A.

Brand communication
Newspaper Advertisements
Parameter

Attention
elements
Size and
shape

Color

Format

Information
Quality

Motivation

Godrej Refrigerator
Advertisement 1
Advertisement 2

Stimulus Factors
Size of the advertisement is
fractional in nature. On an average,
advertisements of this size have
upto 40% of attention-attraction
ability.
Its well-known that warm colors are
more arousing than cool colors. The
Red color refrigerator is impactful
and it has a nice color mix

Size of the advertisement is

fractional in nature. On an
average, advertisements of
this size have upto 40% of
attention-attraction ability

The color of product is

chosen is white. At the back,
a black attractive strip is
used which brings a good
color combination. Shine of
colors maintains
attractiveness.
The message of the product
The refrigerator being
features is covered with symbols
technologically advanced is
covered in circular shape. Focus on
very simply put in the
design is very crisply put in the
advertisement by using
advertisement
phrase Next World
Refrigerator
Information about awards related to Information about innovative
features like motion sensing
design is straightforward message.
based lighting, temperature
Features like Frost Free and
control on various portions
Hybrid Refrigerator are not
and digital control panel are
dominating. However design
presented in a
component grabs the readers
straightforward way, which
attention.
are highlight of the ad
Individual Factors
It is clearly evident that need of
This ad focuses and target
good aesthetics in kitchen is
consumer who are
targeted by this ad. Premium
technology seeking and
segment consumers prefer to have
always want to be updated
a class which differentiate them
with latest enhancements in
from others. Rest of the core
the product category
features of product have become

secondary here.
Interpretati
onal
elements
Traits

Organizatio
n

Consumer
Inferences

Component
s of
Communica
tion

Stimulus characteristics

Great design, Red color(a member

of warm color family) and unique
shape of the refrigerator body,
generates a feeling of excitement in
reader and catches attention
Proximity: Most highlighted text in
the ad, India Design Mark,
stimulates the design focus of the
buyer.
Also, words like Indias 1st Hybrid
Refrigerator and Frost Free
automatically targets the consumer
looking for innovation and fulfilling
extra needs, price is nowhere
mentioned but still it becomes clear
targeting
Quality signals: Advertisement
shows 2 design awards in 2015 and
small focus on features signals
higher aesthetics of the product

Unique display of logo nxw,

unusual positioning of fridge
compartments and next
world refrigerator enforces
reader to go through ad and
explore further
NXW and its expansion as
Next World Refrigerator
clearly stimulates the
hunger for technology in
buyer. Further details of the
features confirms to the
reader about technological
advancements.

Advertisement continues to
use Eon sub brand to show
trust. Explanation of
features confirms to the
consumer about tagline
next world refrigerator
Cognitive elements

Symbol of tube with scale notifies

presence of temperature control
digitally.
Automatic alarm in case of fridge
remains open for some time, is
visible through symbols used
Fridge can sense day/night mode
automatically and adjust the
settings, this is visible in ad.

Overall look and design of the

product is differentiating factor
which is mostly focused
Key words like Hybrid Refrigerator
and Frost Free gives clear
impression of innovation and extra

Refrigerator has motion

sensing based lighting which
saves electricity
The digital touch control
panel looks superior to
normal control panel
A unique just the right
temperature technology
looks sound as different
compartments ideallly need
different temperature
settings
Different position of doors in
fridge will reduce problem to
consumers who find difficult
to bend
A long shining silver color
handle makes it comfortable
to open and makes to fridge

features of the product.

look more beautiful

Affective element
consumer looks at the brand as an
It is a product for
extension of their personality
technologically superior
category that helps to feel
like a modern person.
It is a smart and elegant look
Ease of usage with excellent
refrigerator which gives great
operation and less bending
aesthetics to the kitchen
of user
Fridge gives a differentiation to
Refrigerator is energy
premium segment consumer
efficient to minimize running
cost
Fridge can be used more efficiently
Product is from a reliable sub
with smart qualities.
brand eon, so confirms on
quality
The name Digi gives impression of
technologically advanced product
and gives feeling of modern
consumer

Magazine advertisements

Parameter

Attention
elements
Size

Godrej Refrigerator
Advertisement 1
Advertisement 2

Stimulus Factors
Size of the advertisement is
fractional in nature. On an
average, advertisements of
this size have upto 40% of
attention-attraction ability.

Size of the advertisement is

fractional in nature. On an average,
advertisements of this size have
upto 40% of attention-attraction
ability

Color

Format

Information
Quality

Motivation

Interpretati
onal
elements
Traits

Organizatio
n

Consumer
Inferences

Component
s of
Communica
tion

Warm colors are more

3 different refrigerators show
arousing. The Red color
classy eye catching colors but
refrigerator is impactful and
presence of a Robot matching color
it has a nice color mix. Cloths with fridge makes good
of celebrities also catches
combination
attention
The message of the offer
A big robot tells everything that
being made is very crisply &
marketers wants to convey. Design
looking to attract customers
quality of product is displayed with
in festive season.
3 models.
Information like features,
Information about technology is
not mentioned in detail but its a
benefits and free gifts are
subliminal message. Word like
clearly explained however
Hybrid helps in conveying message
the information about
but aesthetics feature is also
exchange and financing is
delivered with display of models.
not explained so causes
confusion.
Individual Factors
Marketers trying to fulfill the
Presence of robot to show
need of consumers who want technology and phrase like Indias
modern appliances in house
first hybrid refrigerator, reaches
but they already have old
out to peoples felt need of having
one or they dont have
frost free fridge with other
enough cash for purchase.
innovative features.
Stimulus characteristics

Efficiency and offer these

words are highlighted at the
top and the red color fridge
with models around it
catches attention and makes
reader to see details
Proximity: key words in the
ad Efficiency and offer,
stimulates the offer seeking
nature of buyer even if
getting good product.

The whole background of the ad

looks like a lab with a robot inside.
This catches attention and makes
to think about technological
advancements of product.
Sub brand name includes Digi
along with the presence of robot &
lab, this stimulates the need for
technological up gradation
especially for new generation
consumer.
Advertisement shows the product
as first in India with such features,
this shows superiority of product
over other competitors.

Quality, efficiency signals:

Advertisement shows a 10
year warranty with 6 star
performance this brings
assurance to the customer
Cognitive elements

Design used on the front

panel is very elegant and

Design used on the front panel is

very elegant and increases the

increases the aesthetics of

kitchen
Fridge is trendy and features
are user friendly, like energy
efficiency and great looks

aesthetics of kitchen
Key words like Hybrid Refrigerator
and Frost Free gives clear
impression of innovation and extra
features of the product.
Product has unique technology,
first in India

Free gifts that are related to

the product itself makes
more inclination towards the
product
Availability of exchange offer Innovation is the background for
and financing options
the product
reduces the time taken in
purchase decision
A 10 year warranty period
Fridge comes in various color
ensures about the quality
options. So, customer can get
standard
his/her own choice.
Affective element
Fridge is excellent option to
Fridge is excellent option to
increase aesthetics of house
increase aesthetics of house.
Product shows a higher
Product shows a higher standard of
standard of living and is
living and is especially the choice
especially the choice of
of new generation of society
young couples of society
Product is having low
Brand gives the impression of
running cost and requires
technological up gradation
less maintenance headache
with extended warranty
product is of greater quality
Consumer will have ease in using
product with best features
Ease of payment and
disposal of old generation
product

Television Advertisements
https://www.youtube.com/watch?v=zUMDuWruthY thinking-expressing (eon)
https://www.youtube.com/watch?v=3KAoxnu9vyo style designed by curiosity
(eon)
https://www.youtube.com/watch?v=1uAbxkL0LmY Sam & Meera ad (digi pro)

Whirlpool Refrigerator
Route of Persuasion
Cognitive Components

Godrej Refrigerator
Central, one ad peripheral
Extra
features,
extra
space, great design

Affective Components

Reinforcements

Style & features which

creates
feeling
of
differentiation
Positive

Godrej:
1. Route of Persuasion: The Godrej digi advertisement takes a central
route of persuasion to reach the potential customers minds whereas the
Godrej eon in one advertisement takes the peripheral route and central in
other to do the same.
2. Cognitive Components: The cognitive component of the godrej Digi ad
was very high. Sam-Meera ad displays extra space, extra basket space
and extra efficiency. While cognitive components of the Eon ad is medium.
In 2 ads, it focuses on cool shower technology and space only.
3. Affective Components: The affective component of the godrej Digi ad
was very medium. Sam-Meera ad mentions extra surprises & happiness.
While affective components of the Eon ad is very high. In both ads, it
focuses on stylish body of fridge which is associated with fashion and
smartness of consumer.
4. Reinforcements: Positive reinforcement is used in the Sam-Meera (Digi)
ad by showing that couples using the brand have happiness & surprises
with extra features. In contrast negative reinforcement has been used in
the eon ad to show that other brands dont listen from consumers what
they expect of the product.