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Top of the Mind

Top of the Mind
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First Published: Mon, Mar 26 2007. 09 33 AM IST

Preity Zinta in the Head and Shoulder shampoo ad
Preity Zinta in the Head and Shoulder shampoo ad
Updated: Mon, Mar 26 2007. 09 33 AM IST
Everyone who has anything to do with advertising admits that it works. No one knows how but it does. Brands spend billions of dollars (and, in India, thousands of crores) to connect with their consumers. A large portion of this money goes to television. In India, the medium reaches 112 million households across the country; last year, companies spent more than Rs6,600 crore on the medium.
Do all messages reach their audience ? Do consumers remember the ads ? Do they like them? Do they believe them?
To answer at least some of these questions, Mint presents the second edition of “Top Of The Mind”, a monthly survey that analyzes on-air advertisements on different parameters. Conducted by Synovate, a global market research agency, and supported by TV Ad Index, an advertisement monitoring firm, the survey was administered to 750 respondents in Delhi, Mumbai and Bangalore. All respondents were between 18 and 40 years of age, and came from high-income households that had access to cable and satellite television.
This survey usually appears in Campaign, Mint’s supplement on media, marketing, advertising and strategy. This week’s campaign is a luxury-special; the survey appears here to ensure our readers do not miss out on knowing about the best advertisements on TV in February.
BRAND PARADE
Aided recall on three parameters
LIKEABILITY ENJOYED CREDIBILITY OVERALL
Nokia N Series 99 97 93 96.3
Reliance Health 98 95 93 95.3
Breakthrough 96 95 88 93
Wheel Lemon Fresh Bar 95 94 89 92.6
Parle Krackjack 96 94 87 92.3
LIC Bima Gold 94 94 86 91.3
Chevrolet Optra 98 96 72 88.6
Ford Fiesta Diesel Cars 98 94 73 88.3
Head and Shoulders 95 94 73 87.3
Lay’s American Style 94 89 70 84.3
Hero Honda Karizma 90 88 63 80.3
Hutch Mobile Service/Blackberry 90 85 63 79.3
Maggie mania Rice Noodles 89 82 66 79
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First Published: Mon, Mar 26 2007. 09 33 AM IST
More Topics: Marketing and Media | Advertising |