FACTORS RESPONSIBLE FOR
INCREASING THE IMPACT LEVEL
OF ADVERTISEMENT ON
CONSUMERS - A PAKISTANI
MARKET STUDY

            ...
INTRODUCTION
IN OUR DAILY LIVES WE ARE BOMBARDED
WITH A PLETHORA OF COMMERCIALS.
SOME OF THE ADS REMAIN IN OUR MIND AND
WH...
RESEARCH’S THEORETICAL FRAMEWORK

Strong Concept/ Theme




Interesting Verbal and
Visual Communication



Consumer Associ...
Questions   Q.1 Which one is your        Q.2 Why you have selected     Q.3          Q.4 Age of
(n=53)          favorite ad...
Responses
            2.    U-fone (10)            2.    Concept/Product       6 No; 4   30
                              ...
Literature Review
 [1] Bettman, James R. and Park, C Whan. “Effects of Prior Knowledge and
 Experience and Phase of the Ch...
Pie Chart-percentages out of hundred: Person’s Most
        Favorite Commercial (Oct-Dec 2008)
                           ...
Percentages out of hundred: Person’s
                  Most Favorite Commercial (Oct-Dec 2008)
          40.0%




       ...
Independent Variable Analysis
 WHEN RESPONDENTS WERE ASKED WAS THE STRONG
 CONCEPT OR THEME IN THE AD CONTRIBUTED TOWARDS
...
Mean Values and %age of Answers more than Four
of Elements of Verbal and Visual Communication
Elements of Verbal and     M...
UNIVARIATE ANALYSIS: AD’S IMPACT LEVEL TOWARDS
                PURCHASE DECISION
                                         ...
Hypotheses
 HA1: Strong concept or theme in the ad
 increases the impact of advertisement on
 consumer
 HA2: Interesting v...
HA7: The increased involvement in
music increases impact level of
advertisement
HA8: If the commercial has a new
idea its ...
Bivariate Analysis & Conclusion
 The inferential statistical analysis confirms the importance of
 message content promoted...
The rightful message execution is also important. The value
is .209 and level of significance .05.
The relationship tapped...
Same is the case with area culture
depicted in the ad. Again it has no
relationship with person’s purchase
decision for th...
Question / Answers
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Factors responsible for increasing impact level of advertisement on consumers-A Pakistani market study (NRC 2009)

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Factors responsible for increasing impact level of advertisement on consumers-A Pakistani market study (NRC 2009)

  1. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 17. Question / Answers

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