The document analyzes factors for an advertisement for Pedelite cement, including comprehension, appeal, relevance, purchase intention, and recall. It finds that most viewers understood the ad to mean Pedelite is long-lasting, stops leaks, and is from a good brand. Most respondents liked the ad to some extent, found it somewhat relevant, and were somewhat interested in purchasing. Around half could recall the ad later.

2. In this analysis, the Pedelite ad is evaluated by the following factors:-
1. Comprehension by the viewers
2. Appeal of the advertisement
3. Relevance to the viewers
4. Arising intention to purchase
5. Recall and impact in the mind of the customers

3. Long lasting product
41
Waterproof solution
for leakage
24
Use good brand
17
No crack
5
Cement tonic
4
41
24
17
5 4
Long lasting product Waterproof solution for leakage
Use good brand No crack
Cement tonic
Comprehensive
There are 119 sample in 41% sample wants long lasting product ,24% wants waterproof solution for leakage

4. Interpretation
This factor mainly emphasises on the degree of the ability to understand. This characteristic evaluates whether the
viewers were able to understand the communication towards the viewers by the product.
As per the views of the respondents we analysed that:-
• Majority of the respondents was able to understand that Pedelite cement was a long lasting product.
• Following majority of the percentage of the viewers understood the product to act as a waterproof solution for
leakages in the walls.
• Then the following smaller group understood the ad trying to portray the product on the basis of using it because it
belongs to a good brand.
• Then the following minorities understood that it would be a crack free wall with the usage of this cement
• The following minority saw it as a cement tonic
• And the minority group understood it various perceptions such as a trustable brand, raincoat protection etc.

5. Dislike it very much
0
Dislike it to some
extent 2
Neither like nor dislike
it 3
Like it to some extent
60
Like it very much
36
0
2 3
60
36
Appeal
Dislike it very much Dislike it to some extent
Neither like nor dislike it Like it to some extent
Like it very much
Appeal

6. Interpretation
Appeal
This factor is responsible for the likeability of the viewers to the product as a result of the advertisement that they have
viewed. In other words it shows whether the viewers liked the respective ad when it comes to understanding the product
shown.
The following had the impression of the ad as far as appeal is concerned:-
• 36% of viewers loved the ad very much
• Whereas 60% liked the ad to a certain extent
• The minor 3% were neither liking the ad nor disliking it
• And the least 2% disliked it to some extent
• Luckily, there was nobody when it came to extremely dissatisfied appeal.

7. 2
0
7
53
39
Not at all relevant
Not so relevant
Neither relevant nor
irrelevant
Somehwat relevant
Completely relevant
Not at all relevant
2
Not so relevant
0
Neither relevant
nor irrelevant
7
Somehwat
relevant
53
Completely
relevant
39
RELEVANCE

8. Interpretation
Relevance
It indicates on how well they could bridge the whole communication of the advertisement as such to the product that
they are offering through the advertisement. This helps us understand whether the viewers can make sense of the
chemistry between the ad and the product in the ad.
Following were the responses from the viewers when it came to relevance of the product:-
• 39% of the viewers felt the ad to be completely relevant to what they have been offering as the product in the ad
• Majority i.e.53% just felt that it was somewhat relevant to the offering
• Minor 7% understood the ad to be neither relevant nor irrelevant
• Whereas the final 2% felt it was not at all relevant.

9. Not at all interested in buying
0
Not very interested in buying
3
Neither interested nor
disinterested buying 3
Somewhat interested in buying
53
Definitely interested in buying
41
Intention to purchase

10. Interpretation
Intention to Purchase
This shows how much viewers who saw the ad were interested in purchasing the product as a result of the
influence of the ad.
The research showed that:-
• 53% of the viewers were somewhat interested in buying.
• The following 41% showed that they were definitely interested in buying as a result of the advertisement.
• 3% of the viewers belong to both categories. i.e ‘Interested nor disinterested’ as well as ‘not very interested’
when it comes to buying.

11. Good product/popular brand
29
Stop leakage
25
Long lasting
19
Profitable product
7
No crack
7
Good add
6
Chart Title
Good product/popular brand Stop leakage
Long lasting Profitable product
No crack Good add
Intention to purchase Contd..

12. Interpretation
It was also analysed among the interested ones for purchase on why they were interested and what motivated
them. Following were the reasons interpreted as per the data:-
• 29% of the people understood it as good product from a popular brand from the ad
• Whereas 25% understood it that it would stop leakage on walls
• 19% assumed it to be a long lasting product
• 7% assumed it to be a profitable product as well as a product which would protect it from cracks

13. 0 20 40 60 80 100
Percent
44 56
Recall Response
Yes No
Responses Percent
Yes
44
No
56
Total 209
Recall

14. Interpretation
Recall and Impact
Recall
In the survey of the viewers of the Pedelite ad, the percentage of viewers who saw the ad and at the same time
was able to recollect was interpreted. From the data, it was understood that 44% could recollect it at a later
point of time whereas 56% couldn’t.

15. 0
2
60
36
How many viewers liked/disliked ?
Dislike it very much Dislike it to some extent
Like it to some extent Like it very much
Dislike it very much
0
Dislike it to some
extent
2
Like it to some
extent
60
Like it very much
36
Impact

16. Interpretation
Impact
As a result of the production of this advertisement, various responses were been able to determine from the data
of the responses of the viewers:-
• The viewers who liked it very much consisted of 36% of the respondents
• 60% of the respondents liked it to some extent
• 2% disliked it to some extent whereas none disliked it extremely.

17. YES!! THIS AD CAN
BE CONTINUED.