EVALUATION OF ADVERTISEMENT EFFECTIVENESS

Advertisement Evaluation

Company Name: Electro Mart

Product Name: KONKA TV
Advertisement Type: Emotional


Issue-1: Who is the target market? How do you know?

Ans. The target market is the middle class people who are not able to purchase high priced TV or those have limited income.
We know it by observing their standard of living. They have no TV. So their children go outside to view TV program (Tom & Jerry).

Issue-2: What is the main message of the ad (Positioning)?

Ans. The main message of the advertisement/ positioning statement is greater pleasant within affordability.

Issue-3: Is the ad in the right medium given the target market? Why?

Ans. We think the chosen medium is right because the advertisement was given to broadcast media- BTV and Radio. So they able to reach to lower income people. The advertisement was also given to other satellite channel. So they able to reach to urban middle class people.



Issue-4: What design elements have they used to get the target market’s attention?

Ans. Design elements of the advertisement are-
A. Jingle: This advertisement uses Jingle to express the main theme.
B. Model: This advertisement uses three kids and parents.
C. Animation: This advertisement shows the most popular cartoon character Tom & Jerry.
D. Physical Settings: A well-decorated and furnished room and ancient building.
E. Illustration: This advertisement shows KONKA television.
F. Slogan: This advertisement shows the slogan that is “ Shaddher maddhe sobtuku shukh.”
G. Logo and Brand Name: At the end of the advertisement use logo and brand name.

Issue-5: Are the visuals clear?

Ans. The visuals are clear. The main theme of the advertisement is for middle class family. There is not plaster in the front side of the wall. The area they live may be old city. There are few affluent people who can buy color TV. The advertisement clearly visualizes middle class people.

Issue-6: Is the ad easy to understand?

Ans. The advertisement is easy to understand because a dramatic scene is created. The two brothers are inclined to see Tom and Jerry. They go neighbors to see this. But they are not allowed to see that. They return to home with a gloomy face. At last, their father buys a KONKA TV for them to resolve their gloomy face.

Issue-7: Is there effective branding?

Ans. For effective branding, advertisement plays an important role. Advertisement is recognized as powerful means of creating strong, favorable and unique brand association and eliciting positive judgments and feelings.
For effective branding advertisement must have the following characteristics:

Mass coverage
High reach
Impact of sight, sound and motion
Attention getting
Favorable Image

The advertisement of KONKA TV has all these characteristics. The advertisement has mass coverage and high reach. The advertisement is broadcast on mass media for broad coverage. There is a dramatic view and jingles that easily attract attention. The advertisement creates a favorable image for the middle class people.

Issue-8: Is the ad memorable? Why?

Ans. The advertisement is memorable because we can recall our childhood. This dramatic advertisement influences the middle class people. When they see this advertisement, they can identify their need and make purchase decision. When they visit Showroom in electronics market, the first brand they recall is KONKA TV.

Issue-9: Do you think the ad is effective? Why or Why not?

Ans. The advertisement is effective. Because-

Clear message
Emotional appeal
Attractive jingles
Dramatic presentation