Evaluation of advertisement effectiveness: Spotline crown silver AD, Spotline AD, Superlux AD.; Philips India Limited

Abstract

The project given was “EVALUATION OF AD EFFECTIVENESS “ of the PHILIPS new ad campaign on the Value-Added Incandescent lamps. The SPOTLINE CROWN SILVER AD, the SPOTLINE AD and the SUPERLUX AD were to be evaluated to find the recall, comprehension of the message of the bulb application that was sought to be communicated by this campaign, and the credibility of the claims about the product benefit as shown in the ads. The SPOTLINE CROWN SILVER AD fared well on all aspects with 65% ad recall, 60% comprehension and 56% strongly believing in the product benefits. The message was clearly communicated by this ad and so it can be continued. The SPOTLINE AD did could not convey the message clearly. The ad recall is 26%, the comprehension 33% and the vagueness about the use of the product in home situation 63%. One of the important reasons for this could be the subtleness of the ad and the language used i.e. English. Hence, it is not advisable to continue this ad.