33330382_Final Submission_2015 CB Dissertation_28.815

"You
Can’t
Miss
It!"
Identifying
and
Evaluating
the
Impact
of
Mental
Availability
on
Customers
in
the

Context
of
Bus
Advertising
Campaigns
Thesis
Submitted
in
Partial
Fulfillment
of
a
Master
of
Science
in
Consumer
Behavior
Institute
of
Management
Studies

Goldsmiths,
University
of
London
by
Jason
Nicco-‐Annan

33330382
Supervised
by
Dr.
Yael
Gerson

Word
Count:
10,108

2

Declaration
of
Originality
This
is
to
certify
that,
to
the
best
of
my
knowledge,
the
content
of
this

dissertation
is
my
own
work,
that
the
intellectual
content
is
mine
except
as

specified
in
references,
and
that
neither
the
dissertation
or
the
original
work

contained
therein
has
been
submitted
to
this
or
any
other
institution
for
a
degree

or
for
other
purposes.

3

Dedication
This
paper
is
dedicated
to
my
parents,
my
brother

Julian,
and
my
sister
Imaa, for
their
unwavering
love

and
support.

4

PAGE
ABSTRACT
………………………………………………………………………………………………………………… 6
LIST
OF
TABLES
……………………………………………………………………………………………………...... 7
LIST
OF
FIGURES
………………………………………………………………….…………………………………… 8
ACKNOWLEDGEMENTS
……………………………………………………………………………………………. 9
CHAPTER
1 INTRODUCTION
1.1 Background
………………………………………………………………………………. 10
1.2 Research
Focus
…………………………………………………………………………. 13
1.3 Overall
Research,
Aim
and
Individual
Research
Objectives
…………. 14
1.4 Value
of
Research
Project
………………………………………………………….. 15
2 LITERATURE
REVIEW
2.1 Brand
Salience
………………………………………………………………………….. 17
2.2 Mental
Availability
……………………………………………………………………. 19
2.3 Requirements
of
Mental
Availability
…………………………………………. 20
2.4 Bus
Advertising
in
London
………………………………………………………… 23
3 METHODOLOGY
3.1 Introduction
…………………………………………………………………………….. 25
3.2 Approach
…………………………………………………………………………………. 26
3.3 Target
Population,
sampling
method
and
data
collection
Strategies
……………………………………………………………………………………….. 27
3.4 Statistical
Treatments
………………………………………………………………. 30
3.5 Method
of
Analysis
…………………………………………………………………… 30
4

PRESENTATION
AND
ANALYSIS
OF
DATA
4.1 Introduction
……………………………………………………………………………. 32
4.2 Demographic
Attributes
of
the
respondents
……………………………... 32
4.3 Influence
of
Bus
Advertisements
on
Purchasing
Decisions
……………. 36
4.4 Thoughts
on
Bus
Advertisements
in
the
UK
………………………………. 37
4.5 Thoughts
on
Bus
Advertisement
and
Daily
Commuting
………….. 47
4.6 Video
1:
Response
Summary
……………………………………………………. 48
4.7 Video
2:
Response
Summary
……………………………………………………. 52
4.8 Video
3:
Response
Summary
……………………………………………………. 56

5

4.9
Discussion
………………………………………………………………………………. 61
5
CONCLUSIONS
AND
RECOMMENDATIONS
…………………………………………….. 64
REFERENCES
…………………………………………………………………………………………….. 66

APPENDICES
…………………………………………………………………………………………….. 74

6

Abstract
Although
the
importance
of
brand
salience
on
consumer
behaviour
has
been
comprehensively

documented
in
various
studies,
there
is
a
lack
of
research
into
its
subset,
mental
availability.
In

addition,
the
synonymous
use
of
the
term
‘brand
salience’
with
‘top-‐of-‐mind
awareness’
by

marketers
has
further
complicated
understanding
of
the
concept
across
literatures.
To
solve
that

problem,
this
study
explores
in-‐depth
the
value
in
the
definition
of
mental
availability.
Building

on
this
definition
of
mental
availability,
this
study
also
proposes
an
evidence-‐based,
quantitative

assessment
of
the
effectiveness
of
advertising
on
consumers’
memory
structures
and
purchase

decisions.

This
empirical
approach
to
assessing
mental
availability
is
explored
in
the
context
of

bus
advertising
in
London,
arguably
the
most
visually
unique
and
prevalent
outdoor
medium

campaigns
in
London.

The
study
endorses
the
strength
of
the
London
bus
advert
as
a
marketing
tool,
and
accepts
that

the
extent
of
mental
availability
marks
the
degree
of
success
of
an
advert.

The
study

recommends
careful
research
of
the
psychological
attributes
of
the
target
market
as
an
essential

input
towards
the
design
of
adverts.

7

LIST
OF
TABLES
PAGE
Table
1:
Age
range
of
respondents
…………………………………………………………………………………………… 31
Table
2:
Occupation
Status
of
Respondents
……………………………………………………………………………… 32
Table
3:
Level
of
Education
……………………………………………………………………………………………………… 33
Table
4:
The
Impact
of
Purchasing
Decisions
……………………………………………………………………………. 34
Table
5:
“I
expect
to
see
bus
adverts
during
my
journey”
………………………………………………………….. 36
Table
6:
“I
notice
a
brand
clearly
on
a
bus
advert”
…………………………………………………………………….. 37
Table
7:
“I
can
easily
identify
a
product
or
service
advertised
on
a
bus”
……………………………………. 37
Table
8:
“I
receive
adequate
information
about
a
product/service
from
a
bus
advert”
…………………………………………………………………………………………………………………… 38
Table
9:
“I
find
bus
adverts
rather
annoying”
…………………………………………………………………………… 39
Table
10:
“I
like
interesting
bus
adverts”
…………………………………………………………………………………. 40
Table
11:
“Adverts
stand
out
on
buses”
………………………………………………………………………………….... 41
Table
12:
“I
recognize
certain
brands
on
bus
adverts
without
paying
close
attention”
……………………………………………………………………………………………………………………… 41
Table
13:
“I
find
bus
adverts
to
be
distracting”
……………………………………………………………….……...... 42
Table
14:
“I
notice
adverts
on
the
bus
more
often
than
on
any
other
medium”
………………………..... 43
Table
15:
“I
believe
that
an
advert
stands
out
more
when
it
is
on
a
bus”
…………………………………… 43
Table
16:
“I
consider
a
brand
to
be
more
credible
when
it
is
advertised
on
a
bus
…………………….... 44
Table
17:
“I
trust
a
brand
more
based
on
the
size
of
the
bus
advert”
………………………………………… 45
Table
18:
“Correlation
between
Bus
Ads
and
Daily
Commute”
…………………………………………………. 45
Table
19:
Colors
(Video
1)
…………………………………………………………………………………………………… 46
Table
20:
Logos
(Video
1)
………………………………………………………………………………………………………. 46
Table
21:
Product/Service
(Video
1)
……………………………………………………………………………………… 47
Table
22:
Symbols
and
Characters
(Video
1)
…………………………………………………………………………... 48
Table
23:
Taglines
(Video
1)
…………………………………………………………………………………………………… 49
Table
24:
Campaign
Message
(Video
1)
…………………………………………………………………………………… 49
Table
25:
Logos
(Video
2)
………………………………………………………………………………………………………. 50
Table
26:
Colors
(Video
2)
……………………………………………………………………………………………………. 50
Table
27:
Product/Service
(Video
2)
………………………………………………………………………………………. 51
Table
28:
Symbols
and
Characters
(Video
2)
…………………………………………………………………………… 52
Table
29:
Taglines
(Video
2)
…………………………………………………………………………………………………… 53
Table
30:
Campaign
Message
(Video
2)
…………………………………………………………………………………… 53
Table
31:
Colors
(Video
3)
…………………………………………………………………………………………………… 54
Table
32:
Logos
(Video
3)
……………………………………………………………………………………………………… 55
Table
33:
Product/Service
(Video
3)
……………………………………………………………………………………… 55
Table
34:
Symbols/Characters
(Video
3)
……………………………………………………………………………….. 56
Table
35:
Taglines
(Video
3)
…………………………………………………………………………………………………… 57
Table
36:
Campaign
Message
(Video
3)
……………………………………………………………………………........... 58

8

LIST
OF
FIGURES
PAGE
Fig
1:
Bus
Ad
Campaign
A
…………………………………………………………………………………………………………….. 12
Fig
2:
Bus
Ad
Campaign
B
……………………………………………………………………………………………………………. 12
Fig
3:
Age
Range
of
Respondents
…………………………………………………………………………………………………. 31
Fig
4:
Occupation
Status
of
Respondents
……………………………………………………………………………………… 32
Fig
5:
Level
of
Education
……………………………………………………………………………………………………………… 33
Fig
6:
The
Impact
of
Purchasing
Decisions
……………………………………………………………………………………. 35

9

Acknowledgements
The
author
would
like
to
thank
his
parents
for
their
immeasurable
support
and

counsel
during
a
challenging
year,
academically
and
personally;
as
well
as
his

dissertation
supervisor,
Dr
Yael
Gerson,
who
provided
crucial
advice
and

guidance
for
this
paper.
The
author
is
also
extremely
grateful
to
his
family
and

friends,
especially
Dau
Jok,
Laura
Asimeng,
Jessica
Longdon,
Suchit
Kakar
and

Melanie
Agyare,
for
their
feedback
and
encouragement.
Thanks
are
also

extended
to
all
the
participants
for
their
time
and
contributions
to
this
project,
in

particular
Anna
Frodsham,
Marketing
&
Brand
Communications
Manager
at

Exterion
Media,
for
her
enthusiasm
and
input
in
the
research
project.

10

CHAPTER
ONE
INTRODUCTION
1.1 Background

The
high
streets
of
London
are
at
the
heart
of
daily
life,
business,
and
leisure
for

several
individuals.
Recently
surpassing
its
1939
population
peak
of
8.6
million

people
(Greater
London
Authority,
2015),
the
increasingly
busy
and
crowded

nature
is
an
iconic
feature
of
London’s
urban
landscape
and
contributes
hugely

to
the
city’s
personality.
Another
unique
aspect
of
London’s
character
is
the

population
of
“typically
younger,
hyper-‐connected,
early
adopters
[and]
opinion

leaders
with
high
levels
of
disposable
income”
(Exterion
Media,
2014)
who
are

constantly
on
the
move
in
the
capital.
With
retail
sales
figures
of
£62.4billion
per

annum
crowning
London
as
the
world's
shopping
capital
(Centre
for
Retail

Research,
2010),
this
out-‐of-‐home
urban
audience
is
not
just
a
feature
of
the
city

but
is
also
a
valuable
market
for
companies
advertising
and
marketing
brands
to

consumers.
The
clutter
of
London
in
itself
fosters
a
challenging
and
competitive
environment

for
brands.
As
Texeira
(2014)
notes,
“the
market
for
consumer
attention
(or
“eyeballs”)
has
become
so
competitive
that
attention
can
be
regarded
as
a

currency.
The
rising
cost
of
this
ingredient…
is
causing
marketers
to
waste

money
on
costly
attention
sources.”
Business
owners
and
corporate
firms
face

the
challenge
of
adopting
the
right
and
effective
advertising
and
marketing

techniques
that
may
be
vital
to
the
growth
and
development
of
their
brands.
One

innovative
solution
for
engaging
audiences
is
bus
advertising,
which
is
being

recognized
as
a
more
cost-‐effective
and
contextually
relevant
advertising

11

medium
that
rises
above
the
clutter
and
noise
of
the
high
street
–
literally
and

metaphorically.
Bus
Advertising
over
the
years
has
become
a
very
important
tool

for
businesses
as
well
as
challenging
to
the
advertisers
to
get
creative
with
the

space
provided
to
them.
Advertisers’
challenge
is
mostly
using
the
provided
bus

ad
formats
to
appeal
to
the
wide
high-‐street
audience
but
more
importantly

getting
their
campaign
message
across.
Essentially
acting
as
a
moving
billboard,

bus
advertising
allows
brands
to
quickly
and
effectively
communicate
their

message
to
a
large
and
valuable
urban
audience.
The
adverts
are
normally

displayed
inside
the
bus-‐in
the
corners
between
the
walls
and
the
ceiling

overhead
to
catch
the
eye
of
passengers.
Increasingly,
companies
are
using
interior
television
systems
to
advertise.
With

its
distinct
features
–
its
iconic
shape,
size,
and
color
–
London
buses
are

instantly
the
center
of
attention,
dominating
the
view
and
reaching
audiences
on

the
high
street
and
the
road,
as
well
as
the
5.2
billion
passengers
who
travel
on

buses
in
the
UK
each
year
(Department
for
Transport,
2013).
According
to
the

research,
86%
of
consumers
recall
a
bus
advertisement
they
have
seen
(CBS

Road
to
Enlightenment,
TGI
Q2
2011),
and
74%
of
ABC1s
in
London
have
seen

bus
advertisements
in
the
last
week
(Department
for
Transport,
2011).

12

Fig 1: Bus Ad Campaign A
(Source: Exterion Media,
2015)
Fig 2: Bus Ad Campaign B
(Source: Exterion Media,
2015)

13

Bus
advertising
seems
to
be
operating
under
some
new
marketing
theories
(i.e.,

reinforcing
non-‐traditional
ideas
of
salience,
noticeability,
and
continuous

presence);
however
there
is
a
shortage
of
research
data
on
the
role
of
brand

salience
and
mental
availability
in
the
effectiveness
of
many
outdoor
advertising

mediums,
including
buses.
Tversky
and
Kahneman
(1973)
note
that
“little
is

known…about
the
psychological
mechanisms
by
which
people
evaluate
the

frequency…or
the
likelihood
of
events,”
and
these
scientific
instances
have
the

potential
to
effectively
improve
marketing
strategy
(Sharp,
2014).
While
media

research
has
comprehensively
documented
benefits
of
bus
advertising
(key

topics
such
as
geography,
frequency,
visibility
and
recognition
which
businesses

use
for
buying,
planning
and
evaluating),
there
has
been
no
in-‐depth
research

that
looks
specifically
at
the
influence
of
factors
of
mental
availability
(e.g.,

distinctiveness,
clear
branding,
memorability,
quantity
and
quality
of
memory

links)
as
a
means
of
further
enhancing
brand
salience.
1.2 Research
Focus

Despite
the
importance
of
brand
salience
to
advertising
effectiveness,
consumer

researchers
have
given
little
focus
to
exploring
extensive
measures
–
like
mental

availability
–
as
valid
constructs.
There
has
been
more
focus
on
brand
salience
as

a
holistic
theory,
but
there
are
other
details
that
have
great
importance
and

value.
For
instance,
earlier
studies
have
suggested
that
the
term
‘brand
salience’

could
be
“conceptually
extendable
to
measures
beyond
top
of
mind
awareness

with
the
product
category
cue”
(Sharp
and
Romanuik,
2003).

14

Further
studies
have,
for
instance,
explored
the
conceptual
differences
in
which

consumers
could
assess
and
consider
a
brand,
from
an
array
of
single
cues

(Holden
and
Lutz,
1992)
to
multiple
cues
at
the
same
instance
(Biehal
and

Chakravarti,
1986)
to
the
frequency
of
exposure
in
relation
to
image
cues

(Romanuik
and
Sharp,
2003).
Recent
studies
in
mental
availability
now
re-‐affirm

the
notion
that
while
top-‐of-‐mind
awareness
is
also
salient,
it
is
not
the
only
way

in
which
this
salience
can
be
articulated
or
measured.
Researchers
at
the
Ehrenberg-‐Bass
Institute
have
highlighted
emerging
theories

that
confirm
that
mental
availability
is
an
important
factor
in
enhancing
the
way

brand
salience
is
conceptualized
and
measured
(Romanuik,
2004).
Studies
that

focused
on
brand
salience
lacked
a
depth
of
understanding
of
mental

associations,
which
is
influenced
by
descriptive
devices.
These
distinctive
assets

are
fundamental
in
building
mental
availability
and
enhancing
brand
salience

because
the
descriptive
devices
a
brand
possesses
makes
it
easier
to
be
noticed

(Sharp,
2014).
Therefore,
the
major
focus
of
this
research
paper
will
be
to

explore
the
requirements
of
mental
availability
and
propose
a
framework
that

can
be
used
to
test
for
enhancing
brand
salience.
This
framework
will
measure

advertising
campaigns
based
on
characteristics
of
mental
availability,
mainly,

memorability,
uniqueness,
visibility,
and
clarity
presence.
1.3 Overall
Research
Aim
and
Individual
Research
Objectives

The
overall
aim
of
this
research
is
to
advance
an
understanding
of
the
impact
of

mental
availability
on
consumers’
ability
to
notice,
recognize
and/or
think
of
a

brand
in
purchase
situations.
Because
mental
availability
requires
that
brands

15

have
elements
of
distinctiveness
and
clarity
in
their
advertising,
this
paper
will

explore
the
concept
in
the
context
of
bus
advertising,
one
of
the
most
innovative

and
distinct
out-‐of-‐home
(OOH)
advertising
mediums
in
the
country.
By

exploring
the
concept
through
the
medium
of
bus
advertising,
this
paper
aims
to

identify
mental
availability
as
a
valuable
component
of
brand
salience
and

measure
of
brand
performance.
Specifically,
within
the
context
of
higher
education,
the
objectives
of
this

research
are
to:
• Identify
the
requirements
of
mental
availability
in
bus
advertising

• Evaluate
critical
models
and
theoretical
frameworks
relevant
to

measuring
brand
salience
and
mental
availability

• Understand
consumers’
mindsets,
behaviours
and
thoughts
on
bus

advertising
• Propose
a
measuring
framework
that
advertising
companies
can
use

visual
salience
criteria
supported
by
factors
of
mental
availability,
in

order
to
effectively
measure
the
effectiveness
and
impact
of
bus
adverts.

• Quantify
the
impact
of
bus
advertising
in
engaging
consumers,
by
testing

three
bus
campaigns.
• Formulate
recommendations
on
measuring
mental
availability
in
bus

advertising

1.4 Value
of
Research
Project

This
study
contributes
to
the
integration
of
neurobiological
research
within
the

field
of
brand
management.
This
development
can
be
seen
as
a
logical
next
step

in
the
tendency
to
pay
more
attention
to
the
role
of
memory
associations
and

16

visual
cues
in
brand
choice
and
will
help
advertisers,
marketers
and
researchers

to
better
understand
mental
availability
and
make
more
effective
outdoor

advertising.
This
study
will
also
provide
media
buyers,
marketers,
and

advertising
agencies
a
valid
blueprint
and
currency
for
planning
and
valuing
advertising
strategy
and
investment
with
an
extensive
view
of
brand
salience
in
mind.

17

CHAPTER
TWO
LITERATURE
REVIEW
2.1 Brand
Salience

One
of
the
most
critical
behavioral
concepts
to
explore
in
consumer
product

choice
is
also,
evidently,
one
of
its
most
evolutionary.
Over
the
past
two
decades

of
behavioral
research,
the
term
‘brand
salience’
has
been
associated
with
a

varied
number
of
marketing
outcomes.
Brand
salience
is
the
point
or
measure
to

which
a
brand
is
thought
about
or
noticed
when
a
customer
plans
to
make
a

purchasing
decision.
Strong
brands
have
high
brand
salience
and
weak
brands

have
little
or
none.
This
helps
explain
to
some
degree
why
big
brands
are
big
and

small
brands
are
small
(Daye,
2010).
The
concept
of
brand
salience
was
defined,

very
early
on
in
studies,
simply
as
“top-‐of-‐mind-‐awareness” (Nedungadi
&

Hutchinson,
1985;
Sutherland
&
Galloway,
1981),
and
since
then
research
has

expanded
what
the
definition
means
to
marketers
and
consumers.

Later,
research
on
forms
of
awareness
was
based
on
the
variable
ways
in
which

the
need
for
a
brand
was
“identified
at
the
product
category
level"
(Hutchinson,
Raman
and
Mantrala,
1994),
hence
distinguishing
between
the
terms
brand

name
recall
and
brand
name
recognition.
From
the
number
of
people
“aware
of

the
brand
(by
any
measure)”
(Ehrenberg,
Barnard,
&
Scriven,
1997),
to
the

degree
to
which
brands
are
visually
distinctive
from
competitive
brands
(Van

der
Lans,
Pieters
&
Wedel,
2008),
the
idea
of
brand
salience
as
a
measure
of

prominence
in
the
mind
of
consumers
is
well
documented
and
a
highly

functional
theme
in
marketing.

18

The
effects
of
brand
salience
were
further
explored,
based
on
the
argument
that

the
high
levels
in
salience
of
one
brand
could
constrain
the
recall
of
other
brands

(Alba
and
Chattopadhyay,
1986).
However,
further
research
affirmed
that
brand

salience
is
“…more
than
mere
awareness
of
a
brand
in
a
product
and
service

category
and
is
vital
for
a
brand
to
remain
in
one’s
consideration
set’
(Ehrenberg,

Barnard,
Kennedy
&
Bloom,
2002,
p.
8).
The
depth
and
breadth
of
brand
salience

is
beyond
prominence
and
now
extends
to
notions
of
accessibility
in
memory

(Pryor
&
Kriss,
1977;
Gluck
&
Indurkhya,
2001),
relevance
to
customer
needs

(Baker
and
Lutz,
1987),
familiarity
in
comparison
with
other
brands
(Harrison,

1968;
Zajonc,
1968;
Ambler,
2003),
and
even
“the
order
in
which
brands
come
to

mind”
(Miller
&
Berry,
1998).
An
extensive
study
of
relevant
literature
on
brand

salience
clearly
reveals
that
the
concept
is
“broader
than
any
single
measure
of

brand
performance”
(Ehrenberg
et
al.,
1997)
and
is
now
considered
“a

correlation
of
all
performance
measures”
(Bibby,
2009).
Additional
studies
from
researchers
of
the
Ehrenberg-‐Bass
Institute
(Romanuik

&
Sharp,
2004)
underlined
the
limiting
assumptions
and
singular
perspectives

made
in
marketing
theory,
and
cautioned,
“There
is
a
real
problem
with
all

brand-‐awareness
measures
that
assume
the
link
to
the
name
of
the
product

category
is
all
that
needs
to
be
measured.”

19

2.2 Mental
Availability

In
2010,
Sharp
suggested
that
brands
compete
not
just
for
awareness,
but
also
in

terms
of
mental
and
physical
availability.
Sharp
defined
mental
availability
as

“the
propensity
for
a
brand
to
be
noticed
and/or
thought
of
in
buying
situations”,

which
is
largely
determined
by
the
“quality
and
quantity
of
memory
links
to
and

from
a
brand.
Quantity
refers
to
the
number
of
associations
a
buyer
has
about
a

brand.
Quality
has
two
aspects:
strength
of
association
and
relevance
of
the

attribute”
(Sharp,
2010).
The
main
aims
of
mental
availability
are
to
refresh
and

reinforce
salience
and
ensure
that
a
brand
has
a
higher
probability
to
be
in
a

customer’s
consideration
set
and
be
purchased.
Mental
availability
also
increases

the
number
of
people
who
think
of
a
particular
brand
as
well
as
the
number
of

times
they
consider
said
brand.

Marketers
can
achieve
mental
availability
by
building
as
many
memory
links

between
a
brand
name
and
attributes
as
possible;
this
network
structure
of

brand
associations
is
what
Keller
would
earlier
define
as
the
brand’s

image
(1993)
or
–
as
it
was
later
coined
–
brand
knowledge
(Keller,

2003).

Further
studies
distinguish
between
two
types
of
memory
links:
the
first

memory
type,
the
brand-‐to-‐attribute
link,
is
when
the
name
of
a
brand
is
used
as

stimuli
to
evoke
memory
associations
of
the
brand
(thinking
of
Coke
[brand

name
acting
as
cue]
conjures
up
thoughts
of
Coke
in
terms
of
flavour
variants,

taste,
etc.
[attribute]);
the
attribute-‐to-‐brand
link
may
occur
when
“cues…work

directly
to
evoke
the
brand.
For
instance,
thinking
of
the
attribute
caffeine
may

directly
evoke
Coke.
A
situation
such
as
going
to
an
early
morning
meeting
may

20

indirectly
evoke
Coke
via
a
chain
of
associations:
early
morning
meeting
¦
need

to
stay
awake
¦
caffeine
¦
Coke.”
(Holden,
1993;
Holden
and
Lutz,
1992)

This
distinction
is
important
because
it
acknowledges
the
unconscious
and

intangible
memory
functions
that
play
a
role
in
a
brand
salience.
However,
the

role
of
attribute-‐to-‐brand
links
has
been
overlooked
in
brand
evaluation
and

marketing
theory.
Sharp
(2010)
stresses
on
the
need
for
marketers
and
brand

managers
to
“have
a
broad
understanding
of
the
thought
process
that
consumers

go
through
before
they
even
think
of
any
brands
as
options.”

2.3 Requirements
of
Mental
Availability

In
an
earlier
study
where
the
impact
of
brand
salience
on
recall
was
examined

(Alba
and
Chattaopadhay,
1986),
a
valid
concern
about
how
salience
was
being

assessed
was
raised
by
the
research
in
their
concluding
statement:
“To
this
point,

salience
has
been
discussed
primarily
in
terms
of
level
of
exposure
to
a
stimulus.

Another
interesting
question
for
future
research
pertains
to
the
stimulus
itself.”

This
statement
then
begs
the
question:
what
makes
some
brands
more
mentally

available
than
others?
This
concern
is
conceptually
addressed
in
this
study
by

outlining
what
the
writer
proposes
as
the
requirements
of
mental
availability.

One
of
the
rules
or
strategic
guidelines
that
Byron
Sharp
suggests
will
reinforce

or
build
mental
availability
is
that
a
brand
must
get
noticed
for
“differences
in

perceived
product
features
(or
brand
image/positioning)”
(Sharp,
2010).
This

rule
is
based
on
distinctiveness,
which
has
been
considered
an
alternative
and

more
meaningful
perspective
to
differentiation
(Romanuik,
Sharp,
and

21

Ehrenberg,
2007).
Distinctive
qualities
are
defined
as
“the
other…elements
that,

as
part
of
a
brand’s
identity,
can
supplement
or
substitute
for
the
brand
name”

(Sharp,
2010).

Distinctive
qualities
ensure
that
a
brand
stands
out
amongst
competing
brands

and
that
consumers
find
it
easy
to
notice,
recognize
and
recall
in
buying

situations.
Distinctiveness
also
helps
distinguish
brands
in
advertising
by

providing
“additional
stimuli
for
processing”
(Romanuik
et
al.,
2007).
These

distinctive
elements
include
colour
(e.g.
the
Coca-‐Cola
red);
logos
(e.g.
the
black

horse
of
Lloyds
Bank);
taglines
(Nike’s
‘just
do
it’);
symbols
or
characters

(Kellogg’s
Tony
the
Tiger);
celebrities
(Justin
Bieber
for
Calvin
Klein);
and

advertising
campaign
styles
–
such
as
the
outlandish
viral
campaigns
by
body

wash
brand
Old
Spice.
Based
on
the
various
definitions
of
brand
salience

compiled
from
literature
(Vieceli
and
Shaw,
2010),
and
the
characteristics
of

distinctiveness,
bus
advertising
is
a
perfect
subject
of
enhancing
mental

availability.

The
next
chapter
will
further
discuss
the
proposed
characteristics
of
mental

availability:
memorability,
uniqueness,
visibility,
and
clarity.

2.3.1
Memorability

Researchers
concerned
with
advertising
have
discovered
that
several
buyer

decisions
are
based
on
memory
(Lynch
and
Srull,
1982;
Alba,
Hutchinson,
and

Lynch,
1991).
This
notion
is
emphasized
in
mental
availability,
which
is
based
on

a
structured
network
of
buyers’
memories
known
as
memory
associations

22

(Sharp,
2014).
These
memory
associations
influence
consumer
behaviour,
and

may
include
emotions,
experiences,
information,
images,
etc.
Sharp
gives
an

example
of
memory
associations
for
a
bank,
which
include
relevant
brand

information
like
the
location
of
a
branch
near
a
buyer’s
workplace;
emotional

links
such
as
friends
who
bank
there
or
work
there;
and
visual
cues
such
as
the

colour,
logo,
staff
uniform,
etc.
A
broader
network
of
memory
associations

increases
a
brand’s
chance
of
being
noticed
or
thought
of
in
buying
situations

and
consequently
builds
and
strengthens
mental
availability
(Sharp,

2014).

Therefore,
memorability
will
be
a
requirement
that
will
be
measured
in

the
proposed
assessment
of
bus
advertising
campaigns.

2.3.2

Uniqueness

One
limitation
of
earlier
research
on
uniqueness
was
the
focus
on
product

attributes
that
fulfil
consumers’
basic
category
needs.
While
the
unique
function

or
benefit
of
a
product
can
undoubtedly
differentiate
one
brand
from

competitors
(Levitt,
1980),
research
failed
to
include
other
cues
(e.g.,
visual
cues,

physical
dimensions)
as
necessary
for
building
unique
associations.
Romanuik

and
Gallaird
addressed
this
issue
in
later
research
and
distinguished
between

unique
attributes
and
unique
associations
(2007).
Uniqueness
is
considered
a

core
component
of
distinctiveness,
as
it
conveys
ownership
and
enables
a
brand

to
be
noticed,
recognized,
and
recalled
(Fagan,
2015).

Romanuik
would
later

outline
uniqueness
as
a
measurement
as
she
developed
the
Distinctive
Asset

Grid
for
the
Ehrenberg-‐Bass
Institute
for
Marketing
Science,
as
seen
below.
This

emphasis
on
uniqueness
in
recent
research
is
the
reason
why
it
is
being
adopted

as
a
scale
in
this
paper.

23

2.4 Bus
Advertising
in
London

One
of
the
largest
and
busiest
transport
networks
in
the
world,
London
buses
are

an
iconic
and
central
component
of
London:
their
distinct
red
color
and
massive

size
are
coupled
with
their
capacity,
coverage
and
connectivity
with
other
modes

of
transport.
Research
claims
that
the
average
bus
covers
over
700
miles
every

week,
and
that
about
5.2
billion
passengers
use
the
bus
in
the
UK
every
year

(Sources:
Road
to
Enlightenment
(Q
Media),
TGI,
DfT,
2011).
The
characteristics
and
features
of
London
buses
assure
us
of
the
importance
of

the
out-‐of-‐home
advertising
experience.
With
over
6000
buses
in
London

offering
coverage
around
the
capital,
bus
advertising
has
become
one
of
the
most

effective
ways
for
brands
to
grab
the
attention
of
and
engage
with
London’s

extremely
diverse
and
highly
valuable
urban
audience,
making
them
one
of
the

fastest
and
most
effective
mediums
for
advertising.
Because
of
their
standout

features,
buses
are
capable
of
being
noticed
above
the
clutter
and
noise
of
the

city,
dominating
the
view
from
miles
away
and
advertising
your
message
to
new

audiences
every
day
as
they
make
their
way
around
their
routes.

24

Traditional
research
methods
have
not
provided
many
answers
regarding

mental
availability’s
impact
on
outdoor
advertising
strategies.
Also,
there
is
no

readily
recognizable
editorial
hook
on
which
to
highlight
mental
availability
as
a

contribution
factor
to
successful
outdoor
advertising
and
brand
recall.
Given
all
the
gaps
and
shortcomings
in
the
reviewed
literature,
the
answer
is
to

combine
a
number
of
studies,
each
of
which
is
tailored
to
answer
specific

challenges
of
measuring
the
audience
for
out-‐of-‐home
advertising
with
mental

availability
factors.
Mental
availability
will
enable
advertisers
and
behavioral

scientists
to
further
explore
the
impact
that
advertising
has
and
to
help
people

make
the
most
of
outdoor
advertising.
I
believe
that
the
results
obtained
from

this
study
will
add
to
the
advertiser's
understanding
of
how
the
exterior
of
buses

can
be
used
in
advertising
campaigns.

25

CHAPTER
THREE
METHODOLOGY
3.1
Introduction
The
main
research
objectives
for
this
project
relate
to
a
brand’s
requirements
for

mental
availability,
which
are
strong
distinctiveness,
clear
branding,

memorability,
differentiation,
and
a
continuous
presence.
Brand
salience
has

been
defined
as
the
quantity
and
quality
of
memory
links
to
and
from
brands,

therefore
it
is
important
to
understand/observe
consumers
to
further
identify

and
validate
the
behaviors
that
enhance
salience,
thus
making
brands
easier
to

be
recognized,
recalled,
and
eventually
purchased.
The
study
has
incorporated
several
research
strategies
to
achieve
the
research

objectives
and
answer
the
research
questions
formulated
earlier.
This
chapter
of

the
study
report
will
offer
a
discourse
on
the
research
methodologies
employed

in
the
study
and
the
justification
thereof.
The
main
purposes
of
this
chapter
are
to
• Define
the
research
methodology
of
the
study
conducted

• The
procedure
used
in
designing
the
questionnaire/instrument
and

collecting
the
data

• Explain
the
sample
selection
process
adopted

• Method
of
Analysis

26

3.2
Approach
For
this
study
a
descriptive
research
methodology
was
adopted.
A
survey
was

administered
to
a
selected
sample
of
individuals
identified
by
myself
with

reference
to
criteria
I
set,
to
assist
with
my
research.
The
term
‘survey’
is

commonly
applied
to
a
research
methodology
designed
to
collect
data
from
a

specific
population,
or
a
sample
from
that
population,
and
typically
utilizes
a

questionnaire
or
an
interview
as
the
survey
instrument
(Robson,
1993).
Surveys

are
a
widely
accepted
tool
or
method
for
collecting
primary
data.
The
collection

of
primary
data
is
essential
to
this
research
project
and
highlighted
in
my

objectives
and
is
also
based
on
shortcomings
identified
in
my
literature
review.

Identifying
the
requirements
of
mental
availability
in
bus
advertising
campaigns

adds
to
the
comprehensive
picture
of
outdoor
marketing
and
audiences.
A
valuable
aspect
of
this
research
relates
to
recommendations
or
objectives
I

have
set
for
this
research,
in
which
I
propose
that
advertising
companies
use

visual
salience
criteria
supported
by
factors
of
mental
availability,
in
order
to

effectively
measure
the
effectiveness
and
impact
of
bus
adverts.
Findings
from
the
literature
review
revealed
that
there
were
a
number
of

empirical
studies
that
focused
on
brand
salience
but
lacked
a
depth
of

understanding
of
mental
associations
influenced
by
distinct
assets.
This
research
work
will
attempt
to
address
this
deficiency.
Due
to
time

constraints,
a
combination
of
studies/approaches
has
been
adopted.
This

involves
both
qualitative
and
quantitative
approaches.
From
the
qualitative

27

aspect,
the
work
explores
the
unstructured
data
captured
in
the
designed

questionnaires.
Through
an
in
depth
interview
of
the
respondent
and

ethnographic
strategies,
the
research
study
seeks
to
answer
various
phenomena

in
relation
to
the
research
aims.
Within
the
quantitative
aspect,
the
focus
of
the

study
is
to
use
arithmetic
and
statistical
inference
to
help
in
advancing
an

already
proposed
hypothesis.
3.3
Target
population,
sampling
method
and
data
collection
strategies
The
study
targeted
the
common
bus
users
or
commuters
plying
various
routes

within
the
London
transport
framework
and
the
Greater
London
Area.
Since
the

focus
of
the
work
is
to
explore
the
impacts
of
aspects
of
advertisements
within

buses,
the
target
population
chosen
was
critical
in
furthering
the
aims
of
the

research
objectives
and
recommendations.
As
a
sampling
procedure,
the
study
adopted
purposive
sampling
in
identifying

the
population
sample
to
use
for
the
study.
Purposive
sampling
is
a
method
of

non-‐probability
sampling
in
which
the
decisions
concerning
respondents
to
be

included
in
the
sample
are
taken
by
the
researcher.
Selection
of
respondents
is

based
on
a
criterion
which
may
include
specialist
knowledge
or
relevance
to
the

research
issue,
or
the
capacity
and
willingness
to
participate
in
the
research.

Some
types
of
research
design
necessitate
researchers
taking
a
decision
about

the
respondents
who
would
be
most
likely
to
contribute
appropriate
data
and

information,
both
in
terms
of
relevance
and
depth.
(Victor
Jupp,
Paul
Oliver,

SAGE
Dictionary
of
Social
Research
Methods,
2006)

28

In
the
purposive
sampling
process,
a
total
of
100
respondents
met
the
criteria

and
were
subjected
to
an
interview
to
collect
relevant
data
for
the
analysis.
To

qualify
as
a
respondent,
individuals
had
to
either
live,
work
or
visit
London

regularly
and
then
with
regards
to
travel
routes,
their
commute
should
have

been
within
the
London
transport
Network
or
within
the
Greater
London
County

area.
To
support
the
quantitative
research
strategy,
structured
questionnaires
were

specifically
designed
to
capture
the
thoughts
and
feelings
of
identified

respondents.
A
custom
survey
was
designed
to
answer
numerous
questions
that,

analyzed
together,
would
indicate
the
impact
of
mental
availability
on

consumers.
The
survey
was
mainly
conducted
to
gather
the
opinions
of

respondents
living
or
commuting
within
the
London
Transport
network
and

within
the
greater
London
area.

The
questions
were
grouped
into
five
sections:
Section
1:
The
first
section
of
the
survey
focused
on
demographic
information.
It

accounted
for
the
variable
specified
below:
• Age
range,

• Occupation

• Level
of
education

29

Section
2:
Section
two
measures
the
respondents’
indication
on
their
past

experience
in
advertising
with
regards
to
any
influence
or
impact
on
them.
I.e.

whether
campaign
messages
have
been
clear.
Section
3:
This
section
is
designed
to
get
an
idea
as
to
how
bus
advertising
has

influenced
the
respondents’
lifestyle
habits.
Section
4:
Section
four
focuses
on
understanding
the
impact
of
bus
advertising

on
respondents’
purchase
or
shopping
decisions.
Section
5:
Section
five
showcased
three
videos
focused
on
the
respondents’

perception
on
colors,
logos,
products
and
services,
taglines
and
campaign

messages.
It
was
important
to
get
the
respondents’
opinions
on
the
uniqueness

of
adverts,
how
memorable
they
were,
visibility
and
if
the
message
was
clear
or

not.
The
survey,
as
seen
online,
will
be
presented
in
the
report’s
Appendix.
The
data
was
then
sorted
and
entered
into
SPSS
statistical
package
for
analysis

and
subsequent
reporting.
This
data
collection
approach
will
enable
me
to
obtain

basic
statistical
details
regarding
the
performance
of
bus
advertising
campaigns.

The
results,
statistics,
limitations,
and
shortcomings
of
each
campaign
will
be

assessed
in
order
to
understand
how
brands
test
for
enhancing
brand
salience,

distinctiveness,
and
recall.

30

3.4
Statistical
treatments
The
survey
design/questionnaire
contained
several
questions
whereby
multiple

responses
were
required;
therefore
a
Likert
scale
was
employed
in
the
statistical

analysis
to
be
able
to
capture
the
multiple
responses
that
the
respondents
may

have
chosen.
Likert-‐type
or
frequency
scales
use
fixed
choice
response
formats

and
are
designed
to
measure
attitudes
or
opinions
(Bowling,
1997;
Burns,
&

Grove,
1997).
These
ordinal
scales
measure
levels
of
agreement/disagreement.
A

Likert-‐type
scale
consists
of
a
series
of
declarative
statements.
The
respondent

or
subject
is
asked
to
indicate
whether
he
or
she
agrees
or
disagrees
with
a

statement.
The
Likert
Scale
was
adopted
in
the
analysis
to
assure
that
the

validity
and
reliability
on
the
various
benchmarks
that
the
research
anchors
in

its
analysis
will
be
attained.
3.5
Method
of
Analysis
The
data
analysis
adopted
in
this
research
involved
an
examination/review
of

the
surveys
for
accuracy
and
completeness,
keying
in
the
data
and
coding
using

Microsoft
Excel
and
Statistical
Package
for
Social
Sciences
(SPSS)
and
providing

an
in-‐depth
analysis
of
responses
with
references
to
frequency
distributions
and

descriptive
statistics.
The
raw
data
was
first
sorted
and
the
relevant
variables

the
analysis
was
identified.
For
the
selected
variables,
a
descriptive
analysis
was

done
to
access
the
frequencies
of
the
various
responses.
As
a
model
for

evaluating
the
correlation
between
two
variables
relevant
to
the
study,
a

correlation
analysis
was
undertaken.
The
relevant
variables
that
were
identified

31

were
analyzed
using
the
Pearson's
correlation
index
as
provided
for
in
the
SPSS

statistical
package.
The
Pearson
correlation
index
is
a
measure
of
a
linear

dependence
between
two
variables,
giving
a
value
between
+1
and
-‐1
inclusive,

where
1
is
total
positive
correlation,
0
is
no
correlation,
and
−1
is
total
negative

correlation.
The
results
of
the
analysis
have
been
generated
in
the
form
of
frequency
tables.

Percentage
values
of
the
responses
are
reported
as
in
Chapter
Four.

32

CHAPTER
FOUR
PRESENTATION
AND
ANALYSIS
OF
DATA
4.1
Introduction
This
chapter
of
the
research
study
report
outlines
the
relationship
between
the

theoretical
frameworks
of
the
research
study
and
the
practical
research

undertaken.
The
chapter
will
discuss
the
findings
from
the
primary
instrument

of
data
used
in
the
study.
The
following
sections
report
all
of
the
findings
of
the

research
from
the
five-‐section
survey.
They
incorporate
the
raw
data
collected

from
the
population
sample
subjected
to
the
study
and
use
relevant
statistical

treatments
to
synthesise
the
data
collected.
They
then
provide
an
interpretation

of
the
results
of
the
analysis
of
the
raw
data,
and
the
interpretation
then
used
to

make
relevant
inferences.
The
accompanying
tables
and
charts
summarise
the

information
provided
by
the
survey
respondents.

4.2
Demographic
attributes
of
the
respondents
It
is
important
to
profile
the
respondents
before
discussing
the
results
and

presentation
of
the
data
analysis.
The
demographic
information
for
respondents

is
exhibited
in
the
tables
below.
Demographic
attributes
that
were
considered
in

this
study
include
age
range,
level
of
education
and
occupational
status.

33

Age
range
of
the
respondent
Frequency Percent Valid
Percent Cumulative
Percent
18-‐24 43 43 44.8 44.8
25-‐34 40 40 41.7 86.5
Valid
35-‐44 5 5 5.2 91.7
45-‐54 3 3 3.1 94.8
55-‐64 5 5 5.2 100
Total 96 96 100
Missing

System 4 4
Total 100 100
Table
1:
Age
Range
of
Respondent
Age
ranges
were
divided
into
five
groups
such
as
“18-‐24”,
“25-‐34,
“35-‐44”,
“45-‐
54”
and
“55-‐64”.
As
presented
in
the
table
above,
43%
of
the
respondents

interviewed
were
between
the
ages
18-‐24
years.
This
is
in
comparison
to
40%

that
represented
respondents
between
25-‐34
years.

Advanced
ages
(55-‐64)

occupied
a
percentage
value
of
5%
of
the
total
respondents,
an
equal
percentage

compared
to
the
ages
of
35-‐44
years
old.
Respondents
between
45-‐54
years
of

age
were
the
least
represented
at
3%
of
the
total
respondents.

Age
range
of
Respondents
3%
5%
40%
5%
43%

18-‐24

25-‐34

35-‐44

45-‐54

55-‐64
Fig
3.Age
Range
of
Respondents

34

Occupation
Percent
Cumulative
Percent
Student 34 34 35.4 35.4
Employed 49 49 51 86.5
Valid Unemployed 1 1 1 87.5
Self-‐
12 12 12.5 100
Employed
Total 96 96 100
Missing System 4 4
Total 100 100
Table
2:
Occupation
Status
of
Respondents
While
exploring
the
occupation
of
the
respondents
interviewed,
the
research
established

that
majority
of
those
interviewed
were
employed.
This
was
represented
by
49%.
34%

were
listed
as
students
while
12%
were
self-‐employed.
Only
1%
of
the
respondents
who

were
interviewed
stated
to
be
unemployed.
The
table
above
has
summarized
the

responses.
The
occupation
status
was
an
important
demographic
attribute
as
this
was

part
of
the
criteria
in
determining
the
regular
users
of
public
transport.

Occupation
Status
1% 12%
34%
49%
Student Employed Unemployed Self-‐Employed
Fig
4:
Occupation
Status
of
Respondents

35

4.3
Influence
of
Bus
Advertisements
on
Purchase
Decisions
This
aspect
of
the
survey
sought
to
look
into
how
advertising
influences
one’s

purchasing
decision.
In
order
to
identify
the
key
features
influencing
consumer’s

attitudes
toward
bus
advertising
and
determine
the
relationship
between
interaction

with
bus
advertising
campaigns
and
consumer’s
attitudes,
an
exploratory
factor
analysis

was
employed.
A
five-‐point
scale,
which
ranged
from
“totally
disagree”
to
totally
agree”,

was
used
to
identify
Interrelation
between
interaction
with
bus
advertising
campaigns

and
the
consumer’s
attitudes
towards
them.
The
consumer
was
tested
on
whether
bus

ads
stood
out
and
were
eye-‐catching
enough
to
influence
a
purchase
decision.
The
table

below
shows
the
analysis
of
the
consumer’s
attitude
towards
bus
advertising
campaigns

and
the
impact
they
may
have
on
the
consumer’s
purchasing
decisions.

Percent
Cumulative
Percent
Totally
Disagree 5 5 5.5 5.5
Disagree 14 14 15.4 20.9
Neither
Agree
or
16 16 17.6 38.5
Valid Disagree
Agree 44 44 48.4 86.8
Totally
Agree 12 12 13.2 100
Total 91 91 100
Missing System 9 9
Total 100 100
Table
4:
The
Impact
of
Purchasing
Decisions

36

From
the
responses
coded
on
the
Likert
scale,
44%
“agree”
that
when
adverts
are
easy
to

remember,
their
purchase
decision
is
intensely
influenced.
16%
remained
neutral
while

14%
disagreed
with
the
notion
that
easy
to
remember
adverts
influence
their
purchase

decisions.
12%
and
5%
represented
the
respondents
that
“totally
agreed”
and
“totally

disagreed”
respectively.

THE
IMPACT
ON
PURCHASING
DECISIONS
Totally
Missing Disagree
Totally 9% 5% Disagree
Agree 14%
12%
Neither
Agree
nor

Disagree
16%

Agree
44%

Fig
6:
The
Impact
on
Purchasing
Decisions
4.4
Thoughts
on
Bus
advertisements
in
the
UK
Another
Likert
scale
was
employed
here
as
well
to
examine
the
consumer’s
thoughts
on

bus
advertisements.
The
consumer’s
ability
to
remember
adverts
was
tested
with
a
focus

on
whether
they
expect
to
see
bus
advertisements
during
their
journey
or
commute.
The

survey
also
tested
them
on
their
awareness
of
the
creativity
and
innovative
ideas

portrayed
in
bus
advertisements
they
saw;
whether
it
was
informative,
whether
they

found
advertisements
interesting
or
not
and
whether
the
bus
adverts
get
their
campaign

message
across
clearly.

37

From
the
survey
conducted
majority
of
those
interviewed
“agreed”
that
they
expect
to
see

bus
adverts
during
their
bus
journeys
while
27%
totally
agree
to
the
same.
Meanwhile,

18%
of
the
respondents
neither
agreed
nor
disagreed
to
the
notion.
This
is
in
contrast
to

the
10%
who
disagreed
and
the
2%
who
totally
disagreed
that
they
are
unable
to
see
bus

adverts
while
travelling.

I
expect
to
see
bus
adverts
during
my
journey
Frequency Percent Valid Percent Cumulative
Percent
Totally Disagree 2 2.0 2.3 2.3
Disagree 10 10.0 11.4 13.6
Valid
Neither Agree nor Disagree 18 18.0 20.5 34.1
Agree 31 31.0 35.2 69.3
Totally Agree 27 27.0 30.7 100.0
Total 88 88.0 100.0
Missing System 12 12.0
Total 100 100.0
Table
5:
“I
expect
to
see
bus
adverts
during
my
journey”
34%
of
the
respondents
“agreed”
that
they
are
able
notice
a
brand
clearly
on
a
bus
advert

while
27%
remained
neutral.
15%
totally
agreed
to
the
question
while
12%
of
those

interviewed
mentioned
that
they
disagree
to
the
assumption
that
they
can
see
brands

clearly
on
a
bus
advert.

38

I
notice
a
brand
clearly
on
a
bus
advert
Percent
Disagree 12 12.0 13.6 13.6
Valid Agree 34 34.0 38.6 83.0
Totally Agree 15 15.0 17.0 100.0
Total 88 88.0 100.0
Total 100 100.0
Table
6:
“I
notice
a
brand
clearly
on
a
bus
advert”
Thoughts
on
Bus
Advertising
in
the
UK:
I
can
easily
identify
a
product
or
service
advertised
on
a
bus
Identification
of
products
and
service
advertised
on
a
bus
was
agreeable
to
35%
of
the

respondents
who
were
interviewed.
24%
remained
neutral
even
as
19%
and
10%

disagreed
and
totally
agree
respectively.
Percent
Disagree 19 19.0 21.6 21.6
Valid Agree 35 35.0 39.8 88.6
Totally Agree 10 10.0 11.4 100.0
Total 88 88.0 100.0
Total 100 100.0
Table
7:
I
can
easily
identify
a
product
or
service
advertised
on
a
bus

39

Thoughts
on
Bus
Advertising
in
the
UK:
I
receive
adequate
information
about
a
product/service
from
a
bus
advert
Most
respondents,
35%
were
neutral
in
their
response
regarding
their
thoughts
on
UK

bus
advertisements.
29%
Disagreed
that
they
receive
adequate
information
regarding
a

product
or
service
from
a
bus
advert.
Meanwhile,
18%
agreed
to
the
preposition
while

4%
totally
disagreed
that
they
receive
adequate
information
about
a
product
or
service

from
a
bus
advert.
This
is
in
contrast
to
2%
of
the
respondents
who
totally
agreed
to
the

same.
Percent
Disagree 29 29.0 33.0 37.5
Valid
Agree 18 18.0 20.5 97.7
Totally Agree 2 2.0 2.3 100.0
Total 88 88.0 100.0
Total 100 100.0
Table
8:
“I
receive
adequate
information
about
a
product/service
from
a
bus
advert”

40

Thoughts
on
bus
advertising
in
the
UK:
I
find
bus
adverts
rather
annoying
Only
a
small
minority,
13%
agree
that
bus
adverts
are
annoying.
An
even
smaller
minority,

3%
“totally
agree”
that
bus
adverts
are
annoying.
Meanwhile,
29%
of
the
respondents

disagreed
that
they
get
annoyed
by
the
bus
adverts.
34%
of
the
interviews
remained
non-‐
committal
but
13%
agreed
that
these
adverts
are
a
nuisance
during
their
travels.
The
table

below
indicates
a
summary
of
the
responses
by
those
interviewed.
Percent
Disagree 29 29.0 33.3 42.5
Valid
Agree 13 13.0 14.9 96.6
Total 87 87.0 100.0
Total 100 100.0
Table
9:
“I
find
bus
adverts
rather
annoying”

41

Thoughts
on
bus
advertising
in
the
UK:
I
like
interesting
bus
adverts
Out
of
the
100
responses
interviewed,
43
agreed
that
they
find
bus
adverts
interesting.
26

remained
neutral
while
12
and
7
totally
agreed
and
disagreed
respectively.
The
table
below

indicates
a
summary
of
the
responses
by
those
interviewed.
Percent
Disagree 7 7.0 8.0 8.0
Valid Agree 43 43.0 48.9 86.4
Totally Agree 12 12.0 13.6 100.0
Total 88 88.0 100.0
Total 100 100.0
Table
10:
“I
like
interesting
bus
adverts”
Thoughts on bus advertising in the UK: Adverts stand out on buses
While
41%
of
the
respondents
mentioned
that,
they
“agree”
that
the
adverts
they
see
in

the
buses
“stand
out,”
25%
remained
neutral.
13%
totally
agree
even
as
8%
of
those

interviewed
disagreed
that
the
adverts
they
see
on
the
buses
stand
out.
1%
however

totally
disagreed
that
the
adverts
they
see
stand
out
on
the
buses

42

Percent
Disagree 8 8.0 9.1 10.2
Valid
Agree 41 41.0 46.6 85.2
Totally Agree 13 13.0 14.8 100.0
Total 88 88.0 100.0
Total 100 100.0
Table
11:
“Adverts
stand
out
on
buses”
Thoughts
on
bus
advertising
in
the
UK:
I
recognize
certain
brands
on
bus
adverts
without
paying
close
attention
47%
agreed
that
they
recognized
certain
brands
on
the
bus
adverts
without
paying
close

attention.
This
can
be
compared
to
the
21%
of
the
respondents
who
remained
neutral
to

the
proposition.
12%
disagreed
even
as
8%
totally
agreed
to
the
same.
Percent
Disagree 12 12.0 13.6 13.6
Valid Agree 47 47.0 53.4 90.9
Total 88 88.0 100.0
Total 100 100.0
Table
12:
“I
recognize
certain
brands
on
bus
adverts
without
paying
close
attention”

43

Thoughts
on
Bus
Advertising
in
the
UK:
I
find
bus
adverts
to
be
distracting
42%
of
those
interviewed
disagreed
that
the
adverts
they
see
on
the
buses
are
distracting.
27%
were
neutral
even
as
9%
“agreed”
that
the
adverts
distract
them.
4%
totally
agreed

while
6%
totally
disagreed
to
the
same.
Percent
Disagree 42 42.0 47.7 54.5
Valid
Agree 9 9.0 10.2 95.5
Total 88 88.0 100.0
Total 100 100.0
Table
13:
“I
find
bus
adverts
to
be
distracting”
Thoughts
on
bus
advertising
in
the
UK:
I
notice
adverts
on
a
bus
more
often
than
on
any
other
medium
While
the
majority
(32%)
were
neutral
regarding
the
fact
that
they
notice
adverts
on
a

bus
more
often
than
other
media,
29%
disagree
to
the
notion.
this
is
in
contrast
to
the
16%
who
“totally
agree”
to
the
notion.
Meanwhile,
7%
and
4%
“totally
disagreed”

and
“totally
agreed”
respectively.
The
table
below
made
a
summary
of
the
responses.

44

Percent
Disagree 29 29.0 33.0 40.9
Valid
Agree 16 16.0 18.2 95.5
Total 88 88.0 100.0
Total 100 100.0
Table
14:
“I
notice
adverts
on
the
bus
more
often
than
on
any
other
medium”
Thoughts
on
bus
advertising
in
the
UK.
I
believe
that
an
advert
stands
out
more
when
it's
on
a
bus
Majority
of
those
interviewed
remained
neutral
even
as
25%
of
them
disagreed
that
an

advert
stands
out
more
when
on
a
bus
advert.
Meanwhile,
17%
and
8%
opined
that
they
“agree”
and
“totally
disagree”
to
the
research
question.
Percent
Disagree 25 25.0 28.4 37.5
Valid
Agree 17 17.0 19.3 95.5
Total 88 88.0 100.0
Total 100 100.0
Table
15:
“I
believe
that
an
advert
stands
out
more
when
it
is
on
a
bus”

45

Thoughts
on
bus
advertising
in
the
UK:
I
consider
a
brand
to
be
more
credible
when
it's
advertised
on
a
bus
While
34%
disagreed
that
they
consider
a
brand
to
be
credible
when
advertised
on
a

bus,
22%
remained
non-‐committed.
17%
of
the
respondents
totally
disagreed
to
the

assertion
even
as
13
of
those
interviewed
agreed
to
the
notion.
This
has
been
further

expressed
in
the
table
below
Percent
Disagree 34 34.0 38.6 58.0
Valid
Agree 13 13.0 14.8 97.7
Total 88 88.0 100.0
Total 100 100.0
Table
16:
“I
consider
a
brand
to
be
more
credible
when
its
advertised
on
a
bus
Thoughts
on
bus
advertising
in
the
UK.
I
trust
a
brand
more
based
on
the
size
of
the
bus
advert
Most
respondents,
33%
disagreed
that
the
size
of
the
bus
advert
does
not
necessarily

make
them
trust
the
brand
of
the
product
more.
23%
totally
disagreed
to
the
same
while

21%
remained
neutral.
Meanwhile,
9%
agreed
to
the
preposition
and
a
further
2%

totally
agreed
to
the
same.

46

Percent
Disagree 33 33.0 37.5 63.6
Valid
Agree 9 9.0 10.2 97.7
Total 88 88.0 100.0
Total 100 100.0
Table
17:
“I
trust
a
brand
more
based
on
the
size
of
the
bus
advert”
4.5
Thoughts
on
bus
advertisements
and
daily
commuting
On average, how Thoughts on bus
many buses do you advertising in the UK.
take on your daily I expect to see bus
commute? adverts during my
journey
Pearson Correlation 1 .047
On average, how many buses do you
Sig. (2-tailed) .661
take on your daily commute?
N 93 88
Thoughts on bus advertising in the Pearson Correlation .047 1
UK. I expect to see bus adverts during Sig. (2-tailed) .661
my journey N 88 88
Table
18:
Correlation
between
Bus
Ads
and
Daily
Commute
From
the
study
conducted
ρ
(0.047)
>α
(.005).
With
regards
to
the
relationship
between
the
two
variables,
the
buses
that
the

respondents
take
daily
and
their
expectation
to
see
bus
adverts
is
not

statistically
significant.

47

4.6
Video
1:
Response
summary
Colors
Frequency Percent Valid Percent Cumulative Percent
Not at all memorable 18 18.0 22.2 22.2
Slightly memorable 16 16.0 19.8 42.0
Valid
Somewhat memorable 24 24.0 71.629.6
Moderately memorable 14 14.0 17.3 88.9
Extremely memorable 9 9.0 11.1 100.0
Total 81 81.0 100.0
Total 100 100.0
Table
19:
Colors
(Video
1)
18%
of
the
respondents
that
were
interviewed
think
that
the
adverts
that
they

see
are
not
at
all
memorable
compared
to
the
16%
of
the
respondents
who

thought
adverts
are
slightly
memorable.
24%
of
the
respondents
argued
that
the

advert
was
“somewhat
memorable”
as
opposed
to
the
14%
and
the
9%
who

admitted
that
the
video
was
moderately
memorable
and
extremely
memorable

respectively.
Logos
Percent
Valid
Somewhat memorable 26 26.0 32.1 72.8
Total 81 81.0 100.0
Total 100 100.0
Table
20:
Logos
(Video
1)

48

In
terms
of
the
use
of
logos
in
the
advert,
26%
percent
asserted
that
the
video

was
“somewhat
memorable”
as
opposed
to
the
16%
who
mentioned
that
it
was

not
memorable
at
all.
Meanwhile,
17%
was
of
the
opinion
that
the
video
was

slightly
memorable
as
compared
to
the
14%
who
thought
the
work
was

moderately
memorable.
8%
of
the
interviewees
who
watched
the
video

mentioned
that
it
was
extremely
memorable
in
terms
of
the
logos
used.
Product/service
Percent
Valid
Total 81 81.0 100.0
Total 100 100.0
Table
21:
Product/Service
(Video
1)
Majority
of
the
respondents
did
mention
that
the
advert
was
moderately

memorable
in
terms
of
the
product/
service
focus
of
the
work.
This
was

represented
by
a
percentage
value
of
20%
followed
by
18%
who
thought
the

work
was
“somewhat
memorable.”
Meanwhile,
15%
of
the
respondents
argued

that
the
work
was
either
not
memorable
at
all
or
slightly
memorable.
13%

thought
that
the
advert
was
extremely
memorable
in
terms
of
the

product/service
focus.
The
research
asked
the
respondents
regarding
their

thoughts
on
usage
of
symbols
and
characters
in
specific
advert
videos
from
the

49

results,
28%
mentioned
that
the
video
was
“somewhat
memorable”
as
opposed

to
23%
who
thought
otherwise.
14%
and
12%
of
the
total
respondents
found
out

that
it
was
either
slightly
memorable
or
moderately
memorable
in
terms
of
the

symbols
and
characters
employed
in
the
work.
Meanwhile,
only
4%
found
it
“extremely”
memorable.
Symbols and characters
Percent
Valid
Total 81 81.0 100.0
Total 100 100.0
Table
22:
Symbols
and
Characters
(Video
1)
Taglines
While
exploring
the
use
of
taglines
in
research,
the
research
study
asked
the

viewers
of
the
videos
to
comment
on
the
clip
in
relation
to
the
taglines
used.

From
the
results,
36%
said
that
it
was
not
memorable
while
18%
mentioned
that

it
was
“somewhat
memorable.”
Meanwhile,
13%
of
those
interviewed
did
argue

that
it
was
slightly
memorable
as
opposed
to
the
11%
who
said
it
was

moderately
memorable
and
the
3%
who
said
it
was
“extremely
memorable.

50

The
table
below
summarizes
the
responses
Valid
Total 81 81.0 100.0
Total 100 100.0
Table
23:
Taglines
(Video
1)
Campaign
Messages
Valid
Total 81 81.0 100.0
Total 100 100.0
Table
24:
Campaign
Messages
(Video
1)
In
terms
of
the
campaign
messages,
19%
of
the
respondents
mentioned
that
the

clip
was
not
at
all
memorable
while
18
mentioned
that
it
was
slightly

memorable.
17%
agreed
that
it
was
“somewhat”
memorable
as
opposed
to
the
16%
who
thought
it
was
moderately
memorable.
Meanwhile,
11%
of
those

interviewed
admitted
that
the
video
clip
was
extremely
memorable.

51

4.7
Video
2:
Response
Summary
Logos
Valid
Total 79 79.0 100.0
Total 100 100.0
Table
25:
Logos
(Video
2)
In
the
second
clip,
29%
of
those
interviewed
agreed
that
the
work
was
not
at
all

memorable
in
terms
of
the
logos
used.
16%,
13%,
12%,
and
9%
opined
that
the

work
was
“slightly
memorable,”
“moderately
memorable,”
“somewhat

memorable,”
and
“extremely
memorable”
respectively.
Colors
Valid
Total 79 79.0 100.0
Total 100 100.0
Table
26:
Colors
(Video
2)
In
reference
to
the
coloring
used
in
the
clip,
majority
of
those
interviewed,
22%

found
that
it
was
extremely
memorable
as
opposed
to
the
10%
who
mentioned

52

that
it
was
not
memorable
at
all.
Meanwhile,
12%
and
16%
did
agree
that
the

work
was
slightly
memorable
and
somewhat
memorable
respectively.
19%
did

mention
that
the
work
was
moderately
memorable
in
terms
of
the
colors
used
in

the
advert.
Product/Service
Valid
Total 79 79.0 100.0
Total 100 100.0
Table
27:
Product/Service
(Video
2)
As
summarized
in
the
table
above,
the
majority
of
those
interviewed,
at
34%

maintained
that
the
work
was
not
at
all
memorable
if
the
product
or
service

content
was
to
be
considered.
This
is
in
relation
to
16%
who
considered
the
clip

somewhat
memorable
while
11%
agreed
that
the
work
was
extremely

memorable.
9%
of
the
respondents
considered
it
to
be
slightly
memorable
or

moderately
memorable.
Symbols/Characters
33%
of
the
respondents
find
the
use
of
characters
and
symbols
not
at
all

memorable
in
the
clip
while
19%
think
that
it
is
somewhat
memorable.

Meanwhile,
12%
of
the
respondents
mentioned
that
the
characters
make
the

53

advert
extremely
memorable
while
9%
find
it
slightly
memorable.
This
is
in

contrast
to
the
6%
who
think
the
work
is
moderately
memorable
in
terms
of
the

characters
of
the
symbols
used
in
the
clip.
Valid
Extremely memorable 12 12.0 100.015.2
Total 79 79.0 100.0
Total 100 100.0
Table
28:
Symbols
and
Characters
(Video
2)
Taglines
Regarding
the
taglines
used
in
the
clip,
42
out
of
the
100
viewers
found
it
not

memorable
at
all
while
13
and
12
respectively
found
the
clip
somewhat

memorable
and
moderately
memorable.
9
respondents
opined
that
the
work,

within
the
confines
of
the
taglines
used,
is
slightly
memorable
.3
%
found
the

taglines
to
be
efficient
in
making
the
advert
“extremely
memorable.”
This
has

been
further
illustrated
in
the
table
below

54

Valid
Total 79 79.0 100.0
Total 100 100.0
Table
29:
Taglines
(Video
2)
Campaign
Message
Majority
of
the
viewers,
at
39,
admitted
that
the
campaign
message
in
the
clip

made
the
advert
appear
not
memorable
at
all.
The
minority,
6
out
of
the
100

interviewers
mentioned
that
the
work
was
extremely
memorable
when
the

campaign
message
was
put
into
consideration.
Meanwhile,
15%
and
10%
were

of
the
opinion
that
it
was
“somewhat”
memorable
and
“slightly
memorable”

respectively.
Valid
Total 79 79.0 100.0
Total 100 100.0
Table
30:
Campaign
Message
(Video
2)

33330382_Final Submission_2015 CB Dissertation_28.815

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