CHAPTER 3:
OBJECTIVES & RESEARCH
Chapter 3: Objectives & Research
This study is conducted to explore the application of absurdity in advertising confectioneries.
Objectives:
- To find if absurdity helps to achieve top of the mind recall of the advertised brands
- And finally, to see if the use of absurdity results in creative recall over brand recall.
Specific objectives:
- Has Perfetti been successful to achieve top of the mind recall with its absurd ads?
- Does creative recall of Perfetti over take brand recall?
- Does brand recall rely on creative ( humor, character, slogans, tagline)
- Does absurdity in ads increase the liking towards the brands.
- Are the ads by Perfetti only entertaining or if the actually help in making the product salable.
- To study if the use of absurdity in television commercials has any significant impact on the purchase decision of the consumers.
Research:
We have chosen the confectionary industry, because there is a huge clutter of advertisement of the brands in the industry and secondly, confectionary being low involvement product it is reliable to access the top of the mind recall based on the exposure to television commercials.
Perfetti Van Malle India was specifically chosen as the producer as it is the only company in India producing all types of confectioneries: chocolate caramel candy, sugar candy, mint confectioneries, chewing gums, and chewies. The major part of the advertising is carried out through television. Besides, the brands are targeted across the age brackets.
Four brands representing each type of confectionary and their ad campaigns between 2006 and 2010 were selected. After a careful content analysis of all the ad campaigns of the four brands two ads of each brand that fall under the definition of absurd ads and the definition given by trusted research work were chosen.
The research contains a four page questionnaire that was distributed to the youth who stay at home and are regular TV watchers. The questionnaire was designed to access the top of the mind recall of these brands. The respondents were asked to answer the questionnaire in the order of the questions given. Plots of all the 8 ads were given and responds were made to relate the plot to the brand this way we could measure if the creative recall outshines brand recall.
The purpose of this chapter is to describe the research design, the procedures that were followed, the subjects of the study, the instruments that were developed for data collection and the methods for data analysis.
Research design:
The study is a descriptive study. A cross sectional survey (in which data was collected at just one point in time) was conducted to find if absurdity in ads helps in brand recall and if the creative recall over takes the brand recall.
Questionnaire
The research contains a four page questionnaire that was distributed to the youth who stay at home and are regular TV watchers. The questionnaire was designed to access the top of the mind recall of these brands. Demographics like age, working status and gender were collected (see Appendix questions 1-3).
Questionnaires had 26 questions varying from yes/no questions to multiple choice questions to no choice questions. The first few questions (did not have options in the answers to choose from. While, gradually the questions and in some cases answers acted as hints to recall the brand. Plots of all the eight ads were provided and respondents were asked to relate the plot to the brand. This way we could measure if the creative recall outshone brand recall.
Survey design:
The questionnaire was a combination of open ended and close ended questions. Introductory questions (1-3) were focused to collect the demographic information of the respondents.
The second part of the questionnaire contained directed straight questions such as the first brand that comes to the mind when the type of confectionary is said. This was to assess top of the mind recall.
Questions were developed in such a way that respondents would not know that questions were about four brands only. Information of the ad campaigns of other confectioneries was collected and included in the options given as answers therefore the questionnaire was not biased being focused on one company only. The campaigns from 2006 and 2010 were included with four of the ads still being aired. Two of these ads aired till the mid-2010 and two new campaigns were introduced in March and June of 2010. Therefore, both new and old campaigns were used.
Sampling
The study was targeted at the youth as the confectioneries chosen were adult confectioneries. The respondents were expected to be within the age bracket of 15 to 35. Purposive sampling technique was employed to reach to the people who are exposed to ads frequently.
Pilot Test
The questionnaire prepared was first tested on a small group of ten respondents then tabulated. Necessary changes were incorporated after the pilot testing. The final questionnaire was printed in 200 copies and distributed to the youth in Mangalore
Survey
A cover letter was also given with the questionnaire which gave an introduction to the study and requested the respondents to answer the questionnaire in the order of the questions since the study was made to measure the top of the mind recall.
Care was taken to ensure the male-to-female ratio of the respondents was equal (50:50).
Presentation of the data
The data was analyzed to measure how many respondents could relate the creative to the product and how much the creative influenced their buying decision. Descriptive statistics were analyzed and the data are presented through bar charts and pie charts.
Summary
This chapter outlined the design of the study, the research methodologies selected and specific procedures that are used in the survey method. Subjects, instruments and methods used for data analysis are discussed in this chapter.
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