mbr report v2.docx

7/29/2019 MBR Report v2.docx

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METHODS IN BUSINESS RESEARCH

RESEARCH PROPOSAL

Submitted by:

SYED MOHAMMED SAUDMUNEEB IMTIAZFAISAL NISAR

Submitted to:

MR. UMAIR ZIACOURSE INSTRUCTOR

Submission date: 21st August, 2011


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ACKNOWLEDGEMENT

Starting with the Name of Allah The Almighty we thank Him, Who gave

us the audacity and helped us in the completion of this challenging task.

Secondly we would like to pay our heartiest gratitude to all those who

extended their helping hands and rendered their precious time and efforts to us

in completing this project.

Our facilitator Mr. Umair Zia undoubtedly stood out when it came to

helping us in the long run to effectively complete this research report.

SUPPLEMENTARY SOURCES

Other sources of valuable information include the internet, previous

researches from a number of people, advertising journals, books from various

authors relating to the topic, etc.


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Observation

Current Conditions of

Pakistani TV Ads

(Visual, Theme, Message)

ProblemDefinition

The Effect & usage

of visuals in

Pakistani TV Ads

TheoreticalFramework

Independent VariableNature of Visuals,

Theme, Types of Ads,

Effective Display

Dependent VariableVisual Attractiveness

Consumer perception

Generation ofHypothesis

Data Collection ,Analysis &

Interpretation

Scientific ResearchDesign

Sample Size 112Research Instruments

Questionnaires,

Preliminary Data Gathering

Literature survey from

previous research, journals ,

reviews, web pages

Deduction

Hypothesis

Supported

Questionnaires

are answered

Research Report

Research Process


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INTRODUCTION

Visual elements are an important component of many advertisements. Visuals have

been always under the studying eye of many researchers be it of some psychological

importance or of advertisement content. Visuals have the ability of being remembered

relatively longer than any other thing. The largest amount of information is perceived by

seeing. Visual presentation of advertising is the simplest way of pertaining information,

as to perceive visual information the human uses least energy. At least one visual aspect

in the ad has to affect the customer subconsciously. This could be color, an unusual

shape of size of the first character, a large, attractive and full-color photo or text design.

Empty spaces, abstract images and drawings do not suit the ad. It is noticed that the

more the realistic illustration, the more efficient is the ad, as it is directly affecting the

customer.

Pakistani advertising industry is on fire these days. New and fresh approaches are

pouring in and fresh and creative ideas are being initiated. Better still there always will

be a big room for improvement when it comes to comparison of ads from our part of

the world and the rest of the world, even India is making far better ads than ours.

Pakistani ads need to be more effective, efficient and impact-full so as to reap better

results. The results that this research would infer can be used for making better ads in

the future; furthermore it can be used by teachers from advertising, marketing,

branding, etc. for study and teaching purposes. Plus this research would form the basis

for anyone who would like to carry out further research on Pakistani T.V ads.


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PROBLEM AREA

Usage of pictures is very effective and it always has been whether it is for

remembering something or it is for creating some association with leaders of

opinions. A picture highlighting Shahrukh Khan wearing a wrist watch willcertainly create positive brand image and an association for certain. Or an ad of

a renowned energy drink tries to make its viewers visualize the power and

strength the product can unleash by picturizing a macho guy bending an iron rod

with his bare hands, and in the foreground the product is placed on rugged rocks.

The usage of pictures is where a stimulant of positive attitude, it also is a de-

marketing or demoralizing agent. Imagine a picture with a cigarette buds all over

the floor and a chain smoker with an un-shaven beard, a liquor bottle in hand, red

eyes, lifelessly smoking yet coughing his lungs out. Or try to visualize a poor

child with vitamin, iodine and other deficiencies sitting all alone while other

children of his age having the time of their lives. Of course pictures like these will

create threat amongst the viewers and a negative impression is bound to be

created.

The impact that the visuals can create is undeniably unquestionable. Visuals

tend to be remembered long over time as contrast to the text. As discussed in the

later mentioned advertising journal issue either a visual or instructions to imagine

or visualize do just the trick. In the above two paragraphs we tried to make you

visualize some situations.

Visuals in a TV ad contain either pictures, graphics, text or a combination of all of

these elements. It cannot be predicted always that usage of effective and good,

tempting and efficient visuals is necessary for positive brand imagery and

success of brands.

SCOPE


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Since the objective of this study is to investigate the impact of all kinds of visual

elements on consumer perception therefore we will conduct our research by

questioning consumers regarding T.V Ads, because T.V Ads contains the

maximum no of elements that can have an impact on consumer perception,

based on this we will try to include people from all walks of life and will try to

deduce that what are the key elements in advertisements which helps people

recalling a brand and building a pre-purchase opinion regarding a product.

RESEARCH HYPOTHESIS

1. Do people tend to remember ads having more attractive visuals?2. Do appropriate visuals in advertisement encourage positive buying stimulus?3. Does visual animations in advertising help in getting bigger share of consumers

mind?4. Do visuals and animations help advertisers to better sell their idea to consumers?5. Does visual content attracts relatively more consumers attention than verbal content. 6. Does Celebrity Endorsement stimulates buying behavior?

New Hypthesis by Muneeb & Saud

7. TV Ads have different effect on gender taste (Theme, Trying new brands, purchasing)

More Females want to see dramatization in TV Ads whereas more Malesusually prefer humor while watching TV commercials

Most of the time Females are willing to purchase the same product as seen inTV Ad

Most of the time Females are willing to try new brands as compared to males

8. Effectiveness of message communication depends on Visual concepts/ Themes shown in TV

9. Consumers share of mind also depends upon different Visual concepts/ Themes shown in TV

H1.Do people tend to remember ads that contain more believable visuals regarding the product?

H2 Does the theme and attractive visuals in advertisement encourage positive buying stimulus?

H3.Does visual animations in advertising help in getting bigger share of consumers mind?

H4. Do visuals and animations help advertisers to better sell their idea to consumers?

H5.Do visuals with animation and graphics generate relatively more consumer interest than thosehaving verbal content only.

H6.If the visuals successfully communicate the message then people tend to buy the product?


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12.What was the theme of the Ad? * 3. Gender: Crosstabulation

3. Gender:

TotalA) Male B) Female

12.What was the theme of

the Ad?

Drama Count 10 13 23

% within 3. Gender: 11.8% 46.4% 20.4%

Humor Count 38 8 46

% within 3. Gender: 44.7% 28.6% 40.7%

Other Count 21 5 26

% within 3. Gender: 24.7% 17.9% 23.0%

Suspense Count 7 0 7

% within 3. Gender: 8.2% .0% 6.2%

Thrill Count 9 2 11

% within 3. Gender: 10.6% 7.1% 9.7%

Total Count 85 28 113

% within 3. Gender: 100.0% 100.0% 100.0%

Chi-Square Tests

Value df

Asymp. Sig. (2-

sided)

Pearson Chi-Square 16.773a

4 .002

Likelihood Ratio 16.648 4 .002

N of Valid Cases 113

a. 2 cells (20.0%) have expected count less than 5. The minimum

expected count is 1.73.


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It appears as (46%) Females want to see dramatization in TV Ads whereas

(45%) Males usually prefer humor while watching TV commercials

10.Most of the time Females are willing to purchase the same product as seen in TVAd.

20. Please Select an option [How often you make a wish to the shop keeper of buying the same product asseen in the Ad?] * 3. Gender: Crosstabulation

3. Gender:


20. Please Select an option

[How often you make a wish

to the shop keeper of buying

Most of the time Count 16 12 28

% within 3. Gender: 18.8% 42.9% 24.8%

Never Count 16 5 21


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the same product as seen in

the Ad?]

% within 3. Gender: 18.8% 17.9% 18.6%

Sometimes Count 53 11 64

% within 3. Gender: 62.4% 39.3% 56.6%


% within 3. Gender: 100.0% 100.0% 100.0%

Chi-Square Tests

Value df

Asymp. Sig. (2-

sided)


2 .032



a. 0 cells (.0%) have expected count less than 5. The minimumexpected count is 5.20.

19. Please Select an option [How often does an Advertisement urge you to try a new brand?] * 3. Gender:

Crosstabulation

3. Gender:


19. Please Select an option

[How often does an

Advertisement urge you to try

a new brand?]

Most of the time Count 18 17 35

% within 3. Gender: 21.2% 60.7% 31.0%

Never Count 9 0 9

% within 3. Gender: 10.6% .0% 8.0%

Sometimes Count 58 11 69

% within 3. Gender: 68.2% 39.3% 61.1%


% within 3. Gender: 100.0% 100.0% 100.0%

Chi-Square Tests

Value df

Asymp. Sig. (2-

sided)


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2 .000



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

expected count is 2.23.

8 Communication of messages are dependent on Visual Themes shown in TV

14.How well the message is communicated by that Ad? * 12.What was the theme of the Ad? Crosstabulation

12.What was the theme of the Ad?

TotalDrama Humor Other Suspense Thrill

14.How well the 1 Count 6 18 10 2 5


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message is

communicated by

that Ad?

% within 12.What was

the theme of the Ad?

26.1% 39.1% 38.5% 28.6% 45.5% 36

2 Count 15 20 13 2 4



65.2% 43.5% 50.0% 28.6% 36.4% 47

3 Count 1 4 2 1 2



4.3% 8.7% 7.7% 14.3% 18.2% 8

4 Count 1 3 0 2 0



4.3% 6.5% .0% 28.6% .0% 5

5 Count 0 1 1 0 0



.0% 2.2% 3.8% .0% .0% 1

Total Count 23 46 26 7 11



100.0% 100.0% 100.0% 100.0% 100.0% 100


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11.Consumers share of mind also depends upon different Visual concepts/ Themes

shown in TV


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12.What was the theme of the Ad? * 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] Crosstabulation

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]

Total1 2 3 4 5

12.What was the

theme of the Ad?

Drama Count 7 11 2 2 1 23

% within 11. 17.1% 26.2% 13.3% 20.0% 20.0% 20.4%

Humor Count 19 15 7 5 0 46

% within 11. 46.3% 35.7% 46.7% 50.0% .0% 40.7%

Other Count 8 9 5 2 2 26

% within 11. 19.5% 21.4% 33.3% 20.0% 40.0% 23.0%

Suspense Count 1 3 0 1 2 7

% within 11. 2.4% 7.1% .0% 10.0% 40.0% 6.2%

Thrill Count 6 4 1 0 0 11

% within 11. 14.6% 9.5% 6.7% .0% .0% 9.7%

Total Count 41 42 15 10 5 113

% within 11. 100.0% 100.0% 100.0% 100.0% 100.0% 100.0%


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H3 Does visual animations in advertising help in getting bigger share of

consumers mind? (Cannot be proved using SPSS)

H5 Do visuals with animation and graphics generate relatively more consumer

interest than those having verbal content only.

8.What type of TV Ads do you like? (Pick only one) * 9.How does an Advertisement affect you? Crosstabulation

9.How does an Advertisement affect you?

Total

Desire to

purchase/

explore Interest

Positive

impression Recall

8.What type of TV Ads

do you like? (Pick only

one)

Animated Ads

(moving text,

graphics & video)

Count 18 42 17 25 102

% within 9. 90.0% 93.3% 89.5% 86.2% 90.3%

printed words (text on

screen only)

Count 1 0 0 2 3

% within 9. 5.0% .0% .0% 6.9% 2.7%

words with sound Count 1 3 2 2 8

% within 9. 5.0% 6.7% 10.5% 6.9% 7.1%

Total Count 20 45 19 29 113

% within 9. 100.0% 100.0% 100.0% 100.0% 100.0%


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H6. If the visuals successfully communicate the message then people tend

to buy the product?

14.How well the message is communicated by that Ad? * 16.How likely would you purchase this

product in the future? Crosstabulation

Count

16.How likely would you purchase this product in the

future?

TotalMost likely Not at all Not Sure

14.How well the message is

communicated by that Ad?

1 27 2 12 41

2 26 2 26 54

3 5 1 4 10

4 2 0 4 6

5 1 1 0 2

Total 61 6 46 113


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H4 Do visuals and animations help advertisers to better sell their idea to

consumers?

H4 cannot be proved bcoz


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H2. Does the theme and attractive visuals in advertisement encourage

positive buying stimulus?

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 5representing strongly disagree) [The visual claims made by the Advertisement were believable] Crosstabulation

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]

TotalAgree Not Agree Not Sure

Strongly

Agree

Strongly

Disagree

16.How likely would you

purchase this product in

the future?

Most likely Count 32 5 8 12 4 61

% within 16. 52.5% 8.2% 13.1% 19.7% 6.6% 100.0%

Not at all Count 3 1 0 1 1 6

% within 16. 50.0% 16.7% .0% 16.7% 16.7% 100.0%

Not Sure Count 24 4 9 5 4 46

% within 16. 52.2% 8.7% 19.6% 10.9% 8.7% 100.0%

Total Count 59 10 17 18 9 113

% within 16. 52.2% 8.8% 15.0% 15.9% 8.0% 100.0%


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LITERATURE SURVEY

Literature Survey #1

According to Journal of advertising (fall 1997 Babin, Laurie A,

Burns, Alvin C) extract: imagery is a "process...by which sensory information isrepresented in working memory" (MacInnis and Price 1987, p. 473). The journal

stresses on the usage of imagery eliciting strategies in advertisements is

effective as it can make a consumer or a customer remember a brand, associate

it to some ideal someone or it can create a good brand image. Although most

imagery research reported in the psychology and education literature has

centered largely on imagery's ability to enhance verbal learning (i.e., recall),

several consumer researchers have shown that imagery eliciting strategies can

significantly affect attitudes (see Babin, Burns, and Biswas 1992 for a

review).usage of imagery can also create a positive attitude towards a particular

brand or an ad. Pictures have the advantage of presenting visual images in an

appropriate modality for internalization as the basis for personal imagery

(Rossiter and Percy 1980). A picture is defined as "any two-dimensional

representation in which the stimulus array contains at least one element that is

not alphabetic, numeric, or arithmetic" (Lutz and Lutz 1978, p. 611).

If put in a nutshell the journal talks about the usage of imagery and

instructions to imagine as an effective tool. Two imagery eliciting strategies are

used by advertisers which are usage of concrete pictures and instructions to

imagine.


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In a web page about Designing visuals introduction to visual

literacy (From Visual 'Literacy': Image, Mind, and Reality, 1994. Paul

Mesaris) extract: the author stresses that there is a lot of difference in what we

imagine and in what we actually see. For someone to understand visuals there

has to be some visual literacy on the back-support. The author articulates that

visual literacy is a pre-requisite for comprehension of visual media and this has

benefits in the long run; for example it has been proposed that experience with

film and television improves childrens understanding of the spatial relationships

in this world. According to him: The term "visual literacy" would refer to the

familiarity with visual conventions that a person acquires through cumulative

exposure to visual media. The writer stresses that there is a lot of differences in

what we actually see in this world and what we see in advertisements (thanks to

the technology). Paul Mesaris argues that visual education might make a viewer

more resistant to the manipulations attempted by TV commercials, magazine

advertising, political campaigns, and so on. In other words, even if learning about

the visual devices used in picture-based media does not have any effect on a

viewer's comprehension of pictures or on one's other cognitive abilities, it might

still make the viewer more aware of how meaning is created visually and

therefore less likely to be taken in by abuses of this process. In other words

visual education has pros as well as cons but these have to be carefully

manipulated so as to create a positive effect. He also proposes that awareness

of the ways in which visual media give rise to meaning and elicit viewers'

responses can also be seen as providing a basis for informed aesthetic

appreciation. Knowing how visual effects are achieved may lessen the vicarious

thrills we might otherwise derive from visual media. Important point is that there

has to be a considerable difference among art and illusions so that they do not

overlap and misunderstand each other. Evidence of incomprehension of movies

or TV by inexperienced viewers has also emerged from research with children,

although issues of general cognitive development complicate the applicability of

this research to the basic question of prior media exposure. Whether on the basis

of such evidence, then, or on the basis of theoretical argument, writers following


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Balazs have taken the position that a viewer needs to go through a period of

visual adaptation before being able to understand the image in a movie or TV

program (e.g., see Carey, 1982; Cohen, 1987; Frith and Robson, 1975; Gumpert

and Cathcart, 1985; Wilson, 1983). If put in a nutshell it can be said that in order

to comprehend visuals the viewer must have some previous exposure so that

these visuals or the sight to be exact doesnt seem alien to him and he does not

feel stunned by the sight stunned in a sense stupefied. Like associational

juxtaposition is what they play with this principle is the basis of one of the most

common techniques of print advertising, involving the juxtaposition of an image of

the product with an image of a person, object, or situation toward which the

intended audience can be assumed to have positive feelings. Like the author

remembers of an ad as: a roadside billboard I used to walk past on my way home

from work once displayed the following image: in the background, a young

woman and a young man eyeing each other seductively; in the foreground, a can

of a popular brand of malt liquor; and, across the bottom of the picture, the words

"It works every time."


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A thesis report on the internet about subliminal advertising effects in

magazine advertisements (Michael Leroy Buchenroth 1999) extract: Michael

stresses on the usage of subliminal advertising used by the advertisers. He talks

about the pros and cons of subliminal advertisements and the techniques used.He quotes largely from Jeffrey Schrank's book; Deception Detection. Earlier this

approach was found in cinema houses to boost sales; a message popping out of

nowhere saying eat pop corn was the trick. Though it had an effect on people

but most of them considered it as an invasion on their privacy. The author tries to

create relationships among advertisements and materialism; this to some extent I

personally think is so very true. Symbolism widely used in TV ads all over the

world can take any form like the author refers to the situation of some natives

on an un-discovered island where they had not seen anything else in the sky

except birds or flies or bugs but when they saw an airplane in the sky they built

with sticks and twigs its replica and worshiped it like as if it were god. And they

also believed that one day god would appear in they sky and so it did in the

World War II (see web page). Symbolizing a brand or a brands image to a higher

social class in the society and making it look like a stand-alone thing is the basic

purpose of advertisers of a particular brand. As Schrank says this is done very

carefully and secretly so that it does not get noticed yet it conveys the desired

message. The author stresses that symbolism can be used for many approaches

like happiness, sorrow, life, death, etc. The correlation of subliminal advertising

effects and visuals is like human being and his soul. One incomplete without the

other. Scientific correlation between subliminally induced stimuli and certain

buying behavior and that this behavior has been judged by others as behavior

typical of one who is insane. Key describes one effect subliminal advertising has:

scientific correlation between subliminally induced stimuli and certain buying

behavior and that this behavior has been judged by others as behavior typical of

one who is insane. Key describes one effect subliminal advertising has: One

very critical and disturbing consequence of subliminal manipulation has been

demonstrated in dozens of experiments by changing the position (anchor point)

from which an individual evaluates loud or soft, heavy or light, good or bad, moral

or moral, rich or poor, strong or weak, sane or insane, and so on. This might


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make the viewers aware of the selling techniques and the advertising messages

might not be as effective as they ought to be. Subliminal advertising does not

necessarily need to be highly refined or sophisticated to sell products. It simply

just has to be subliminal. Therefore, when we are aware of the symbols they

become ineffective.


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Literature Survey #4.

The purpose of the study, AN INTERPRETIVE STUDY OF VISUAL CUES

IN ADVERTISING by Professor Moriarty, is to use viewers' open-ended, on-line

responses to a television commercial to capture their interpretations of visual

information. In particular, this study looked at how the visual cueing processworks in the development of levels of complex symbolic interpretations. The

study identified the significant visual cues operating in the viewer's interpretive

processing and linked them to various types of literal, symbolic, and metaphoric

meanings. It also identified instances where other unintended meta-codes were

elicited by the visual cues leading viewers into aberrant or idiosyncratic

interpretations.

Viewers of the "1984" commercial were perceptive and creative in most of

their symbolic and metaphoric interpretations. The woman received the most

meaning attributions and the largest variety of meanings in the commercial while

color cues and light signals received the most significant attention from viewers.

The runner was understood and aberrantly decoded in almost as many ways as

there were viewers.

Meta-codes were manifested as other commercials, war crimes, Olympic

games and sociological treatments. Adherence to the science fiction story line

was much more evident than the reception of the competitive message Apple

designed for its viewers. Although readers were able to generalize most of the

fictional elements to the product or its logo and most of them understood that the

story was a metaphor for a new product introduction.


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Literature Survey #5.

In Signs in Contemporary Culture: An Introduction to Semiotics by

Arthur Asu Berger (Longman, Inc., 95 Church Street, White Plains, NY

10601) An effective ad, like other forms of communication, works best when it

strikes a chord in the needs and desires of the receiving consumer -- aconnection that can be both intuitive and highly calculated. The author addresses

some of the most important questions that help in analyzing an ad. These are:

1. What is the general ambience of the advertisement? What mood does it

create? How does it do this?

2. What is the design of the advertisement? Does it use axial balance or

some other form? How are the basic components or elements arranged?

3. What is the relationship between pictorial elements and written material

and what does this tell us?

4. What is the use of space in the advertisement? Is there a lot of 'white

space" or is it full of graphic and written elements?

5. What signs and symbols do we find? What role do they play in the ad's

impact?

6. If there are figures (men, women, children, animals) what are they like?

What can be said about their facial expressions, poses, hairstyle, age,

sex, hair color, ethnicity, education, occupation, relationships (of one to

the other)?

7. What does the background tell us? Where is the advertisement taking

place and what significance does this background have?

8. What action is taking place in the advertisement and what significance

does it have? (This might be described as the ad's "plot.")

9. What theme or themes do we find in the advertisement? What is it about?

(The plot of an advertisement may involve a man and a woman drinking

but the theme might be jealousy, faithlessness, ambition, passion, etc.)

10. What about the language used? Does it essentially provide information or

does it try to generate some kind of emotional response? Or both? What

techniques are used by the copywriter: humor, alliteration, definitions" of

life, comparisons, sexual innuendo, and so on?

11. What typefaces are used and what impressions do they convey?


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12. What is the item being advertised and what role does it play in American

culture and society?

13. What about aesthetic decisions? If the advertisement is a photograph,

what kind of a shot is it? What significance do long shots, medium shots,

close-up shots have? What about the lighting, use of color, angle of the

shot?

14. What sociological, political, economic or cultural attitudes are indirectly

reflected in the advertisement? An advertisement may be about a pair of

blue jeans but it might, indirectly, reflect such matters as sexism,

alienation, stereotyped thinking, conformism, generational conflict,

loneliness, elitism, and so on.


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PROBLEM STATEMENT

Visual elements in Pakistani T.V ads, and their impact on consumers and

buyers

VARIABLES

Dependent variable: visual attractivity, Consumer Perception

Explanation: If ads are being aired there are some that have the most attractive

ingredients in them, and then there are those which you just dont want to see at

any cost whatsoever. You would not want to see that ad even if the marketer is

paying you to see that Ad. Only if the visuals are attractive enough they can be

the right thing that can grasp the attention of the viewers, and this is the real

thing that the advertisers are concerned about the most.

Independent variables: Theme of Ad, Color/Background,

Animations/Graphics, Quality of product, Celebrity endorsing, unclear message

(clutter), Frequency of Ad.

Explanation: The elements like theme of Ad, color/background settings,

animation/graphics, message content being clearly delivered determine the

overall attractivity of the advertisement, whereas the variables like quality claims

made by the advertiser or celebrity being used in the advertisement also have a

significant impact on formulating consumers pre-purchase opinion regarding

the product are the dependent variables of our study. If there repetitive and

consecutive ads coming back-to-back, irrespective of the attractivity or thenature, etc the effectiveness of the ad will be lost. The reason is that, that the

human brain cannot take too much if information at once. Or even if the ad being

aired is not suffering from clutter, the theme and the nature of the visuals is poor

i.e. low quality of visuals, usage of dull colors, slow scrolling text, etc. can

deteriorate the quality of the ad.


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RESEARCH QUESTIONS

Do pictures/images have greatest psychological impact on consumersperception formation?

Do appropriate visuals in advertisement help in turning the whole environmentaround the consumer into a positive emotional stimulus?

Does visual animations in advertising help in getting bigger share ofconsumers mind?

Do visuals and animations help advertisers to better sell their idea toconsumers?

Does attractiveness of the visual only, can grasp the attention of the viewers?

HYPOTHESIS

Can visual attractiveness be used effectively as a way to increase brand

recognition? Do people tend to remember ads having visual attractivity?

Visual content attracts relatively more consumers attention than verbalcontent.

METHODOLOGY

The idea behind this study is to investigate the viewers' responses to a set ofopen-ended questions about the symbolization and visual imagery in thecommercials. The analysis will unpack the symbols and metaphors used by the

viewers and analyze them in terms of the cueing process that gave rise to themeanings and what components in advertisements effects the consumers mostand help advertisers to retain a bigger share and lasting impact on consumersmemory.

The main tool for the analyses would be a questionnaire survey that would bebuilt on the basis of literature review done; the survey would contain a set ofopen-ended questions just to analyze what are the ingredients that people mattermost in advertising and what positive/negative impact does pictures and visualsleave on buyers memory and stimulate a positive or negative desire about aproduct which ultimately results in product buying response from consumer.

SAMPLE SIZE


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The sample size which is selected for our research is 100 questionnaires. These

questionnaires are mostly filled by all age groups from 18 to 40. The

questionnaires were filled by the students of various business institutes including

people from different occupational background. So, the data which is collected in

the research is based on all the facts which are given by the students of business

institutes belonging to every walk of life.

TIME SPAN

The time span which took us to make this report is 2 months in which our

research was successfully completed, strictly following the guidelines laid down

by our teacher and following the research process to the fullest extent possible.

METHODOLIGICAL LIMITATIONS

Limited to Pakistani audiences, global perception is not included.


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RESEARCH INSTRUMENT

The research instrument which we selected for our research is thequestionnaire. These questionnaires were personally administered by eachgroup member who took full care of the authenticity and the truthfulness of theresponses.

Note:Note: We are the students of IoBM and are carrying out a research on effects of visual

elements in TV Ads and their impact on consumers

You are kindly requested to duly fill this questionnaire. There are no right or wrong answersinstead we are just interested in your opinions, views and thoughts. Most of the questions areeasy to answer. Your responses will be kept completely confidential.

Please mark a Tick () against your answer.

1. Name: ________________________________ Student ID:

_________________

2. Contact # (Optional): Res. # _______________ Mobile #

_________________

3. Gender:

A) Male B) Female

4. Professional Background:

Doctor Engineer Banker IT Professional Other__________

5. Which university do you study in:

IoBM Bahria University Iqra University

IBA SZABIST Any Other (Specify) __________

6. Age Group:

18 24 yrs 25 32 yrs

33 40 yrs above 40 yrs

7. Do you see TV ads?

Yes No

8. What type of TV Ads do you like? (Pick only one)


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printed words (text on screen only) words with sound

Animated Ads (moving text, graphics & video)

9. How does an Advertisement affect you?

Recall positive impression interest desire to purchase/

explore

10. Please state your favorite TV Ads? (State as many as you can)

_________________

_________________

_________________

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 )

Jingle 1 2 3 4 5

Visuals 1 2 3 4 5

Product 1 2 3 4 5

Model /Celebrity 1 2 3 4 5

Punch line 1 2 3 4 5

12. What was the theme of the Ad? Humor drama suspense Thrill Other

13. How many times did you watch that Ad?

Once 2-3 times 4-5 times 6 or more times

14. How well the message is communicated by that Ad?

Very well somewhat well undecided not very well not at all well

15. Are you currently using that product?

Yes No

16. How likely would you purchase this product in the future?

Most likely Not Sure Not at all


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17. What elements in the Ad made you think of buying that product ?

Celebrity endorsement Quality claims shown were

believable

Concept and theme were well presented Promotional Offer presented

18. In relation to the TV Ad you mentioned, how strongly you agree or disagree withthe 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

____

19. How often does an Advertisement urge you to try a new brand?

Most of the time sometimes never

20. How often you make a wish to the shop keeper of buying the same product as

seen in the Ad?

Most of the time sometimes never


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ANALYSIS

The questionnaire was analyzed by using the software SPSS (Statistical

Program for Social Sciences). This corporate level software made it easy to

analyze and interpret the questions, their responses and the graphs, etc. The

analysis of the questionnaire is as follows:

Respondents profile

3. Gender:

Frequency Percent Valid Percent

Cumulative

Percent

Valid A) Male 85 75.2 75.2 75.2

B) Female 28 24.8 24.8 100.0

Total 113 100.0 100.0

3. Gender:

Our sample of 112respondentsconstitutes of 85males and 27

females that makes76%of males and24% of females.

A)Male 85 76%B)Female 27 24%


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4. Professional Background:

Frequency Percent

Valid

Percent

Cumulative

Percent

Valid Banker 10 8.8 8.8 8.8

Doctor 7 6.2 6.2 15.0

Engineer 42 37.2 37.2 52.2

IT Professional 27 23.9 23.9 76.1

Other 27 23.9 23.9 100.0

Total 113 100.0 100.0

4. Professional Background:Doctor 7 6%Engineer 42 38% Banker 10 9%IT Professional 27 24%Other 26 23%

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.

5.Which university do you study in:


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Cumulative

Percent

Valid Bahria University 2 1.8 1.8 1.8

IBA 3 2.7 2.7 4.4

IoBM 72 63.7 63.7 68.1

Iqra University 2 1.8 1.8 69.9

Other 31 27.4 27.4 97.3

SZABIST 3 2.7 2.7 100.0

Total 113 100.0 100.0

5.Which university do you study in:

IoBM 71 63%

Bahria University 2 2%

Iqra University 2 2%

IBA 3 3%

SZABIST 3 3%

Other 31 27%

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.


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6.Age Group:


Cumulative

Percent

Valid 18 24 yrs 17 15.0 15.0 15.0

25 32 yrs 88 77.9 77.9 92.9

33 40 yrs 8 7.1 7.1 100.0

Total 113 100.0 100.0

6.Age Group:

18 24 yrs 16 14%

25 32 yrs 88 79%

33 40 yrs 8 7%above 40 yrs 0 0%

As our sample belongs to students therefore majority of the respondents belong to 25-32

years age bracket.


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7.Do you see TV ads?


Cumulative

Percent

Valid ?Yes 105 92.9 92.9 92.9

No 8 7.1 7.1 100.0

Total 113 100.0 100.0

7.Do you see TV ads?

Yes 104 93%

No 8 7%

More than 100 of our respondents said they watch TV ads during watching their

programs while 7% dont watch it at all.


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8.What type of TV Ads do you like? (Pick only one)


Cumulative

Percent

Valid Animated Ads (moving text,

graphics & video)

102 90.3 90.3 90.3

printed words (text on screen

only)

3 2.7 2.7 92.9

words with sound 8 7.1 7.1 100.0

Total 113 100.0 100.0

8.What type of TV Ads do you like? (Pick only one)printed words (text on screen only) 3 3%

words with sound 8 7%

Animated Ads (moving text, graphics & video) 101 90%

Out of our sample of 112 respondents, 90% of them like to watch a complete TV

commercial while only 10% likes non-animated ads.

q


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Cumulative

Percent

Valid Desire to purchase/ explore 20 17.7 17.7 17.7

Interest 45 39.8 39.8 57.5

Positive impression 19 16.8 16.8 74.3

Recall 29 25.7 25.7 100.0

Total 113 100.0 100.0


Recall 28 25%

Positive

impression

19 17%

Interest 45 40%

Desire to purchase/ explore 20 18%

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.


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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 ) [Jingle ]


Cumulative

Percent

Valid 1 15 13.3 13.3 13.3

2 32 28.3 28.3 41.6

3 25 22.1 22.1 63.7

4 23 20.4 20.4 84.1

5 18 15.9 15.9 100.0

Total 113 100.0 100.0

11.What in particular made you remember that Ad? Please circle from scale 1to 5 (with 1 being the highest and 5 being the lowest scale as per your liking ) -

Jingle1 15 13%

2 32 29%

3 25 22%

4 22 20%

5 18 16%

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


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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]

Frequency Percent Valid Percent Cumulative Percent

Valid 1 41 36.3 36.3 36.3

2 42 37.2 37.2 73.5

3 15 13.3 13.3 86.7

4 10 8.8 8.8 95.6

5 5 4.4 4.4 100.0

Total 113 100.0 100.0

11.What in particular made you remember that Ad? Please circle from scale 1 to5 (with 1 being the highest and 5 being the lowest scale as per your liking ) -

Visuals1 41 37%

2 41 37%

3 15 13%

4 10 9%

5 5 4%

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


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liking ) [Product ]


Cumulative

Percent

Valid 1 18 15.9 15.9 15.9

2 40 35.4 35.4 51.3

3 34 30.1 30.1 81.4

4 16 14.2 14.2 95.6

5 5 4.4 4.4 100.0

Total 113 100.0 100.0

11.What in particular made you remember that Ad? Please circle from scale 1to 5 (with 1 being the highest and 5 being the lowest scale as per your liking ) -

Product1 18 16%

2 39 35%

3 34 30%

4 16 14%

5 5 4%

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

the product itself.


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liking ) [Model /Celebrity]


Cumulative

Percent

Valid 1 35 31.0 31.0 31.0

2 24 21.2 21.2 52.2

3 27 23.9 23.9 76.1

4 18 15.9 15.9 92.0

5 9 8.0 8.0 100.0

Total 113 100.0 100.0

11.What in particular made you remember that Ad? Please circle from scale 1 to5 (with 1 being the highest and 5 being the lowest scale as per your liking ) -Model /Celebrity

1 35 31%

2 24 21%

3 27 24%

4 17 15%

5 9 8%

Celebrity endorsement or models in TVCs become a reason of remembering ads by about

23% of the respondents on an average.


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liking ) [Punch line ]


Cumulative

Percent

Valid 1 41 36.3 36.3 36.3

2 26 23.0 23.0 59.3

3 17 15.0 15.0 74.3

4 17 15.0 15.0 89.4

5 12 10.6 10.6 100.0

Total 113 100.0 100.0

11.What in particular made you remember that Ad? Please circle fromscale 1 to 5 (with 1 being the highest and 5 being the lowest scale asper your liking ) - Punch line

1 41 37%

2 26 23%

3 17 15%

4 16 14%

5 12 11%

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


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12.What was the theme of the Ad?


Cumulative

Percent

Valid Drama 23 20.4 20.4 20.4

Humor 46 40.7 40.7 61.1

Other 26 23.0 23.0 84.1

Suspense 7 6.2 6.2 90.3

Thrill 11 9.7 9.7 100.0

Total 113 100.0 100.0

12.What was the theme of the Ad?Humor 45 40%

Drama 23 21%

Suspense 7 6%

Thrill 11 10%

Other 26 23%

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.


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13.How many times did you watch that Ad?


Cumulative

Percent

Valid 2-3 times 16 14.2 14.2 14.2

4-5 times 36 31.9 31.9 46.0

6 or more times 55 48.7 48.7 94.7

Once 6 5.3 5.3 100.0

Total 113 100.0 100.0

13.How many times did you watch that Ad?

Once 6 5%

2-3 times 16 14%

4-5 times 36 32%

6 or more times 54 48%

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.


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14.How well the message is communicated by that Ad?


Cumulative

Percent

Valid 1 41 36.3 36.3 36.3

2 54 47.8 47.8 84.1

3 10 8.8 8.8 92.9

4 6 5.3 5.3 98.2

5 2 1.8 1.8 100.0

Total 113 100.0 100.0

14.How well the message is communicated by that Ad?

1 - Very well 41 37%

2 Somewhat well 53 47%

3 Undecided 10 9%

4 Not very well 6 5%

5 - Not at all well 2 2%

Very well Not at all well

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.


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15.Are you currently using that product?


Cumulative

Percent

Valid No 44 38.9 38.9 38.9

Yes 69 61.1 61.1 100.0

Total 113 100.0 100.0

15.Are you currently using that product?

Yes 69 62%

No 43 38%

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


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16.How likely would you purchase this product in the future?


Cumulative

Percent

Valid Most likely 61 54.0 54.0 54.0

Not at all 6 5.3 5.3 59.3

Not Sure 46 40.7 40.7 100.0

Total 113 100.0 100.0

16.How likely would you purchase this product in the future?

Most likely 61 54%

Not Sure 45 40%

Not at all 6 5%

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.


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17.What elements in the Ad make you think before buying any product ?

Celebrity endorsement 33 29%

Quality claims shown are believable 27 24%

Concept and theme are wellpresented

60 54%

Promotional offer presented 24 21%

*People may select more than one checkbox, so percentages may add up to more than 100%.

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.


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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]


Cumulative

Percent

Valid Agree 59 52.2 52.2 52.2

Not Agree 10 8.8 8.8 61.1

Not Sure 17 15.0 15.0 76.1

Strongly Agree 18 15.9 15.9 92.0

Strongly Disagree 9 8.0 8.0 100.0

Total 113 100.0 100.0

18.In relation to the TV Ad you mentioned, how strongly you agree or disagree with thefollowing on the scale of 1 to 5 (with 1 representing strongly agree and 5 representingstrongly disagree) - The visual claims made by the Advertisement were believable

Strongly Agree 18 16%

Agree 59 53%

Not Sure 16 14%

Not Agree 10 9%

Strongly Disagree 9 8%

Where 69% of the respondents believe the visual claims made in their favorite ads, 17%

disagrees & 14% remains undecided.


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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 ]


Cumulative

Percent

Valid Agree 49 43.4 43.4 43.4

Not Sure 8 7.1 7.1 50.4



Total 113 100.0 100.0


following on the scale of 1 to 5 (with 1 representing strongly agree and 5 representingstrongly disagree) - The background setting color/theme/graphics used wereappropriate


Agree 48 43%

Not Sure 8 7%

Not Agree 0 0%

StronglyDisagree

5 4%

Where 89% agrees to this statement, 4% dont agrees and 7% are undecided.


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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]


Cumulative

Percent

Valid Agree 43 38.1 38.1 38.1

Not Agree 5 4.4 4.4 42.5

Not Sure 2 1.8 1.8 44.2



Total 113 100.0 100.0

18.In relation to the TV Ad you mentioned, how strongly you agree or disagree withthe following on the scale of 1 to 5 (with 1 representing strongly agree and 5representing strongly disagree) - The idea and the way it approached (theme) appealme while watching an ad


Agree 42 38%

Not Sure 2 2%

Not Agree 5 4%

Strongly Disagree 4 4%

90% of the respondents agrees that the idea/theme of the ad were appealing, 8 % dont

agrees and 2% are undecided.


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19. Please Select an option [How often does an Advertisement urge you to try a new

brand?]


Cumulative

Percent

Valid Most of the time 35 31.0 31.0 31.0

Never 9 8.0 8.0 38.9

Sometimes 69 61.1 61.1 100.0

Total 113 100.0 100.0

19. Please Select an option - How often does an Advertisement urge you to try a newbrand?

Most of the time 35 31%

Sometimes 68 61%Never 9 8%

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.


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20. Please Select an option [How often you make a wish to the shop keeper of buying

the same product as seen in the Ad?]


Cumulative

Percent

Valid Most of the time 28 24.8 24.8 24.8

Never 21 18.6 18.6 43.4

Sometimes 64 56.6 56.6 100.0

Total 113 100.0 100.0

20. Please Select an option - How often you make a wish to the shop keeper of buying thesame product as seen in the Ad?

Most of the time 28 25%

Sometimes 63 56%

Never 21 19%

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.


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CONCLUSION

By analyzing the responses to the questions asked from the respondents we

landed upon the following conclusions:

1. People do see T.V ads.

2. People like video ads (complete ads) in contrast to animated ads or clips.

3. Mostly people do watch ads while watching their favorite T.V program.

4. People do remember and retain ads in their minds.

5. Mostly people dont seem to remember any animated advertisement.

6. It is the product what makes people mostly remembers the ad.

7. Ambiances of the ads generally create the right impression of the product

being shown.

8. People dont want to see ads of products like: Bisconi chocolate chip

cookies, Sathi, Warid telecom, Guy soap, Lipton tea, Amrus candy,

Telefun, Olivia cream, Kisan banaspati, Telenor, Hashmi ispaghol, Fair &

lovely, Always, Mega man, Fair menz, Touch, Lakson tobacco, Kryzo,

Eagle motorcycle, Bonus, Mortein, Eu cream, Bodyguard, Mountain dew,

Hub salt, National masala, Dr. toothpaste, Shan masala, Safeguard, U-

fone, World call, Waqar electronics, Pedia sure, Mobilink, Glucose-D,English toothpaste, Honda CD-70, Brook bond A1, Dawlance, Kidco pop,

Shezan twist and Dalda.

9. The reason for the dislike of the ads was found to be the overall

presentation of the ad.

10. People do believe that ads do deliver proper product benefits and

demonstration.

11. Fresh approaches in ads are liked by most people.

12. Color schemes in our ads are just satisfactory.

13. Model usage is liked by people.

14. People can decipher the hidden messages being given in an ad.

15. Amazingly, people prefer to see ads containing threats!

16. Most people are motivated by humorous and suspense/drama containing

ads.


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17. People generally believe that the theme and the visuals of the ads are

sometime in alignment with each other.

18. Respondents sometimes understand what is being picturized in an ad.

19. Sometimes too much people/color exposure is preferred by people.

20. Mostly ads of edibles are the ones that prompted people towards a

positive or a negative response.

The conclusions are to our amazement, are very divergent from our

assumptions. Better still they are fair and true to the fullest extent.


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RECOMMENDATION

Based upon the conclusions we propose the following recommendations:

Since people do see, remember and retain, understand and interpret, and sincethey do sometimes see ads while watching their favorite programs instead of justzipping, zapping and grazing the T.V firms producing products like Bisconichocolate chip cookies, Sathi, Warid telecom, Guy soap, Lipton tea, Amruscandy, Telefun, Olivia cream, Kisan banaspati, Telenor, Hashmi ispaghol, Fair &lovely, Always, Mega man, Fair menz, Touch, Lakson tobacco, Kryzo, Eaglemotorcycle, Bonus, Mortein, Eu cream, Bodyguard, Mountain dew, Hub salt,National masala, Dr. toothpaste, Shan masala, Safeguard, U-fone, World call,Waqar electronics, Pedia sure, Mobilink, Glucose-D, English toothpaste, HondaCD-70, Brook bond A1, Dawlance, Kidco pop, Shezan twist and Dalda revisittheir marketing and advertising campaigns.

Recommendations for people who would like to carry this research further arethat they can include visuals from print media like the newspapers, magazines,

billboards, internet, banners and posters, etc. into their area of research. Thiswould truly help the advertising industry of Pakistan a lot


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BIBLIOGRAPHY

http://spot.colorado.edu/~moriarts/viscueing.html

http://www.buchenroth.org/thesis/thesis1.html

http://www.itecksu.org/courses/DesVisWeb/pages/mosaic.htm

http://www.findarticles.com/p/articles/mi_qa3694/is_199710/ai_n8776736/pg_2 http://www.medialit.org/reading_room/article227.html

http://www.medialit.org/reading_room/article111.html
http://spot.colorado.edu/~moriarts/viscueing.htmlhttp://spot.colorado.edu/~moriarts/viscueing.htmlhttp://www.buchenroth.org/thesis/thesis1.htmlhttp://www.buchenroth.org/thesis/thesis1.htmlhttp://www.itecksu.org/courses/DesVisWeb/pages/mosaic.htmhttp://www.itecksu.org/courses/DesVisWeb/pages/mosaic.htmhttp://www.findarticles.com/p/articles/mi_qa3694/is_199710/ai_n8776736/pg_2http://www.findarticles.com/p/articles/mi_qa3694/is_199710/ai_n8776736/pg_2http://www.medialit.org/reading_room/article227.htmlhttp://www.medialit.org/reading_room/article227.htmlhttp://www.medialit.org/reading_room/article111.htmlhttp://www.medialit.org/reading_room/article111.htmlhttp://www.medialit.org/reading_room/article111.htmlhttp://www.medialit.org/reading_room/article227.htmlhttp://www.findarticles.com/p/articles/mi_qa3694/is_199710/ai_n8776736/pg_2http://www.itecksu.org/courses/DesVisWeb/pages/mosaic.htmhttp://www.buchenroth.org/thesis/thesis1.htmlhttp://spot.colorado.edu/~moriarts/viscueing.html


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