Market Research Why Some TV Commercials Are Popular

P a g e | 1

MARKET RESEARCH REPORT

M A R K E T R E S E A R C H

by Prof. S. Bharadwaj

T E R M – I I I / P R O J E C T R E P O R T

P G D M [ 2 0 1 3 – 1 5 ]

WHY SOME TV COMMERCIALS

ARE MORE POPULAR THAN

OTHERS

GROUP II

MALHAR LAKDAWALA [DM 15129]

NIDHI AGARWAL [DM15132]

RISHI RAJ [DM15141]

ROHIT KUMAR GOEL [DM15142]

S. RUKMANI [DM15144]

SHIVENDRA SINGH [DM15152]

P a g e | 2


CONTENTS

S.NO. TITLE PAGE NO.

I ABSTRACT 3

II INTRODUCTION 4

III LITERATURE REVIEW 5

IV HYPOTHESES 6

V METHODOLOGY 7

VI SAMPLING METHOD 12

VII DATA ANALYSIS 16

VIII RESULTS 28

IX REFERENCES 29

X APPENDIX 30

P a g e | 3


I. ABSTRACT

This research looks at the reasons why certain television commercials become more

popular than certain others. This paper lists down and analyses the various factors

and appeals behind popularity of television commercials.

In the present scenario, the television is flooded with commercials, but there are

certain ones that attract people more. Also, in a highly competitive market, it is

common practice for companies to go for commercials that are unique, innovative

and against the tradition. Yet it is often seen that such campaigns fail. And there

are some other companies whose advertisements gain popularity without having

any special or unique element.

The aim of this research project is to analyse and understand the reason for this

selective popularity and ultimately zero in on the factors that the popularity of a

television commercial depends on. Understanding these factors is essential as it

can help marketers decide which aspects of a television commercial to focus and

determine what kinds of advertising campaigns are likely be more effective and

popular.

P a g e | 4


II. INTRODUCTION

Television commercials are one of the biggest medium of reaching out to consumers in

a mass format. All advertisers and agencies dream of coming up with that one campaign

or slogan that will be remembered for generations. In their lifetime, people see

thousands of television commercials but only some become popular and memorable.

For instance, even age-old commercials of brands like Fevicol, Nirma, Surf Excel etc.

are still widely remembered; they were very catchy and extremely popular among

Indian audiences.

It is interesting to see how clever and beautiful advertisements companies come up

with to promote themselves through their campaigns. There are several approaches

followed by companies to make their advertising campaigns effective and their

television commercials popular. And these strategies and approaches have seen

changing and evolving trends since the beginning of time. Over the years, companies

and brands launching these commercials have been developing a far more ‘risky’

approach which has brought the whole market closer to the edge of advertising

brilliance.

Besides hard work, there are usually four key elements in all the popular

advertisements:

Disruptive and relevant visual

Strong brand identification

A brilliant headline

“Something else”

This something else is a variable. This research project intends to determine what the

factors which collectively form this variable are. Over the course of our research, we

aim to understand the various drivers behind the popularity of a television commercial

and chalk out definite factors that determine a commercial’s popularity.

Why some advertisements become more popular than some others? The objective of

this research is to answer this question by seeking to systematically discover

commonalities among popular television commercials. By understanding the shared

characteristics of popular advertisements, one can understand why certain

advertisements become widely successful.

P a g e | 5


III. LITERATURE REVIEW

In the paper ‘An Experimental Study on the Relationship between Consumer

Involvement and Advertising Effectiveness’, the research was conducted to find out

the factors that leads to effective TV Commercial strategies. The study reviewed

consumer perceptions of TV commercial content by conducting focus group

discussions. Respondents were selected using random sampling for conducting survey.

The research was conducted on TV commercials that required customer’s high

involvement, medium involvement and low involvement. The research found out that,

the level of consumer involvement in an advertisement was related to the effective

advertising of a product. One of the findings was that, for the high involvement product

such as automobiles the product information which satisfies the consumer knowledge

requirement is an important factor for effective advertising.

In the paper ‘Infomercials and advertising effectiveness: And empirical study – Brett

A. S. Martin, Andrew C. Bhimy, Tom Agee’ , the purpose of the study was to examine

what features of an advertisement influence consumers to consider the advertisement

as interesting, entertaining, helpful and worth watching. The data for the research was

collected by means of a survey sent to 2670 customers. The survey focused on questions

covering perceptions of advertising effectiveness and how often the respondent watches

advertisements. The research found out that the advertisements were seen as effective

by consumers who valued product demonstration & comparison and bonus offers in the

advertisements.

A Research paper on “The Effects of Length, Content, and Repetition on Television

Commercial Effectiveness”, presented by Surendra N. Singh and Catherine A. Cole in

the Journal of Marketing Research compared the length per se effect of fifteen second

ads and 30 second ads with different message appeals (informational and emotional).

They find that informational commercials both 15 seconds and 30 seconds have same

effect whereas emotional 30 second have more effect than 15 seconds in gaining the

viewer’s attention.

C. Whan Park & Mark Young in their research paper, “Consumer Response to

Television Commercials: The Impact of Involvement and Background Music on Brand

Attitude Formation” have presented that high involvement can be differentiated into

two types (cognitive vs. affective). By manipulating involvement level and type (low

involvement, cognitive involvement, affective involvement), they have examined how

music, as a peripheral persuasion cue, affects the process of brand attitude formation.

The article talks about brand formation but during the experiment they used Television

commercials background music to examine the brand attitude formation.

A paper by Heath in the Advertising Research Foundation (ARF) in a white paper in

2006, has defined engagement i.e. “engagement is turning on a prospect to a brand idea

enhanced by the surrounding context”. In this paper, the authors defined level of

attention as the amount of conscious thinking directed at an advertisement at any

particular time. The study found that attitudes can be changed without active conscious

processing, the level of engagement a consumer has with advertising will be entirely

P a g e | 6


dictated by the amount of feeling or emotion being used. The stated TV advertising can

be highly effective when it communicates creative values and ideas through emotional

content.

P a g e | 7


IV. HYPOTHESIS

H1A: There is no difference between the engagement levels of the audience, while

seeing an ad which is emotionally pitched or informatively pitched.

H1B: There is difference between the engagement levels of the audience, while seeing

an ad which is emotionally pitched or informatively pitched.

H2A: The engagement level of the viewer is indifferent for a 15sec ad and for a 30

sec ad

H2B: The engagement level of the viewer is different for a 15sec ad and for a 30 sec

ad

H3A: The mismatch between the message conveyed in the ad and the Brand

Personality does not affect the engagement level of the viewers.

H3B: The mismatch between the message conveyed in the ad and the Brand

Personality does affect the engagement level of the viewers.

H4A: Background music has no impact on engagement level of audience

H4B: Background music has impact on engagement level of audience

P a g e | 8


V. METHODOLOGY

The Sample

Respondents were majorly from Great Lakes Institute of Management.

Data Collection Method

To conduct the study, primary data was used to analyse the preference of attributes on

viewers in making a TV Commercial more popular. Primary data was collected by using

a focus-group discussion and experimental survey.

Research Instrument

The experimental survey based questionnaire was divided into four sections:

information v/s emotional pitch, length of TV commercial, TV commercial message

mismatch and background music – factors that drive TV commercial popularity.

Data Analysis

Descriptive analysis was used to analyse the background as well as the respondents’

profiles pertaining to their evaluation of brand loyalty.

Focus Group Discussion

We did a focus group discussion on why some TV commercials were more popular than

others. We had 5 members participating in the discussion with Nidhi as the moderator.

We announced the topic under consideration and Nidhi made sure the group did not go

off track. There were times when the discussion drifted to what advertisements the

participants liked but the group was quickly brought back on track. The participants in

this focus group discussion were:

1. Abhineet

2. Kaushal

3. Sriram

4. Sumitabh

5. Swati

As the discussion proceeded, the members were probed further whenever they seemed

to run out of points. This helped in bringing in new perspectives to the matter. Thus a

more detailed analysis of what aspects of popular advertisements impacted the people

could be made.

P a g e | 9


A brief of the group discussion is described below:

ABHINEET

He looked at two different aspects of advertisements:

1. The emotional appeal

2. The humor appeal

KAUSHAL

The following were the factors that he considered as important in making an

advertisement popular:

1. Advertisements that give you a patriotic feel

2. Music

3. Catchy taglines

4. Competing or rival advertisements like Pepsi vs Coca Cola and Oreo vs

KitKat

SRIRAM

According to him,

1. Advertisements that cause an emotional attachment

2. Humor

3. Celebrities

4. Animated characters

5. Corporate Social Responsibility based advertisements

He felt that though the competing advertisements concept that was suggested by

Kaushal was a subtle way of putting across the message, it cannot really be

appreciated.

SUMITABH

He felt that the following factors caused the popularity of the advertisements:

1. Ads with a twist – an element of surprise

2. Music

3. Timing or the context when the advertisement was released

4. Visualization

5. Any ad that targets the empowerment of youth

SWATI

Swati’s opinion in this matter was:

1. Anything unique or different that catches your attention. But cannot be too out

of the world like the Axe Effect ad.

P a g e | 10


2. The intention must have come out clearly.

Following this 20 minute focus group discussion, we narrowed the possible factors

down to five factors that are responsible for the popularity of certain television

commercials:

1. Emotional appeal

2. Comical element

3. Element of surprise

4. Rational justification

5. Visual appeal

6. Memorable Jingles

7. Use of celebrities/iconic characters

Quantitative Research Instrument

To measure the popularity of television commercials, we conducted an experiment

where we have chosen the engagement level of audience as our dependent variable (in

terms of measuring popularity) and emotional appeal, informative appeal, duration of

commercial, background music and message mismatch as our independent variables.

For the experiment, we formed two sets of questionnaire. While the first set had

advertisements that were good representations of the four independent variables, the

second one had the bad advertisements. The sample population was also divided into

two. While one half got the first questionnaire, the second half got the other

questionnaire.

Advertisements

Voltas AC (Emotional Appeal):

http://www.youtube.com/watch?v=3q7AaQcXC3g (SET A)

This commercial was chosen for the emotional appeal category, where a son gifts his

father a Voltas AC and father is reluctant to use the ac due to the high electricity

charges, the son calls his father to check upon him and inquires about the ac the father

is hesitant about it, the son ask him to read the letter which he has sent with the ACs,

father finds the letter and starts reading the letter in which son has asked his father to

use the AC without any hesitation as this AC after several running hours of consumes

very less electricity. The father becomes emotional realizing how much his son cares

for him.

Panasonic AC (Informational Appeal):

http://www.youtube.com/watch?v=djGpyGoOTOs (SET B)

This Commercial waschosen for the informational appeal category, where the model

(Katrina Kaif) talks about the Panasonic AC which has multiple features like

providing virus free air, has smart human sensor and at the same time consumes 60%

less electricity.

http://www.youtube.com/watch?v=3q7AaQcXC3g

http://www.youtube.com/watch?v=djGpyGoOTOs

P a g e | 11


Flipkart 15sec:

http://www.youtube.com/watch?v=FOhuH2e2IbQ (Set A)

This commercial was chosen under 15 second Ad category, where 2 young kids enact

a news debate scene - like famous anchor Mr. Arnab Goswami where the news anchor

forces the interviewee to say that Flipkart is the new destination for the shopping.

Flipkart 30sec:

http://www.youtube.com/watch?v=Fq2jCV_QsEA (SET B)

This commercial was chosen under 30 second Ad category, where a kids enacts a

family scene where a delivery boy delivers a flipkart product and father enquires

about it, the son replies its grandfather’s mobile which they have bought online and

explains the father how simple it is to shop online. The father is reluctant as in how to

buy products just by seeing the photo online, at which the mother replies she married

him just by seeing him, and the narration comes “ flipkart - shopping ka naya address

“

Vodafone Crazy Feet Ad:

http://www.youtube.com/watch?v=WuANjdF5WxQ (SET A)

This commercial was chosen under message mismatch category where the ad is on

some African dance moves going viral around the world, and then Vodafone internet

packages information is shown.

Vodafone ZooZoo Ad:

http://www.youtube.com/watch?v=t4aCvzqTM2o (SET B)

This commercial was chosen under message mismatch category. The ad is on

Vodafone ZOOZOO, where a man brings gifts for his family and inadvertently gives

wrong gifts so the family starts crying ; the man realizes his mistake and distributes

gift accordingly. Then the Vodafone speak about his gift vouchers which is designed

as per the needs of the customer.

Han han mein crazy hoon:

http://www.youtube.com/watch?v=jyEWtpYtpv4 (SET A)

This commercial was chosen under the engagement category in terms of background

music, this ad has jingle “ Haan haan mein crazy hoon” running in the background

and different people are drinking coke and doing crazy things to help different people.

http://www.youtube.com/watch?v=FOhuH2e2IbQ

http://www.youtube.com/watch?v=Fq2jCV_QsEA

http://www.youtube.com/watch?v=WuANjdF5WxQ

http://www.youtube.com/watch?v=t4aCvzqTM2o

http://www.youtube.com/watch?v=jyEWtpYtpv4

P a g e | 12


Aaj Ki Raat:

http://www.youtube.com/watch?v=IKG44qyp1iU (SET B)

This commercial was chosen under the engagement category in terms of background

music, this ad shows Imran khan who is feeling thirsty and sees a shadow in front of

his apartment, he uses his torch and creates his shadow to take the coke bottle and

the person in the shadow tries to protect it. The ad runs a bollywood film song “Aaj ki

raat “ in the background.

http://www.youtube.com/watch?v=IKG44qyp1iU

P a g e | 13


VI. SAMPLING METHOD

Population

By population we mean the entire set of people with whom we want to understand the

factors which affect the popularity if a TV Commercial.

Our population will be mostly people from age group 16-50 years old. We will try to

pick equal no. of females and males for our survey as behaviour of gender also plays

important role.

Margin of error

Our margin of error will be 5% which is the most commonly used margin of error in

the previous study, which means that we would like our estimate of TV commercial to

we can go from 1-10% for a margin of error depending on our survey. Increasing our

margin of error above 10% is not recommended.

Confidence Interval

A confidence interval is the likelihood that the sample which we picked mattered in the

results we get the calculation is usually done in the following way. If we picked 30

more samples randomly from your population, how often would the results we get in

our one sample significantly differs those other 30 samples? A 95% confidence interval

means that we will get the same results 95% of the time. 95% is the most commonly

used confidence interval but if we can go for 90% or 99% confidence interval

depending on our survey. Decreasing confidence interval below 90% is not

recommended.

Formula for Sample size

N = ( Zs/e)^2

N= Sample Size

Z = Confidence level at 95% is 1.96

s = Standard deviation

e = Margin of error (5%)

Standard Deviation from the past record: 0.36

N= (Zs/e)^2

Sample Size = {(1.96x 0.36x) / 5%}^2

= 200

P a g e | 14


Response Rate

When we send our survey to fill not everyone will fill it. The percentage of people who

do actually fill out a survey that they receive is known as the Response rate. Estimating

our response rate will help us to determine the total number of surveys we will need to

send out to obtain the required number of completed surveys. Response rates vary

widely depending on a number of factors such as the relationship with your target

audience, survey length and complexity, incentives, and topic of our survey.

We will go for online survey due to location constraint. For online surveys in which

there is no prior relationship with recipients, a response rate of between 20-30% is

considered to be highly successful.

No. of surveys to be send

We have divided the sample size by the response rate.

No. of surveys to be send = Sample Size/ Response rate

= 200/40%= 375

We need 150 people to fill out your survey and we assume that 40 % of these people

whom we send the survey will actually fill it out, then you need to send it to 150/40%

= 375 people.

We know that 20-30% response rate is considered to be good response rate but we have

taken it to be 40% which is quite high because we are mainly going to send these

surveys to friends and friends of friends that’s why survey filling rate will be high.

Sampling Techniques

We will go for probabilistic sampling method and in it we will go for Simple Random

Sampling because it is:

Least biased of all sampling techniques, there is no subjectivity - each member

of the total population has an equal chance of being selected

Can be obtained using random number tables

Microsoft Excel has a function to produce random number

The function is simply:

=RAND()

Type that into a cell and it will produce a random number in that cell. Copy the formula

throughout a selection of cells and it will produce random numbers.

We can modify the formula to obtain whatever range we wish.

P a g e | 15


Sample Profile

The sample set we chose for this experiment consisted of a total of 170 respondents.

Gender Distribution

Of these 170 respondents, 128 were male and 42 were female.

Age Group Distribution

If we look at the distribution of the sample across different age groups, 110 were

between the age group 15-25, 52 respondents belonged to the age group 26-30, 6

respondents were between ages 31-35, and 2 was older than 35 years of age.

Male75%

Female25%

Gender distribution

Male Female

15-25

26-30

31-35> 35

Age Group Distribution

15-25 26-30 31-35 > 35

P a g e | 16


Income distribution

12 Respondents belonged to the group with an annual family income of 0-3 lakh, 52

respondents lay in the income group of 3-7 lakh, 70 respondents had an annual family

income between 7-15 lakh, and 36 respondents’ annual family income was above 15

lakhs. All these figures are in Indian Rupees.

0-3 L58%

3-7 L23%

7 - 15 L10%

> 15 L9%

Income Group Distribution

0-3 L 3-7 L 7 - 15 L > 15 L

P a g e | 17


VII. DATA ANALYSIS

Data Analysis

Descriptive analysis was used to analyse the background as well as the respondents’

profiles pertaining to their evaluation of brand loyalty.

We tested the Cronbach alpha of the questionnaires next. Following this, we compared

the mean of each category of advertisement from the first questionnaire with the mean

of the same category in the second questionnaire. This helped us determine which

variables have an impact on the engagement level of the viewers. This was followed by

regression in order to determine the extent of impact each independent variable had on

the dependent variable.

We also did some additional analysis on which consumer segments can be targeted with

what kind of advertisements.

Cronbach Alpha

The Cronbach alpha of all variables were analysed and they were verified to be

significant.

Questionnaire 1 Questionnaire 2

Informational Ad

Duration

Product-message

mismatch

Reliability Statistics

Cronbach's

Alpha

N of

Items

.668 4


Cronbach's

Alpha

N of

Items

.668 3


Cronbach's

Alpha

N of

Items

.801 5


Cronbach's

Alpha

N of

Items

.844 5


Cronbach's

Alpha

N of

Items

.897 7


Cronbach's

Alpha

N of

Items

.863 6

P a g e | 18


Music

Overall questionnaire

Comparative Means Analysis

The difference in the mean values is very less because the advertisements which we

selected are well known and in a manner engages the audience. We selected these

kinds of ads because we wanted to remove the bias of showing a very bad ad and a

very good ad. Hence in a comparison category the two ads would be relatively similar

except on the variable which we are testing on.

For our questionnaire we gave “1” for “Strongly Agree” and “5” for “Strongly

Disagree”. So a lower value of mean suggests that the Television Commercial was

liked.

Emotional Pitch v/s Informational Pitch

We analysed the liking of the audience with respect to commercials which have an

emotional pitch as compared to commercials which have informational pitch.

Here, as our Dependent Variable, we chose the grabbing of Attention of TV

Commercial and Independent variable is message understandibility of the TV

commercial. Then we compared means table of both the commercials is as shown.


Cronbach's

Alpha

N of

Items

.867 5


Cronbach's

Alpha

N of

Items

.784 5


Cronbach's

Alpha

N of

Items

.815 21


Cronbach's

Alpha

N of

Items

.831 20

P a g e | 19


A1TVCAttention * A1MsgUnderstable

A1TVCAttention

A1MsgUndersta

ble

Mean N Std.

Deviation

1 1.67 18 .970

2 2.47 60 .892

3 3.67 6 .516

Total 2.38 84 1.005

B1TVCAttention * B1MsgUnderstable

B1TVCAttention

B1MsgUnderstab

le

Mean N Std.

Deviation

1 2.00 2 .000

2 3.00 72 1.113

3 2.25 8 1.165

4 5.00 2 .000

5 5.00 2 .000

Total 3.00 86 1.188

From the comparative means table it is clear Set A commercial (Emotional Pitch) is

preferred over Set B commercial (Informational Pitch). Thus the hypothesis that there

is no difference between an emotional and an informational pitch is rejected.

P a g e | 20


Duration: (15sec v/s 30 Second TVC)

In this we measured if the respondent would wish to see such types of commercials in

the future, hence we took this as the Dependant Variable. Since variable under

consideration is ‘Duration’, the Independent Variable is Apt Duration of the TV

Commercial.

Report

A2EnjoyTVCinFuture

A2AptDurati

on

Mean N Std.

Deviation

1 1.43 14 1.089

2 2.36 50 .942

3 2.56 18 .984

4 2.00 2 .000

Total 2.24 84 1.025

Report

B2EnjoyTVCinFuture

B2AptDurati

on

Mean N Std.

Deviation

1 1.42 24 .504

2 2.04 52 .816

3 2.00 6 .894

4 3.00 4 .000

Total 1.91 86 .806

P a g e | 21


As we can see from the comparative means table, that TVC B (30 sec) is more

preferable than TVC A (15 sec). Thus the hypothesis that advertisement length has no

effect on the engagement level of the audience is rejected.

Brand personality and communication mismatch

In this we wanted to check if the audience is getting influenced by the mismatch

between brand personality and its communication. We chose as the grabbing of

Attention of TV Commercial as the Dependant Variable and Independent variable is

will he enjoy seeing similar advertisement in future.

Report

A3TVCAttention

A3EnjoyTVCinFu

ture

Mean N Std.

Deviation

1 1.25 8 .463

2 1.80 50 .571

3 2.14 14 .864

4 3.33 6 1.033

5 4.67 6 .516

Total 2.12 84 1.057

Report

B3TVCAttention

B3EnjoyTVCinFu

ture

Mean N Std.

Deviation

1 1.20 30 .407

2 1.81 42 .594

3 2.50 8 .926

4 4.00 6 .000

Total 1.81 86 .901

P a g e | 22


It can be seen from the statistics table that Set B (Brand personality and

communication in line) advertisement engaged more than Set A (Brand personality

and communication mismatch) advertisement. The hypothesis that Brand personality

and communication mismatch has no effect on the engagement level of the audience

is rejected.

Background Music

In this we wanted to check if the audience is getting influenced by catchy background

music. Thus we chose grabbing of attention as Dependant Variable and Liking of

Music as Independent Variable.

Report

A4TVCAttention

A4LikeMu

sic

Mean N Std.

Deviation

1 1.40 30 .498

2 1.96 46 .815

3 2.25 8 1.165

Total 1.79 84 .808

Report

B4TVCAttention

B4LikeMus

ic

Mean N Std.

Deviation

1 1.43 14 .514

2 2.10 58 .552

3 3.00 6 1.549

4 2.33 6 .516

5 5.00 2 .000

Total 2.14 86 .856

P a g e | 23


As we can see from the table, that Set A (with Catchy Background Music) engaged

more than Set B (without Catchy Background Music). Thus our hypothesis that there

is no effect on engagement level of audience with or without catchy Background

Music stands rejected.

In informational vs emotional pitch questionnaire, we asked an open ended question

to check the number of attributes they can remember from the ad. The emotional

advertisement showed only one (Cost Saving) attribute while the informative

advertisement showed five attributes.

Descriptive Statistics

N Minimu

m

Maximu

m

Mean Std.

Deviation

A1AttributeSc

ore 84 .00 1.00 .9524 .21424

B1AttributeSc

ore 86 .00 .60 .3860 .17023

Valid N

(listwise) 84

We found out that people were able to recollect the one message which was

advertised in emotional advertisement, while they were able to recollect only 2

message out of the 5 attributes advertised. Thus due to information over load the

audience was not able to grasp the information which was advertised.

Regression

ANOVAa

Model Sum of

Squares

df Mean

Square

F Sig.

1

Regression 39.233 4 9.808 66.152 .000b

Residual 24.316 164 .148

Total 63.550 168

a. Dependent Variable: Engagement

b. Predictors: (Constant), Music, Info, ProdMsg, Duration

P a g e | 24


From the ANOVA results of regression which says significant, it can be seen that the

collective bunch of four independent variables that we have taken are related to the

dependent variable. There is a linear relationship between the four independent

variables and the dependent variable.

Model Summary

Mode

l

R R Square Adjusted R

Square

Std. Error of

the Estimate

1 .786a .617 .608 .38506

a. Predictors: (Constant), Music, Info, ProdMsg, Duration

The R square value of 0.617 indicates that around 60% of the variance is explained by

the independent variables while the remaining 40% is random variance.

Coefficientsa

Model Unstandardized

Coefficients

Standardized

Coefficients

t Sig.

B Std. Error Beta

1

(Constant) -.511 .181 -2.824 .005

Info .311 .043 .355 7.163 .000

Duration .260 .054 .247 4.786 .000

ProdMsg .300 .042 .363 7.205 .000

Music .358 .047 .393 7.656 .000

a. Dependent Variable: Engagement

The Beta Values shown in the table is for all the advertisements. The signs of all

standardized beta coefficients are positive, indicating that all four IVs are positively

related to the DV. Also, the significance column confirms that all four attributes taken

into consideration in the questionnaire are significant. Hence, all four factors must be

incorporated in an advertisement.

Also, looking at the unstandardized coefficients, it can be seen that music has the

highest impact on engagement as the B value is the highest: 0.358. This is followed by

the informational aspect with B = 0.311. Next in line is that the product and message

must be related as its B = 0.300. Lastly, it is duration with B = 0.260.

P a g e | 25


Now, by doing Linear Regression Analysis on the advertisements which scored more,

we find the following results:

Coefficientsa

Model Unstandardized

Coefficients

Standardized

Coefficients

t Sig.

B Std. Error Beta

1

(Constant) .622 .231 2.696 .009

Info .207 .079 .233 2.615 .011

Duration .159 .057 .252 2.814 .006

ProdMsg .251 .049 .464 5.102 .000

Music .111 .067 .150 1.658 .101

a. Dependent Variable: EngagementLevel

In this we are able to realize that in order for advertisements to get maximum

engagement one of the main factor is that the Brand Personality and Communication

Message should be in line. In our research we got that the Beta Value associated with

it is 0.464. Followed by Pitch and the Duration which carry a Beta Value of 0.233 and

0.252. Finally Background Music carry least Beta Value of 0.150

Segment Analysis


Dependent Variable: B4TVCAttention

AGende

r

AIncome Mean Std.

Deviation

N

Male

0-3 Lakhs 2.75 .957 4

3-7 Lakhs 2.22 1.060 18

7-15

Lakhs 2.38 .970 24

15+

Lakhs 2.19 .655 16

Total 2.31 .916 62

Female 3-7 Lakhs 1.50 .707 2

P a g e | 26


7-15

Lakhs 1.92 .289 12

15+

Lakhs 1.63 .518 8

Total 1.77 .429 22

Total

0-3 Lakhs 2.75 .957 4

3-7 Lakhs 2.15 1.040 20

7-15

Lakhs 2.22 .832 36

15+

Lakhs 2.00 .659 24

Total 2.17 .848 84

This descriptive statistics table shows that, though the entire population disliked the ad,

but a segment of Females having family income more than 15 Lakhs showed likingness

towards the advertisement. Thus this segment gets engaged with ads which don’t have

appealing Background music.


Dependent Variable: A2EnjoyTVCinFuture

AGende

r

AIncom

e

Mean Std.

Deviation

N

Male

0-3

Lakhs 3.00 1.155 4

3-7

Lakhs 1.78 .428 18

7-15

Lakhs 2.17 .917 24

15+

Lakhs 2.38 1.455 16

Total 2.16 1.027 62

P a g e | 27


Female

3-7

Lakhs 2.00 .000 2

7-15

Lakhs 2.17 .718 12

15+

Lakhs 3.00 1.309 8

Total 2.45 1.011 22

Total

0-3

Lakhs 3.00 1.155 4

3-7

Lakhs 1.80 .410 20

7-15

Lakhs 2.17 .845 36

15+

Lakhs 2.58 1.412 24

Total 2.24 1.025 84

This descriptive statistics show that, though the entire population disliked the

advertisement, one segment of males having family income in the range of 3-7 lakhs

liked the advertisement. Thus this segment gets engaged with 15 second advertisement.


Dependent Variable: A3TVCAttention

AGende

r

AIncom

e

Mean Std.

Deviation

N

Male

0-3

Lakhs 2.00 .000 4

3-7

Lakhs 1.78 .428 18

7-15

Lakhs 2.17 1.167 24

P a g e | 28


15+

Lakhs 2.13 1.500 16

Total 2.03 1.071 62

Female

3-7

Lakhs 4.00 .000 2

7-15

Lakhs 2.50 1.000 12

15+

Lakhs 1.75 .463 8

Total 2.36 1.002 22

Total

0-3

Lakhs 2.00 .000 4

3-7

Lakhs 2.00 .795 20

7-15

Lakhs 2.28 1.111 36

15+

Lakhs 2.00 1.251 24

Total 2.12 1.057 84

This descriptive statistics table shows that they get engaged with an ad even though

there is a mismatch between brand personality and the message it wants to convey. This

indicates that this segment of Males with family income 3-7 Lakhs are indifferent to

brand personality and the message it conveys.

P a g e | 29


VIII. RESULTS

Conclusion

As seen from the analysis, if any advertisement is to be created with the aim of engaging

the audience, then the informational aspect of the ad, the duration of the ad, the product-

message correlation of the ad and the background score of the ad must be kept in mind

during ad creation. To rank order these attributes

1. Product and message delivered must be related

2. Duration of the ad – it needs to be long enough to grab attention. Very

short ones of 15secs do not help in this case.

3. Information/Emotional appeal – emotional appeal is liked better by the

audience

4. Background music – it is important to have very good music

Managerial Implications

For making an ad, all the variables carry almost equal weightage but if one wants

maximum engagement, the Brand Manager needs to concentrate most on whether the

Communication Message is in line with the Brand Personality.

The Marketer needs to ensure that whatever communication goes out from the

company’s end, it should be in line the brand’s personality. If the case is not so, the

audience feels a mismatch and stops engaging with the brand.

As a marketing manager, if my Target Group is Male with Family Income of 3-7 lakhs

then I would prefer going for 15 second ad, as these 15 second ads are liked by my TG.

Moreover they are cheaper than the 30 second ads.

Also for the same TG, they are indifferent towards brand personality and the

communication message, hence for them an amusing advertisement can be launched,

though it may not be in line with the brand’s personality.

While launching ads, it is recommended to avoid information overload, as the audience

is in the passive state and by bombarding with so many information will result in loss

reception.

P a g e | 30


Future Scope:

The research can be extended by taking other different variables like influence on ad

by humour, celebrities, surprise element, etc. Also for us the majority audience were

from the age group 15-25 and 25-30. This can also be extended to people from other

age groups to get a more comprehensive picture.

P a g e | 31


IX. REFERENCES

- An Experimental Study on the Relationship between Consumer Involvement

and Advertising Effectiveness - by Shwu-Ing Wu,

- Infomercials and advertising effectiveness: And empirical study – Brett A. S.

Martin, Andrew C. Bhimy, Tom Agee

- The Effects of Length, Content, and Repetition on Television Commercial

Effectiveness, Surendra N. Singh and Catherine A. Cole, Journal Marketing

Research, February 1993, (91-104).

- Consumer Response to Television Commercials: The Impact of Involvement

and Background Music on Brand Attitude Formation, C. Whan Park and S.

Mark Young, Journal Marketing Research, February 1986, (11-24)

- Heath, R. (2009). “Emotional Engagement: How Television Builds Big Brands

at Low Attention.” Journal of Advertising Research 49(1): 62.

P a g e | 32


X. APPENDIX

Why some TVC are more popular than others?

Questionnaire

Your Name: ………………..

Age:

Gender:

Annual family Income:

How many hours of television do you see on an average daily?

0-1 1-3 3-5 5-7 7+

I enjoy watching TVC (Television Commercial):

• Strongly Agree

• Agree

• Neutral

• Disagree

• Strongly Disagree

A TVC you like, has a longing impact on you?

• Strongly Agree

• Agree

• Neutral

• Disagree


I.

H0: There is no difference between the engagement levels of the audience, while

seeing an ad which is emotionally pitched or informatively pitched.

H1: There is difference between the engagement levels of the audience, while seeing

an ad which is emotionally pitched or informatively pitched.

15-25 25-35 >35

MALE FEMALE

0 - 3

Lakhs

3-7 Lakhs 7-15

Lakhs

>15

Lakhs

P a g e | 33


DV: Engagement Level IV: Emotional/Informative Pitch

Voltas AC (Emotional Appeal): http://www.youtube.com/watch?v=3q7AaQcXC3g

Panasonic AC (Informational Appeal):


How well this TVC did caught your attention?

• Very Likely

• Somewhat Likely

• Undecided

• Not Very Likely

• Not at all

Ad message is understandable

• Strongly Agree

• Agree

• Neutral

• Disagree


I recall the ad background/no. of characters/plot

• Very Likely

• Somewhat Likely

• Undecided

• Not Very Likely

• Not at all

I was able to recollect few moments of my Life after watching this TVC

• Strongly Agree

• Agree

• Neutral

• Disagree


What attributes about the product were advertised? ___________________


P a g e | 34


II.

H0: The engagement level of the viewer is indifferent for a 15sec ad and for a 30 sec

ad

H1: The engagement level of the viewer is different for a 15sec ad and for a 30 sec ad

DV: Engagement Level IV: TVC Duration

Flipkart 15sec: http://www.youtube.com/watch?v=FOhuH2e2IbQ

Flipkart 30sec: http://www.youtube.com/watch?v=Fq2jCV_QsEA


• Strongly Agree

• Agree

• Neutral

• Disagree



• Very Likely

• Somewhat Likely

• Undecided

• Not Very Likely

• Not at all

I would enjoy seeing similar ads in the future

• Very Likely

• Somewhat Likely

• Undecided

• Not Very Likely

• Not at all

Do you think the TVC was of apt duration?

• Very Likely

• Somewhat Likely

• Undecided

• Not Very Likely

• Not at all

http://www.youtube.com/watch?v=FOhuH2e2IbQ

http://www.youtube.com/watch?v=Fq2jCV_QsEA

P a g e | 35


Would you talk to someone else about the ad?

• Very Likely

• Somewhat Likely

• Undecided

• Not Very Likely

• Not at all

III.

H0: The mismatch between the message conveyed in the ad and the Brand Personality

does not affect the engagement level of the viewers.

H1: The mismatch between the message conveyed in the ad and the Brand Personality

does affect the engagement level of the viewers.

DV: Engagement Level IV: Message mismatch conveyed

Vodafone Crazy Feet Ad: http://www.youtube.com/watch?v=WuANjdF5WxQ

Vodafone ZooZoo Ad: http://www.youtube.com/watch?v=t4aCvzqTM2o


• Strongly Agree

• Agree

• Neutral

• Disagree



• Very Likely

• Somewhat Likely

• Undecided

• Not Very Likely

• Not at all


• Very Likely

• Somewhat Likely

• Undecided

• Not Very Likely

• Not at all

http://www.youtube.com/watch?v=WuANjdF5WxQ

http://www.youtube.com/watch?v=t4aCvzqTM2o

P a g e | 36


How interesting did u find the ad?

Very interesting

Somewhat interesting

Indifferent

Not too interesting

Not at all interesting

With what you’ll associate Vodafone as a Brand with?

Adventurous

Features

Friendly

Service

Ease of Access

Others _______________

The TVC communicates the message in lieu of the association it stands for

• Strongly Agree

• Agree

• Neutral

• Disagree


How well did this advertisement catch your attention?

Very Well

Somewhat Well

Undecided

Not Very Well

Not at all Well

Would you talk to someone else about the ad?

• Very Likely

• Somewhat Likely

• Undecided

• Not Very Likely

• Not at all

P a g e | 37


IV.

H0 – Background music has no impact on engagement level of audience

H1 – Background music has impact on engagement level of audience

DV: Engagement Level IV: Background Music

Ha ha me crazy hu: http://www.youtube.com/watch?v=jyEWtpYtpv4

Aaj Ki Raat: http://www.youtube.com/watch?v=IKG44qyp1iU


• Strongly Agree

• Agree

• Neutral

• Disagree



• Very Likely

• Somewhat Likely

• Undecided

• Not Very Likely

• Not at all

How interesting did u find the ad?

Very interesting

Somewhat interesting

Indifferent

Not too interesting

Not at all interesting

How well did this advertisement catch your attention?

Very Well

Somewhat Well

Undecided

Not Very Well

Not at all Well

http://www.youtube.com/watch?v=jyEWtpYtpv4

http://www.youtube.com/watch?v=IKG44qyp1iU

P a g e | 38


Do you like the music of the TV Commercial?

Strongly Agree

Agree

Neutral

Disagree

Strongly Disagree

Would you like to listen the ad without the Video?

Strongly Agree

Agree

Neutral

Disagree

Strongly Disagree

Documents

Market Research Why Some TV Commercials Are Popular