Page | 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]
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Market Research Why Some TV Commercials Are Popular
This is a Market Research Project on "Why Some TV Commercials are better than the others?"
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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]
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MARKET RESEARCH REPORT
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
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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.
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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.
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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
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MARKET RESEARCH REPORT
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.
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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
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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.
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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.
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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%