Almas' Paper: Appendix (Absurdity in Advertising: A Study on Ad Campaigns of Four Confectionary Brands by Perfetti Van Melle India )

APPENDIX

QUESTIONNAIRE

Respected Respondent,

I m a student of second year Master of Communication & Media Studies (MCMS) at St Aloysius College, Mangalore. This questionnaire is given to you as a part of my dissertation titled “Absurdity in Advertising: A study on ad campaigns of 4 confectionery brands by Perfetti Van Melle India”. It will be a great help to me if you can spare time to fill in this questionnaire and contribute your inputs to my research study.

The questionnaire is designed to assess the top-of-the-mind recall of the brand. Kindly answer the questions in the given order.

Thank You

Almas Nazeer

II MCMS

St Aloysius College.

      

QUESTIONNAIRE

1.                Age:     a. 15 – 25                                                   b. 25- 35    

2.                Sex:     a. Male                                                            b. Female                  

    

 3.           Occupation:           a. Working

                                               b. Not working

4. Do you watch advertisements on television?

     a. Yes                                                                                            b. No

5. Do you buy Confectioneries: (sugar candies, chewing gums, eclairs, chewy)

      a. Yes                                                                                      b. No                                   

6.  I buy confectioneries for

a.       Mouth freshener

b.      For the taste of it (flavor)

c.       Because I like sweets

d.      Because I like the ads of the brand I buy.

7. What is the first product that comes to your mind while I say Mint Confectioneries?

--------------------------------------

8. What is the first product that comes to your mind while I say Chewing Gums?

……………………………………….

9. What is the first product that comes to your mind while I say Creamy Caramel Candy?

………………………………………….

10. Can you recollect the brand: C_ _te_ _ru_ t

11. Do you remember the ad of the above mentioned brand?

__________________________________________________________________________________________________________________________________________________________________________

12. What is the tag line for Alpenliebe?

1. Juban pe Lagaam                                         

2. khao kahi bhi

3. Laalach Ahaa laplap

4. Kuch Alag Achanak

13. Complete the sequence on an existing Television commercial of a chewing gum

The (tuskers) elephants find jars of chewing gum fallen out of jeep that is toppled because of an      accident. The elephants stamp on the jars and the liquid splashes out and joins the river.

a)      The waves from the river refresh elephants.

b)      The elephants take shower in the liquid splashing out from the jars  

c)       The tuskers get bright shiny teeth and impress other female elephants

d)      The tuskers get bright shiny tusks that glow in the night like tube light.

14. Can you recall- this plot is found in the advertisement of ………………………………………… brand?

       15. “Jagmagale muskurale” is the tagline for?

1.       Double mint chewing gum

2.       Happy dent White

3.       Bubbaloo

4.       Center fresh

16. The theme reversal of role “Adami hoya bunder lalach shaswath hai” (even if its man or monkeys both are greedy) is found in the television commercial of

a)                  Solano

b)                  Alpenliebe

c)                   Melody   

d)                  2 in 1 Eclairs

Which of the following ads do you remember?

17. A Chinese man drives into the jungle to an ATM. Raju bank is the human ATM run by an old man. The ATM in the jungle is actually a man who is tied up. He laps his tongue to push money out of the shanty (wooden board) when he is shown a chewing gum.

a)      Yes                                            b) no

This plot is found in the advertisement of …………………….. confectionery brand?

18. Palace and entire city is lit with human lamps. When they smile their teeth illuminates light.

a)      Yes                                             b) no   

This plot is found in the advertisement of …………………….. confectionery brand?

19. An alligator follows a super star everywhere (shopping, driving, bathtub) she goes for the candy, She said she had once thrown a candy at him in a zoo and he has been following her since then.

a)      Yes                                              b) no

This plot is found in the advertisement of …………………….. confectionery brand?

20. The evolution theory that explains how man evolved from being an ape, the slave to donkey, to the master of donkeys.

a)       Yes                                              b) no

This plot is found in the advertisement of …………………….. confectionery brand?

21. This snapshot is taken from the television commercial of?

             (Jugalbandi of tabala mastro and singer)

a)      Chloromint      b) Mint-o fresh    c) Center fruit    d)    Kaccha Mango Bite

22.            Can you recall the plot of the advertisement?

_______________________________________________________________________________

________________________________________________________________________________

23. The tag line to the above mentioned brand is?

1.       Zubaan Pe Lagam

2.       kaise jeeb laplapaye

3.       Ek dum fresh

4.       Thandi Saas ka blast

24. This snapshot is taken from the new flavor advertisement of

             

           (The never-ending chess match is concluded thanks to orange)

a. Center fruit        b. Candyman         c. Mentos         d.Orbit

25. Do you think confectioneries are for children alone?

a.                      Yes                                                                         b. No

26. Which of the following products you have bought and why? (one reason for each)

Brands	Because I like the brand.	Because I remember the product through its ads	Because its available in the shop	Not bought the product at all
Alpenliebe
Happydent White
Center fruit
Mentos

BIBLIOGRAPHY:

1.      Maddock, Richard C, 2000, Motigraphics: The Analysis and Measurement of Human Motivations in Marketing, West Port: Greenwood Publishing House.

2.      Beard, Fred K, 2000,Humor in the Advertising Business: Theory, Practice, and Wit, Maryland: Rowman & Littlefield Publisers Inc.

3.      Arias-Bolzmann, Chakraborty, and John C. Mowen, Effects of Absurdity in Advertising: The Moderating Role of Product Category Attitude and the Mediating Role of Cognitive Responses, Journal of Advertising, Vol.__ (March 2000).

4.      Ogilvy, David, 1983, Ogilvy on Advertising, New York: Vintage Books.

5.      Belch, George E & Michael A Belch, 2003, Advertising and Promotion- An Integrated Marketing Communication Perspective, 6^th edition, New York: The McGraw−Hill Companies.

6.       Stewart, David W, Jon Morris and Aditi Grover, 2007, Emotions in advertising: The Sage Handbook of Advertising, Handbook on Advertising, New Delhi: Sage publications.

7.      Sutherland, Max, 2008, Advertising and the Mind of the Consumers’: What Works, What Doesn’t Work, and Why. 3^rd edition, Australia: Allen & Unwin.

8.      Spencer, Herbert, 2004, The Principles of Psychology- Part Two, LLC:  Kessinger Publishing

9.      Lester, Paul Martin, 2006, Visual Communication: Images with Messages, 4th edition, Belmont: Thomson Wadsworth.

10.  Walsh, David & Douglas A. Gentile, Slipping Under the Radar: Advertising and the Mind, Drinking it in: Alcohol Marketing and Young People. Geneva: World Health Organization.

11.  Hoyer, Wayne D, An Examination of Cognitive Factors Related To Humorousness in Television Advertising, Journal of Advertising, Vol ___, (June), 1996

                       (http://www.allbusiness.com/marketing-advertising/advertising/685699- 1.html)

Online References:

_________, “How Perfetti command price premium through brand building” http://economictimes.indiatimes.com/features/brand-equity/how-perfetti-command-price-premium-through-brand-building/articleshow/7314800.cms

_________, “Top Indian Companies Selling Confectionery -Business Guides” http://www.mastbusiness.com/bizguides/bg165/

Byrne. Jane, “Sugar Confectionery Booming In India”, (2010) http://www.ap-foodtechnology.com/Industry-drivers/Sugar-confectionery-booming-in-India

_________, “Consumer Involvement Theory” http://www.adcracker.com/involvement/Consumer_Involvement_Theory.htm

Guido, Gianluigi, “The Salience of Marketing Stimuli” http://books.google.co.in/books?id=730b4Mq_1CQC&pg=PA52&lpg=PA52&dq

________ “Indian confectionery industry worth Rs 1400 crore” (February 2009)

http://www.indiafooddrinkexpo.com/news/indian_confectionery_industry_worth_rs_1400_c

________ “About Perfetti Van Melle India” http://www.perfettivanmelle.in/pvm_india.html

­­­________“An ad with a difference” http://www.rediff.com/money/2006/aug/29advert.htm

________, “Perfetti Van Melle” http://www.perfettivanmelle.in/pvm_india.html

­­­­­­­­________,“Perfetti Van Malle India” http://www.e-pspl.com/casestudy/PVML_XA_AG.pdf

________, “Impact of Advertising of Unhealthy Products on public health how much justifiable?” http://www.alumbo.com/article/43565-Impact-of-Advertising-of-Unhealthy-Products-on-public-health-how-much-justifiable.html

_________, “What is Descriptive Research?”  http://www.marketresearchworld.net/index.php?option=com_content&task=view&id=800&Itemid=64