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Dibakar Pal
A STUDY ON STYLES AND CONTENTS OF MESSAGES IN CONTEMPORARY ADVERTISING
DEDICATION
IN
MEMORY
INNOVATIVE
PEOPLE
WHO
REMAIN
UNLAURELLED
2 TABLE OF CONTENTS
01). Title of the book: 01 02). Table of contents: 02 03). Abstract: 03 04). Introduction: 04 05). Rational behind the study: 05-06 06). Objectives of the study: 06-07 07). Methodology: 07-47 08). Result and interpretation: 48 09). Verification of result following Likert scale: 49-52 10). The expected outcome of the study: 52 11). The expected contribution from the study: 53 5HVXOWIROORZLQJ7KXUVWRQH¶VPHWKRG: 53-54 5DQNRUGHUVRIPHVVDJHVIURPKLJKHVWWRORZHVWDVSHU7KXUVWRQH¶VPHWKRG: 54-55 14). Result following Likert method: 55-56 15). Rank orders of messages from highest to lowest as per Likert method: 56-57 16). Scale-product method: 58-59 17). Rank orders of messages from highest to lowest as per scale-product method: 59-60 18). Best messages/slogans of each product: 60-61 19). Conclusions: 62 20). Future directions: 62 21). REFERENCES: 63 22). ABOUT THE AUTHOR: 64-65
3
ABSTRACT
That messages for advertisement change with the changes of time, is a known fact. Even at a particular point of time two messages of the same product may not be equally effective. It is reflected in the fact that two identical products of two different marketers are not able to attract equal number of prospective buyers. One of the probable reasons of this difference may be attributed to the difference in the messages carried by the respective advertisements of the products. So role of styles and contents of messages can never be overstated or dismissed. Thus the objective of this study is to identify suitable messages for a selected group of products and their users/consumers.
4 INTRODUCTION
Companies use advertisement as a tool to enhance their image and thereby achieve FRPPHUFLDOVXFFHVVWKHXOWLPDWHJRDOµ%UDQGLPDJH¶DVGHILQHGE\Keller (1993) is the set of associations linked to the brand that consumers held in memory. Advertisements play a very vital role to develop brand image within the consumers. A consumer may develop an attitude to purchase a product only for its brand image even if it is very costly as he has already develRSHG D SRVLWLYH DWWLWXGH WRZDUGV WKH µEUDQG¶ 3XUFKDVH UHSXUFKDVH DQG adaptation are the outcomes of advertisements. To comprehend the concept of attitude of consumer we have to understand the tricomponent attitude model and the attitude toward the ad model (Schiffman & Kanuk,2000). Tricomponent attitude model is concerned with the three aspects of advertisement i.e., cognitive, conative & affective. The cognitive component explores whether the consumer is deriving the knowledge about the product to be sold. Conative aspect LQGLFDWHV WKH FRQVXPHU¶V LQWHQWLRQ WR EX\ WKH SURGXFW $ FRQVXPHU¶V emotions or feelings about a particular product or brand indicate the affective component of an attitude. An advertising slogan will attract the attention of the consumer provided it serves the cognitive, conative or affective component of the attitude of the target consumer. The attitude toward the ad model describes how the consumer forms various feelings (affects) and judgements (cognition) as the result of exposure to DQDG7KHFRQVXPHU¶V DWWLWXGHWRZDUGs the ad and beliefs about the brand influence his or her attitude towards the brand.
5 RATIONAL BEHIND THE STUDY That messages for advertisement change with the changes of time, is a known fact. Even at a particular point of time two messages of the same product may not be equally effective. It is reflected in the fact that two identical products of two different marketers are not able to attract equal number of prospective buyers. One of the probable reasons of this difference may be attributed to the difference in the messages carried by the respective advertisements of the products. So role of styles and contents of messages can never be overstated or dismissed. Message and slogan are synonymous. As such these two words have been used here interchangeably.
A message becomes effective when it is tested first and it is displayed then. But in practice slogans or messages are displayed without administering on the target consumers and thereby ignoring the judgment of the prospective buyers. As a result, even a good slogan becomes useless. The producers, generally, take help of the copywriters who write several slogans according to their choice and experience and ask the producer to select one from them. The producers choose one message for advertisement. And most of the times they offer entire liberty of choice to the copywriter. The copywriters simply, from their air-conditioned chambers, offer green signal to display the slogans of their choice without conducting any test-measure. As a consequence of it, the desired result remains unfulfilled. The producers, with a great hope, spend money according to their budgets and be satisfied. But, in real world, their achievements do suffer from poor sales turnover.
So, messaJHV VKRXOG QRW EH VHOHFWHG ZKLPVLFDOO\ RU DFFRUGLQJ WR SHUVRQDO RU FRS\ZULWHU¶V choice rather they should be selected after verifying carefully the opinion of the target
6 consumers in respect of their age, sex, religion, caste, creed, nationality, education, culture, climate, ethics, moral values, socio-economic status, taste, temperament, attitude, etc.
OBJECTIVES OF THE STUDY The messages should be lucid and easy to understand by population who are not much literate, whereas the messages should be of cognitive value in case of educated population of a metropolis.
The messages of a new product should be complex which would compel the consumer to think. The language would not be straight forward which might be used by an established product. For, good wine needs no bush.
The messages must care the society and its culture. For example, in a Hindu-based population there should not be any campaign of beef. Similarly in a Muslim area the campaign of pork should not be done. The Japanese is fond of antique. So, the messages should be in such a way so that their sentiment is not hurt for the propagation of triumph of modern science. On the other hand, the American hankers after modern gadget.
A good message is one which only informs as well as appeals. It should never attack other products direct. It may claim only the superiority which other products do not have. Quality of a product is the first point. For, a better product always wins in the end.
7 The modern messages should be meaningful as well as thought-provoking. In other words modern messages should be intelligible and assimilable as well.
Whatever the style of way of representation may be, better is it if the messages be attractive and catchy. It should be lucid rather humorous so as to create sensation. It should realize the mood of the target population.
Hence, the objective of this study is to identify suitable messages, as per method mentioned below, for a selected group of products and their target users / consumers as detailed hereinafter.
METHODOLOGY: The emphasis of the study will be on field survey through collection of primary data from target segments. The design of the survey is placed as under:
A)
SELECTION OF THE PRODUCTS:
The survey was rendered on house-hold product of daily use. At first a list of such products was prepared. From the list seven products were selected which the consumers purchase being, generally, influenced by slogans.
The selected products are as follows: 1. LIPSTICK 2. PERFUME 3. FACE POWDER
8 4. 5. 6. 7.
REFRIGERATOR PRESSURE COOKER BUTTER COLD DRINKS
B)
SELECTION OF TARGET SAMPLE (USERS/CONSUMERS):
Since all of the products selected are used mostly by the females, the target users/consumers (N=50) will be kept confined to females of a more or less identical socio-economic status and educational level i.e. college girls. The age range of the subjects will be restricted to 19 to 21 years. Although some of the products included in the study (pressure cooker and refrigerator) are also used by older subjects, it is nevertheless correct to include girls of younger age groups as they are mostly found to influence decision making in the selection of a brand at the time of purchasing.
C)
DEVELOPMENT AND SELECTION OF THE VARIABLES (DIFFERENT MESSAGES/SLOGANS):
A preliminary list of messages was prepared for each product considering styles and contents obviously in the light of contemporary advertising. From each list only five slogans were selected for each product for administering on the target consumers. The messages/slogans for seven products are shown separately in the next page entitled ADVERTISING SLOGANS.
D)
APPLICATION OF THURSTONE LAW OF JUDGEMENT (PAIRED COMPARISON METHOD):
COMPARATIVE
It has three stages. (i)
PREPARATION OF SCHEDULE:
Five messages (n) of each product are combined into n (n-1) /2 = 10 possible pairs. The order of presentation of paired items was arranged following Table B7-2 (Law Shee & Balma, 1966). The schedule containing these 10 pairs of variable had been
9 WLWOHG ³-8'*(0(17 6&+('8/( 21 $'9(57,6,1* 6/2*$16 ± ,´ 6HYHQ such schedules were prepared for seven products.
ADVERTISING SLOGANS A.
LIPSTICK 1. WHENEVER YOU SEE COLOR ON THE LIPS OF YOUR LOVER THINK OF US. 2. WE COLOR THE LIPS OF YOUR LOVER. 3. COLORED LIPS MEAN COLORED LIFE. 4. LOVER LOVES COLORED LIPS. 5. COLORED LIPS ATTRACT THE REAL HERO.
B.
PERFUME 1. OTHER PERFUME FOR OTHERS. BUT THIS IS FOR YOUR YOURS. 2. IT INCITES YOUR DESIRE. 3. IT BRINGS ABOUT HIDDEN FEELINGS. 4. SPECIALLY CREATED FOR FUN-LOVING PERSONS. 5. IT KEEPS YOU FRAGRANT AND SPECIAL ALL DAY.
C.
FACE POWDER 1. 2. 3. 4. 5.
D.
PRESSURE COOKER 1. 2. 3. 4. 5.
E.
IT ADDS FACE VALUE. FOR BETTER FACE VALUE. IT HAS MORE THAN FACE VALUE. IT FACES FACE FOR FIANCÉ. WHEN DO YOU LIKE FACE VALUE?
LESS TIME TO COOK. MORE TIME TO BOOK. CREATE PRESSURE TO LOWER PRESSURE. GOOD BYE TO YOUR PRESSURE. TAKE OUR PRESSURE. WE SUPPLY PRESSURE TO RELEASE YOUR PRESSURE. PRESSURE RELIEVES PRESSURE.
BUTTER 1. BETTY BOTTER BOUGHT, SOME BETTER BUTTER. 7+$7¶6;;;%877(5 2. XXX BUTTER MEANS BETTER BUTTER.
10 3. XXX BUTTER FOR BETTER HEALTH. 4. ;;;%877(5,6'2&725¶6&+2,&( 5. FOR BETTER BUTTERING USE XXX BUTTER.
F.
REFRIGERATOR 1. OTHERS GIVE YOU FREE FROST. BUT WE GIVE FROSTFREE. 2. LIKE NATURE, IT KEEPS ALWAYS FRESH. AS IF, GARDEN FRESH. 3. FOR FRESH THINGS IN, FOR FRESH THINGS OUT. 4. AS YOU PUT, SO YOU GET. 5. NO DECAY, IT FREEZES TIME.
G.
COLD DRINKS 1. 2. 3. 4. 5.
(ii)
THIRSTY! DRINK WATER. TIRED! DRINK XXX. IT ALSO ENERGIZES. '21¶7'5,1.+855,('/
