WHY DO INDIANS WATCH TV ADVERTISING?
(JWT MUMBAI QUALITATIVE RESEARCH In Mumbai, SEC A, men and women, in 4 life stages – school going, college going, early adulthood, mature adults)
It all starts with the eternal human dilemma I WANT TO BE SEDUCED vs I SHOULD RESIST.
So also the WANT and SHOULD of buying. I WANT TO INDULGE vs I SHOULD BE RATIONAL.
On the face of it, people think advertising tries to tap into irrational impulses.
And hey: “I am not irrational. I am not swayed by ads.” “50% of ads are such that they can’t convince you.” “I don’t think I make decisions based on ads.” “I would ask my dad, my friends, dealers…”
In general, they think advertising is to be taken lightly.
“It’s ok, it’s not as if it is a big part of my life.” “It is not completely truthful.” “No shampoo works like they say it does.” “Skin becomes fairer only in computer graphics.”
And advertising can be intrusive and irritating.
“The Aman Varma toilet ad is disgusting, the way it only comes during mealtimes.”
SO why DO they watch ads?
Advertising seduces me and I want to succumb! People expect advertising to tempt them and don’t expect to be logical or rational in their reaction to advertising.
1. People use advertising as a shortcut - a single thought around which “I can form my opinion about the brand”. People use advertising to form an opinion about products - not to collect information. To simplify, not complicate, decisions.
“WHEN WE GO TO THE SUPERMARKET, THERE ARE SO MANY CHOICES. BECAUSE WE HAVE SEEN AN AD A NAME GETS STUCK IN OUR MIND, THEN SOMETHING IS FAMILIAR” (HOUSEWIFE)
“YOU MAY NOT GET FULL INFORMATION, BUT AT LEAST YOU GET 25%, THEN IF YOU ARE INTERESTED YOU CAN GO AND FIND OUT MORE” (SCHOOL GIRL)
“ADVERTISEMENTS ARE VERY CONVENIENT FOR US… YOU’RE GETTING EVERYTHING IN YOUR HAND, YOU DON’T HAVE TO GO OUT AND SEARCH” (COLLEGE BOY)
So what emerges?
Advertiser’s Perspective
Inform = Product Benefit + Process + RTB
vs
Consumer Perspective
Inform = Any One Interesting Thought
that helps me form my opinion
2. Advertising is a quick entertainment fix. Ads are not ENTERTAINMENT but they are ENTERTAINING. The words most strongly associated with advertising are intelligent, funny and creative. Like candy, it provides instant gratification, is short and sweet, and not too demanding.
“IT’S LIKE A MOVIE TRAILER… IF YOU LIKE IT YOU CAN DECIDE TO GO FOR THE MOVIE”
3. Advertising is window shopping! Seeing without buying – it’s vicarious gratification.
“IT’S SO WELL MADE THAT EVEN IF YOU WILL NEVER BUY GLASS YOU LIKE TO WATCH IT AGAIN AND AGAIN” (ST GOBAIN)
4. Advertising is good time pass, chill out time. “Sometimes there is nothing better to watch!”
“WHENEVER MY SON SEES BUBBLY, HE INSISTS THAT I SHOULD ALSO SIT AND WATCH WITH HIM WHILE HE DANCES”
5. Advertising keeps them abreast of modern lifestyles, connected to the modern world. A refresh button. And as a byproduct, they can pick up catch phrases and lingo and new jokes they can use.
And what do people think of people who love advertising and those who don’t?
X LOVES ADVERTISING
“IF HE GOES TO BUY A BIKE, HE WILL GO BY LOOK, MODEL AND BUDGET MORE… HE WILL NOT CHECK MILEAGE, OR ENGINE POWER.”
“SHE WILL BE EXTRAVAGANT.”
"HE WOULD BE REGULARLY CHANGING HIS CELL PHONE FOR LATEST MODEL.”
“SHE WILL WATCH MOVIES LIKE MURDER… HAVE NAUGHTY FRIENDS.”
Y HATES IT
“SHE IS INDEPENDENT AND CONFIDENT BECAUSE SHE KNOWS HER OWN MIND… SHE DOES NOT RELY ON ADS.”
“HE WILL BE MORE ORGANIZED.”
“SHE WOULD BE USING THE BEST BRANDS, LEKIN JO BARSON SE CHALE AA RAHE HAIN.”
“HE WOULD BE USING A PHONE WITHOUT A CAMERA.”
Associations with advertising point to
• Modernity
• Being knowledgeable
• Influencing other people’s decisions
• Keeping up with trends
• Experimenting with new products
Men and women have different expectations from advertising
WOMEN WATCH ADS MAINLY IN A DECISION MAKER MINDSET
WOMEN REGARD HUMOUR AS JUST ONE OF THE ASPECTS THAT MAKE A GOOD AD
WOMEN TEND TO SEE THE BIG PICTURE
WOMEN ONLY ACT DIRECT WHEN THEY ARE IRRITATED
WOMEN LIKE ADS IN WHICH MEN MAKE FOOLS OF THEMSELVES
MEN WATCH ADS MAINLY IN A RELAXATION AND TIME PASS MINDSET
HUMOUR IN ADS IS HIGHLY PRIZED BY MEN … THEY ACTUALLY USE THE DIALOGUES AND JOKES IN FUTURE CONVERSATIONS
MEN PICK UP THE FINER DETAILS
THERE IS AN ART DIRECTOR IN EVERY MAN (SPECIALLY COLLEGE BOYS)
THEY PICK UP AND DISCUSS
• LIGHTING
• PACE OF FRAMES
• SETS
• COLOURS USED
MEN DO LIKE EMOTIONAL ADS, NOT JUST FUNNY ONES
OTHER HIGHLIGHTS
Cars, bikes, cellphones, diamonds, cosmetics and instant foods are currently lucky categories.
Soaps, shampoos and creams are currently unlucky categories.
Most adults spontaneously remember 10-12 ads; college goers 15-20, preteen kids 4-5.
Ads that are spontaneously remembered are those that are currently on air, not more than a year old, or part of a long running campaign. But when memory is jogged with some stimulus another 15 – 20 can be recalled.
And most importantly,
Audiences penalize advertising that:
Does not make a CLEAR POINT about the brand.
Does not help them to form an opinion – QUICKLY.
Does not have a “CONCEPT”.
Lacks in “PRESENTATION”.
(JWT MUMBAI QUALITATIVE RESEARCH In Mumbai, SEC A, men and women, in 4 life stages – school going, college going, early adulthood, mature adults)
It all starts with the eternal human dilemma I WANT TO BE SEDUCED vs I SHOULD RESIST.
So also the WANT and SHOULD of buying. I WANT TO INDULGE vs I SHOULD BE RATIONAL.
On the face of it, people think advertising tries to tap into irrational impulses.
And hey: “I am not irrational. I am not swayed by ads.” “50% of ads are such that they can’t convince you.” “I don’t think I make decisions based on ads.” “I would ask my dad, my friends, dealers…”
In general, they think advertising is to be taken lightly.
“It’s ok, it’s not as if it is a big part of my life.” “It is not completely truthful.” “No shampoo works like they say it does.” “Skin becomes fairer only in computer graphics.”
And advertising can be intrusive and irritating.
“The Aman Varma toilet ad is disgusting, the way it only comes during mealtimes.”
SO why DO they watch ads?
Advertising seduces me and I want to succumb! People expect advertising to tempt them and don’t expect to be logical or rational in their reaction to advertising.
1. People use advertising as a shortcut - a single thought around which “I can form my opinion about the brand”. People use advertising to form an opinion about products - not to collect information. To simplify, not complicate, decisions.
“WHEN WE GO TO THE SUPERMARKET, THERE ARE SO MANY CHOICES. BECAUSE WE HAVE SEEN AN AD A NAME GETS STUCK IN OUR MIND, THEN SOMETHING IS FAMILIAR” (HOUSEWIFE)
“YOU MAY NOT GET FULL INFORMATION, BUT AT LEAST YOU GET 25%, THEN IF YOU ARE INTERESTED YOU CAN GO AND FIND OUT MORE” (SCHOOL GIRL)
“ADVERTISEMENTS ARE VERY CONVENIENT FOR US… YOU’RE GETTING EVERYTHING IN YOUR HAND, YOU DON’T HAVE TO GO OUT AND SEARCH” (COLLEGE BOY)
So what emerges?
Advertiser’s Perspective
Inform = Product Benefit + Process + RTB
vs
Consumer Perspective
Inform = Any One Interesting Thought
that helps me form my opinion
2. Advertising is a quick entertainment fix. Ads are not ENTERTAINMENT but they are ENTERTAINING. The words most strongly associated with advertising are intelligent, funny and creative. Like candy, it provides instant gratification, is short and sweet, and not too demanding.
“IT’S LIKE A MOVIE TRAILER… IF YOU LIKE IT YOU CAN DECIDE TO GO FOR THE MOVIE”
3. Advertising is window shopping! Seeing without buying – it’s vicarious gratification.
“IT’S SO WELL MADE THAT EVEN IF YOU WILL NEVER BUY GLASS YOU LIKE TO WATCH IT AGAIN AND AGAIN” (ST GOBAIN)
4. Advertising is good time pass, chill out time. “Sometimes there is nothing better to watch!”
“WHENEVER MY SON SEES BUBBLY, HE INSISTS THAT I SHOULD ALSO SIT AND WATCH WITH HIM WHILE HE DANCES”
5. Advertising keeps them abreast of modern lifestyles, connected to the modern world. A refresh button. And as a byproduct, they can pick up catch phrases and lingo and new jokes they can use.
And what do people think of people who love advertising and those who don’t?
X LOVES ADVERTISING
“IF HE GOES TO BUY A BIKE, HE WILL GO BY LOOK, MODEL AND BUDGET MORE… HE WILL NOT CHECK MILEAGE, OR ENGINE POWER.”
“SHE WILL BE EXTRAVAGANT.”
"HE WOULD BE REGULARLY CHANGING HIS CELL PHONE FOR LATEST MODEL.”
“SHE WILL WATCH MOVIES LIKE MURDER… HAVE NAUGHTY FRIENDS.”
Y HATES IT
“SHE IS INDEPENDENT AND CONFIDENT BECAUSE SHE KNOWS HER OWN MIND… SHE DOES NOT RELY ON ADS.”
“HE WILL BE MORE ORGANIZED.”
“SHE WOULD BE USING THE BEST BRANDS, LEKIN JO BARSON SE CHALE AA RAHE HAIN.”
“HE WOULD BE USING A PHONE WITHOUT A CAMERA.”
Associations with advertising point to
• Modernity
• Being knowledgeable
• Influencing other people’s decisions
• Keeping up with trends
• Experimenting with new products
Men and women have different expectations from advertising
WOMEN WATCH ADS MAINLY IN A DECISION MAKER MINDSET
WOMEN REGARD HUMOUR AS JUST ONE OF THE ASPECTS THAT MAKE A GOOD AD
WOMEN TEND TO SEE THE BIG PICTURE
WOMEN ONLY ACT DIRECT WHEN THEY ARE IRRITATED
WOMEN LIKE ADS IN WHICH MEN MAKE FOOLS OF THEMSELVES
MEN WATCH ADS MAINLY IN A RELAXATION AND TIME PASS MINDSET
HUMOUR IN ADS IS HIGHLY PRIZED BY MEN … THEY ACTUALLY USE THE DIALOGUES AND JOKES IN FUTURE CONVERSATIONS
MEN PICK UP THE FINER DETAILS
THERE IS AN ART DIRECTOR IN EVERY MAN (SPECIALLY COLLEGE BOYS)
THEY PICK UP AND DISCUSS
• LIGHTING
• PACE OF FRAMES
• SETS
• COLOURS USED
MEN DO LIKE EMOTIONAL ADS, NOT JUST FUNNY ONES
OTHER HIGHLIGHTS
Cars, bikes, cellphones, diamonds, cosmetics and instant foods are currently lucky categories.
Soaps, shampoos and creams are currently unlucky categories.
Most adults spontaneously remember 10-12 ads; college goers 15-20, preteen kids 4-5.
Ads that are spontaneously remembered are those that are currently on air, not more than a year old, or part of a long running campaign. But when memory is jogged with some stimulus another 15 – 20 can be recalled.
And most importantly,
Audiences penalize advertising that:
Does not make a CLEAR POINT about the brand.
Does not help them to form an opinion – QUICKLY.
Does not have a “CONCEPT”.
Lacks in “PRESENTATION”.
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