A Study of Consumer Mind & Retention Influenced by Message

2015年 2月第十八卷一期 • Vol. 18, No. 1, February 2015

A Study of Consumer Mind & Retention

Influenced by Message, Color and Slogan

Gajendra SINGH Charu SINGHAL

http://cmr.ba.ouhk.edu.hk

W eb Journa l o f Ch inese Management Review • Vo l 18 • No 1 1

A Study of Consumer Mind & Retention Influenced by Message, Color and Slogan

Gajendra SINGH Charu SINGHAL

Abstract

When a customer is exposed to the brand in a specific context, links in memory between

the brand name and specific concepts can be created or reinforced. The commonly

accepted process for retrieving information from long-term memory is that a

stimulus/cue activates a stored memory. This ‘activation’ travels to memories linked to

that initial cue. These concepts can be retrieved and therefore used in working memory

and/or can act as retrieval cues to access further information. Consequently, the cues

employed are a key influence of what is retrieved from memory as only information

linked to those cues is available. Spending a lot on advertising does not guarantee

success. Research suggests that the clarity of the advertising message & slogan is often

more important than the amount spent. The advertising message must be carefully

targeted to impact the target customer audience. A successful advertising message

should have Meaning, Distinctive and Believable.

Keywords: Consumer Mind, Consumer retention, message &, slogan.

____________________________________________________

Dr Gajendra Singh School Of Management, Doon University

Charu Singhal HNB Garhwal Central University


INTRODUCTION

When a customer is exposed to the brand in a specific context, links in memory between

the brand name and specific concepts can be created or reinforced. This network of

information linked to the brand name constitutes what has been referred to as the brand’s

image or more recently brand knowledge (Keller, 1987). These linked concepts can be

retrieved when the brand name is used as the retrieval cue (e.g. thinking of Persil [brand

name acting as cue] conjures up thoughts of in tablet form (attribute)), and/or cues to

retrieve the brand name when stimulated in a buying situation (e.g. want something

refreshing (attribute acting as cue) brings to mind Coca-cola (brand name)) (Holden,

1993; Holden & Lutz, 1992). This second point is frequently neglected in marketing,

with most attention on the brand to attribute link. While it has been acknowledged that

the requirement of buyers to consider/think of the brand is a crucial first step to purchase

(Rossiter & Percy, 1987), it has usually been taken for granted that the link to the

product category is the cue that activates this process (Holden & Lutz, 1992; Nedungadi,

1990). As a consequence, brand awareness is rarely considered to be a key marketing

objective for established brands (Macdonald & Sharp, 2003).

The commonly accepted process for retrieving information from long-term memory is

that a stimulus/cue activates a stored memory (Anderson & Bower, 1979). This

‘activation’ travels to memories linked to that initial cue. These concepts can be

retrieved and therefore used in working memory and/or can act as retrieval cues to

access further information (Collins & Loftus, 1975). Consequently, the cues employed

are a key influence of what is retrieved from memory as only information linked to those

cues is available. Any brand name association can potentially act as a cue for accessing

the brand name. Whether it does or not, however, depends on the buying situation. Cues

are situation specific and how they impact can be circumstance specific. Different cues

frequently result in different ‘sets’ of options being retrieved from memory (Holden &

Lutz, 1992; Ratneshwar & Shocker, 1991).

The understanding of how the mind processes and stores information is invaluable to

advertisers. If there is little to no understanding of the information processing skills of

the consumers with whom one is working, it would be almost impossible to design

advertisements that contributes to high levels of effectiveness. However, attempting to

understand the myriad theories of information processing and cognitive development can

be overwhelming and contradictory. Advertising message, picture, words, color,

celebrity use strategy is a well-researched topic in both the academic as well as

practitioners community. Classifies commercials by “format,” e.g. warmth, testimony,

refutation, repetition and fear. refers to classes of creative appeal (rational versus


emotional) and execution style (slice of life, product comparison, problem/solution,

music, sex and humour).

Advertisement effectiveness is a dicey proposition. Though it is necessary to know how

the ad works for the audience or the customer/consumer, it is so difficult to do it,

especially by relating advertising to consumer mind & retention of information.

Advertisers have long used recognition and recall measures though they have been

challenged (Gibson, 1983; Lodish et al., 1995). The mainstream of advertising research

rests on cognition as the primary factor of memory change. Advertising has been thought

into need a unique selling proposition, new news, a logical association, or to remind

consumers of memories already in place. In different models of cognition & their

responses, it is observed that advertising is mentally processed sequentially in a series of

stages, typically cognition – affect – behaviour.

Review of literature:

The quantity and quality of information retained by an individual depends largely on the

perceptual and cognitive operations employed at the time of encoding (Benton et al.,

1983). Cognitive psychologists hold that the consumers seek and use information to

assist them in decision processes in order to maximise utility, reduce levels of risk, or

solve problems. McGuire suggested that the impact of persuasive communications could

be understood in terms of three information-processing phases: a) attention to the

message, b) comprehension of its contents, and c) acceptance of its conclusions.

McGuire, in 1969, further extended the model into six steps which are as follows:

1. Presentation: at first the message recipient must be presented with the persuasive

message

2. Attention: the recipient must pay attention to the message in order to produce

attitude change. Attention, defined as the general distribution of mental activity to

the tasks being performed by the individuals (Moates & Schumacher, 1980), reflects

both which receives mental activity (direction) and the duration of the focus.

3. Comprehension: the overall position that the message advocates and the arguments

provided with to support the position must be comprehended

4. Yielding: the recipient must yield to, or agree with, the message content that has

been comprehended if any attitude change is to be detectable

5. Retention: the recipient must retain the advertisement, or store it in memory, if this is

to be persisted over a period of time.

6. Behavior: the recipient must behave on the basis of their changed mind


Meanwhile, the literature concerning the importance of information processing in

marketing has not remained static. Extant research proposed that emotions cause

attention to shift towards the stimulus that causes an emotion, as a result of the limbic

system’s autonomic reaction (Damasio, 1994).

Further research suggests that the

emotional and rational are not two conflicting things in the brain, but work together

towards the survival of the organism: emotions direct attention, so that the organism

recognizes things it should avoid or approach (du Plessis, 2005)

Vani et al. (2010) in their study say’s the universally accepted statement that the success

of any firm depends upon the satisfaction of consumers as ‘Consumer is king’ of the

market. In the changing environment/circumstances understanding consumer is a very

difficult task because of the changing technology, innovation, and changes in life style.

Researchers conducted many research in this area, and as per the ideas given by the

researchers, there are two factors influencing the consumers such as intrinsic and

extrinsic factors. It is difficult to classify consumers by conventional demographic

factors and unless their thought process and buying behaviour are fully understood,

decisions on product designs and packaging, branding and distribution channels are

likely to be misplaced. With the inevitability of change looming large over the horizon,

Indian companies must learn from their western counterparts; not only to identify the

sources, timing and direction of the changes likely to affect India, but also the new

competencies and perspective that will enable them to respond to these changes,

comprehensively and effectively. Their study mainly focus on understanding the

external factors like demographic, social, cultural, price, quality, product attributes etc

for buying toothpaste. The market share of any product is highly determined by the

purchasing behaviour of the consumers. They try to find out the behaviour of the

consumers, to analyze the preference of consumers, & consumer awareness and revealed

that consumer awareness of toothpaste is less in Bangalore city.

Graeme Turner (2010), in his research regarding the celebrity describes the analysis of

celebrity, celebrities and celebrity culture is one of the growth industries for the

humanities and social sciences over the last decade. Psychologists warn us of the

dangers of ‘celebrity worship’, sociologists interrogate young people about their

personal expectations of fame, and even a discipline with as attenuated a relation to

popular culture as literary studies now studies such things as ‘post-colonial 5celebrity’.

The textual richness of celebrity culture is proving irresistible, and so the fetish for

textual analysis that dominated so much of the 1980s has found itself right at home in

the study of celebrity. But is this what we want from the study of celebrity? What are the

approaches that are most needed, and which are likely to be the most productive for

those of us in cultural and media studies for which celebrity has become part of the


heartland for the study of popular culture? He discussed some of the options, and in

particularly asked how one might establish a stronger base for the study of the industrial

production, as well as the audience consumption, of celebrity.’

Objective of the study:

The broad objectives of the study are as follows:

1. To identify the impact of color, with and without exposure on consumer mind and

retention.

2. To identify the impact of message & slogan, with and without exposure on consumer

mind and retention.

Research Methodology:

An exploratory research design was followed to carry out the study. The present study

was based on both the primary as well as on secondary data. The secondary data was

collected from published and unpublished business reports, magazines, journals, books

and internet. The review of literature & growth & performance for this study is

completely based on the collection of secondary data. Primary data was collected on the

basis of the questionnaires (opened ended and closed ended) related to the consumer

attitude, memory and advertising effectiveness. The data related to psychographic profile

including demographic profile is collected by filling the common questionnaire from all

the 400 respondents from different places.

For the analysis of five advertising attributes on consumer mind & retention of

information is based on the collection of data on varied days from the respondents in

other set of questionnaires. The two way analysis method was conducted to draw the

appropriate result. The first method was based on repetitive exposure of the selected

advertisements of the FMCG products where as under the second method based on non

repetition of the exposure to the booklet. On Day 1st, the total 400 respondents selected

was provided with the booklet containing 18 Ads of print media, of selected FMCG’s

products for 10 minutes and then asked to fill the given questionnaire. For the day one

under both the methods, over all 18 advertisements of FMCG products from 3 different

categories are equally selected i-e.

Category-1 personal care, oral care, hair care, skin care, personal wash (soaps)

Category-2 cosmetics and toiletries, deodorants, perfume, famine hygiene, paper


products, household care.

Category-3 packed food items and beverages

6 ads from each category were considered and placed in the booklet to be shown to the

respondents. Under the first method only these 18 selected ads were shown to the

respondents for their responses on day 1, and asked to fill the questionnaire on the basis

of it. On day 2, 1 week and 15 days respondents were asked to fill the questionnaire on

the basis their memory of the booklet shown on day 1. In the second method on day 2

ads from each category were replaced with the 2 new ads that means over all 6 ads are

replaced on day 2 & further on same process is repeated for 1 week & 15 days. In 1

week & 15 day booklet the 2 ads which have been changed were replaced with one out

of previous one and one from the not changed one. The ads of FMCG product published

in different magazine from 2003 to 2011 are considered in it.

Consumer mind & retention of Information

Day 1 (400 respondents)

18 ads shown

Day 2 (with exposure 6 ads change) Day 2 (without exposure)

(200 respondents) (200 respondents)

1 Week (with exposure 6 ads change) 1 Week (without exposure)

Day 15 (with exposure 6 ads change) Day 15 (without exposure)

The cross-sectional study used to compare demographical variables, attitude, retention,

& psychographic factors of the respondent/responses with each other. In the

questionnaire three kinds of scaling used namely Nominal, Ordinal and Interval scale to

know the respondents demographic profile and attitudes towards the print advertisement.

In these questionnaires, three kinds of scaling were used. Firstly, Nominal scale

especially Dichotomous and Multiple choice questions, Second kind of scaling was used

Ordinal scale to know the preferences of media etc. Third scaling was very important to

know the attitude of the respondent i.e. Interval scale especially Likert scales.

In this research data collected from primary source and as well as secondary source. The

secondary data was collected from magazines, news papers, journals and other published

material. Internet was also used for collecting secondary information. The primary data

was collected through questionnaire. The questionnaire was made in English. The total

no. of questions in 1st questionnaire was 49 to know the respondents demographic profile,

customer attitude, & psychographic factors affected by advertising attribute. 2nd


questionnaire are in 4 sets, day -1 questionnaire have 15 questions, day-2, 1 week & 15

days questionnaire have 8-10 questions, respectively. The coding plan of the responses

was decided before hand. The structures of the data file in which the data was to be

entered, was also decided before hand. Hence, it was possible to incorporate into the

questionnaire the no. of the field in which the data was to be entered. This made the

subsequent steps of data collection and data entry easier & faster. In this research SPPS

software was used for analysis and interpretation.

Material & its sequence in the Study: As described previously the booklet containing

18 ads of FMCG product is provided to the customers who has ads of three different

categories of FMCG products ads. There sequence with the necessary information

regarding five advertising attributes is provided below:

Category-1

S. No. Day-1 Day-2 1 Week 15 Days

1. Loreal Hair Color - - Godrej Renew

2. Vaseline healthy white Boroplus - -

3. Veet, Ready to use

wax strips - Parachute after shower Himani Fast Relief

4. Fiama Di Wills Soaps - - -

5. Anchor White Tooth

paste - - -

6. Vatika Shampoo Pentene Shampoo Sunsilk Shampoo -

Category-2

7. Garnier Men Deodrant Fair & Handsome - -

8. Olay Total Effect - - -

9. Loreal Glossy Shade - - -

10. Neutrogena Fine

Fairness Revlon Touch & Glow Garnier Light Matte -

11. Harpic toilet cleaner - - Vanish Fabric Starch

12. Lakme Sun Effect - Everyuth Face Scrub Fem Fairness Bleach

Category-3

13. Taj Mahal - Sugar free Nutrilite Butter

14. Dabur Honey Dabur Chaywanprash Roohafza -

15. Knorr Soup - -

16. Sunfeast Kit-Fit

Biscuits

Sunfeast Golden

Bakery Cookies - -

17. Sona Chandi

Chayawanprash - - -

18 Kurkure - - Nescafe Coffee


(1) Impact of Color on consumer mind and retention:

Color in advertising is used to increase the impact of an ad. Use of color in most

design for marketing and advertising is dictated by certain obvious requirements, the

need to reflect a specific brand, as well as the attempt to communicate a certain

mood dictated by the product itself. The best colors for advertising are those that

make people comfortable or stimulate their senses. Hot colors are some of the best

colors for advertising when it comes to products like fast food. Bright red and

yellow are hot colors, indicative of fire, and they stimulate excitement. Warm and

hot colors will encourage people to eat more, which translate to revenue. Virtually

all logos, advertisements and menus of fast food chains feature these colors, which

is no accident. As the headline, message and other attributes are important, but

among them color is one of the important attribute which should be taken into

consideration by the advertising agencies or the manufacturing units, while framing

the advertisements for the fast moving consumer goods in country like India.


a. Frequency analysis of the Color of the product with & changed exposure

Day-1 Day-2 1-Week 15 Day

Frequency Frequency Frequency Frequency Dabur Honey Red 41 (20.5%) Dabur

Chywanprash Red 136 (68.0%)

Sugar free

Red 12 (6.0%)

Sugar free

Red 58 (29.0%)

Orange 74 (37.0%) Orange 36 (18.0%) Orange 30 (15.0%) Orange 75 (37.5%)

Yellow 85 (42.5%) Yellow 28 (14.0%) Yellow 158 (79.0%) Yellow 67 (33.5%)

Loreal hair color Black 13 (6.5%) Sunfeast golden bakery

Black 34 (17.0%) Sunfeast golden

bakery

Black 6 (3.0%)

Vanish

White 28 (14.0%)

Brown 165 (82.5%) Brown 166 (83.0%) Brown 182 (91.0%) Pink 148 (74.0%)

Red 22 (11.0%) Red 0 (0.0%) Red 12 (6.0%) Red 24 (12.0%)

Harpic max cleaner Green 0 (0.0%) Revlon Touch &Glow

Pink 96 (48.0%) Garnier light

matte

Yellow 137 (68.5%) Garnier light

matte

Yellow 90 (45.0%)

Blue 185 (92.5%) Cream 78 (39.0%) Cream 24 (12.0%) Cream 55 (27.5%)

Purple 15 (7.5%) Green 26 (13.0%) Green 39 (19.5%) Green 55 (27.5%)

Veet hair removing cream

Pink 156 (78.0%) Fair & Handsome Red 72 (36.0%)

Dabur Roohafza

Red 176 (88.0%)

Dabur Roohafza

Red 119 (59.5%)

Cream 21 (10.5%) Yellow 41 (20.5%) Yellow 24 (12.0%) Yellow 27 (13.5%)

Green 23 (11.5%) Green 87 (43.5%) Cream 0 (0.0%) Cream 54 (27.0%)

Anchor White toothpaste

White 77 (38.5%) Anchor white toothpaste

White 141 (70.5%) Anchor white

toothpaste

White 110 (55.0%)

Godrej Renew

Black 70 (35.0%)

Blue 44 (22.0%) Blue 0 (0.0%) Blue 36 (18.0%) Brown 28 (14.0%)

Red 79 (39.5%) Red 59 (29.5%) Red 54 (27.0%) Red 102 (51.0%)

Vatika dandruff control shampoo

Green 127 (63.5%) Pentene ProV Shine Green 17 (8.5%)

Sunsilk

Pink 131 (65.5%)

Sunsilk

Pink 98 (49.0%)

Yellow 53 (26.5%) Yellow 40 (20.0%) White 12 (6.0%) White 78 (39.0%)

Black 20 (10.0%) Black 143 (71.5%) Black 57 (28.5%) Black 24 12.0%)

Knorr soup Red 141 (70.5%) Boroplus Mousturising

Lotion

White 72 (36.0%) Parachute After

Shower

Blue 119 (59.5%) Parachute

After Shower

Blue 77 (38.5%)

Yellow 20 (10.0%) Blue 128 (64.0%) Black 46 (23.0%) Black 48 (24.0%)

Green 39 (19.5%) Green 0 (0.0%) Green 35 (17.5%) Green 75 (37.5%)

Himani sona chandi chywanprash

Red 17 (8.5%) Himani sona chandi chywanprash

Red 17 (8.5%) Himani sona chandi

chywanprash

Red 21 (10.5%)

Himani Fast Relief

White 50 (25.0%)

Golden 167 (83.5%) Golden 160 (80.0%) Golden 167 (83.5%) Red 150 (75.0%)

Brown 16 (8.0%) Brown 23 (11.5%) Brown 12 (6.0%) Brown 0 (0.0%)

Total 200 (100.0%) Total 200 (100.0%) Total 200 (100.0%) Total 200 (100.0%)


According to the above given table, there are total 200 (100.0%) respondents,

among them 74 (37.0%) respondents said that the orange is the color of the Dabur

honey advertisement on day 1. On day 2 with the changed or repetitive exposure of

the ads of the product, 136 (68.0%) respondents said that red is the color of Dabur

Chaywanprash. After 1 week, 158 (79.0%) respondents tick the right option given in

the questionnaire that is yellow is the color of product Sugar free advertisement &

lastly after 15 days, 67 (33.5%) respondent give the right response for the same

question related to the color of the Sugar free product advertisement. 165 (82.5%)

respondents said that the brown is the color of the Loreal hair color advertisement

on day 1. On day 2 with the changed or repetitive exposure of the ads of the product,

166 (83.0%) respondents said that brown is the color of Sunfeast Golden Bakery.

After 1 week, 182 (91.0%) respondents tick the right option given in the

questionnaire that is brown is the color of Sunfeast Golden Bakery & lastly after 15

days, 148 (74.0%) respondent give the right response for the same question related

to the color of the Vanish stain remover product advertisement i-e. Pink. 185 (92.5%)

respondents said that the blue is the color of the Harpic max cleaner advertisement

on day 1. On day 2 with the changed or repetitive exposure of the ads of the product,

96 (48.0%) respondents gave the right answer, that pink is the color of Revlon

Touch & Glow. After 1 week, 137 (68.5%) respondents tick the right option given

in the questionnaire that is yellow is the color of product Garnier light matte

advertisement & lastly after 15 days, 90 (45.0%) respondent give the right response

for the same question related to the color of the Garnier light matte product

advertisement. 156 (78.0%) respondents said that the pink is the color of the Veet

hair removing cream advertisement on day 1. On day 2 with the changed or

repetitive exposure of the ads of the product, 72 (36.0%) respondents said that red is

the color of Fair & Handsome. After 1 week, 176 (88.0%) respondents tick the right

option given in the questionnaire & lastly after 15 days, 119 (59.5%) respondent

give the right response for the same question related to the color of the Dabur

Roohafza product advertisement i-e. red. On day 1, day-2, & after 1 week there is a

up and down in the recall of the color white of the advertisement of Anchor white

toothpaste i-e 70 (35.0%), 110 (55.0%), 141 (70.5%) respectively & after 15 days,

77 (38.5%) respondents said red is the color of Godrej Renew. 127 (63.5%)

respondents said that the yellow is the color of the Vatika dandruff control shampoo

advertisement on day 1. On day 2 with the changed or repetitive exposure of the ads

of the product, 143 (71.5%) respondents said that black is the color of Pentene Pro

V Shine. After 1 week, 131 (65.5%) respondents tick the right option given in the

questionnaire & lastly after 15 days, 98 (49.0%) respondent give the right response

for the same question related to the color of the Sunsilk product advertisement i-e.

pink. 141 (70.5%) respondents said that the red is the color of the Knorr soup


advertisement on day 1. On day 2 with the changed or repetitive exposure of the ads

of the product, 128 (64.0%) respondents said that blue is the color of Boroplus

Moisturizing Lotion. After 1 week, 119 (59.5%) respondents tick the right option

given in the questionnaire & lastly after 15 days, 77 (38.5%) respondent give the

right response for the same question related to the color of the Parachute After

Shower product advertisement i-e Blue. On day 1, day-2, & after 1 week there is a

up and down in the recall of the color golden of the advertisement of Himani sona

chandi chywanprash i-e 167 (83.5%), 160 (80.0%), 167 (83.5%) respectively &

after 15 days, 150 (75.0%) respondents said red is the color of Himani Fast Relief.


b. Frequency analysis of the Color of the product without exposure


Frequency Frequency Frequency Frequency

Dabur Honey Red 46 (23.0%) Dabur Honey Red 79 (39.5%) Dabur Honey Red 97 (48.5%) Dabur Honey Red 53 (26.5%)

Orange 76 (38.0%) Orange 24 (12.0%) Orange 20 (10.0%) Orange 17 (8.5%)


Loreal hair color Black 9 (4.5%) Loreal hair color Black 90 (45.0%) Loreal hair color Black 52 (26.0%) Loreal hair color Black 26 (13.0%)

Brown 175 (87.5%) Brown 110 (55.0%) Brown 148 (74.0%) Brown 171 (85.5%)

Red 16 (8.0%) Red 0 (0.0%) Red 0 (0.0%) Red 3 (1.5%)

Harpic max cleaner

Green 0 (0.0%) Harpic max cleaner



Green 80 (40.0%)

Blue 188 (94.0%) Blue 111 (55.5%) Blue 97 (48.5%) Blue 117 (58.5%)

Purple 12 (6.0%) Purple 41 (20.5%) 0 (0.0%) Purple 3 (1.5%)

Veet hair removing cream

Pink 161 (80.5%) Veet hair removing cream



Pink 200 (100.0%)

Cream 19 (9.5%) Cream 86 (43.0%) Cream 97 (48.5%) Cream 0 (0.0%)


Anchor white toothpaste




White 53 (26.5%)

Blue 45 (22.5%) Blue 24 (12.0%) Blue 0 (0.0%) Blue 44 (22.0%)

Red 73 (36.5%) Red 49 (24.5%) Red 97 (48.5%) Red 103 (51.5%)

Vatika dandruff control shampoo

Green 125 (62.5%) Vatika dandruff control shampoo



Green 55 (27.5%)


Black 20 (10.0%) Orange 62 (31.0%) Orange 0 (0.0%) Orange 3 (1.5%)

Knorr soup Red 141 (70.5%) Knorr soup Red 138 (69.0%) Knorr soup Red 200 (100.0%) Knorr soup Red 53 (26.5%)





On the basis of the above given table related to the colour of the FMCG’s products,

when considering without repetitive exposure of the ads following outcome is given up.

On day 1, 76 (38.0%) respondents said that the colour of Dabur Honey is orange, on day

2, after 1 week & after 15 days, 24 (12.0%), 20 (10.0%) & 17 (8.5%) respondents gave

the right answer i-e orange is the colour of Dabur Honey, but the response shows the

downward trend from first day to 15 days response. As per the responses given by the

respondents for the colour of Loreal hair colour is brown on day 1, day 2, 1 week & 15

days are 175 (87.5%), 110 (55.0%), 148 (74.0%) & 171 (85.5%) respectively. On day 1,

188 (94.0%) respondents gave the right answer that is the colour of the product Harpic

max cleaner is blue, on day 2, 111 (55.5%) respondents said that blue is the colour for

the product Harpic max cleaner, 97 (48.5%) respondents after 1 week responses said the

right answer, & 117 (58.5%) respondents gave the right response, but this show the up

and down swing in the response of the respondents on the colour of the product Harpic

max cleaner. The colour of the FMCG’s product ‘Veet hair removing cream’ is pink, but

the product is available in other colours in the market like: green & blue and on the basis

of it, on day 1, 161 (80.5%) respondents said that the pink is the colour of Veet hair

removing cream, on day 2, 73 (36.5%) respondents gave the right answer, after 1 week,

100 (50.0%) & lastly 200 (100.0%) respondents tick the right option that is pink is the

colour of Veet hair removing cream. On day 1, 82 (41.0%) respondents said the colour

of ‘Anchor white toothpaste’ is white, on day 2, 127 (63.5%) respondents gave the right

answer, 103 (51.5%) respondents gave their right opinion & 53 (26.5%) respondents

said that the colour of ‘Anchor white toothpaste’ is white. On day 1, 125 (62.5%)

respondents said that the colour of Vatika dandruff control shampoo is green, on day 2,

after 1 week & after 15 days, 41 (20.5%), 0 (0.0%) & 55 (27.5%) respondents gave the

right answer i-e green is the colour of Vatika dandruff control shampoo, but the response

shows the downward trend from first day to 15 days response. The colour of Knorr soup

is red, according to day 1, 141 (70.5%) respondents gave the right option, 138 (69.0%)

respondents said that red is the colour of Knorr soup, 200 (100.0%) respondents tick the

right option & 53 (26.5%) respondent have the right answer.

Overall result of recall (Mean) of color of the brand:

Day-1 Day-2 1 week 15 Days

Repetitive Exposure 137.9 128.4 149.9 107.6

Non Repetitive Exposure 125.4 97.1 124.0 108.3

According to the given table regarding the overall result of the recall mean value of the

various color of the products/brands, on the basis of the repetitive exposure of the

advertisements of the FMCG products in the booklet provided to the respondents, on day


1, 137.9 responses are correctly matched. On day 2, 128.4 responses are correct, after 1

week, 149.9 responses are right and after 15 days, only 107.6 responses are right that the

given color matched with the right product/brand. Whereas on the basis of the non

repetitive exposure of the advertisements of the FMCG products in the booklet provided

to the respondents, on day 1, 125.4 responses are correct, on day 2, 97.1 responses are

right, after 1 week the responses increase to 124.0 and after 15 days it remains 108.3

correct responses that the given colour matched with the right product/brand.

2.Impact of Message & Slogan on consumer mind & retention:

Slogan is a recognition tool that consists of smart phrases and expressions that function

as a form of recognition for the brand, organizational image, campaign theme or

marketing communication image. A slogan placed at the end of an advertisement is a

farewell statement that follows the company logo and should leave a lasting impression.

“Slogan should be a statement of such merit about a product or service that is worthy of

continuous repetition in advertising, is worthwhile for the public to remember, and is

phrased in such a way that the public is likely to remember it”. Based on this description,

the slogan has the following characteristics:

• It is a statement on the specialty of the product or service.

• It is worth repeating.

• It is important for the audience to remember it.

• It is easy to remember.


a. Frequency analysis of the Message of the product with & changed exposure



Introducing New Veet

Ready to Use Wax Strips

Fem 3 (1.5%) Fruit complex & C mineral ka kudrati

karishma

Fem 102 (51.0%) Daily matifing fairness cream with minerial

clay

Fem 61 (30.5%) Daily matifing fairness cream with minerial

clay

Fem 45 (22.5%) Veet 180 (90.0%) Veet 41 (20.5%) Garnier light

matte 101 (50.5%) Garnier light

matte 128 (64.0%)

Lakme 17 (8.5%) Lakme 57 (28.5%) Lakme 38 (19.0%) Lakme 27 (13.5%) Expert

Recommend Total Effect

Olay 160 (80.0%) Advanced Vitamin agent and dual sunscreen for a

fairness complexion

Olay 38 (19.0%) What are you drinking? Ice

tea or calories

Sugar free 200 (100.0%) Are you my neighbour

Tez 100 (50.0%) Lakme 8 (4.0%) Lakme 100 (50.0%) Roohafza 0 (0.0%) Nescafe

Classic 45 (22.5%)

Ponds 32 (16.0%) Ponds 62 (31.0%) Sunfeast Biscuit

0 (0.0%) Taj Mahal 55 (26.5%)

Recital Preference

Godrej Hair Color

47 (23.5%) Mard ho kar ladkiyo wali fairness cream

kiyo

Fair & Lovely Men's

17 (8.5%) Mard ho kar ladkiyo wali

fairness cream kiyo

Fair & Lovely Men's

0 (0.0%) Mard ho kar ladkiyo wali

fairness cream kiyo

Fair & Lovely Men's

69 (34.5%)

Garnier Hair Color

87 (43.5%) Fair & Handsome



104 (52.0%)

Loreal Hair Color

66 (33.0%) Garnier Men 6 (3.0%) Garnier Men 0 (0.0%) Garnier Men 27 (13.5%)

Kiya aap ka sabun somya

hai

Dyna 33 (16.5%) Kiya aap ka sabun somya hai

Dyna 30 (15.0%) Kiya aap ka sabun somya

hai

Dyna 24 (12.0%) Kiya aap ka sabun somya

hai

Dyna 53 (26.5%) Lux 53 (26.5%) Lux 0 (0.0%) Lux 18 (9.0%) Lux 23 (11.5%)

Fiama di Wills

114 (57.0%) Fiama di Wills 170 (85.0%) Fiama di Wills 158 (79.0%) Fiama di Wills 124 (62.0%)

Non-Voilence ab ek bottle mai

Harpic 48 (24.0%) New 2X Pro-Vitamins Shampoo

Formula

Pentene Shampoo

189 (94.5%) Pick your style statement

Pentene Shampoo

81 (40.5%) Dard mitai chutaki mai

Himani Fast relief

90 (45.0%)

Vatika 133 (66.5%) Vatika 11 (5.5%) Vatika Shampoo

61 (30.5%) Volini Gel 55 (27.5%)

Garnier Men Deodrant

19 (9.5%) Garnier Men Deodrant

0 (0.0%) Parachute After Shower

58 (29.0%) Iodex 55 (27.5%)

Funjabi Kadhai rajama Masala

Bingo 2 (1.0%) Delicious fresh baked taste. In

cookies

Hide & Seek 17 (8.5%) Roohafza milo kuch naya

banao

Roohafza 149 (74.5%) Roohafza milo kuch naya

banao

Roohafza 200 (100.0%) Uncle-ji 15 (7.5%) Sunfeast

Cookies 183 (91.5%) Sunfeast

Cookies 24 (12.0%) Sunfeast

Cookies 0 (0.0%)

Kurkure 183 (91.5%) Parle-G 0 (0.0%) Britania Biscuit

27 (13.5%) Britania Biscuit

0 (0.0%)



On day 1, 180 (90.0%) respondents identify the right product that is Veet for the

message ‘Introducing New Veet Ready to Use Wax Strips is the message of Veet’, on

day 2, 102 (51.0%) respondents said that the Fruit complex & C mineral ka kudrati

karishma is the message of Fem bleach. After 1 week, 101 (50.5%) respondents said that

Daily matifing fairness cream with mineral clay is the message of Garnier light matte

and after 15 days, 128 (64.0%) respondents gave the right answer that Daily matifing

fairness cream with mineral clay is the message of Garnier light matte. On day1, 160

(80.0%) respondents said Expert Recommend Total Effect is the message of the Olay

anti aging cream advertisement, on day 2, 100 (50.0%) respondents are agree that

Advanced Vitamin agent and dual sunscreen for a fairness complexion is the message of

Lakme sunscreen lotion. After 1 week, 200 (100.0%) respondents said that ‘What are

you drinking? Ice tea or calories’ is the message of FMCG’s product Sugar free and

lastly after 15 days, 45 (22.5%) respondents are agree that Are you my neighbour is the

message of Nescafe Classic. According to the repetitive exposure method, on day 1, 66

(33.0%) respondents said that Recital Preference is the message of Loreal Hair Color

and the ad was changed on day 2, 177 (88.5%) respondents gave the right answer, after 1

week 200 (100.0%) respondents are agree and 104 (52.0%) respondents gave the right

option that ‘Mard ho kar ladkiyo wali fairness cream kiyo’ is the message of Fair &

Handsome men’s fairness cream. The up and downs are shown in the message of Fiama

di Wills is ‘Kiya aap ka sabun somya hai’, and 114 (57.0%), 170 (85.0%), 158 (79.0%)

& 124 (62.0%) respondents gave the right response on day 1, day 2, after 1 week & 15

respectively. On day 1, 133 (66.5%) respondents said that Non-Voilence ‘ab ek bottle

mai’ is the message of Vatika. On day 2, 189 (94.5%) respondents tick the right answer

that New 2X Pro-Vitamins Shampoo Formula is the message of the product Pentene

shampoo. After 1 week, 58 (29.0%) respondents are agreeing that Pick your style

statement is the message of Parachute after Shower. And after 15 days, 90 (45.0%)

respondents said that ‘Dard mitai chutaki mai’ is the message of Himani Fast relief.

‘Funjabi Kadhai rajama Masala’ is the message of the Kurkure and 183 (91.5%)

respondents gave the right answer. On day 2, 183 (91.5%) respondents said that

Delicious fresh baked taste. In cookies is the message given for the Sunfeast Cookies

advertisement and after 1 week, 200 (100.0%) respondents gave the right answer & 149

(74.5%) respondents are agree that ‘Roohafza milo kuch naya banao’ is the message of

Roohafza.


b. Frequency analysis of the Message of the product without exposure



Introducing New Veet


Fem 5 (2.5%) Introducing New Veet Ready to Use

Wax Strips

Fem 49 (24.5%) Introducing New Veet


Fem 0 (0.0%) Introducing New Veet


Fem 55 (27.5%)

Veet 177 (88.5%) Veet 151 (75.5%) Veet 200 (100.0%) Veet 101 (50.5%)

Lakme 18 (9.0%) Lakme 0 (0.0%) Lakme 0 (0.0%) Lakme 44 (22.0%)

Expert Recommand Total Effect

Olay 159 (79.5%) Expert Recommand Total Effect



Olay 104 (52.0%) Lakme 11 (5.5%) Lakme 49 (24.5%) Lakme 30 (15.0%) Lakme 93 (46.5%) Ponds 30 (15.0%) Ponds 38 (19.0%) Ponds 88 (44.0%) Ponds 3 (1.5%)

Recitial Preference

Godrej Hair Color

48 (24.0%) Recitial Preference Godrej Hair Color

65 (32.5%) Recitial Preference

Godrej Hair Color

45 (22.5%) Recitial Preference

Godrej Hair Color

73 (36.5%)

Garnier Hair Color

80 (40.0%) Garnier Hair Color



68 (34.0%)

Loreal Hair Color

72 (36.0%) Loreal Hair Color



59 (29.5%)

The 1st nourshing lip

jelly. Nourishes like balm,

Shines like a gloss

Lakme 36 (18.0%) The 1st nourshing lip jelly. Nourishes like balm, Shines like a

gloss

Lakme 121 (60.5%) The 1st nourshing lip


Shines like a gloss

Lakme 150 (75.0%) The 1st nourshing lip


Shines like a gloss

Lakme 180 (90.0%)

Loreal 147 (73.5%) Loreal 38 (19.0%) Loreal 25 (12.5%) Loreal 17 (8.5%)

Revlon 17 (8.5%) Revlon 41 (20.5%) Revlon 25 (12.5%) Revlon 3 (1.5%)

With 100% Real Vegetables

Knorr Soup 170 (85.0%) With 100% Real Vegetables



Knorr Soup 129 (64.5%)

Maggi 4 (2.0%) Maggi 49 (24.5%) Maggi 0 (0.0%) Maggi 41 (20.5%)

Top raman 26 (13.0%) Top raman 41 (20.5%) Top raman 0 (0.0%) Top raman 30 (15.0%)

Funjabi Kadhai rajama Masala

Uncle-ji 14 (7.0%) Funjabi Kadhai rajama Masala



Uncle-ji 45 (22.5%)

Kurkure 186 (93.0%) Kurkure 200 (100.0%) Kurkure 170 (85.0%) Kurkure 150 (75.0%)

Bingo 0 (0.0%) Bingo 0 (0.0%) Bingo 0 (0.0%) Bingo 5 (2.5%)

Total 200 (100.0%) Total 200 (100.0%) Total 200(100.0%) Total 200 00.0%)


On the basis of the above given table related to the message of the FMCG’s products,


On day 1, 177 (88.5%) respondents said that the message of Veet is Introducing New

Veet Ready to Use Wax Strips, on day 2, 151 (75.5%) respondents gave the right answer,

after 1 week, 200 (100.0%) respondents gave the right answer but after 15 days, 101

(50.5%) respondents said that Introducing New Veet Ready to Use Wax Strips is

message of Veet. On day 1, 159 (79.5%) respondents said that the message of Olay anti

aging cream is Expert Recommend Total Effect, on day 2, 113 (56.5%) respondents

gave the right answer i-e Expert Recommend Total Effect, is message of Olay anti aging

cream, but the response is reduced to 82 (41.0%) & 104 (52.0%) for 1 week & 15 days

response respectively. On day 1, 72 (36.0%) respondents said that the message of Loreal

Hair Colour is ‘Recital Preference’, on day 2, responses reduced to 48 (24.0%)

respondents gave the right answer, the response is increased to 88 (44.0%) & again

reduce to 59 (29.5%) showing the increasing & decreasing trend for day 2, 1 week &

15 days response respectively. On day 1, 110 (55.0%) respondents said Fiama di Wills

having the product message ‘Kiya aap ka sabun somya hai’, on day 2, 72 (36.0%)

respondents gave the right answer i-e said Fiama di Wills having the product message

‘Kiya aap ka sabun somya hai’, 200 (100.0%) respondents gave the right answer on 1

week recall & 54 (27.0%) after 15 days recall respectively. There is a decreasing trend

in recall of the message of Loreal lip gelee i-e., on day 1 it is 147 (73.5%), on day 2, 38

(19.0%), after 1 week 25 (12.5%) and after 15 days 17 (8.5%) respondents said that

“The 1st Nourishing lip jelly. Nourishes like balm, Shines like a gloss” is the message of

Loreal lip gelee. On day 1, 170 (85.0%) respondents recall the message ‘With 100%

Real Vegetables’ of the product Knorr soup correctly, 110 (55.0%)) respondents recall it

on day 2, 200 (100.0%) respondents recall it after 1week & 129 (64.5%) recall it

correctly after 15 days. On day 1, 186 (93.0%) respondents gave the right answer, 200

(100.0%) gave their response on day2, 170 (85.0%) respondents tick the right option

after 1 week & after 15 days, 150 (75.0%) respondents said that ‘Funjabi Kadhai rajama

Masala’ is the message of Kurkure.

Overall result of recall (Mean) of message of the brand:





various messages of the products/brands, on the basis of the repetitive exposure of the



week, 144.3 responses are right and after 15 days, only 115.2 responses are right that the

given messages matched with the right product/brand. Whereas on the basis of the non


to the respondents, on day 1, 151.8 responses are correct, on day 2, 110.0 responses are


right, after 1 week the responses increase to 127.5 and after 15 days it goes down to 93.3

correct responses that the given messages matched with the right product/brand.


c. Frequency analysis of the Slogan of the product with & change exposure



Tedha hai par mera hai

Kurkure 193 (96.5%) Roop Rang ki ek nayi roshni

Revlon touch & glow

23 (11.5%) Wear your hair

Pentene 66 (33.0%) Wear your hair Pentene 78 (39.0%)

Bingo 6 (3.0%) Fair & Lovely 104 (52.0%) Vatika 25 (12.5%) Vatika 55 (27.5%)

Uncle-Ji 1 (0.5%) Neutrogena Fine fairness

73 (36.5%) Sunsilk 109 (54.5%) Sunsilk 67 (33.5%)

Take Care Garnier 122 (61.0%) Strength from within Sona Chandi Chywanprash

40 (20.0%) Surakshit tan tez dimag

Sona Chandi Chywanprash

188 (94.0%) Surakshit tan tez dimag

Sona Chandi Chywanprash

178 (89.0%)

Lakme 52 (26.0%) Sunfeast Biscuit

80 (40.0%) Dabur Chywanprash

12 (6.0^) Dabur Chywanprash

0 (0.0%)

Revlon 26 (13.0%) Dabur Chywanprash

80 (40.0%) Horlicks 0 (0.0%) Horlicks 22 (11..0%)

Beautiful you. Today,

Tomorrow

Fair Glow soap

37 (18.5%) Beautiful you. Today, Tomorrow

Fair Glow soap

50 (25.0%) Spread the smile

Anchor 91 (45.5%) Spread the smile

Anchor 157 (78.5%)

Lux 75 (37.5%) Lux 94 (47.0%) Taj Mahal 59 (29.5%) Taj Mahal 22 (11.0%)

Fiama di wills

88 (44.0%) Fiama di wills 56 (28.0%) Sunfeast Biscuit

50 (25.0%) Sunfeast Biscuit

21 (10.5%)

Tummy bhi khush, Mummy

bhi khush

Maggie 3 (1.5%) Tummy bhi khush, Mummy bhi khush

Maggie 13 (6.5%) Because you're worth

it

Revlon 18 (9.0%) Because you're worth it

Revlon 100 (50.0%)

Knorr Soup 179 (89.5%) Knorr Soup 187 (93.5%) Maybellin 57 (28.5%) Maybellin 55 (27.5%)

Foodles 18 (9.0%) Foodles 0 (0.0%) Loreal 125 (62.5%) Loreal 45 (22.5%)



As per the repetitive exposure of the advertisement in the booklet provided the detailed

responses regarding the slogan of the FMCG’s product are given as follows. On day 1,

193 (96.5%) respondents said that the ‘Tedha hai par mera hai’ is the slogan of Kurkure,

on day 2, 23 (11.5%) respondents gave the right answer that ‘Roop Rang ki ek nayi

roshni’ is the slogan of Revlon touch & glow, after 1 week & 15 days, 109 (54.5%) & 67

(33.5%) respondents said that Wear your hair is the slogan of FMCG’s product Sunsilk

shampoo. On day 1, 122 (61.0%) respondents said that the ‘Take Care’ is the slogan of

Garnier, on day 2, 80 (40.0%) respondents gave the right answer that “Strength from

within” is the slogan of Dabur Chywanprash, after 1 week & 15 days, 188 (94.0%) &

178 (89.0%) respondents said that Surakshit tan tez dimag is the slogan of FMCG’s

product Sona Chandi Chywanprash respectively. On day 1, 88 (44.0%) respondents &

on day 2, 56 (28.0%) said that the ‘Beautiful you Today, tomorrow’ is the slogan of

Fiama di wills. After 1 week & 15 days, 50 (25.0%) & 21 (10.5%) respondents said that

Spread the smile is the slogan of FMCG’s product Sunfeast Biscuit respectively. On day

1, 179 (89.5%) respondents & on day 2, 187 (93.5%) said that the ‘Tummy bhi khush,

Mummy bhi khush’ is the slogan of Knorr Soup. After 1 week & 15 days, 125 (62.5%)

& 45 (22.5%) respondents said that “Because you're worth it” is the slogan of FMCG’s

product Loreal respectively.


d. Frequency analysis of the Slogan of the product without exposure



Tedha hai par mera hai

Kurkure 191 (95.5%) Tedha hai par mera hai



Kurkure 180 (90.0%) Bingo 9 (4.5%) Bingo 0 (0.0%) Bingo 0 (0.0%) Bingo 17 (8.5%)

Uncle-Ji 0 (0.0%) Uncle-Ji 0 (0.0%) Uncle-Ji 0 (0.0%) Uncle-Ji 3 (1.5%) Spread the

smile Anchor 135 (67.5%) Spread the smile Anchor 97 (48.5%) Spread the

smile Anchor 52 (26.0%) Spread the

smile Anchor 129 (64.5%)

Taj Mahal 62 (31.0%) Taj Mahal 62 (31.0%) Taj Mahal 112 (56.0%) Taj Mahal 41 (20.5%) Sunfeast Biscuit




30 (15.0%)

Take Care Garnier 122 (61.0%) Take Care Garnier 110 (55.0%) Take Care Garnier 118 (59.0%) Take Care Garnier 53 (26.5%)

Lakme 49 (24.5%) Lakme 41 (0.5%) Lakme 82 (41.0%) Lakme 44 (22.0%)

Revlon 29 (14.5%) Revlon 49 (24.5%) Revlon 0 (0.0%) Revlon 103 (51.5%)

What beauty feels like

Neutrogena Fine Fairness

63 (31.5%) What beauty feels like






100 (50.0%)

Veet 85 (42.5%) Veet 72 (36.0%) Veet 89 (44.5%) Veet 44 (22.0%)

Lakme sun effect

52 (26.0%) Lakme sun effect



56 (28.0%)



On the basis of the above given table related to the slogan of the FMCG’s products,


On day 1, 191 (95.5%) respondents said that the slogan of Kurkure is ‘Tedha hai par

mera hai’, on day 2, 200 (100.0%) respondents gave the right answer, after 1 week, 200

(100.0%) respondents gave the right answer and after 15 days, 180 (90.0%) respondents

said that ‘Tedha hai par mera hai’ is slogan of Kurkure. On day 1, 3 (1.5%) respondents

said that the slogan of Sunfeast Biscuit is Spread the smile, on day 2, 41 (20.5%)

respondents gave the right answer i.e. ‘Spread the smile’, is slogan of Sunfeast Biscuit,

but the response is reduced to 36 (18.0%) & 30 (15.0%) for 1 week & 15 days response

respectively. On day 1, 122 (61.0%) respondents said that the slogan of Garnier product

is Take Care, on day 2, responses reduced to 110 (55.0%) respondents gave the right

answer, the response is increased to 118 (59.0%) & again reduce to 53 (26.5%) showing

the increasing & decreasing trend for day 2, 1 week & 15 days response respectively.

As per the non repetitive exposure of the advertisement of the FMCG’s product, ‘What

beauty feels like’ is the slogan of ‘Veet’, and on day 1, 85 (42.5%) respondents gave the

right option, on day 2, 2 (36.0%) respondents gave their response, after 1 week, 89

(44.5%) respondents respond right & lastly after 15 days, 44 (22.0%) respondents said

that ‘What beauty feels like’ is the slogan of ‘Veet’.

Overall result of recall (Mean) of slogan of the brand:





various slogan of the products/brands, on the basis of the repetitive exposure of the



week, it increase to 118.0 responses but again after 15 days, only 77.8 responses are

right that the given slogans matched with the right product/brand. Whereas on the basis

of the non repetitive exposure of the advertisements of the FMCG products in the

booklet provided to the respondents, on day 1, 182.1 responses are correct, on day 2,

180.4 responses are right, after 1 week the responses decrease to 160.0 and after 15 days

it remains 133.3 correct responses that the given headlines matched with the right

product/brand.

After celebrity, the next advertising attribute ‘colour’ was analyzed. Same process of

repetitive and non repetitive exposure of the advertisement in the booklet provided to the

respondents was conducted. On the basis of the overall analysis of the colour used in


advertisement are either recalled by the respondents or not are discussed further. On the

basis of the repetitive exposure of the advertisements of the FMCG products in the

booklet provided to the respondents, on day 1, 137.9 responses are correctly matched.

On day 2, 128.4 responses are correct, after 1 week, 149.9 responses are right and after

15 days, only 107.6 responses are right that the given colour matched with the right

product/brand. Whereas on the basis of the non repetitive exposure of the advertisements

of the FMCG products in the booklet provided to the respondents, on day 1, 125.4

responses are correct, on day 2, 97.1 responses are right, after 1 week the responses

increase to 124.0 and after 15 days it remains 108.3 correct responses that the given

colour matched with the right product/brand.

If we observe the result of remembering and recalling the colour of the product

advertisement in detail i-e is for the given product list respondents have to make the tick

on the right option from given list of colours, on the basis of repetitive exposure, on day

1, I found that the respondents are confused with the colour of the advertisement of the

products like Dabur Honey (Orange) & Anchor White toothpaste (White, Red & Blue),

but can easily identify the color of the advertisement of the products: Loreal hair color

(Brown), Harpic max cleaner (Blue), Veet hair removing cream (Pink), Vatika dandruff

control shampoo (Green), Knorr soup (Red) & Himani sona chandi chywanprash

(Golden). On day 2, respondents are confused with the color of the advertisement of the

products like: Revlon Touch &Glow (Pink), & Fair & Handsome (Red), but easily

recalled Dabur Chywanprash (Red), Sunfeast golden bakery (Brown), Anchor white

toothpaste (White), Pentene ProV Shine (Black), Boroplus MousturisingLotion (Blue) &

Himani sona chandi chywanprash (Golden). After 1 week, with repetitive exposure and

changed ads respondents can identify the color of the advertisements of the product:

Sugar free (Yellow), Sunfeast golden bakery (Brown), Garnier light matte (Yellow),

Dabur Roohafza (Red), Anchor white toothpaste (White), Sunsilk (Pink), Parachute

After Shower (Blue) & Himani sona chandi chywanprash(Golden). After 15 days,

respondents cannot recall the color of the same or the change advertisements of the

products as compare to 1 week, day 2, or day 1 responses.

On the basis of the non-repetitive exposure of the advertisements to the respondents

following conclusions are drawn regarding the colour of the advertisement of the

products shown in the booklet. There is a regular decrease in the identification of the

colour Orange of the advertisement of Dabur Honey from day 1 to day 2, 1 week & after

15 days. And almost the same trend is being depicted by the other products given in the

questionnaire that is for Dabur Honey (Orange), Loreal hair colour (Brown), Harpic max

cleaner (Blue), Veet hair removing cream (Pink), Anchor white toothpaste (White, Blue

& Red), Vatika dandruff control shampoo (Green) & Knorr soup (Red).


Spending a lot on advertising does not guarantee success. Research suggests that the

clarity of the advertising message is often more important than the amount spent. The

advertising message must be carefully targeted to impact the target customer audience.

A successful advertising message should have Meaning- customers should find the

message relevant, Distinctive- capture the customer's attention and Believable- a

difficult task, since research suggests most consumers doubt the truth of advertising in

general. The overall results of the repetitive or non repetitive exposure of the

advertisements in the booklet provided to the respondents, on day 1, on the basis of the


to the respondents, 139.3 responses are correctly matched. On day 2, 153.5 responses are

correct, after 1 week, 144.3 responses are right and after 15 days, only 115.2 responses

are right that the given messages matched with the right product/brand. Whereas on the

basis of the non repetitive exposure of the advertisements of the FMCG products in the


110.0 responses are right, after 1 week the responses increase to 127.5 and after 15 days

it goes down to 93.3 correct responses that the given messages matched with the right

product/brand.

Conclusion & Suggestions:

Moreover, on considering the repetitive exposure of the same or the change

advertisements on varied days to check the recall of the message of the product listed in

the questionnaire, on day 1, I found the mixed responses. Out of the total 200 responses

for the given message of the products list Introducing New Veet Ready to Use Wax

Strips (Veet), Expert Recommend Total Effect (Olay), Recital Preference (Loreal Hair

Color), Kiya aap ka sabun somya hai (Fiama di Wills), Non-Voilence ab ek bottle mai

(Vatika), & Funjabi Kadhai rajama Masala (Kurkure), on day 1, respondents can recall

the message but not fully or not to its maximum extent. On day 2, with repetitive

exposure and changed ads, almost 50% of the respondents cannot tick the right option

among the list of products for the message: Fruit complex & C mineral ka kudrati

karishma (Fem) and Advanced Vitamin agent and dual sunscreen for a fairness

complexion (Lakme), but for the remaining message they tick above average to the right

option: Mard ho kar ladkiyo wali fairness cream kiyo (Fair & Handsome), Kiya aap ka

sabun somya hai (Fiama di Wills), New 2X Pro-Vitamins Shampoo Formula (Pentene

Shampoo), & ‘Delicious fresh baked taste. In cookies (Sunfeast Cookies)’. After 1 week,

the result has changed, respondents fully recognized the message ‘What are you drinking?

Ice tea or calories’ & ‘Mard ho kar ladkiyo wali fairness cream kiyo’ for the product

Sugar free and Fair & Handsome respectively. There is around 50-90% responses for the

messages to be matched correctly with right products like: Daily matifing fairness cream


with mineral clay - Garnier light matte, Kiya aap ka sabun somya hai - Fiama di Wills,

Roohafza milo kuch naya banao – Roohafza, but the recall of the message Pick your

style statement of the product Parachute After Shower is around 25% by the respondents.

After 15 days, the recall level for the old or new ads has been fall down as compare to

other days recall.

The results of the non repetitive exposure for matching the given messages to the given

list of products are different. There is a continuous up and downs shown in the recall of

the messages of the products by the respondents. The messages like Introducing New

Veet Ready to Use Wax Strips for Veet, Expert Recommand Total Effect for Olay total

effect, Recitial Preference for Loreal Hair Color, With 100% Real Vegetables for Knorr

Soup & Funjabi Kadhai Rajama Masala for Kurkure, but after 15 days recall

questionnaire the upward trend is considered. Except the recall of the message ‘The 1st

Nourshing lip jelly. Nourishes like balm, Shines like a gloss’ for the product Loreal lip

gelee show continuous decrease in recall or retention from day to day 2, after1 week &

15 days.

Last comes the slogan attribute of advertising, the overall result of the recall mean value

of the various slogan of the products/brands, on the basis of the repetitive exposure of

the advertisements of the FMCG products in the booklet provided to the respondents, on

day 1, 145.5 responses are correctly matched. On day 2, 76.5 responses are correct, after

1 week, it increase to 118.0 responses but again after 15 days, only 77.8 responses are

right that the given slogans matched with the right product/brand. Whereas on the basis

of the non repetitive exposure of the advertisements of the FMCG products in the


180.4 responses are right, after 1 week the responses decrease to 160.0 and after 15 days

it remains 133.3 correct responses that the given headlines matched with the right

product/brand.

Slogan is a recognition tool that consists of smart phrases and expressions that function

as a form of recognition for the brand, organizational image, campaign theme or

marketing communication image. Charles L. Whittier in his book ‘Creative Advertising’,

said: “Slogan should be a statement of such merit about a product or service that is

worthy of continuous repetition in advertising, is worthwhile for the public to remember,

and is phrased in such a way that the public is likely to remember it”. Based on this

description, the slogan has the following characteristics:

• It is a statement on the specialty of the product or service.

• It is worth repeating.


• It is important for the audience to remember it.

• It is easy to remember.

As a statement that highlights the specialty of the product, it needs to be repeated so that

it is stuck in the mind and brings back memory and reminiscence. A slogan placed at the

end of an advertisement is a farewell statement that follows the company logo and

should leave a lasting impression.

Magazine ads generally have the following elements: a creative image, a large headline,

and a section of text with small font for details. These elements work together to attract

and maintain a reader’s attention, and instruct them to act. Although ads show great

variety, they actually follow a standardized format. An ad must convey the meaning that

‘you [the reader] will be happier if you buy our product.’ Surface structure that explicitly

says this would ruin the ad’s credibility. However, strategic rhetorical appeals in each of

the parts can convey an accurate deep meaning to a specific audience. Advertising only

works when it communicates its intended message to its clients. When you write, keep in

mind the ideal reader that you defined in your copy platform. Continue to revise and edit

your copy until its message is clear and directed to that person. Your message must also

help you achieve the original goal you defined in your copy platform. The wording of

your ad will depend on whether you want to sell a product, promote an idea, or bring

attention to your brand name. As you write, frequently ask yourself if your writing helps

you reach your goal.

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A Study of Consumer Mind & Retention Influenced by Message