Research Process

Observation Current Conditions of Pakistani TV Ads (Visual, Theme, Message)

Problem Definition The Effect & usage of visuals in Pakistani TV Ads

Theoretical Framework
Independent Variable Nature of Visuals, Theme, Message communication, Effective Display Dependent Variable Visual Attractiveness Consumer perception

Generation of Hypothesis

Scientific Research Design

Sample Size 112 Research Instruments Questionnaires,

Data Collection , Analysis & Interpretation

Preliminary Data Gathering Literature survey from previous research, journals , reviews, web pages

Deduction
Hypothesis Supported Questionnaires are answered

Research Report

INTRODUCTION
Visuals-always under the studying eye! Visuals are powerfully powerful. Ability to be retained. Ability to speak silently.

DEPENDENT VARIABLE
Visual Attractiveness Consumer Perception

INDEPENDENT VARIABLE

Theme of Ad Color/Background

Animations/Graphics
Celebrity endorsing Message Frequency of Ad

INDEPENDENT VARIABLE

DEPENDENT VARIABLE

TV COMMERCIALS

QUESTIONNAIRE SURVEY

LIMITED TO PAKISTANI AUDIENCES , GLOBAL PERCEPTION NOT INCLUDED.

SAMPLE SIZE & TIME SPAN

Random Sample 112 Respondents Age groups ranging from 18-40 years 2 months time

1. 2. 3. 4. 5.

6.
7.

Remembrance of an Ad is independent of visuals that exhibit believable claims regarding the product. The theme and attractive visuals used in Ads do not encourage positive buying stimulus in consumer The way the idea and the theme is presented in an Ad does not urge a consumer to try a new brand after watching that Ad The interest generation of consumer in the Ad/product is independent of visual effects and animations used in the Ad The consumers likelihood of buying a product is independent of the message being successfully delivered through relevant visuals used in the Advertisement Trying of new brands after watching an Ad is independent of gender Remembrance of Ad visuals is independent of the appropriate color/theme/graphics used in the Ad

H0 1 : Remembrance of an Ad is independent of visuals that exhibit believable claims regarding the product (Rejected)
11.What in particular made you remember that Ad? Please circle from scale 1 to 5 (with 1 being the highest and 5 being the lowest scale as per your liking ) [Visuals] * 18.In relation to the TV Ad you mentioned, how strongly you agree or disagree with the following on the scale of 1 to 5 (with 1 representing strongly agree and 5 representing strongly disagree) [The visual claims made by the Advertisement were believable] Crosstabulation
Count

18.In relation to the TV Ad you mentioned, how strongly you agree or disagree with the following on the scale of 1 to 5 (with 1 representing strongly agree and 5

representing strongly disagree) [The visual claims made by the Advertisement

were believable] Strongly Agree 11.What in particular made you remember that Ad? Please circle from scale 1 to 5 (with 1 being the highest and 5 being the lowest scale as per your liking ) [Visuals] 1 2 3 4 5 20 26 5 7 1 Not Agree 5 4 0 1 0 Not Sure 2 7 5 1 1 Strongly Agree 10 3 4 0 1 Disagree 4 1 1 1 2 Total 41 41 15 10 5

Total

59
Value

10
df 27.413a

16

18

9
Asymp. Sig. (2-sided)

112

Chi-Square Tests
Pearson Chi-Square 16 .037

Likelihood Ratio
N of Valid Cases

28.482
112

16

.028

a. 17 cells (68.0%) have expected count less than 5. The minimum expected count is .40.

H02 : The theme and attractive visuals used in Ads do not encourage positive buying stimulus in consumer (Accepted)
16.How likely would you purchase this product in the future? * 18.In relation to the TV Ad you mentioned, how strongly you agree or disagree with the following on the scale of 1 to 5 (with 1 representing strongly agree and 5 representing strongly disagree) [The background setting color/theme/graphics used were appropriate ] Crosstabulation Count 18.In relation to the TV Ad you mentioned, how strongly you agree or disagree with the following on the scale of 1 to 5 (with 1 representing strongly agree and 5 representing strongly disagree) [The background setting color/theme/graphics used were appropriate ] Agree 16.How likely would Most likely you purchase this Not at all product in the Not Sure future? Total 25 3 19 47 Not Sure 6 0 2 8 Strongly Agree 28 3 21 52 Strongly Disagree 2 0 3 5 Total 61 6 45 112

Chi-Square Tests
Value Pearson Chi-Square Likelihood Ratio N of Valid Cases 2.583a 3.235 112 df 6 6 Asymp. Sig. (2-sided) .859 .779

a. 8 cells (66.7%) have expected count less than 5. The minimum expected count is .27.

H0 3 : The way the idea and the theme is presented in an Ad does not urge a consumer to try a new brand after watching that Ad (Accepted)
19. Please Select an option [How often does an Advertisement urge you to try a new brand?] * 18.In relation to the TV Ad you mentioned, how strongly you agree or disagree with the following on the scale of 1 to 5 (with 1 representing strongly agree and 5 representing strongly disagree) [The idea and the way it approached (theme) appeal me while watching an ad] Crosstabulation Count 18.In relation to the TV Ad you mentioned, how strongly you agree or disagree with the following on the scale of 1 to 5 (with 1 representing strongly agree and 5 representing strongly disagree) [The idea and the way it approached (theme) appeal me while watching an ad]

Agree
19. Please Select an Most of the time option [How often does Never an Advertisement urge Sometimes you to try a new brand?] Total 14 5 24

Not Agree 1 1 3

Not Sure 0 0 2

Strongly Agree 19 3 36

Strongly Disagree 1 0 3

Total 35 9 68

43
Value

2
df

58

4
Asymp. Sig. (2-sided)

112

Chi-Square Tests
Pearson Chi-Square Likelihood Ratio N of Valid Cases 4.429a 5.219 112 8 8 .816 .734

a. 11 cells (73.3%) have expected count less than 5. The minimum expected count is .16.

H0 4 : The interest of a consumer in an Ad/Product is independent of visual effects and animations used in the Ad (Accepted)
9.How does an Advertisement affect you? * 8.What type of TV Ads do you like? (Pick only one) Crosstabulation Count 8.What type of TV Ads do you like? (Pick only one)

Animated Ads (moving text, graphics & video)

printed words (text on screen words with sound only)

Total

9.How does an Advertisement Desire to purchase/ explore affect you? Interest

Positive impression Recall Total

18
42 17 24 101

1
0 0 2 3

1
3 2 2 8

20
45 19 28 112

Chi-Square Tests
Value Pearson Chi-Square Likelihood Ratio N of Valid Cases 13.938a 10.198 112 df 8 8 Asymp. Sig. (2-sided) .083 .251

a. 10 cells (66.7%) have expected count less than 5. The minimum expected count is .11.

H0 5 : The consumers response of buying a product is independent of the message being successfully delivered through relevant visuals used in the Advertisement (Accepted)
14.How well the message is communicated by that Ad? * 16.How likely would you purchase this product in the future? Crosstabulation 16.How likely would you purchase this product in the future? Most likely 14.How well the message is 1 communicated by that Ad? 2 Count % within 16 Count % within 16. 27 44.3% 26 42.6% Not at all 2 33.3% 2 33.3% Not Sure 12 26.7% 25 55.6% Total 41 36.6% 53 47.3%

3
4 5

Count
% within 16. Count % within 16. Count % within 16.

5
8.2% 2 3.3% 1 1.6%

1
16.7% 0 .0% 1 16.7%

4
8.9% 4 8.9% 0 .0%

10
8.9% 6 5.4% 2 1.8%

Total

Count
% within 16.

61

6
100.0% df

45
100.0%

112
100.0% Asymp. Sig. (2-sided)

Chi-Square Tests
Value 13.938a 10.198 112

100.0%

Pearson Chi-Square Likelihood Ratio N of Valid Cases

8 8

.083 .251

a. 10 cells (66.7%) have expected count less than 5. The minimum expected count is .11.

H0 6 : Trying of new brands after watching an Ad is independent of gender (Rejected)

19. Please Select an option [How often does an Advertisement urge you to try a new brand?] * 3. Gender: Crosstabulation 3. Gender: A) Male B) Female Total

19. Please Select an option [How Most of the time often does an Advertisement urge you to try a new brand?] Never

Count % within 3. Gender: Count % within 3. Gender:

18 21.2% 9 10.6% 58 68.2%

85 100.0%

17 63.0% 0 .0% 10 37.0%

27 100.0%

35 31.3% 9 8.0% 68 60.7%

112 100.0%

Sometimes

Count % within 3. Gender:

Total

Count % within 3. Gender:

Chi-Square Tests
Value Pearson Chi-Square Likelihood Ratio N of Valid Cases 17.593a 18.436 112 df 2 2 Asymp. Sig. (2-sided) .000 .000

a. 1 cells (16.7%) have expected count less than 5. The minimum expected count is 2.17.

H0 7 : Remembrance of Ad visuals is independent of the appropriate color/theme/graphics used in the Ad (Rejected)

11.What in particular made you remember that Ad? Please circle from scale 1 to 5 (with 1 being the highest and 5 being the lowest scale as per your liking ) [Visuals] * 18.In relation to the TV Ad you mentioned, how strongly you agree or disagree with the following on the scale of 1 to 5 (with 1 representing strongly agree and 5 representing strongly disagree) [The background setting color/theme/graphics used were appropriate ] Crosstabulation Count 18.In relation to the TV Ad you mentioned, how strongly you agree or disagree with the following on the scale of 1 to 5 (with 1 representing strongly agree and 5 representing strongly disagree) [The background setting color/theme/graphics used were appropriate ] Agree Not Sure Strongly Agree

Strongly Disagree 1
0 1 1 2 5

Total

11.What in particular made 1 you remember that Ad? 2 Please circle from scale 1 to 5 3 (with 1 being the highest and 4 5 being the lowest scale as 5 per your liking ) [Visuals]
Total

13
20 8 5 1 47

3
1 2 2 0 8

24
20 4 2 2 52

41
41 15 10 5 112

Chi-Square Tests
Value Pearson Chi-Square Likelihood Ratio N of Valid Cases 28.774a 22.126 112 df 12 12 Asymp. Sig. (2-sided) .004 .036

a. 14 cells (70.0%) have expected count less than 5. The minimum expected count is .22.

GENDER
Our respondents constitutes of 85 males and 27 females that makes 76%of males and 24% of females sample of 112

PROFESSIONAL BACKGROUND
Out of a sample of 112, most of the respondents belong to Engineering background while IT professionals and

Other professions
has equal number of respondents. Whereas, less than 10% of respondents

are Doctors and

Bankers

WHICH UNIVERSITY DO YOU STUDY IN?

More than 60% of

the respondents belong to IoBM because access to them was easy whereas 27% belong to other universities like NED and Karachi University.

AGE GROUP
As our sample belongs to students therefore majority of the respondents belong to 25-32 years age bracket

DO YOU SEE TV ADS

More than 100 of our respondents said they watch TV ads during watching their programs while 7% dont watch it at all.

WHAT TYPE OF TV ADS DO YOU LIKE? (PICK ONLY ONE)

Out of our sample of 112 respondents, 90% of them like to watch a complete TV commercial while only 10% likes nonanimated ads.

HOW DOES AN ADVERTISEMENT AFFECT YOU?

Most of the

respondents
develop interest about a product by watching TVCs while Positive

Impression and
Desire to purchase the product have equal chances. Only quarter of the respondents recall the product/brand by watching TVCs.

What in particular made you remember that Ad? Please circle from scale 1 to 5 (with 1 being the highest and 5 being the lowest scale as per your liking ) Jingle Visuals Product Model /Celebrity Punch line 1 1 1 1 1 2 2 2 2 2 3 3 3 3 3 4 4 4 4 4 5 5 5 5 5

JINGLE

VISUALS

On an average 21% of the respondents remember their favorite ads by their jingles.

On an average 24% of the respondents remember their favorite ads on the basis of the visuals.

PRODUCT
On an average around 24% of the respondents remember their favorite ads on the basis of the product itself.

PUNCH LINE

MODEL / CELEBRITY

On an average, about 22% of the respondents said that they remember ads by their punch lines or slogans.

Celebrity endorsement or models in TVCs become a reason of remembering ads by about 26% of the respondents on an average.

THEME OF THE AD
About 40% of the respondents like humorous TV ads while 23% like other message execution styles like Musical,

Fantasy, Scientific &

Lifestyle etc. in TVCs. 21% like those ads, the theme of which is based on

Drama. While
around 10% like suspense & thrill in commercials.

HOW MANY TIMES DID YOU WATCH THAT AD?

About 50% of the respondents have watched their favorite commercials more than 6 times whereas; only 5% have seen the ad for once and liked it.

HOW WELL THE MESSAGE IS COMMUNICATED BY THAT AD?

The responses indicate that most of the viewers understand what is being

communicated by that ad however, 7% of the respondents dont get the message at all and still 9% remain undecided.

ARE YOU CURRENTLY USING THAT PRODUCT?

Most of the

respondents are using the product of their favorite TVCs or vice versa.

How likely would you purchase this product in the future?

Most of the respondents in response to this question admits that they will most likely buy the

product of their
favorite TVCs or in case of already using it they will continue buying it. However,

40% of 112
respondents are still unsure whether they will buy the product or not.

WHAT ELEMENTS IN THE AD MAKE YOU THINK BEFORE BUYING ANY PRODUCT ?
Where 54% of the

respondents
considers concept and theme of the ad before buying any product, 29% buy any product due to celebrity endorsement, 24% due to quality claims and least of them i.e. 21% due to promotional offers presented in the advertisements.

In relation to the TV Ad you mentioned, how strongly you agree or disagree with the following on the scale of 1 to 5 (with 1 representing strongly agree and 5 representing strongly disagree) The visual claims made by the Advertisement were believable ____ I understood what is being picturized in a TV commercial ____ The background setting color/theme/graphics used were appropriate ____ The idea and the way it approached (theme) appeal me while watching an ad ____

The visual claims made by the Advertisement were believable

The background setting color/theme/graphics used were appropriate

Where 69% of the respondents believe the visual claims made in their favorite ads, 17% disagrees & 14% remains undecided.

Where 89% agrees to this statement, 4% dont agree and 7% are undecided. The idea and the way it approached (theme) appeal me while watching an ad

90% of the respondents agrees that the idea/theme of the ad were appealing, 8 % dont agrees and 2% are undecided.

HOW OFTEN DOES AN ADVERTISEMENT URGE YOU TO TRY A NEW BRAND?

Out of 112 respondents, more than 30% are strongly urged to try a new brand by watching the advertisement while more than 60% sometimes get urged.

HOW OFTEN YOU MAKE A WISH TO THE SHOP KEEPER OF BUYING THE SAME PRODUCT AS SEEN IN THE AD?
Only a quarter of the respondents insist on buying the same product as seen in the ad whereas, more than 50% seldom asks for it and 19% never wished for it.

CONCLUSION
People do see T.V ads People like Animated Ads having graphics/video/sound/moving text in contrast to Ads having text with sound only. Advertisement is still a popular tool of marketing as it is successful in generating interest/desire to purchase among consumers of what is being viewed in the T.V Commercial. Mostly People do remember Ads that have strong visuals, celebrity endorsement and a punch line that is in alignment with the visual message in the Ad. Most of the respondents like humor in TV ads and also drama/story line as their favorite themes. CONTD

CONCLUSION
Respondents are using the product of their favorite TVCs or vice versa People do remember Ads in which visual claims made by through Advertisement are believable/verified by actual experience of the product by consumers. People (mostly females) often try new brands after watching a commercial whose idea and theme appeal to them. Most of the people believe in the visual claims shown in the Advertisement and value background setting color/theme/graphics used in TV Ads. Theme and attractive visuals used in the Ads help people in remembering an Ad but it does not succeed in actually encouraging a buying response in consumer. Very often respondents insist on buying the same product from shopkeeper as seen in the TV ad Most of the time people are reluctant in trying a new brand after watching a T.V Commercial; however the theme and the idea behind the Ad actually appeal them.

RECOMMENDATION
1. Theme and attractive visuals used in the Ads help people in remembering an Ad but it does not succeed in actually encouraging a buying response in consumer. 2. This research can be further carried out by researchers to include visuals from print media like the newspapers, magazines, billboards, internet, banners and posters, etc. into their area of research. This would truly help the advertising industry of Pakistan a lot.