1. AN INVESTIGATION OF ADVERTISING APPEALS’
IMPACT ON BRAND ATTITUDE, PURCHASE
INTENTION
AND CLAIM RECALL IN FINANCIAL
INSTITUTIONS
Thesis Research Presentation
Group Members:
Asad Abbas Askari
Jaffer Ali
Sakina Haider
Shoheera Rasool
Thesis Supervisor:
Sir Zohaib Sufiyan

2. Background
2
 Advertising has become an essential tool in
marketing and promoting financial services
 As services are intangible in nature, marketing
them has always been a challenge
 There have been a number of researches
conducted to understand the influence of
advertising appeals on consumers particularly
in low involvement product categories
2

3. Background
3
 ADVERTISING APPEALS: Advertising appeal can be
defined as a marketing technique that is aimed at
influencing the way consumers view themselves
 MEMORY PERFORMANCE:
The act or fact of retaining and recalling impressions, fa
cts.
 CLAIMS RECALL: Advertising claims made about the
benefits, characteristics and/or performance of a
product or service designed to persuade the customer
to make a purchase. The ability of participants to recall
these advertising claims
 PURCHASE INTENTION: A plan to purchase a particular
good or service in the future
 ATTITUDE TOWARDS BRAND: The consensus attitude of
potential consumers toward a product

4. 4
Appeals
Memory
Performance
Claims Recall
Purchase
Intention
Brand
Attitude/Image
According to: Patti William’s, (2000), The Impact of Emotional
Advertising Appeals on consumer Implicit and Explicit memory: an
Accessibility/ Diagnosticity Perspective
Theoretical Framework
Patti William’s, (2000)

5. Research Objectives
5
 To test the relationship of advertising appeals with memory
performance in financial institutions
 To identify the effect of memory performance on attitude
towards the brand in financial institutions
 To test the effect of memory performance on purchase
intention in financial institutions
 To test the effect of advertising appeals on claims recall in
financial institutions

6. Problem Statement
6
To examine which advertising
appeals are more effective in
increasing claim recall, purchase
intention and brand attitude in
financial institutions

7. Research Methodology
7
 Research Type: Qualitative
 Sampling Method: Convenient Sampling
 Sample size : 384
 Target Audience:
Age Bracket: 25 – 35 years
Primary Source
• Focus Groups
• Structured
Questionnaires
Secondary Source
• Journals
• Online articles
• Books
7

8. Validity Testing
8
 Chron Bach Alpha: 0.79

9. DATA ANALYSIS

10. 10
15%
50%
23%
7% 5%
Emotional Ads
Unnoticable Slightly memorable
Memorable Very Memorable

11. 11
0%
5%
46%40%
9%
Informative ads
Unnoticable Slightly memorable Memorable
Very Memorable Unforgetable

12. 12
HBL
59%
UBL
0%
Bank Al Habib
5%
Bank Al Falah
12%
Faysal Bank
9%
NBP
2%
EFU
3% Jubilee
10%
Top of Mind Financial Institution
HBL UBL Bank Al Habib Bank Al Falah
Faysal Bank NBP EFU Jubilee

13. 13
3%
12%
49%
22%
14%
Fincancial Services ads
influentialNot at all Influential Slightly Influential
Neutral Very Influential
Extremely Influential

14. 14
11%
36%
43%
10%
0%
Purchase Intention
Not At All Influential Slightly influential
Neutral Very Influential
Extremly influential

15. 15
10%
33%
48%
9%
0%
Brand Image/Preception
Extremely unlikely Unlikely
neutral Likely
Extremely Likely

16. 16

17. Conclusion
17
 Rational or informative appeal works better and is more
preferred by a majority of the respondents compared to
emotional appeal
 Male respondents preferred statistical data (Interest rate
etc.)
 Female respondents were more influenced by emotional
appeal
 HBL had the highest rating and recall because of the Mr.
Bean theme but not because of the services which were
being provided
 Memory performance and purchase intention have a
negative relationship
 Memory performance had a positive relationship with brand

18. Recommendations
18
 Marketing of financial services is undoubtedly very
important in today’s world, hence financial institution
should carry on with this marketing activity for
awareness and TOM recall
 Also, marketers need to focus more on the service
offering than on the storyline of the advertisement as
most of the time the actual service offering is distorted in
the advertisement.
 The use of seasonal appeal is a good way of creating
awareness about the service offerings, such as student
loans during the admission timings, car loans etc.

19. Area of further study
19
 In this study researchers can focus on appeals
depending on genders specifically males or females.
 Since banking services are high involvement products,
marketers can focus on any other high involvement
product category and the appeals that are working more
for them in attracting consumers.
 The research can further be tested not only on bank
account or insurance policy holders, but also to those
individuals who are exposed to television commercials.
 The study can also be carried out by top 10 financial
institutions of Pakistan in order to get more accurate
results.

20. Limitations
20
• Time constraints
• Budget constraints
• Amateur researchers

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21
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22. 22
Thank You