Ad evaluation-Surf Excel

 

Surf Excel

“Helping someone is also an act of faith. And if your clothes get stained while helping someone, then stains are good”.

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Introduction: Surf excel has come up with a heart touching ad. The ad has been created by Lowe Lintas and directed by Vasan Bala of the Lunchbox (2013), Bombay Velvet (2015) fame. The ad comes as a campaign which has been brought into effect in the month of Ramadan by Surf Excel Pakistan. The whole set up is shown like a Ramadan charged atmosphere with people roaming around in a market, shopping just before time of prayer (Maghrib) when this small child (all tidily dressed) who just caught up with his friends, sports an old samosa and jalebi vendor whose vending cart breaks down and this boy along with his friends marches towards the cart and starts picking up and placing the samosas in the fold of his kameez and marches outside in the sight of the main crowd with the samosas and starts selling them. His friends accompany him and in no time saves the poor old man from the problems of the breakdown of the cart at such an important time of business. But in the process the boy spoils his clothes in stains of oil and chutney and on being spotted by his mother, receives a smile because of the noble act of helping which he selflessly did which also sums up the definition of Ramadan.

In this ad, the super cute kid in the advertisement and his gesture of helping out the old samosa and jalebi vendor is endearing on so many levels, that it imparts a sense of prevailing goodwill and humanity in the people watching the ad and we guess, that is the sole reason why this ad has reached out to so many people.

Objective of this Advertisement:

Advertising objective is a specific communication task to be accomplished with a specific target audience during a specific period of time. Advertising objectives can be classified by primary purpose-whether the aim is to inform, persuade and reminder. Actually, the overall advertising goal is to help build customer relationship by communication customer value. Its all about creating brand awareness so it falls in informative objective. Though this ad tells us to use surf excel because it’s good to remove stains. Form that view point we can also say it had persuasive objectivity.

Budget of this Advertisement: A brand’s advertising budget often depends on its stage in the product life cycle. For new products typically need large advertising budgets to build awareness and to gain consumer trial. In contrast, mature brands usually require lower budgets as a ratio to sales. Market share also impacts the amount of advertising needed. Undifferentiated brands require heavy advertising to set them apart. As surf excel falls in undifferentiated brands that is laundry detergent, it had heavy advertising to set them apart from competitor’s products. To determine exact budget amount is difficult. But historical and cross-functional data on industry ad spend provide useful insights. To determine ‘optimal investment’ across various media Unilever use sophisticated statistical models. But measuring the results of advertising spending remains an inexact science.

Strategies behind this Ad:

Advertising strategy refers strategy by which the company accomplishes its advertising objectives. It consists of two major elements creating advertising messages and selecting advertising media.

The budget of advertising is not the main theme, the matter is how strong the message is. The given advertisement of surf excel appears a vivid concern about the headache of stains of mothers we have watched already. But in this emulative world, a customer may face more than a hundred commercial messages nowadays which makes chaos.

Breaking through the clutter is a strategy to compete with others, which companies face in regular tv shows. Because there shows a giant list of advertisements. Hence a strong message with some technique can pick the demand of customers. To reach this goal surf excel maintain a message strategy which is the advertisement of surf excel is very familiar with our daily life. Like the mother's awareness about stains. On the other hand, surf excel maintains a creative concept with a distinctive message which can catch the attention of mothers. Nowadays customers are very informative in this modern era, they derive much competitive product reviews through the internet or other advertising media. As a result, unbelievable messages are not attracted them without proof, this advertisement of surf excel detergent believably collected information, which made the product trustworthy to customers.

In that case, the execution style of the message is a big deal. In my advertising, for example, we find that the execution-style of it was called Slice of Life. As we have seen that many people were buying something from a market and stains is a common part for children. Because children are very agile, like to play which causes cloths stains.  In that case, the mother's awareness of their children against stains is a very usual part of life.

In my advertising the message is - “Let’s make a difference by helping others this Ramzan”.

Besides this advertisement showed special mood because the vendor was very afraid of that day’s sales but the child changed everything. In my advertisement message appeal are emotional and moral.

Consumer -generated Messages: Unilever always produce consumer generated messages. It’s also a consumer-generated message because this event always happens and mothers also worry about their children. What their children are doing so this ad had brought a solution against stains.

 Advertising Media Decisions of Surf Excel:

The media planner has to measure the frequency and effect of the major media type. There are many types of major media like TV, newspaper, magazine, the Internet, Radio, Outdoor etc.  Advertising is a significant part of product success. As a result, Surf Excel used- TV and Radio, as its major media types. Because usually we face these media is very common. So, we can find the feature of Surf Excel- “Remove multiple stains with one product”.

Evaluation Advertising Effectiveness of Surf Excel:

To evaluate advertisement effectiveness is very important. Because by the evaluation company can know their market position, customer engagement and also. One way to measure the sales and profit effects of advertising is to compare past sales and profits with past advertisement expenditures. Another way is through experiments. More complex experiments could be designed to include other variables, such as differences in the ads or media used. After this advertisement their customer engagement had increased and market share also because that was a innovative detergent. Customers could rely on this detergent.

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 Note: Some information has taken from various sources.