1. FACTORS RESPONSIBLE FOR
INCREASING THE IMPACT LEVEL
OF ADVERTISEMENT ON
CONSUMERS - A PAKISTANI
MARKET STUDY
-Danish Ahmed
- Tahir Mumtaz Awan
- Faheem Jahangir
- Mahnoor Tariq
-Sana Qadeer

2. INTRODUCTION
IN OUR DAILY LIVES WE ARE BOMBARDED
WITH A PLETHORA OF COMMERCIALS.
SOME OF THE ADS REMAIN IN OUR MIND AND
WHEN WE ARE IN PEACEFUL MOOD WE SING
OR HUM THE JINGLES OR JUST THINK ABOUT
THE BEAUTIFUL SCENERY PRESENTED IN AN
AD.
INDEED SOME OF THE ADS HAVE MORE
IMPACT THAN THE REST: THEY COMPEL US
TO BUY THE PRODUCT THEY ARE TOUTING
WHILE OTHERS JUST PASS ON LEAVING US
INDIFFERENT TO WHAT THEY OFFER.
WHICH FACTORS INCREASE THE IMPACT
LEVEL OF ADVERTISEMENT ON THE
CONSUMERS.

3. RESEARCH’S THEORETICAL FRAMEWORK
Strong Concept/ Theme
Interesting Verbal and
Visual Communication
Consumer Associations
Attractive Music/Song/ Impact of Advertisement
Involvement on Consumer
Jingle
Novelty
Perceived Success-
fullness of Brand
Prior
Knowledge
of Brand

4. Questions Q.1 Which one is your Q.2 Why you have selected Q.3 Q.4 Age of
(n=53) favorite ad shown on this ad to be your most Hav responde
TV? favorite? e nt in
-If more than 1 (A cause de) you years
interviewee has actu (Average
selected the ad, their ally ; if more
numbers shown in bou than one)
brackets i.e. U-fone ght
(10) the
pro
duc
t?
Responses
• Meezan Bank (3) • Jingle No 19
• Walls Feast (2) • Song/background Yes 19
color combination/
model
6. Morning Dew • Thrill/Adventure Yes 23
7. BMW • Model No 24
8. Coke-Brrr Ad (12) • Concept/Dance Yes 25
Moves/Chill/Differe
nt/New Idea
11. Dalda Cooking Oil • Touchy Yes 24
12. Telenor (3) • Music/Model/Dance Yes 26
13. Tapal Tea • Family Life Yes 24
14. Mobilink • Message Yes 23
15. Pepsi (3) • Song/Theme/Action Yes 23
16. Kurkure-Masala s Yes 26
Rice Puffs • Model/Product
17. Lifebuoy Soap (2) Yes 39
14. Concept/Product
Usefulness

5. Responses
2. U-fone (10) 2. Concept/Product 6 No; 4 30
Information/New yes
Idea/Gestures/Natu
ral
way/Funny/Camera
Techniques/Song/M
odel
9. Pel Air Conditioner 3. Innocence No 31
10. Sunsilk Shampoo 4. Relates with No 32
viewer’s Life/Song
12. Piano Pen 5. Innocence Yes 26
13. Minute Maid 6. Blue background Yes 27
color/Song/Gesture
15. Dentonic s Yes 69
7. Product Usefulness/
Short Duration
18. British Airways 8. Theme Yes 53
19. Airtel (Rio Biscuits 9. Concept Yes 22
20. TataSky 2) 10. Funny Yes 26
21. Johnson’s Baby 11. Theme/Funny Yes 31
Shampoo
22. Orient 13. Drama No 35
23. Olper’s Milk 14. Family Life Yes 38

6. Literature Review
[1] Bettman, James R. and Park, C Whan. “Effects of Prior Knowledge and
Experience and Phase of the Choice Process on Consumer Decision
Processes: A Protocol Analysis,” Journal of Consumer Research, Dec. 1980
[2] Dyer, Gillian. (1982) “Advertising as Communication,” Routledge
[3] Edell, Julie A. and Burke, M Chapman. “The Power of Feelings in
Understanding Advertising Effects,” The Journal of Consumer Research,
Dec. 1987
[4] Hansen, Flemming. and Christensen, Sverre Riis. (2007) “Emotions,
Advertising and Consumer Choice,” CBS Press
[5] Johnson Eric J. and J, Russo Edward. “Product Familiarity and
Learning New Information,” Journal of Consumer Research, Jun. 1984
[6] Mitchell, Andrew A. and Olson, Jerry C. “Are Product Attribute Beliefs
the Only Mediator of Advertising Effects on Brand Attitude?” Advertising &
Society Review, August 1981
[7] Park, C Whan. and Young, S Mark. “Consumer Response to Television
Commercials: The Impact of Involvement and Background Music on Brand
Attitude Formation,” Journal of Marketing Research, 1986
[8] Simonson, Itamar. “Choice Based on Reasons: The Case of Attraction
and Compromise Effects,” The Journal of Consumer Research, Vol. 16, No.
2, Sep. 1989

7. Pie Chart-percentages out of hundred: Person’s Most
Favorite Commercial (Oct-Dec 2008)
Person's Most Favourite
Commercial
U-Fone Garnier
Telenor LG Appl
Coka Cola Pel Appliances
1 1
1 1 1 Mobilink
1 1 Benson &
1 1 Pepsi
1 Hedges
1
1 Airtel
1 7-Up
1 Lipton
1 Callmate
1
1 Close-Up Zong
1
1 Warid Kala Kola
1 35
1 TataSky Lux Soap
1 Olpers
1 Safeguard
1 Piano Sprite
1
1 HSBC Ariel
2 Ding Dong Sony
Bubble Ericson
2
Nokia
2
National
Foods
4
Minute
Maid
4
11 Caltex
4 Tapal Chai
4 6 Vodafone
Guy Soap
Orient
Products
Axe
Cologn

8. Percentages out of hundred: Person’s
Most Favorite Commercial (Oct-Dec 2008)
40.0%
30.0%
Percent
20.0%
35.0%
10.0%
11.0%
6.0%
4.0% 4.0%
2.0% 1.0% 1.0% 1.0% 1.0% 1.0% 1.0% 1.0% 1.0% 1.0% 1.0% 1.0% 1.0%
0.0%
U- Tel Co M Pe Air Lip Cl W Tat Ol Pi H Di No Na Mi Ca Ta Vo Gu Ori Ax G LG Pel Be 7- Ca Zo Kal Lu Saf Sp Ari So
Fo en ka obi psi tel ton os ari aS pe an S ng kia tio nut lte pal daf y ent e ar Ap Ap ns U ll ng a x eg rite el ny
ne or Co lin e- d ky rs o B Do nal e x Ch on So Pr Co ni pl pli on p m Kol So uar Eri
la k Up C ng Fo Ma ai e ap od log er an & ate a ap d cs
Bu od id uct n ce He on
bbl s s s dg
e es
Person's Most Favorite Commercial

9. Independent Variable Analysis
WHEN RESPONDENTS WERE ASKED WAS THE STRONG
CONCEPT OR THEME IN THE AD CONTRIBUTED TOWARDS
THEIR PURCHASE DECISION THE ANSWERS CAME 79% YES
AND 21% NO.
THE MEAN OF MUSIC’S CONTRIBUTION IN INVOLVEMENT IS
3.96 ON A 5 POINT SCALE.
THE MEAN OF MUSIC’S CONTRIBUTION IN BUYING IS 3.6
INTERPOLATING PEOPLE TEND TO AGREE WITH THIS
STATEMENT.
FOR THE VARIABLE CONSUMER ASSOCIATION, WE MADE
TWO QUESTIONS BOTH ON FIVE POINT LIKERT SCALE.
THEIR VALUES NEARING 3.5 IS AGAIN INDICATIVE OF THEIR
IMPORTANCE.
THE MEAN FOR NOVELTY IS FOUR EXHIBITING NEW IDEA IS
MOST CATCHY TO THE VIEWER.

10. Mean Values and %age of Answers more than Four
of Elements of Verbal and Visual Communication
Elements of Verbal and Mean Values %age of Answers more than
Visual (7 Point Scale) Four on a Seven Point
Communication Scale
Colorful-Dull 5.95 89%
Vibrant-Slow/Boring 5.85 89%
Gestures of actors 5.91 87%
Memorable-Forgetful
Message Content 5.57 77%
Full of Rightful Words-
Not Equitable Word
Usage
Speech Execution 5.77 90%
Pleasing-Unpleasing

11. UNIVARIATE ANALYSIS: AD’S IMPACT LEVEL TOWARDS
PURCHASE DECISION
Person's Buying Decision
Person's
Buying Frequency Percent 80
Decision
60
yes 72 72.0
Percent
40
no 28 28.0
Total 100 100.0
20
0
yes no
Person's Buying Decision
40.0%
Statistics
Ad's Impact Level
30.0%
N Valid 100
Percent
20.0%
Missing 0
10.0% Mean 3.5700
Mode 3.00
0.0%
0% 25% 50% 75% 100%
Ad's Impact Level

12. Hypotheses
HA1: Strong concept or theme in the ad
increases the impact of advertisement on
consumer
HA2: Interesting visual communication
increases the impact of commercial on
consumer
HA3: Interesting verbal communication
increases the impact of commercial on
consumer
HA4: The more the ad is culturally related with
the viewer more would be its impact on him
HA5: The personal lifestyle associations
present in the ad increases ad’s impact on the
viewer
HA6: Attractive music/song/jingle increases
viewer involvement in the ad

13. HA7: The increased involvement in
music increases impact level of
advertisement
HA8: If the commercial has a new
idea its impact on the viewer would
be more
HA9: The impact level of ad and
viewer’s previous knowledge about
the brand are related

14. Bivariate Analysis & Conclusion
The inferential statistical analysis confirms the importance of
message content promoted as it has the highest correlation
value of .525 with our dependent variable indicating strong
positive relationship with it.
.454 is the value of Pearson’s correlation between variables
music’s contribution and ad’s impact level. Thus good music
also contributes in the involvement of individual in the ad-
Pearson’s correlation value of .208 with .05 significance
makes him buy. The result demonstrates the importance of
music.
When you watch the ad some non-verbal communication by
actors also comes across. This non-verbal communication or
gestures-the body and face language also make our mind
towards the actual purchase as the correlation value of .282
with ad’s impact at .01 significance imply.
.273 is the correlation value of person’s lifestyle association
with ad’s impact with significance level of .01 establishing a
relationship revealing we like to see more of ourselves and
our life depicted in the commercial scenes which make us
buy the product also.

15. The rightful message execution is also important. The value
is .209 and level of significance .05.
The relationship tapped with chi-square: the advertisement
theme/concept and did viewer actually buy the product after
seeing the ad-the value is 15.157 with 1 degree of freedom
purporting the relationship between phenomena.
The viewer’s previous knowledge about the brand also
increases the impact of ad on him as manifested in the value
6.614 of chi-square.
The previous good feelings about the brand also affect ad’s
impact level. The chi-square value is 5.618.
The variables with no to very little relationship (not
significant) are the novelty in the ad which do not increase
the impact level on the consumer. New idea is good for
getting the attention of the viewer but it alone would not
compel a person towards buying the product.

16. Same is the case with area culture
depicted in the ad. Again it has no
relationship with person’s purchase
decision for the product specified in the ad.
We do not found any linkage with the
intensity of color utilized and fast motion of
the scenes and elements with the impact
level as well as these things are secondary
and the whole package should be
considered for promotion.
The person’s inquisitiveness for the brand
also has no effect on the impact level of ad.

17. Question / Answers