Finding Out the Effectiveness of Below the Line Advertising

AbstractAdvertising plays a very important role in the business world whether that is selling a

product or manufacturing for their target market. In order to tell your customers what you

are offering you need a medium to let your customer know about your offerings. There

are either electronic medium, also known as above the line advertising, which includes

television and nowadays mobile advertising is also very popular. And the other one is

print medium, also known as below the line advertising, which includes bill boards,

newspaper, hand outs etc. This research focuses on the below the line advertising and its

related issues whether these advertisements fulfill the purpose for which they are used

and the customers (youth) are motivated enough to try or buy the new brands or product

displayed. Furthermore, this study also focuses on the location of the below the line

advertisements. This study also focuses on the giving good and probably satisfying

successful solutions and recommendations in order to enhance the effectiveness levels of

the advertising medium,.

The research was conducted in Peshawar. Responses through questionnaires were

collected from two universities. One is institute of management sciences and the second

is institute of management studies. Youth of Peshawar between the age group of 20-25

was target sample for this study and convenience sampling technique was used for the

purpose of collecting data from youth, a total of 120 questionnaires were collected from

the students of these two universities. Tool used for the findings of the study was

frequency distribution and on the basis of the responses of youth conclusion was drawn.

The questionnaire comprises of total 15 questions. The analysis and finding section

shows that the billboards get their attention very much whenever an individual sees it and

also remember the ad for the whole day. The section also highlights an important factor

that color of ads are very attractive to people. Such advertisements make people buy the

product and feel good after using that particular product. In people’s opinion company

advertises in order to increase their sales. People find all the medium of advertisements

important. Consumers find the advertisement of fashion and clothing related items more

attractive and appealing. Consumers also remember the ads of such items for at least one

week if they are placed on the location where they visit frequently. Consumers find the

theme of the ads very important.

Chapter 1

Introduction

BackgroundAdvertising is such a vast field that we can not stereotype the effectiveness of a single

product through any medium of advertisement being effective than the other. One type of

product might get consumer attention through billboards, print etc. as more effective than

television. Another product might have more success in terms of consumer attention

through television than billboards. But understanding consumer mind is the key to

success of any advertisement. The advertisement whether it is billboard or television or

any other media still it is important to identify your target group and then efforts are to be

made to attract them and make them your loyal customers

If we study the history of outdoor advertising we come to know that it started about 5000

years back (Lewis, 1964). The first use of advertising occurred in Egypt where award

notices or punishment notices were printed and posted as well as sign boards were used

to guide travelers and merchants to help in finding their location (Agnew, 1932). With

modernization, advertisement also got advanced, and in 1892 International Bill Posters

Association of North America was established to run and facilitate outdoor advertising

industry.

A number of researches were conducted on advertisement and its effectiveness, but

variation in the conclusion of results is found depending upon area to area and business to

business (Subramanian and Kumar, 1990). Looking at the advertising done globally,

research has explored that there have been changes in terms of advertising practices with

the passage of time (Ursic 1986). Sadly, changes in business to business advertising were

least the focus of researchers.

This study will concentrate on the below the line advertising (billboard advertising) and

its effectiveness as the medium of advertising for the local industry. Advertising should

be a major focus as companies lose loyal customers while having flaws in advertising.

The research will find out the pros and cons of below the line advertising, which will help

2

the organization, understand the buying behavior of consumers and let the organization

get maximum benefit from the limited resource by focusing on their effective medium of

advertising.

Research statement:

Finding out the effectiveness of below the line advertising.

Research Question:

What is the Effect of below the Line advertising on consumer’s buying behavior?

Significance of the study:

This topic is selected for my research because of its importance nowadays as market is

becoming more and more saturated day by day plus new small level businesses are also

entering the market so it is also becoming difficult for businesses to retain their customers

as customer preferences can also change if the company fails to identify their needs and

focus on them through their effective advertisements. This topic is selected because

companies not only make customers utilizing the above the line advertising but instead it

also use below the line advertising which is a very expensive marketing strategy and the

company use newspapers, hand outs and bill boards in order to convince the target

market to buy their products. Peshawar is a very rich market for the companies and their

marketing strategy is such which is cost effective for them. This study will highlight the

attributes associated with the below the line advertising by knowing the consumer

attitude and their perception about it. This would help them chose which medium has a

better ability to convey a message effectively and yet able to attract more

customers/consumers, as marketing is all about selling their product and make new loyal

customers and retain them. As every business is trying to attract more and more

customers and competition is becoming more and tougher. This study will help in

revealing more significant aspects of marketing design. The study is important because

nowadays there is very tough competition as the market is becoming more globalize

giving space for international businesses here in Pakistan. Therefore the local companies

need to cut down their expenses and yet be able to attract more customers, retain their

3

markets and increase their buying behavior. The study will also reveal the important

aspects attached with below the line advertising and give proper direction for the

marketing department to utilize it properly in order to attract customers from their target

market. It will find the result and effectiveness of the below the line advertising which is

beneficial for the firm when it comes to cost and benefit analysis.

Scope of the study:

The research will target the customers of age 20-25 which comes in the category of youth

and University students. As this research will be conducted by one individual with

limited and scarce resources so the study will focus on the University students. The

geographical boundary of this research is limited to Peshawar. The research will focus

only on the local industry.

Methodology:

The research is conducted in Peshawar. Responses through questionnaires are collected

from two universities. One is institute of management sciences and the second is institute

of management studies. Youth of Peshawar between the age group of 20-25 are the target

sample for this study and convenience sampling technique is used for the purpose of

collecting data from youth, a total of 120 questionnaires are collected from the students

of these two universities. Tool used for the findings of the study is frequency distribution

and on the basis of the responses of youth conclusion will be drawn.

For the data which will be required to draw my conclusion regarding my topic will be

from:

1. Primary data: The primary data for this research will be gathered through

questionnaires distributed among the target sample (youth).

2. Secondary data: The secondary data will be gathered through the review of

different relevant articles, publications journals etc.

4

Since the sampling frame for the youth is not available, convenience sampling will be

used to gather the data from the target group.

Limitations of the study:

Time

Money

Research design:

Unit of analysis

It will be directed towards the students studying in two Universities between the

age group 20-25.

Time frame:

One shot: the data is collected at one time.

Research setting:

Field based

Scheme of the report:

Chapter 1: Introduction

It will consist of the background about the topic, the methodology of how the research

will be done, what would be our sample, how we would do our sampling, and the

suggested hypothesis which would either be proved right or wrong at the end of the

report.

Chapter 2: Literature Review

It would consist of the review of the articles, publications, journals related to the topic.

Chapter 3: Analysis and Findings

After filling out questionnaires the data that would be collected, would be analyzed in

this chapter.

Chapter 4: Conclusion and Recommendation.

5

Chapter 2

Literature review

History of advertisements (below the line advertisements).

For studying the history of advertisements students can consult different books available

which reveal the history of advertisements and its origin. From most of the books,

students would come to know that advertising is as old as mankind. Some researches

show that advertisements are as old as the existence of mankind. And some researches

show that this concept developed about three thousand years ago (Mandell and Maurice,

1974). Researches have shown that advertisements have had an impact on societies and

cultures (Johnson and Douglas, 1978). The previous works done on this topic suggest that

below the line advertisement existed since humans lived in caves. Inferred by the above

work done on this topic, the concept is developing day by day with modernization taking

place in marketing concept but its roots are born in the ancient world. Further, many of

the examples were not advertisements; rather they were some simple on-the-spot

identifying signs. It is “human nature” says Kleppner that humans when they try to show

something to be genuine they say it’s as old as mankind (Kleppner, 1979). It is very

interesting to find out that even in the Soviet Union advertising was practiced. One would

think why such an economic structure would need to advertise, this shows the importance

as how important advertising is, even for the communists (Wright and John, 1977). The

explanation given above is very concise to make it to a beginner or an amateur student to

understand the fundamental distinction between capitalism and communism, as he has

but only known about capitalism.

Marketers have for a great deal of time analyzed the strategic tools and approaches that

they have been using to advertise the goods and services to their target consumers.

Advertising has also brought a great deal of change in the relationships that exist in mass

communications (Sandage, 1979). With exception to those who reject advertisements a

publisher has changed from seller of a product to consumers of the product to the one

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who gathers consumers for advertisers. The roles of his employees have changed too;

first they had a selling approach in mind, now they try finding good advertisements to

publish (below the line advertisements) which could earn them money. A television

"celebrity" is for the most part a salesman, not an entertainer, and reporters discover that

some stories are better left unreported. Gossage and Howard say that the role of the

reader has also changed from independent consumer to the “bait” of the advertiser

(Gossage and Howard, 1965). Advertising also, to a greater extent, affect both the

allocation of resources and the distribution of wealth. Without a doubt, it is well

understood that advertising in the identical packaged goods sector of the economy, has

proved to be an institution performing the task of the allocation of resources and

distribution of wealth. If we understand clearly this phenomena and the historical

importance of national advertising we come to know of the theory of capitalism.

Extensive research has been carried out by researchers on the consumer market i.e. how

marketers advertise their goods and services; but it is astonishing that there has not been

any research carried out on business-to-business exploration of how marketing related

organizations in fact market to marketers. There are a great deal of services that

marketer’s consume, let it be advertising services, marketing research, strategy services,

promotional activities or consultancy services.

There has been a series of persistent and varied criticisms on advertising over the years.

The criticisms made have included accusations that advertising is often distasteful,

insulting and offensive (Eric, Merry and Josephson, 1962). Advertising as according

Feldman and Lawrence has also been accused that it manipulates people into making

unneeded and some-times undesirable purchases. People end up making purchases of

products that are not necessary and useless to them (Feldman and Lawrence, 1980). A

study by Preston and Ivan (1975) state that advertising is deceptive i.e. it deceives the

consumers and mislead them by making them in a state where they have no option in

mind but to buy the product which is being offered (Preston and Ivan, 1975). Noticeable

flow have been more in the vociferousness by which these and other criticisms have been

expressed and in the attention they have received rather than in the substance of the

criticisms themselves.

7

The definition of billboards was defined as those outdoor motionless structures upon

which advertisements of different companies and public announcements were posted.

This definition also included elevated signs and signs that were attached to the sides of

buildings, and did not include the advertisements on the sides and at the back of buses,

highway department signs, banners, posters, advertisements painted on the sides of

buildings, and the advertisements we come to see on bus shelters. This definition match

to the types of billboards those were most likely to be restricted under the terms and

conditions of legislation being considered in 1998. An agreement was made between the

tobacco industry in the US and various state attorney generals. As a result of the

agreement, all outdoor billboard advertising of tobacco products was removed. This

shows a cycle of change in the tobacco advertising where tobacco advertising was banned

to be put on billboards in the year 2000 whereas the restriction on the advertisements of

tobacco products on television was implemented nearly 30 years ago. Outdoor

advertising was agreed to be banned in public health and political arenas by nearly

everyone, yet it is astonishing to see that there is very little data on how billboards have

been used to sell tobacco products in the US and the countries outside (Luke and

Esmundo, 2000).

As compared to other forms of advertising that are very old, In-Game advertising is a

new strategy. It is due to this fact that we rarely find research on this form of advertising.

So much so that the first study about online games was carried out as recently as 2002.

Kim (2002) investigated motivations to using online games and Nelson (2002) studied

recall of brand placements in computer racing games. There has been an academic

interest as far as studies or advertising is concerned, billboards in the gaming

environment have not been a major focus whereas the focus of these studies were mainly

on the billboards we see in the real world (Bloom 2000; Donthu, Cherian, and Bhargava

1993). It is for this reason that we find out the effectiveness of outdoor advertising as a

standard when it comes to effectiveness of billboard advertising i.e. the standard of

checking the effectiveness of outdoor advertising is billboards (Donthu, Cherian, and

Bhargava 1993; Fitts and Hewett 1977). According to Donthu, Cherian and Bhargava

(1993) the factors that are related to the recall of billboards include:

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(1) The factors that are related to the billboard itself i.e. color, position, location,

number of words and brevity and legibility of message of the billboard,

(2) The Consumer characteristics of the billboards, i.e. attitude to advertising which

incorporates attitude to outdoor advertisements (Donthu, Cherian, and Bhargava

1993).

These studies leave the big advertising companies, who highly advertise their products, to

find out other target markets in order to reach their target customers i.e. the hardcore

gamers, who are for the most part involved in multi player gaming. Due to the fact that it

needs a lot of investment for game developers to develop a game, they need to find out

other ways to generate revenue which probably would be to sell out space within the

gaming environment. This creates a huge opportunity for marketer to get into a joint

venture with game companies (Euro Monitor, 2003).

Studies have also found out that in-game advertising is an enormous opportunity to

market a product but till now only a small number of companies, for the most part the

racing car games and the more recent soccer games, have put on work its use (Carter

2002).

We find out through research that sports marketing done through billboards in the ‘real

world’ are not an effective promotional tool. A study about a football match aired on

television in Denmark, showed that there was a meager amount of recall of advertising

billboards, to the extent that the billboard that most gained recall by respondents was as

little as 17%. This study also showed that out of the fourteen brands four brands were not

recalled by any of the respondents (Hansen and Scotwin 1994).

Marketing managers in China mostly focus on billboard advertisements while having

youth as their target market, due to the fact that the youth of china is greatly effected by

the advertisements that are put up on billboards. Billboards have such a great impact in

the Chinese market that the firms/ companies who try to sale out even their business-to-

business products to Chinese industrial companies use billboard advertising. In terms of

selling business-to-business products to the industrial users in china, Technical

magazines having technical data of the business product have proved to be a very reliable

source of conveying the message. This is because of the fact that the Chinese are

9

fascinated towards learning the western marketing techniques. It is found out by the

western advertising experts that western model billboard advertising is the basis of most

of the Chinese advertising. The China National Advertising Association for Foreign

Economic Relations and Trade is therefore put up to bring Chinese advertisements at par

with the international standards. The association has relationships with over 100

advertising companies around the world and was established in 1981. China has ended up

signing joint ventures for a large range of programs set up by the Chinese and Western

advertising agencies to market foreign products in China and Chinese products in foreign

markets (Semenik, Zhou and Moore, 1986).

Billboards have provided the tobacco industry with a relatively low cost method for

cigarette advertising and are used to reach either a broad audience or specific targeted

population. In 1997, national billboard revenues totaled $2.1 billion dollars. Tobacco

billboard sales ranked third among the top 10 industry categories. Because of the static

location of billboards and the fact that many people use the same travel routes to work,

school, shopping, etc, billboard advertising has what the advertising industry calls a high

"impression rate". Billboards are viewed over and over again by the same people,

increasing their effectiveness. Efforts to restrict tobacco billboard advertising have been

mounted in local communities with some success. Campaigns to restrict or ban tobacco

billboards are a response to the perception that billboards are a form of environmental

pollution, an attempt to target vulnerable populations, or simply that tobacco billboards

are advertising a product that is a threat to the public health of the community. These

grassroots efforts served as a springboard for provisions to ban outdoor advertising in the

national settlement between attorneys general and tobacco companies in November 1998

(Luke, and Esmundo, 2000).

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CHAPTER 4 ANALYSIS AND FINDINGS

The questionnaire was distributed in two universities; one is institute of management

sciences located in phase seven and the other institute of management studies located in

university town. Sixty questionnaires were distributed in each university among both

male and female students of age group of 20-25 years

female male totalInstitute of management sciences, hayatabad

30 30 60

Institute of management studies university town.

30 30 60

TOTAL 60 60 120

The responses collected from the samples are given below along with their percentage

and cumulative percentage result. The analysis of each question is also given below .The

reader can easily understand the analysis and finding portion of this study

11

Billboard getting attention :

Table 4.1

FREQUENCY PERCENT COMMULATIVE PERCENT

greatly 28 23.33 23.33

Very much 52 43.33 66.66

Don’t know 24 20 86.66

Some how 10 8.34 95

Not at all 6 5 100

TOTAL 120 100

Figure 4.1

The tables’ shows that out of total 120 respondents 28 or 23.33% are greatly, 52 or 43.33% are very much, 24 or 20% are don’t know, 10 or 8.34% are some how and 6 or 5% are not at all.

12

Saw a billboard last time:

TABLE 4.2


Just a while ago 10 8.34 8.34

today 64 53.33 61.67

A week ago 14 11.67 73.33

Don’t remember 32 26.67 100

TOTAL 120 100

Figure 4.2

The table shows that out of 120 respondents 10 or 8.34 % said just a while ago, 64 or 53.33% said today, 14 or 11.67% said a week ago, 32 or 13.33% said don’t remember.

13

Element of attraction in billboard ads:

TABLE 4.3


color 26 21.67 21.67

shape 12 10 31.67

size 10 8.33 40

Giving clear message about the product

68 56.67 96.67

All of the above 4 3.33 100

TOTAL 120 100

Figure 4.3The above table shows that out of 120 participants 26 or 21.67% said color, 12 or 10% said shape, 10 or 8.33% said size, 68 or 56.67% said giving clear message and 4 or 3.33% said all of the above.

Ads attractive enough:

14

TABLE 4.4


yes 50 41.67 41.67

no 38 31.67 73.34

Some how 32 26.66 100

TOTAL 120 100

Figure 4.4

The above table illustrates that out of 120 participants 50 or 41.67% said yes, 38 or 31.67% said no, 32 or 26.66% said some how.

Effects of ads on buying decision:

TABLE 4.5

15


Very low 0 0 0

low 0 0 0

moderate 32 26.67 26.67

high 42 35 61.67

Very high 46 38.33 100

TOTAL 120 100

Figure 4.5

The above table reveals that out of 120 participants 0 or 0% said very low,0 or 0% said low , 32 or 26.67% said moderate, 42 or 35% said high and 46 or 38.33% said very high.

Feelings after advertised product:

TABLE 4.6

16


excellent 0 0 0

good 66 55 55

satisfactory 54 45 45

bad 0 0 100

TOTAL 120 100

Figure 4.6

The above table illustrates that out of 120 participants 0 or 0% felt excellent, 66 or 55% felt good, 54 or 45% felt satisfactory and 0 or 0% felt bad.

Companies advertise:

TABLE 4.7

17


To increase sales 66 55 55

To convey a massage 12 10 65

To make people buy 24 20 85

All of the above 18 15 100

TOTAL 120 100

Figure 4.7

The above table shows that out of 120 participants 66 or 55% said to increase sales, 12 or 10% said to convey a message, 24 or 20% said to make people buy and 18 or 15% said all of the above.

Prefer advertisement of:

TABLE 4.8

18


Below the line ads 21 17.5 17.5

TV commercials 27 22.5 40

All of the above 72 60 100

TOTAL 120 100

Figure 4.8

The above table illustrates that out of 120 participants 21 or 17.5% said below the line, 27 or 22.5% said TV commercials and 72 or 60% said all of the above

Attracted by Advertisement of:

TABLE 4.9frequency percent Cumulative

percent

19

food 54 45 45

Clothing/fashion 22 18.34 63.34

cosmetics 6 5 68.34

cars 16 13.33 81.67

events 12 10 91.67

Public awareness messages

10 8.33 100

total 120 100

Figure 4.9The table shows that out of 120 respondents 54 or 45% prefer food, 22or 18.34% prefer

clothes/fashion, 5% prefer cosmetics, 13.33% prefer cars and 12 % prefer events and

10% prefer public awareness campaigns

Advertisement of which products to be displayed on billboard:

TABLE 4.10

20


food 34 28.33 28.33

Clothing/fashion 54 45 73.33

cosmetics 12 10 83.33

cars 13 10.84 94.17

others 7 5.83 100

TOTAL 120 100

Figure 4.10

The above table shows that out of 120 participants 34 or 28.33% said food, 54 or 45% said clothing, 12 or 10% said cosmetics, 13 or 8.34% said cars and 7 or 5.83% others

Effect of below the line ads:

TABLE 4.11


21

recall 7 5.83 5.83

Positive impression 61 50.83 56.66

interest 35 29.17 85.83

Desire to purchase 17 14.17 100

TOTAL 120 100

Figure 4.11

The above table illustrates that out of 120 participants 7 or 5.83% said recall, 61 or 50.83% said positive impression, 35 or 29.17% said interest and 17 or 14.17% are said desire to purchase

Remember the advertised product for:

TABLE 4.12


22

Few hours 34 28.33 28.33

One day 8 6.67 35

One week 68 56.67 91.67

One month 8 6.67 98.34

More than a month 2 1.66 100

TOTAL 120 100

Figure 4.12The above table shows that out of 120 participants 34 or 28.33% said few hours,8 or 6.67% said one day, 68 or 56.67% said one week, 8 or 6.67% said one month and 2 or 1.66% said more than a month.

Billboards make you buy the product:

TABLE 4.13


yes 76 63.33 63.33

23

no 26 21.67 85

Some how 18 15 100

TOTAL 120 100

Figure 4.13

The table reveals that out of 120 participants 76 or 63.33% said yes, 26 or 21.67% said no and 18 or 15% said some how.

Remember a billboard for:

TABLE 4.14


Near the residence 12 10 10

Places visited 72 60 70

24

frequentlyOn the way to work/university

15 12.5 82.5

Bus stand 14 11.67 94.17

other 7 5.83 100

TOTAL 120 100

Figure 4.14The above table reveals that out of 120 participants 12 or 10% said near the places, 72 or 60% said places visited frequently, 15 or 12.5% on the way to work, 14 or 11.67% said bus stand and 7 or 5.83% said others.

Important factor of billboard:

TABLE 4.15


models 10 8.33 8.33

theme 24 20 28.33

25

Background 45 37.5 65.83

slogan 11 9.17 75

Caption 15 12.5 87.5

photography 15 12.5 100

total 120 100

Figure 4.15The above table shows that out of 120 participants 10 or 8.33% said models, 24 or 20% said themes, 45 or 37.5% said background, 11 or 9.17% said slogan, 15 or 12.5% said caption and 12.5% said photography. Chapter 5

Conclusion

The objective of the study was to reveal the important aspect attach with the effectiveness

of the marketing strategies in the saturated market nowadays. The analysis section of the

study clearly showed that the below the line advertisement do effect the youth of

26

Peshawar and urge them to try a new products and brand in this regard. The responses of

youth also revealed that bill boards, print media and others do get their attention when

they come across one. If the ads are very attractive so that people (youth) remember them

for a good time period. It was inferred that a well produced all the below the line

advertisements should not only have one attribute but it has almost all the good points

which one looks for in it. It should be clear in conveying message. It should have a good

combination of words, color and its size relevant to the placement of it.

They believe that nowadays after using the advertised product their behavior about the

product was satisfactory. Further more it is concluded that they perceive the ads as a

medium to increase companies’ sales and it is not only done through below the line

advertisements but it is done through the use of the entire advertising medium used in the

marketing strategies for the product. The youth also cleared the fact that if bill boards are

used for the advertisement of food and clothes or fashioned products so it will attract

them more in comparison of other than these product advertised.

The youth clearly highlighted their opinions in their responses that the outdoor ads also

make them buy the product and use it for a matter of experiment in order to experience

the sense of satisfaction or dissatisfaction. Some results also illustrates that youth is

greatly affected by these bill boards etc. ads if they are placed at right location and clearly

conveying the message to try the product. The youth showed a positive approach to the

questions asked regarding the placement of the ads on places where people visits

frequently. The theme of the advertisements is the most important factor for the youth

when it comes to evaluate different factors of the advertisements. They consider such

good advertisement as a positive impression of the company.

Recommendation

The companies should take interest and take care of the factors which may become a

reason of the failure of their ads. They should be very careful while making the below the

line advertisements considering every factor of it which is the key to attract customers

and increase the sales of the company in this regard. They should focus on the size (bill

boards) with the comparison of its location plus they should very clear in what they are

27

saying to its target market. The companies should advertise in the places where people

visits frequently like high ways or bus stops etc.

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AppendixQUESTIONNAIRE

30

Effect of Below the Line Advertising on Consumer Perception

Age: ____ Gender: ____Occupation: ____

Q1 How much does a billboard get your attention?

1 Greatly

2 Very Much

3 Don’t know

4 Somehow

5 Not at all

Q2 When is the last time you saw a below the line advertisement?

1 Just a while ago

2 Today

3 A week ago

4 Don’t remember

Q3 What is it that attracted you to that advertisement placed on a billboard or any

other print media ads?

1 Color

2 Shape

3 Size

4 Giving clear message about the product

5 All of the above

Q4 Was that advertisement attractive enough to make you buy the product?

1 Yes

2 No

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3 Some how

Q5 How much was the effect of the advertisement on your buying decision?

1 Very low

2 Low

3 Moderate

4 High

5 Very High

Q6 How did you feel after using that advertised product?

1 Excellent

2 Good

3 Satisfactory

4 Bad

Q7 In your opinion, why do companies advertise?

1 To increase sales

2 To convey a message

3 To make people buy

4 All of the above

Q8 What kind of advertisement would you prefer for a brand you use?

1 below the line advertisements

2 TVC (television commercial)

3 All of the above

Q9 Which type of product attracts you the most when advertised on billboards or any

print media?

1 Food

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2 Clothing/ Fashion wear

3 Cosmetics

4 Cars

5 Events

6 Public Awareness campaigns

Q10 In your opinion what product would best attract consumers in buying if advertised

on billboards or any print media?

1 Food

2 Clothing/ Fashion wear

3 Cosmetics

4 Cars

5 Other: _______________

Q11 How does a below then line advertisements advertisement affect you?

1 Recall

2 Positive impression

3 Interest

4 Desire to purchase

Q12 How long does the message conveyed through the below the line advertisements

advertisement last in your mind?

1 Few hours

2 One day

3 One week

4 One month

5 More than a month

Q13 Does a billboard advertisement urge to try a new brand?

1 Yes

2 No

33

3 Some how

Q14. Do you remember billboard if they are?

1 Near the residence

2 Places visited frequently

3 On the way to campus/ work

4 Bus stand

5 Other.

Q15. Which aspect of billboard ad is important to you?

1 Models

2 Background

3 Theme

4 Slogans

5 Caption

6 Photography

THANK YOU FOR YOUR CO-OPERATION & TIME

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Documents

Finding Out the Effectiveness of Below the Line Advertising