a Game Changer
We wanted to test
the power of advertising with a live experiment at our office place.
So, a few days back, we invited a few different gender people from
different walks of life between the age group of 15-65 from the
same city, to our agency.
We made them
sit in a hall and placed 2 sets of bathing soaps in front
of them on a table. Each one was then called upon to choose
one of them based upon their preference. We had named the
sets A and B. While A was packaged in bright red and off-white
colour with a picture of a mother and child printed on it
with a health slogan, the B was wrapped in a plain and thick
paper with a photo of sheep on it.
From a set of
15 people, the results were obvious. A was picked up by 14
people. I.e. the result was 93.3% in favour of A.
The reasons for picking a were simple. A had better packaging
& labelling. A was hence the winner despite of both products
being the same.
This reiterates that
a good advertising differentiates tremendously and hence the emphasis
has to be there to tap the target consumer. It definitely is a game
Contributed By : Shammi Kapoor, Brass & Copper
Writing Services, India |