Question

In: Operations Management

For this project, choose ads for two competing products of your choice, such as two toothpaste...

For this project, choose ads for two competing products of your choice, such as two toothpaste ads, or two cell phone ads. The ads may be either online or in print, evaluate the two ads according to their creativity, clarity, likability, memorability, and effectiveness. After your evaluation, write a report that compares the two ads, and make a final recommendation based on your evaluation. The report should contain the following sections, presented in this order: introduction, statement of purpose, recommendation, methodology and criteria, analysis, conclusions, and recommendation section. Include a decision table neat the end of the report.

Solutions

Expert Solution


Introduction:
Advertisement is a medium that is used for promoting a brand, capturing audience and awareness about the products features among the mass audience. Advertisements can be in form of print media, over voice or over broadcast (TV, OTT). For the given case, two ads of instant noodles can be used. First product is Nestle`s Maggi noodles and other one is Patanjali Atta Noodles. Nestle is a well-known brand across the globe and their noodle brand Maggi is quite popular among all the generations. Patanajali is an Indian brand that has risen recently with high focus on providing quality products at cheaper costs and using local ingredients and resources. For this case, TV ads are being discussed.
Statement Of Purpose:
To understand the effectiveness of ads of similar product (instant noodle) between Maggi and Atta Noodles from a television advertisement.
Methodology and Criteria:
To understand the effectiveness of an advertisement it should be validated by different stakeholders from various age groups. For this case, I chose to discuss the ad and its effectiveness with friends and family and captured their feedback. The ad`s were downloaded and shared to participants and they were asked to rate the ad on the following parameters:
• Introduction of product
• Clarity of advertisement
• Creativity in the advertisement
• Brand recall
The participants had to rate the parameters from 1 to 5 based on their understanding of the product. Even though the sample size is very small it gave a better insight to the advertisement than just a single person`s point of view.
Analysis:
The ads were quite different in terms of product promotion. Maggi had a story based theme where a kid runs to his mom and asks for some quick snacks. Mom unpacks packet of noodles and prepares and shares it instantly. It shows the USP that maggi can be prepared and served in 2 minutes. Comparing this to Patanjali noodles there was a vast difference. Patanjali chose to share some insights from data collected at their lab and suggested that other noodles had certain harmful chemicals and preservatives included in them but Patanjali did not have them. The ad convey the message that Atta noodles was a safer product and it focusses on the health of the individual.
Based on the ad`s and the response, most of the younger respondents responded well for maggi since they could relate to it better. The adults chose Patanjali since they gave some insights on how harmful these products can be and how theirs was not one among them. Based on the responses, I can conclude that both brands have different target audience. Maggi is reaching out to the kids who can ask their parent for Maggi noodles while patanjali is reaching out to parent who prioritizes the health of children. Both of them are effective in their own way.
The respondents gave ratings based on clarity of content and both ads were found equal in measure. Creativity was found high in maggi and so was brand recall. The product
introductions were also at par in both the ads.
Conclusion and recommendation:
Advertisements are a medium to convey a message to the audience. While both ads being discussed convey different message, the will often get compared with one another. A group of audience will prefer one over the other, in this case, Maggi over atta noodles, if they can relate to the same better. One of the recommendation from this study would be that to create an effective ad, one should empathize with the target audience and then create ads accordingly. There might be health and other benefits which comes as an important factor but it should not be the primary aspect of the communication. The message being passed should always focus on the primary objective of the product in this case to have an instant snack


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