Assignment 1 (B)

Q.1). Devise a ‘product jingle memory test’. Compile a list of brands that are or have been associated
with memorable jingles, such as State-Life and Naurus. Read this list to friends, and see how many
jingles they remember. You may be surprised at the level of re-call!

Product name No of people who could recall Percentage of recall

jingle
Pepsi ad (with vital signs) 8/8 100%

Chintoo candy 5/8 62.5%

Roof afza 8/8 100%

Ding dong 8/8 100%

Mod girl bleach cream 6/8 75%

Stillman’s freckle cream 7/8 87.5%

Engro urea 4/8 50%

Dentonic Powder 6/8 75%

Scotch brite 8/8 100%

Nirma washing powder 5/8 100%

Soya supreme 6/8 75%

Naaz Pan Masala 8/8 100%

State Life Insurance 8/8 100%

Mitchell’s Jam, Jelly and 6/8 75%

Marmalades
Q.2). Collect some pictures of ‘classic’ products that have high nostalgia value. Show these pictures
to consumers, and allow them to free associate. Analyze the types of memories that they evoke, and
think about how a marketer might employ these associations in a product’s promotional strategy.

Product Category What was memorable Types of emotions and How marketers
about these ads memories evoked. can use these
associations
while promoting
a product, brand,
idea or an
experience

Rooh afza Drink mix the big red rooh afza Subjects remembered Our subjects,
bottle in the ad feeling thirsty when they remembered
they used to see the ad. it being good in
They also remembered taste, thus a
the sweet taste positive emotion.
(Evaluative reaction Since the
and Product Category) recognition
method is a safer
one, any
assumption based
on the recall
method would
mean a huge risk
for the marketer,
but in any case
the marketer can
use the unique
packaging of the
product to evoke
a positive
emotional
response. The
image if the
product as a
thirst quencher
has already been
established. The
marketer sjust
need to reinforce
 the idea of it
being tasty. They
can make an
advert with
people in their
20s recalling
their childhood
by recognizing
the drink from
some market
place and making
the rest of the
family members
familiar with it.
Mospel Mosquito repellent It was funny, the dead Subjects remembered Subjects were
mosquito on the label was laughing whever they well acquainted
considered particularly saw the ad. with the brand
comical Fond memories. but we didn’t get
(Ad Specific) evaluative
responses from
them. This
means the
marketers need
to establish the
idea of this
product as an
effective and
harmless
mosquito
repellent in the
consumers’
mind. With
liquid vaporizers
in the market
consumers prefer
buying
something they
don’t have to
apply to their
skin.
Hajmola Digestion aid It made one subject Craving (one subject Again in this ad
remember that whenever smacked their lips). the purpose for
she saw that ad it made (positive evaluative which this
her want to steal the reponse) product has been
‘candy’ from her brother. Disgust (one subject made is lost.
 Another subject found its taste People only
demonstrated the ‘grossed disgusting). Negative remember it
out’ face he made when evaluative reponse being good or
he saw the ad. bad in taste. The
Nostalgia (most marketers need
subjects remembered to make an ad
consuming the product that explains its
as children). purpose. And
since it is
considered as a
candy by
majority of the
people,
marketers can
use that and
make the product
seem like a fun
way of aiding
digestion.
Tasawwur safini Clothing Subjects were particularly Laughter (babra sharifs A clothing brand,
nostalgic about the hair was quite popular). emphasis should
presense of babra sharif in Fondness. be laid upon that,
the advertisement, her hair (Ad Specific) not the
was much admired. celebrity’s
hairdo.
Marketers can
hire another style
icon for the ad,
people might
actually associate
the brand with
style just like
they did in the
past with Barbra
Sharif. This time
they should focus
more on her
clothes rather
than her
hairstyle.
Habib bank Bank Subjects remembered the Nostalgia. The use of green
overwhelming presense of Green. and the voice of
the color green in the ad. The voice over. the same pitch
Apart from that the tv ad can make people
had a ‘wise old man’ nostalgic and
 doing the voice over. might just
influence their
decisions
Medora Cosmetics The girls were too happy Laughter. The ad was
about wearing the Most thought the ad considered just
makeup. was very outdated and another way of
One subject thought the ancient. (Both, entertainment.
ad was ‘corny’ because positive and negative The marketers
wearing ‘face paint’ gave responses) need to redesign
these women confidence. their advertising
strategy. They
need to hire a
popular celebrity
model or
somebody
influential so that
the idea of using
the brand for
what it’s meant
should become
common among
users. They need
to build the
image of the
brand as an
affordable and
fashionable one,
which confident
women use and
discard the
ancient idea of
women using it
to become
confident and
recognizable.
Swiss miss Cosmetics Much the same as Fondness (there were 2 There are still
Medora. loyal consumers). loyal customer of
However subjects recalled The name was this brand and its
that the brand had good apparently something name is also
nail colors. that ‘stuck in your recognizable.
head’ Only a new hip
Positive evaluative modern ad is
response., product needed to refresh
category and Brand the memories of
identification. the consumers.
 The name is
pretty catchy,
just the image
that people in the
‘black and white’
days use to use it
needs to be
removed.
Woodworth’s Gripe Digestion aid The bottle itself. Childhood memories. The purpose is
Water The lady singing a Nostalgia, fondness pretty clear and
lullaby. (subjects recalled its the brand name is
The lady giving it to her sweet taste and also
baby. consuming the product recognizable.
even at the age of 8, Again another ad
without the supervision with new faces
of their parents of should b aired
course) positive that gives this
evaluative response, Ad product an image
specific and Product of a mild and
specific effective
medicine for
babies.
Top Pops Eatable puffs The blue colour of the Nostalgia (childhood The product is
(FMCG) wrapper memories) still popular
Affordable (How they among
could afford the item consumers these
with their limited days, except for
pocket money) the younger lot,
Association with other ranging from the
products (subjects age of 6-10. The
remembered having fact that people
cold drinks with these preferred
puffs) (Brand Specific, consuming it
Positive evaluative with another
response & product product can be
category) used in the ad.
They can show
kids having it
with sodas, elde
lot having them
with their tea. Or
kids simply just
consuming them.
The idea that
they taste good
 with anything or
even without any
complementary
item and that
people of any age
group can
consume them
should be
established
through the ad.
Nestle Cerelac Baby food (FMCG) The yellow coloured box The teen lot of our Instead of using
and the baby in the advert. subjects couldn’t recall Nadia Khan, they
much, as according to can put in people
them it was something from different
that didn’t concern professions (both
them as kids. The male and female,
grownup lot they have
remembered trying it ignored the idea
once or twice after of a single male
watching the parent in the ad),
commercial, there who will
wasn’t anything in recommend
particular that they Cerelac as a
remembered about the healthy baby
product. (Brand food and how it
Specific & Product helps them
Category) manage their
daily routine by
saving their time.
It comes with a
variety of
flavours so the
children like it
and parents get to
spend quality
time with there
children.