongly sagree

33.33

Conculsion:- :- from the 90 respondents around the 33.33 are neither agree nor disagree about thetrustworthy information of advertisement

P a g e | 37

III)

Understandable Table no-11 Response 6 14 22 25 23 Percentage 6.67 15.56 24.44 27.78 25.56

Strongly disagree Disagree Neither disagree nor agree Agree Strongly agree Figure no-11

PERCENATGE
6.67 25.56 15.56

Strongly disagree disagree neither disagree nor agree agree

24.44 27.78

strongly sagree

Conculsion:- :- from the 90 respondents around the 27.78 are agree about the understable information of advertisment

P a g e | 38

IV)

Proper Table no-12 Strongly disagree Disagree Neither disagree nor agree Agree Strongly agree Response 4 9 33 30 14 Percentage 4.44 10 36.67 33.33 15.56

Figure no-12

Percenatge
4.44 15.56 10 strongly disagree disagree nither disagree nor agree agree 33.33 36.67 strongly agree

Conculsion:- :- from the 90 respondents around the 36.67 are neither agree nor disagree about the proper information of advertisment

P a g e | 39

V)

Conveyed Table no-13 Strongly disagree Disagree Neither disagree nor agree Agree Strongly agree Figure no-13 Response 2 9 30 31 18 Percentage 2.22 10 34.44 33.33 20

percenatge
2.22 20 10 strongly disagree disagree neither disagree nor agree 34.44 33.33 agree strongly agree

Concuslion:- :- from the 90 respondents around the 34.44 are neither agree nor disagree about the conveys information of advertisement

P a g e | 40

VI)

Relevant to use Table no-14 Strongly disagree Disagree Neither disagree nor agree Agree Strongly agree Figure no-14 Response 2 10 29 27 22 Percentage 2.22 11.11 32.22 30 24.44

Percentage
2.22 11.11 24.44 strongly disagree disagree niether disagree nor agree 32.22 agree strongly agree 30

Conculsion:- :- from the 90 respondents around the 32.22 are neither agree nor disagree about the relevant information of advertisement

P a g e | 41

VII)

Communication Table no-15 Strongly disagree Disagree Neither disagree nor agree Agree Strongly agree Figure no-15 Response 4 10 24 23 29 Percentage 4.44 11.11 26.67 25.56 32.22

Percenatge
4.44

11.11 32.22 strongly disagree disagree neither disagree nor agree 26.67 agree strongly agree 25.56

Conculsion:- :- from the 90 respondents around the 32.22 are strongly agree about the effective information of advertisement

P a g e | 42

B) Brand identification given on television are Variables Name Term Design Symbol 1 2 3 4 5

Individual variable I) Name Table no-16 Strongly disagree Disagree Neither disagree nor agree Agree Strongly agree Figure no-16 Response 15 11 23 26 15 Percentage 16.67 12.22 25.56 28.89 16.67

percentage

16.67

15.67 strongly disagree disagree 12.22 niether disagree nor agree agree

28.89 25.56

strongly agree

Conculsion:- :- from the 90 respondents around the 28.89 are agree about the name of brand identification

P a g e | 43

II)

Term Table no-17 Strongly disagree Disagree Neither disagree nor agree Agree Strongly agree Figure no-17 Response 5 16 33 22 14 Percentage 5.56 17.78 36.67 24.44 16.67

percentage
5.56 16.67 17.78 strongly disagree disagree niether disagree nor agree 24.44 agree Strongly agree 36.67

Conculsion:- from the 90 respondents around the 36.67 are neither disagree nor agree about the term of brand identification

P a g e | 44
III) Design Table no-18 Strongly disagree Disagree Neither disagree nor agree Agree Strongly agree Figure no-18 Response 6 18 17 32 17 Percentage 6.67 20 18.89 35.29 18.89

percentage
6.67 18.89 20 strongly disagree disagree neither disagree nor agree agree 35.29 18.89 strongly agree

Coculsion:- from the 90 respondents around the 35.29 are agree about the design of brand identification

P a g e | 45
IV) Symbol Table no-19 Strongly disagree Disagree Neither disagree nor agree Agree Strongly agree Figure no-19 Response 4 10 16 24 36 Percentage 4.44 11.11 17.78 26.67 16.67

percentage
4.44 16.67 11.11 strongly disagree disagree neither disagree nor agree agree 17.78 26.67 strongly agree

Conculsion:- from the 90 respondents around the 26.67 are agree about the symbol of brand identification

P a g e | 46
c) Length of commercial (sec) 1 2 3 4 5

Variable Proper Traditional Stylist Under stable

Individual variable I) Proper Table no-20 Response 12 16 31 19 12 Percentage 13.33 17.78 34.44 21.11 13.33

Strongly disagree Disagree Neither disagree nor agree Agree Strongly agree

Figure no-20

percenatge
13.33 13.33 strongly disagree 21.11 17.78 disagree neither disagree nor agree agree strongly agree

34.44

Conclusion:- around the 34.44 of the respondents are neither agree nor disagree of proper length of commercial

P a g e | 47
II) Traditional Table no-21 Response 5 25 33 19 8 Percentage 5.56 25.78 36.67 21.11 15.56

Strongly disagree Disagree Neither disagree nor agree Agree Strongly agree Figure no-21

percenatge
5.56 15.56 25.78 21.11 strongly disagree disagree neiither disagree nor agree agree strongly agree 36.67

Conclusion:- around the 34.44 of the respondents are neither agree nor disagree of traditional length of commercial

P a g e | 48
III) Stylist Table no-22 Response 3 21 31 21 14 Percentage 3.33 23.33 34.44 23.33 16.67

Strongly disagree Disagree Neither disagree nor agree Agree Strongly agree

Figure no-22

percenatge
3.33 16.67 23.33 strongly disagree disagree neithet disagree nor agree 23.33 agree strongly agree 34.44

Conculsion:- around the 34.44 of the respondents are neither agree nor disagree of stylist length of commercial

P a g e | 49
IV) Understable

Table no-23 Response 6 16 19 25 24 Percentage 6.67 17.78 21.11 27.78 26.67

Strongly disagree Disagree Neither disagree nor agree Agree Strongly agree Figure no-23

percenatge
6.67 26.67 strongly disagree 17.78 disagree neither disgaree nor agree agree strongly agree 21.11 27.78

Conclusion:- around the 27.78 of the respondents are agree of under stable length of commercial

d) Structure and format of disprin advertisement on television Variables Attractive Proper planning Obstructive Invasive Build up 1 2 3 4 5

P a g e | 50
Individual variable I) Attractive Table no-24 Strongly disagree Disagree Neither disagree nor agree Agree Strongly agree Figure no-24 Response 17 15 26 21 11 Percentage 18.89 16.67 28.89 23.33 26.67

percenatge

18.89 26.67 strongly disagree disagree 16.67 neither disagree nor agree agree 23.33 28.89 strongly agree

Conculsion:- majority of the respondents are neutral in the opinion of attractiveness of the advertisement.

P a g e | 51
II) Proper planning Table no-25 Strongly disagree Disagree Neither disagree nor agree Agree Strongly agree Response 7 19 35 21 8 Percentage 7.78 16.67 38.89 23.33 8.89

Figure no-25

percenatge
8.89 7.78 strongly disagree disagree neither disagree nor agree agree strongly agree 38.89

16.67 23.33

III)

Obtrusive Table no-26 Response Percentage

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Strongly disagree Disagree Neither disagree nor agree Agree Strongly agree Figure no-26 6 32 22 20 10 6.67 35.56 24.44 22.22 11.11

percenatge
11.11 6.67

strongly disagree 22.22 disagree 35.56 neither agree nor agree agree strongly agree 24.44

Conculsion:- majority of the respondents feel that the advertisement of disprin is not obtrusive.

IV)

Invasive Table no-27

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Response 3 17 38 22 10 Percentage 3.33 18.89 42.22 24.44 11.11

Strongly disagree Disagree Neither disagree nor agree Agree Strongly agree Figure no-27

percenatge
3.33 11.11 18.89 strongly disagree disagree 24.44 neither disagree nor agree agree strongly agree 42.44

Conculsion:- there is no strong response from the respondents regarding the invasion of the advertisement of disprin.

V)

Build up Table no-28 Response Percentage

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Strongly disagree Disagree Neither disagree nor disagree Agree Strongly agree Figure no-28 1 16 33 27 13 1.11 17.78 26.67 30 14.44

Percenatge
1.11 14.44

17.78 strongly disagree disagree neither disagree nor agree agree

30

26.67

strongly agree

Conculsion:- majority of the respondents feel that the advertisement plays a role to build up.

e)

Information on convenience of use of disprin advertisement on television 1 2 3 4 5

Variables Forced

P a g e | 55
Interfering Convenience

Individual variable I) Forced Table no-29 Strongly disagree Disagree Neither disagree nor agree Agree Strongly agree Figure no-29 Response 19 30 23 8 10 Percentage 21.11 33.33 25.56 8.89 11.11

percenatge
11.11 21.11 8.89 strongly disagree disagree neither disagree nor agree agree 25.56 33.33 strongly agree

Conculsion:- majority of the respondents disagree that the information is provided forcefully.

II)

Interfering Table no-30 Response Percentage

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Strongly disagree Disagree Neither disagree nor agree Agree Strongly agree Figure no-30 12 19 36 14 9 13.33 21.11 40 15.56 10

percenatge
10 13.33 strongly disagree 15.56 21.11 disagree neither disagree nor agree agree strongly agree 40

Conculsion:- Majority of the respondents are neutral in the interference character of the advertisement.

III)

Convenience

P a g e | 57
Table no-31 Strongly disagree Disagree Neither disagree nor agree Agree Strongly agree Figure no-31 Response 3 15 22 30 20 Percentage 3.33 16.67 24.44 33.33 22.22

Percenatge
3.33

22.22

16.67 strongly disagree disagree neither disagree nor agree agree 24.44 strongly agree

33.33

Conclusion:- majority of the respondents feel that the information provided is convenient

f)

The advertisement of disprin is action motivator

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Variables Disturbing Distracting Significant correlated with purchase intension Purchse intension 1 2 3 4 5

Individual variable I) Disturbing Table no-32 Strongly disagree Disagree Neither disagree nor agree Agree Strongly agree Figure no-32 Response 20 24 12 17 17 Percentage 22.22 26.67 13.33 18.89 22.22

percenatge

18.89

22.22 strongly disagree disagree neither disagree nor agree

18.89 26.67 13.33

agree strongly agree

Concuslion:- Majority of the respondents does not feel that the advertisement is disturbing. II) Distracting Table no-33 Response Percentage Strongly disagree 12 13.33

P a g e | 59
Disagree Neither disagree nor agree Agree Strongly agree Figure no-33 23 19 17 19 25.56 21.11 18.89 21.11

percenatge
13.33 21.11 strongly disagree disagree 25.56 18.89 neither disagree nor agree agree strongly agree

21.11

Conculsion:- Majority of the respondents feel that the advertisement is not distracting

III)

Significant correlated with purchase intension Table no-34 Response Strongly disagree 6

Percentage 6.67

P a g e | 60
Disagree Neither disagree nor agree Agree Strongly agree Figure no-34 15 22 27 20 16.67 24.44 30 22.22

Percenatge
6.67 22.22 16.67 strongly disagree disagree neiither disagree nor agree agree 24.44 30 strongly agree

Conculsion:- Majority of the respondents state that the significance of the advertisement is related to purchase intention.

IV)

Purchase iintension Table no-35 Response Percentage

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Strongly disagree Disagree Neither disagree nor agree Agree Strongly agree Figure no-35 5 13 16 32 24 5.56 14.44 17.78 35.56 26.67

percentage
5.56 26.67 14.44

strongly disagree disagree neither disagree nor agree

17.78

agree strongly agree

35.56

Conculsion:- Majority of the respondents are related to purchase intention.

g) The celebrity (character) in the advertisement delivering the message is

P a g e | 62
Variables Attract my emotion Increase my liking of them Make people happy Always delighted Make people happy 1 2 3 4 5

Individual variable i) Attract my emotion Table no-36 Strongly disagree Disagree Neither disagree nor agree Agree Strongly agree Figure no-36 Response 22 32 16 10 10 Percentage 24.44 35.56 17.78 11.11 11.11

percenatge
11.11 24.44 11.11 strongly disagree Disagree neither disagree nor agree agree 17.78 35.56 strongly agree

Conculsion:- :- Majority of the respondents feel that their emotions are not attracted by the advertisement.

ii) increase my liking of them

P a g e | 63
Table no-37 Strongly disagree Disagree Neither disagree nor agree Agree Strongly agree Figure no-37 Response 8 30 28 11 13 Percentage 8.89 33.33 31.11 12.22 14.44

percenatge
14.44 8.89 strongly disagree 12.22 33.33 disagree neither disagree nor agree agree strongly agree 31.11

Conclusion :- Majority of the respondents feel that their liking does not increase towards the advertisement.

iii) make people happy Table no-38 Response Percentage

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Strongly disagree Disagree Neither disagree nor agree Agree Strongly agree Figure no-38 3 23 30 20 14 3.33 25.56 33.33 22.22 15.56

percenatge
3.33 15.56 25.56 strongly disagree disagree 22.22 neiither disagree nor agree agree strongly agree 33.33

Conclusion:- Majority of the respondents are neutral in the response of happiness.

iv) always delighted Table no-39 Response Percentage

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Strongly disagree Disagree Neither disagree nor agree Agree Strongly agree Figure no-39 5 13 16 32 24 5.56 14.44 17.78 35.56 26.67

percenatge
5.56 26.67 14.44

strongly disagree disagree neither disagree nor agree

17.78

agree strongly agree

35.78

Conclusion:- Majority of the respondents feel that they are delighted after watching advertisement.

H) The logo (slogan) of the advertisement is Variables 1 2 3 4 5

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Strong leading identification Attractive Meaning full Related to product

Individual variable i) Strong leading identification Table no-40 Strongly disagree Disagree Neither disagree nor agree Agree Strongly agree Figure no-40 Response 10 35 23 12 10 Percentage 11.11 38.89 25.56 14.44 11.11

percenatge
11.11 11.11 strongly disagree 14.44 disagree nether disagree nor agree agree 38.89 25.56 strongly agree

ii) meaningful Table no-41

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Response 5 7 34 29 15 Percentage 5.56 7.78 37.78 32.22 26.67

Strongly disagree Disagree Neither disagree nor agree Agree Strongly agree Figure no-41

percentage
5.56 7.78 26.67 strongly disagree disagree neither disagree nor agree agree 37.78 32.22 strongly agree

iii) attractive

P a g e | 68
Table no-42 Strongly disagree Disagree Neither disagree nor agree Agree Strongly agree Figure no-42 Response 4 28 29 20 9 Percentage 4.44 31.11 32.22 22.22 10

percenatge
4.44 10 strongly disagree 22.22 31.11 disagree neither disagree nor agree agree strongly agree

32.22

iv) related to product Table no-43

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Response 5 9 34 29 22 Percentage 5.56 10 37.78 32.22 24.44

Strongly disagree Disagree Neither disagree nor agree Agree Strongly agree Figure no-43

percenatge
5.56 10 strongly disagree disagree neiither disagree nor agree 37.78 32.22 agree strongly agree

24.44

K) Background music of the advertisement is Variables 1 2 3 4 5

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Emotional Brand attitude Purchase intent Attractive

Individual variable i) Emotional Table no-44 Strongly disagree Disagree Neither disagree nor agree Agree Strongly agree Figure no-44 Response 23 19 23 13 12 Percentage 25.56 21.11 25.56 32.22 13.33

percenatge
13.3 25.56 strongly disagree disagree 32.22 21.11 nether disagree nor agree agree strongly agree

25.56

ii) purchase intense Table no-45 Response Percentage

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Strongly disagree Disagree Neither disagree nor agree Agree Strongly agree Figure no-45 5 14 35 19 17 5.56 15.56 37.78 21.11 24.44

percenatge
5.56

24.44

15.56

strongly disagree disagree neiither disagree nor agree agree

21.11 37.78

strongly agree

iii) attractive Table no-46 Response Percentage

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Strongly disagree Disagree Neither disagree nor agree Agree Strongly agree Figure no-46 5 11 24 31 19 5.56 12.22 36.67 34.44 21.11

percenatge
5.56

21.11

12.22 strongly disagree disagree neither disagree nor agree agree 36.67

34.44

strongly agree

L) Advertisement of disprin recalls the message

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Variables Do you fully understand Difficulty in comprehending message 1 2 3 4 5

i)

Do you fully understand Table no-47 Strongly disagree Disagree Neither disagree nor agree Agree Strongly agree Figure no-47 Response 15 16 16 24 19 Percentage 16.67 17.78 17.78 26.67 21.11

percentage

21.11

16.67 strongly disagree disagree 17.78 neither disagree nor agree agree

26.67 17.78

strongly agree

ii) Difficulty in comprehending message

P a g e | 74
Table no-48 Strongly disagree Disagree Neither disagree nor agree Agree Strongly agree Figure no-48 Response 10 29 20 13 18 Percentage 11.11 32.22 22.22 14.44 20

percentage
11.11 stronlgy disagree disagree 14.44 neither disagree nor agree 32.22 agree Stronlgy agree 22.22

20

8) Mean of mean of liker test of questionnaire

P a g e | 75

9) Based on content of advertisement please give the answer of following variables. 1 least describes the characteristics and 5 best describes the characteristics. A) Information provided on television Are Table no-49 Variables Effective Trustworthy Understandable Proper Conveyed Relevant to use Communication Total 1 9(9) 5(5) 6(6) 4(4) 2(2) 2(2) 4(4) 2 18(36) 21(42) 14(28) 9(18) 9(18) 10(20) 10(20) 3 28(84) 30(90) 22(66) 33(99) 30(90) 29(87) 24(72) 4 23(92) 26(104) 25(100) 30(120) 31(124) 27(108) 23(92) 5 12(60) 8(40) 23(115) 14(70) 18(90) 22(110) 29(145) Total 281/90=3.2 281/90=3.2 315/90=3.5 311/90=3.5 324/90=3.6 327/90=3.6 333/90=3.7 24.3/7=3.47

B) Brand identification given on television are Table no-50 Variables Name Term Design Symbol Total 1 15(15) 5(5) 6(6) 4(4) 2 11(22) 16(32) 18(36) 10(20) 3 23(69) 33(99) 17(51) 16(48) 4 26(104) 22(88) 32(128) 24(96) 5 15(75) 14(70) 17(85)) 36(180) total 285/90=3.16 294/90=3.26 306/90=3.4 348/90=3.86 13.68/4=3.42

C) Length of commercial (sec) Table no-51 Variable Proper Traditional Stylist Under stable Total 1 12(12) 5(5) 3(3) 6(6) 2 16(32) 25(50) 21(42) 16(32) 3 31(93) 33(99) 31(93) 19(57) 4) 19(76) 19(76) 21(84) 25(100) 5 12(60) 8(40) 14(70) 24(120) total 273/90=3.0 270/90=3.0 292/90=3.3 315/90=3.5 12.8/4=3.2

D) Structure and format of disprin advertisement on television Table no-52

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Variables Attractive Proper planning Obstructive Invasive Build up Total 1 17(17) 7(7) 6(6) 3(3) 1(1) 2 15(30) 19(38) 32(64) 17(34) 16(32) 3 26(78) 35(105) 22(66) 38(114) 33(99) 4 21(84) 21(84) 20(80) 22(88) 27(108) 5 11(55) 8(40) 10(50) 10(50) 13(65) Total 264/90=2.9 274/90=3.0 266/90=2.9 289/90=3.2 305/90=3.4 15.4/5=3.1

E) Information on convenience of use of disprin advertisement on television Table no-53 Variables Forced Interfering Convenience Total 1 19(19) 12(12) 3(3) 2 30(60) 19(38) 15(30) 3 23(69) 36(108) 22(66) 4 8(32) 14(56) 30(120) 5 10(50) 9(45) 20(100) total 230/90=2.6 259/90=2.9 319/90=3.5 9/3=3

F) The advertisement of disprin is action motivator Table no-54 Variables Disturbing Distracting Significant correlated with purchase intension Purchase intension Total 1 20(20) 12(12) 6(6) 2 24(48) 23(46) 15(30) 3 12(36) 19(57) 22(66) 4 17(68) 19(76) 27(108) 5 17(85) 17(85) 20(100) total 257/90=2.9 276/90=3.1 310/90=3.5

5(5)

13(26)

16(48)

32(128)

24(120)

327/90=3.6 13.1/90=3.3

H) The celebrity (character) in the advertisement delivering the message is Table no-55 Variables Attract my emotion Increase my liking of them Make people happy Always 1 22(22) 8(8) 2 32(64) 30(60) 3 16(48) 28(84) 4 10(40) 11(44) 5 10(50) 13(65) total 224/90=2.5 261/90=2.9

3(3)

23(46)

30(90)

20(80)

14(70)

289/90=3.2

4(4)

19(38)

28(84)

29(116)

10(50)

292/90=3.3

P a g e | 77
delighted Make people happy Total

4(4)

14(28)

26(78)

24(96)

22(110)

316/90=3.5

15.4/5=3.1

I) The logo (slogan) of the advertisement is Table no-56 Variables Strong leading identification Attractive Meaning full Related to product Total 1 10(10) 4(4) 5(5) 5(5) 2 35(70) 28(56) 7(14) 9(18) 3 23(69) 29(87) 34(102) 20(60) 4 12(48) 20(80) 29(116) 34(136) 5 10(50) 9(45) 15(75) 22(110) total 247/90=2.7 272/90=3.0 312/90=3.5 329/90=3.7 12.0/4=3.2

J) Background music of the advertisement is Table no-57 Variables Emotional Brand attitude Purchase intent Attractive Total 1 23(23) 3(3) 5(5) 5(5) 2 19(38) 23(46) 14(28) 11(22) 3 23(69) 31(93) 35(105) 24(72) 4 13(52) 18(72) 19(76) 31(124) 5 12(60) 15(75) 17(85) 19(95) total 242/90=2.7 289/90=3.2 299/90=3.3 318/90=3.5 12.7/4=3.2

K) Advertisement of disprin recalls the message Table no-58

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Variables Do you fully understand Difficulty in comprehending message Total 1 15(15) 10(10) 2 16(32) 29(58) 3 16(48) 2060) 4 24(96) 13(52) 5 19(95) 18(90) total 286/90=3.2 270/90=3.0

6.2/2=3.1

9) Hypothesis of for anova 1) a) null hypothesis (H0) There is no impact of age and attractiveness on advertisement
effectiveness

b) Alternative hypothesis(H1) There is impact of age

effectiveness

and attractiveness on advertisement

ANOVA Table no-59 LOGO_ATTRACTIVE Sum of Squares Between Groups Within Groups Total 54.089 45.867 99.956 Df 4 85 89 Mean Square 13.522 .540 F 25.059 Sig. .000

Conclusion:-

P a g e | 79

Here as the significance level (0.00) is less than the critical value and so we accept H1 which means that there is impact of age and attractiveness on advertisement effectiveness.

2) a)

null hypothesis

There is no impact of occupation and attractiveness on advertisement effectiveness There is impact of occupation and attractiveness on advertisement effectiveness
ANOVA

Table no-60 LOGO_ATTRACTIVE Sum of Squares Between Groups Within Groups Total 31.951 68.005 99.956 df 2 87 89 Mean Square 15.975 .782 F 20.438 Sig. .000

Conclusion: Here as the significance level(0.00) is less than the critical value and so we accept H1 which means that there is impact of occupation and attractiveness on advertisement effectiveness.

10)

Means

P a g e | 80

Table no-61
Descriptive Statistics N AGE OCCUPATION LOGO_ATTRACTIVE Valid N (listwise) 90 90 90 90 Minimum 1.00 1.00 1.00 Maximum 5.00 3.00 5.00 Mean 2.1556 2.7000 3.0222 Std. Deviation .63443 .67790 1.05976

11)

Conclusion

Based on the ANOVA test we have concluded that there is relationship between the occupation and age on the attractiveness of the disprin tablets. We can also conclude that TV is the best media to generate more sales and attract more customers to buy the product.

12)

Bibliography

P a g e | 81

Bezijian, A. A., Calder, B. & Iacobucci, D. (2008). New Media Interactive Advertising vs. Traditional
advertising. Journal of Advertising Research, 38(4), 23-32.

Ayanwale, A. B., Alimi, T. & Ayanbimipe, M. A. (2005). The Influence of Advertising on Consumer
Brand Preference. Journal of Social Science, 10(1), 9-16

Jalees, T. (2006). Brand Personification of Mobilink, U Phone, Telenor, and Warid. Journal of
Research Market Forces, 2(2), 50-76.

Katke, K. (2007). The Impact of Television Advertising on Child Health & Family Spending.
International Marketing Conference on Marketing & Society. Retrieved on Dated, 10-04-2009.