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    Assignment On Content Analysis of Heinz Ketchup: Submitted To: Submitted by

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    Manish Arora
    This document contains an analysis of an advertisement by Heinz ketchup. It analyzes variables such as target audience, appeal, characters, and themes. It also includes survey results which found that most people liked the ad and were able to associate the featured quality with Heinz. The ad was successful in increasing purchase intent. In conclusion, the ad was well-designed and increased brand association through its use of humor.

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    Assignment On Content Analysis of Heinz Ketchup: Submitted To: Submitted by

    Uploaded by

    Manish Arora
    33 views13 pages
    This document contains an analysis of an advertisement by Heinz ketchup. It analyzes variables such as target audience, appeal, characters, and themes. It also includes survey results which found that most people liked the ad and were able to associate the featured quality with Heinz. The ad was successful in increasing purchase intent. In conclusion, the ad was well-designed and increased brand association through its use of humor.

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    Content Analysis

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    This document contains an analysis of an advertisement by Heinz ketchup. It analyzes variables such as target audience, appeal, characters, and themes. It also includes survey results which found that most people liked the ad and were able to associate the featured quality with Heinz. The ad was successful in increasing purchase intent. In conclusion, the ad was well-designed and increased brand association through its use of humor.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as DOC, PDF, TXT or read online from Scribd
    Download as doc, pdf, or txt
    33 views13 pages

    Assignment On Content Analysis of Heinz Ketchup: Submitted To: Submitted by

    Uploaded by

    Manish Arora
    This document contains an analysis of an advertisement by Heinz ketchup. It analyzes variables such as target audience, appeal, characters, and themes. It also includes survey results which found that most people liked the ad and were able to associate the featured quality with Heinz. The ad was successful in increasing purchase intent. In conclusion, the ad was well-designed and increased brand association through its use of humor.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as DOC, PDF, TXT or read online from Scribd
    Download as doc, pdf, or txt
    of 13

    Assignment on Content Analysis of Heinz ketchup

    Submitted to:
    Shyama Labh

    Submitted by:
    Manish Arora

    CONTENT ANALYSIS
    Variable coded for advertisement
    a. Product Category: Ketch-up b. Product Users: They can be categorized under Middle level segment and high level segment. c. Selling & Location: It was being sold in all over India. d. Voice Over: This advertisement represents The base quality and the most important quality on which basis Heinz advertize

    Heinz ketchup takes time to come out


    Advertisements Appeal: Cognitive e. Duration: 1min. f. Target Audience: They targeted their customers as a Common man g. Use of spokesperson: Human (Common) h. Call to action: Direct i. Information Content: Descriptive. j. Product Shown: In background k. Theme: In this advertisement the execution style is a bit comic style and specific towards a quality of product. There are a lady who is ordering to a shopkeeper to get some glossary material for her like one kg this and one kg that ad suddenly when she is about to say one Heinz ketch up she start stammering like ha ha ha ha and suddenly after 30 sec. she says Heinz and take a breath of relief. After this companys tag line come Heinz ketch up takes time to come out. There is aim to advertize their product just by their products quality. l. Market Value: $ 914,489 thousands are annual turnover of Heinz ketchup.

    Variable Coded for Lead Characters (Women in baby pink attire)


    a. Age: For all ages. b. Occupations: Cannot be determined. c. Marital Status: Not needed d. Credibility: The woman in the advertisement seems very credible because in

    advertisement they have shown a home maker. They represent her as a positive context character.
    e. Duration: In complete advertisement. f. Role: She has played a good and responsible person role who takes decision for her

    kitchen. Product. She is aware about her responsibility. She wears typical Indian uniform
    g.

    Demonstration: They represented this issue in very comprehensive way and it is very effective for each and every person because they related this to a common person because they wanted to change the positioning of Heinz ketchup from an expensive brand to a affordable brand.

    h. Gender Trait: Quality describer, Attractive comic.

    Analysis & Interpretation


    Q.1) Do you like the advertisement of Heinz

    The 92 % respondents like the advertisement while 8% were undecided.

    Q.2) Are you able to associate between Heinz Ketch up feature with the advertisement?

    56%people says that they are associated with Heinz ketchup and have used this product and 28% took it very obivious because they used it very frequently and 16% said they didnt use it by now. Q.3) After watching this advertisement do you thought of trying the Ketch Up

    56% said they used it after ad and 24% said they have been using it since a long time and I 20% said they liked the ad but didnt try it by now. Q.4) The women in the red sari represent the stereotype housewife.

    About this question 60%people disagree with this point. And 16% strongly agree and 16% are not able to answer.

    Q.5) Advertisement of Heinz has an impact on the purchase intent of customers.

    56% people said that they agree with this statement that ad impacted them to purchase even 20% strongly agree with this but 12% disagree with this statement.

    Q.6) The background of ad in which husband shaving preparing for office and wife in sari at home represents the stereotype Indian society.

    Here we conclude that people are not agreed that lady is showing stereotype Indian socity even 24% strongly disagree. Q.7) You would like to see similar advertisement on family based in future.

    Finally 56% people are ready to see this kind of ad in future and many others are neutral about this.

    Recommendation & Suggestion

    According to the survey conducted on the customers perception regarding this advertisement: This ad was perfectly designed and proper planned . Almost 92 % people like this advertisement which depicts the success of this advertisement. The ad with comic and humour could lead to the long lasting impression on the minds of the the customer. This type of advertisement could helps in association of product to the consumer as people could recall this advertisement while going for ketchup. This advertisement has also increase the purchase intent of the customer ,so it was fully successful in its objective. The people are ready to see more and more advertisement based on Indian family with a comic way.

    Media Plan
    The Heinz ketchup ad came up with an excellent media plan so here I think there is no need to give a media plan as this ad itself got best award. And also the survey supports the perfection of their media plan and promotional strategy.

    References
    1) http://www.google.com/

    2) http://www.youtube.com/

    3) http://www.yahoofinance.com/

    Annexure
    Questionnaire

    Name Contact

    : :

    Sex: Age: Add:

    E-mail ID:

    Q.1) Do you like the advertisement of Heinz a) Yes b) No

    If No, Then why did not you like the Product; a) Product is not good c) Non availability of the product b) Ad is not clear d) Any other Reason (please Specify).....

    Q.2) Are you able to associate between Heinz Ketch up feature with the advertisement? Strongly Agree Agree Neutral Disagree Strongly Disagree

    Q.3) After watching this advertisement do you thought of trying the Ketch Up a) I am regular Customer c) I like the ad but never thought of buying b) After watching the ad I tried it d) I didnt like the advertisement

    Q.4) The women in the red sari represent the stereotype housewife. Strongly Agree Agree Neutral Disagree Strongly Disagree

    Q.5) Advertisement of Heinz has an impact on the purchase intent of customers. Strongly Agree Agree Neutral Disagree Strongly Disagree

    Q.6) The background of ad in which husband shaving preparing for office and wife in sari at home represents the stereotype Indian society. Strongly Agree Agree Neutral Disagree Strongly Disagree

    Q.7) You would like to see similar advertisement on family based in future. Strongly Agree Agree Neutral Disagree Strongly Disagree

    Q.8) Any suggestion.

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