A Study on Advertisement Effectiveness of Multimedia Campaign for DHEEDHI SHAMPOO done by FERTILE ISLE

1. A STUDY ON
ADVERTISEMENT
EFFECTIVENESS OF
MULTIMEDIA CAMPAIGN
FOR DHEEDHI SHAMPOO
DONE BY FERTILE ISLE
Prepared By:
Kogeo

2. Introduction
 “A Study on Advertisement Effectiveness of Multimedia Campaign for
DHEEDHI SHAMPOO done by FERTILE ISLE” is to evaluate the effectiveness of
advertisement which is done by FERTILE ISLE for DHEEDHI. To evaluate the
effectiveness of advertisement it needs to conduct a survey within the
customers of DHEEDHI. Advertisement is the art of making products to the
world in such a way that a desire for building that product is created in the
minds of people. Advertising is therefore essential for creating and
maintaining demand for the products.

3. PROBLEM STATEMENT:
To study the “advertisement effectiveness of multimedia
campaign for Dheedhi Shampoo done by Fertile Isle”.
 OBJECTIVES OF THE STUDY:
 Primary Objective: the primary objective of the study is to study the
advertisement effectiveness of multimedia campaign for Dheedhi Shampoo
done by Fertile Isle
 Secondary Objective:
 To identify the growth opportunity for Dheedhi shampoo.
 To measure the impact of advertisement on sales of Dheedhi Shampoo.
 To study the image of Dheedhi shampoo among the consumers.

4. DEFINITIONS OF ADVERTISING:
 American Marketing Association has defined advertising as “any paid form of
non-personal presentation of ideas, goods and services by an indentified
sponsor

5. The objectives of advertising are:
 To provide information
 To Remind the public
 To change social attitude
 To induce the public
 To convince customers for direct purchase
 To encourage salesman

6. Company Profile
 FERTILE ISLE is a fully-fledged INS accredited communications group based in
Kochi. This firm was established in October 1997 for the purpose to nurture
the Kerala brands. This firm does engage in Advertising field with a successive
growth record, earning repute in print, visual and outdoor advertising. This
firm’s career track has been well appreciated by the clients for their effort
being worthful in delivering business hike. FERTILE ISLE always assure the top
best in creative, strategies, media planning and other related services.

7. CHART SHOWING THE NO. OF BRANDS OF
SHAMPOO PEOPLE HAVE HEARD
70
60
50
40
30
20
10
0
CHART NO. 1
Less than 3 3 to 5 More than 5
CHART NO. 1

8. CHART SHOWING THE PURPOSE FOR
USING SHAMPOO
40
35
30
25
20
15
10
5
0
CHART NO. 6
Dandruff Clean Hair Smooth and silky Hair Hair Fall Other
CHART NO. 6

9. CHART SHOWING SPECIAL PREFERENCE
TOWARDS A PARTICULAR SHAMPOO
Yes Partially No
60
50
40
30
20
10
0
CHART NO. 7
CHART NO. 7

10. CHART SHOWING MEDIA OF ADVERTISEMENT
PEOPLE WATCH THE MOST
TV Newspaper Magazine Other
80
70
60
50
40
30
20
10
0
CHART NO. 10
CHART NO. 10

11. CHART SHOWING MEDIA OF ADVERTISEMENT
WHICH ATTRACTS PEOPLE THE MOST
50
45
40
35
30
25
20
15
10
5
0
TV Newspaper Magazine Other
CHART NO. 11

12. CHART SHOWING NO. OF BRANDS OF SHAMPOO
ADVERTISEMENT PEOPLE WATCH ALMOST EVERY
WEEK
Less than 3 3to 5 More than 5
60
50
40
30
20
10
0
CHART NO. 12
CHART NO. 12

13. CHART SHOWING THE FACTORS OF
ADVERTISEMENT WHICH ATTRACTS PEOPLE THE
MOST
45
40
35
30
25
20
15
10
5
0
CHART NO. 13
Images Film Star Theme Other
CHART NO. 13

14. CHART SHOWING PEOPLE WHO MOVE
CHANNEL WHEN THEY SEE ADVERTISEMENTS
50
45
40
35
30
25
20
15
10
5
0
CHART NO. 14
Always Often Sometimes Rarely Never
CHART NO. 14

15. CHART SHOWING THE TYPE OF CHANNEL
PEOPLE WATCH THE MOST
Movies and Serials Kids Channels News Music Other
60
50
40
30
20
10
0
CHART NO. 15
CHART NO. 15

16. CHART SHOWING THE PEOPLE BUYING PRODUCTS
BECAUSE OF THEIR ADVERTISEMENT
50
45
40
35
30
25
20
15
10
5
0
CHART NO. 16
Always Often sometimes Rarely Never
CHART NO. 16

17. CHART SHOWING THE NO. OF TIMES PEOPLE HAVE
SEEN THE ADVERTISEMENT OF DHEEDHI SHAMPOO
Very much Often Sometimes Very Few Never
45
40
35
30
25
20
15
10
5
0
CHART NO. 17
CHART NO. 17

18. CHART SHOWING PEOPLE WHO REMEMBER THE
ADVERTISEMENT OF DHEEDHI SHAMPOO
Yes Partially No
70
60
50
40
30
20
10
0
CHART NO. 18
CHART NO. 18

19. CHART SHOWING THE BEST PERSON FOR
THE ADVERTISEMENT OF DHEEDHI SHAMPOO
Actor Actress Children Housewife other
60
50
40
30
20
10
0
TABLE NO. 19
TABLE NO. 19

20. CHART SHOWING RATING FOR THE ADVERTISEMENT
FOR QUALITY OF ADVERTISEMENT OF DHEEDHI
SHAMPOO
40
35
30
25
20
15
10
5
0
CHART NO. 20
1 2 3 4 5
CHART NO. 20

21. CHART SHOWING THE RATING FOR
QUALITY OF DHEEDHI SHAMPOO
35
30
25
20
15
10
5
0
CHART NO. 21
1 2 3 4 5
CHART NO. 21

22. CHART SHOWING PEOPLE WHO WOULD LIKE TO
RE-USE DHEEDHI SHAMPOO AFTER THE FIRST USE
Yes Confused No
70
60
50
40
30
20
10
0
CHART NO. 22
CHART NO. 22

23. CHART SHOWING THE PEOPLE WHO WOULD
SUGGEST DHEEDHI SHAMPOO TO THEIR RELATIVES
AND FRIENDS
60
50
40
30
20
10
0
CHART NO. 23
Yes May be Never
CHART NO. 23

24. FINDINGS
 Almost all people use shampoo.
 People use shampoo almost every week.
 Most of the people use shampoo for clean hair and dandruff.
 Most of the people have heard more than 5 brands of Shampoo.
 People generally prefer a particular brand of advertisement.
 Most of the people watch advertisement on Television.
 People watch advertisement of more than 5 brands of shampoo every week.
 Television and Magazines are the media of advertisement that attracts people the
most.
 Themes and Film Stars are two important factors people watch the most in an
advertisement.

25. Findings
 People sometimes move channels during advertisements.
 Most of the people remember the advertisement of Dheedhi Shampoo.
 People usually buy products due to their advertisements.
 Almost all people have seen the advertisement of Dheedhi Shampoo.
 Actress or Housewives are most preferred for the advertisement of Dheedhi
Shampoo.
 Dheedhi Shampoo got a rating of 3.3 out of 5 while its advertisement got 3.6
out of 5.
 People like to use Dheedhi Shampoo and would suggest the same to their
relatives and friends.

26. SUGGESTIONS
 Advertisement on TV and Magazine should be given more importance as more than
70% people watch advertisements on these two medias the most.
 Channels of movies, serials and music will be more effective for advertisements.
 Theme and Film Star of the advertisement should be decided carefully as these are the
most important factors of an advertisement.
 Shampoo for clean hair and dandruff have greater demand. So, these 2 segments should
be given more importance.
 An actress or a housewife should advertise the shampoo. It will attract more people and
help to build a better image of the brand.
 Theme of the advertisement of Dheedhi Shampoo should be improved so that it can
attract more consumers towards it.

27. CONCLUSION
 This study was carried out in Fertile Isle Advertisers, Vyttila which reveals
advertisement effectiveness of multimedia campaign for Dheedhi Shampoo.
Most of the people have a good view about the advertisement of Dheedhi
Shampoo done by Fertile Isle Advertisers and have given a rating of 3.6 out of
5. Most of the people remember all the advertisements of Dheedhi shampoo
and they could recall them which tells that the advertisements have put a
good impression on the people. People have agreed that they buy Dheedhi
Shampoo mostly because of its advertisements. People prefer an actress or a
housewife in the advertisement of Dheedhi Shampoo. They have liked Actress
Revathy in the advertisement of Dheedhi Shampoo. The study was really
helpful to find out the effectiveness of multimedia campaign for Dheedhi
Shampoo.