MBR- RESEARCH PAPER

RESEARCH PAPER

IMPACT OF AD APPEALS ON AD AND BRAND RECALL FOLLOWED BY ATTITUDE TOWARDS THE AD AND BRAND
AUTHORS: SARAH FAROOQ NIDA AHMED HASNAIN MOOSVI SHAHMIR KURD RAMSHA ARIF
SUBMITTED TO: SIR EJAZ MIAN CLASS: BBA DATED: 28TH MAY 2013

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TABLE OF CONTENT:
Abstract..3 Introduction............................................................................................................................4 Literature Review4 Social marketing.....5 Emotional appeal5 Humorous appeal6 Rational appeal6 Hypotheses development7 Hypotheses..8 Conceptual research model...9 Research methodology10 Measurement..10 Sample....10 Design11 Data Analysis and Results...11 Profiles of respondents11 Analysis and research findings11 Conclusion...24 Bibliography25 Appendix A.27 Appendix B.33

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ABSTRACT
The aim of this research is to examine the relationships of three ad appeals on ad and brand recall based on the attitude towards the ad and brand. This research uses social, rational and emotional (humorous) appeal in order to explore the impact on consumer awareness and attitude as well as purchase intention. This research concludes that in order to induce brand recall emotional (humorous) ad appeal is the most effective followed by social message appeal and then rational (emotional and functional) appeal. The latter appeal has shown to induce lowest brand recall as compared to humorous and social appeal. By understanding the viewer profile and consumer mindset and attraction to a specific ad appeal, advertising agencies may be able to do a better media planning and focus on creativity and presentation. This way they will increase brand awareness and brand recall eventually followed by brand equity. Keywords: Television advertisement, Appeals, Attitude, Ad Recall, Brand Recall, Attitude towards the ad, attitude towards the brand, Pakistan.

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INTRODUCTION:
Advertising has become one of the most critical activities in the modern competitive environment. Companies commit a significant portion of their finances towards advertising on a continuous basis. Of all the available marketing techniques, advertising has proved to be the most effective when it concerns brand recall (Katke, 2007). People of Pakistan mostly watch television because of their need to be politically updated and informed about the various issues going in the country of Pakistan. Television ads are restricted to the time duration of thirty seconds so advertisers have to use such advertisements which are both clutter breaking and contain a specific or a combination of appeals. The prime aim of advertising is to ensure repetitive purchases and positively influence buying behavior. However, advertising also tends to affect the attitude towards the brand and position a specific brand in the minds of the consumers. A consumer is likely to associate with an advertisement which communicates strong rational and emotional values. Kotler and Armstrong define emotional appeal as, attempt to stir up positive or negative emotions that can motivate purchase. These include fear, guilt, surprise and shame appeals that get people to do things they should or stops them from doing things they shouldnt. Purchase Communicators can also use positive emotional appeals such as love, humor, pride, hope and joy. Conviction An appeal, according to Manrai et al. (1992), is the crux of an advertisement or a reason why the audience should act. It acts as a stimulus to encourage behavior. Thorson and Heide (1990) found that emotional advertisements can be more effective than rational advertisements. Emotional appeals are found to be more sensually provocative and clutter breaking. Companies use both positive and negative emotional appeals. Example of Positive emotional appeal can be Nestle Dairy Milk chocolate campaign, which illustrates the precious moments in which there is a need to celebrate. On the other hand, negative appeals are used by insurance companies to encourage people to subscribe for life insurance.
Preference

Liking

Knowledge

Awareness

Unawareness

LITERATURE REVIEW:
Involvement theory suggests that consumers involvement depends upon the degree of relevance that a product possesses. Degree of relevance is highly dependent upon the price of the product. Such as a house purchase would be regarded as a high involvement good whereas restaurant

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selection for a family Sunday brunch would be regarded as low involvement. Advertisements can be divided into four types: 1. High Involvement Rational Ads: this category includes expensive purchases such as financial services and car purchase. Advertisements are targeted towards describing the functionality of the product to give consumers an idea of what they intend to buy. 2. High involvement Emotional Ads: these include jewelry and holiday packages. Advertisements use emotional appeals and focus is on social structures such as family. 3. Low Involvement Rational Ads: these include FMCG products like shampoos and detergents which are bought on a routine basis. 4. Low Involvement Emotional Ads: these are also purchases on impulse and often provide emotional gratification such as birthday cards and chocolates. Pollay (1983) identified 42 different types of advertising appeals. He further assessed that advertising appeals used causes conformity, false pride, social competitiveness, insecurities, anxieties and sexual pre-occupation. Advertising thus becomes a reflection of norms and values prevailing in a particular society.

Social Marketing
Social marketing refers to the application of marketing techniques to achieve socially desirable ends. Social marketing use both emotional and fear appeals. Social marketing can be divided into personal and societal issues. Personal issues are those which have a micro impact. Examples of personal issues can be health and safety campaigns such as restriction of the use of mobile phones while driving. Societal issues have a macro impact and may not affect the individual directly. Examples can be educational campaigns or recycling waste products campaigns. Kotler et al. (2002) divides social marketing into the following areas: 1. 2. 3. 4. Health Safety Environment Community

Emotional Appeals
Emotional responses are central to consumer behavior. The use of emotional Advertisements has become increasingly popular as most marketing gurus rank emotional appeal as the most effective in establishing purchase intention and affecting brand attitudes. With respect to brand recall, there have been conflicting research findings across the world. Some advertising practitioners believe that emotional appeals have little impact on immediate brand recall where as others findings suggest that emotional appeals do aid brand recall, with

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upbeat emotions such as positive or negative emotions creating higher brand recall as compared to warm and gentle emotions. The reason being that portrayal of intense emotions heightens a persons arousal level, which leads to greater attention and retention.

Humorous Appeal
Humor is one way of bringing in interesting way of communication and it is though uninvited is liked by majority of the customers. It usually makes us talk, in addition to laughing and it can be charming, alarming or disarming. Humor like many aspects of life has 2 different dimensions, it can be positively used bringing in positive impacts where as it can adversely affect as well and can backfire too. As wisely quoted, there is a fine line between getting people to laugh with you and having them laugh at you. According to Beard (2005), one out of every five television ads contains humorous appeals. On one hand, Berg and Lippman (2001) claimed that humorous ads may lead to stronger associations between brand name and product type but, on the other hand, Cline et al. (2003) argue that humor may also hinder people's acquisition of relevant information from ads. However, considerable evidence suggests that humorous advertisements can be effective in selling many diverse product categories such as soft drinks, cars and insurance (Markiewicz 1974). Moreover, research in advertising has also investigated the effects of humorous advertisements on other response variables such as memory, advertising liking, brand attitude and purchase intention. Humor enhances ad liking by generating positive effects, in addition to enhancement of cognition-based measures such as attention, comprehension and memory. A common view prevails among advertising practitioners that humor should not be used for high involvement product however; it mainly depends upon the objective of using humor. If the idea behind using humor is to create brand recall and to grab audience attention, perhaps this type of creativity can be a better option. Lammers and colleagues (1983) also studied the persuasive effects of humor and concluded that humorous appeal may be more effective as compared to serious appeal since, in the long run, humor stimulates more favorable cognitive responses.

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Rational Appeal
A rational appeal in advertising places more emphasis on providing factual information and specific details about product and its benefits. A household cleaning product ad showing the products ability and then offering an explanation of how it cleans twice in comparison to its competing brands and costs less is a perfect example of rational appeal. The same product could be promoted with a more emotional appeal that emphasizes the ease of cleaning, the hassle-free experience and the environmental benefits it offers.

Adopting the rational appeal can be highly effective. First off, it allows you to market the product to more than one demographic target group at a time. Similarly by focusing exclusively on the product's price and the benefits it offers, it creates a generalized marketing campaign with wide appeal. This appeal targets people who are budget-conscious and consumer-friendly customers. Therefore this is the key to the rational appeal. Furthermore, in times of economic crisis or recession, products marketed by rational appeal tend to do well. This way consumer who is apt to adopt a mindset of austerity during these times will appreciate businesses that cater to their needs. Hence, rational appeals touch the rational cords of the human mind.

Hypothesis Development
Our research is focused on the impact of three categories of appeals used in advertising: 1. Emotional Appeal (Humorous Appeal) 2. Rational Appeal (with a touch of emotions involved) 3. Social Appeal The dependent variables selected are: Dependent Variables Brand Recall To what extent is a brand in the consideration set of a consumer. Measuring these dependent variables Making respondents recall the brand by showing pictures of the ads without any logo or indication on its brand. Watching the ad informed the respondents about certain aspects of the brand

Ad Recall

To what extent can ad viewers recall the ad

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Attitude towards the ad: what is the perception regarding the ad Attitude towards the brand what is the perception regarding the brand Respondents think of the brand and they recall the ad shown Ad keeps running in the head Uninformative ad Attention grabbing ad Post ad behavior about the brand was discouraging Watching this ad gives them a good feeling about the brand Disgusted after watching the ad Not convincing ad but its fascinating Nothing special about the brand Using this brand gives the respondents a good feeling

Hypothesis
We intend to test the following hypothesis in our research: H1: Emotional (humor) appeal leads to higher brand recall H2: Emotional (humor) appeal leads to positive attitude towards the ad H3: Emotional (humor) appeal leads to positive attitude towards the brand H4: Rational Appeal which comprises of both Emotional and functional appeal leads to higher brand recall H5: Rational Appeal which comprises of both Emotional and functional appeal leads to positive attitude towards the ad H6: Rational Appeal which comprises of both Emotional and functional appeal leads to positive attitude towards the brand H7: Social message appeal leads to higher brand recall H8: Social message appeal leads to positive attitude towards the ad H9: Social message appeal leads to positive attitude towards the brand

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CONCEPTUAL RESEARCH MODEL
Based on the above discussion, it is apparent that while the kind of appeal used in the advertisement does affect ad and brand recall but it is not the sole determinant of whether the ad viewer will necessarily form a positive or a negative attitude towards the ad and the brand. Though it has been consistently known that if the ad appeal is effective enough i.e. it is able to generate high ad recall and brand recall then it is highly possible that those people who are able to easily recall the ad and the brand will also try to evaluate the ad based on its content and will further try to link it with the characteristics of the brand they have in mind thus forming a particular image of the brand. This evaluation process preceded by high ad and brand recall will thus lead to viewers forming a particular attitude about the ad based on the content of the ad; comparing their feelings about the ad with the feelings they have about the brand will lead to the viewers forming a particular attitude towards the brand. But it might be so that even though there is high brand and ad recall which leads to people evaluating the ad so as to form a particular attitude towards the ad, but the ad itself might not be effective enough to lead to the evaluation stage of the brand. The conceptual model explaining the relationship between these variables is shown below: Ad Appeal Ad Recall Brand Recall Attitude towards the ad Attitude towards the brand

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RESEARCH METHODOLGY:
MEASUREMENT:
An experimental study was conducted to examine the impact of different appeals in advertisements on ad and brand recall, while we simultaneously studied its impact on consumers attitude towards the ads leading to attitude towards the brand. The experimental study was conducted based on the idea that the appeals used in advertising has a positive impact on ad recall which helps customer remember brand as well. The feelings of a consumer towards the ad and then towards the brands is also impacted by various appeals in ads. Moreover, we also conducted an exploratory research to study the causal relationship between different appeals in ads and recall and attitudes. For this, we firstly conducted the focus group on sample size 6 to 8 members. We gathered some interesting insights, some of which includes that emotional appeal comes first when it comes to audience attention grabbing. Rational appeal is also liked by consumers. Moreover, consumers showed an annoyed feeling towards crude and over exaggerated ads. Also, recall for the recent ads was greater than recall for ads with longer duration. People also tend to enjoy ads which have humorous appeal, while some tend to enjoy ads with celebrity endorsements. Hence people tend to react differently towards different appeals in advertising and they react more favorably towards appeals that are clutter breaking (attention grabbing) as well as informative.

SAMPLE:
We initially conducted qualitative research in which we did two focus groups using a sample size of 6 to 8 respondents. The proposed research study would also utilize the quantitative research method to gather the data directly from the respondents by measuring their memory and attitudes (feelings) towards the ad and brand. A total of 200 usable surveys were received, out of which 20 responses were eliminated. The convenience sample consisted of people aging between 17 to 25 years of age and most of them belonged to Intermediate/ A-levels or Undergraduate level. Moreover, to eliminate the sample bias, we have conducted survey from different socio economic classes. So, our respondents consists of people belonging to SEC-A (having income above Rs.100, 000) to people belonging to SEC-C (having income below Rs. 30,000). The responses were gathered using different sources. 70% of the responses were gathered online, while rest of the responses were collected from those, who researchers encountered at IBA (Institute of Business Administration), KU (Karachi University), NED University and Commecs College. The responses were gathered from Karachi only. The researchers explained the procedures of filling surveys and gave instructions on mail to those who filled surveys online, where as the researchers were physically present at different institutions to help the respondents with the survey.

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DESIGN:
To measure how a respondent react differently, projective techniques were used in the focus group. People tend to remember advertisements with social and emotional appeal where as the recall was a little low in the advertisements with rational and emotional appeal both. Then, quantitative analysis was conducted where impact of each appeal was identified on ad recall, brand recall, attitude towards the ad and attitude towards the brand. We conducted one sample T-Test, Chi-square test on our sample to support the hypothesis. We also assumed that our sample is normally distributed according to the central limit theorem1. For testing the ad and brand recall, projective techniques were used in the survey questionnaire. Moreover, for checking the attitudes we used likert scale with 1 being strongly agree and 5 being strongly disagree. We also checked the attitude towards the ad leading to an attitude towards the brand. Here we used a scale called likert scale and ranged it from 1 to 5 with 1 being very unlikely and 5 being very likely.

DATA ANALYSIS AND RESULTS:

PROFILE OF RESPONDENTS:
In order to avoid sample bias, our respondents belonged to diverse categories. So, based on a sample of 180, we got a quite balanced sample on the basis of gender. It is comprising of 43% males and 57%females. On the basis of socio economic class, we got 40% respondents from SEC-A (people belonging to income above 100,000), 49% respondents belonged to SEC-B and 11% of the respondents belonged to SEC-C. Our respondents are also segmented on the basis of age, in which 30% of the respondents were between 17 to 19years of age, 38% lie between 20 to 25years of age and 32%lie between 25 to 30years of age.

ANALYSIS AND RESEARCH FINDINGS: H1: Social message appeal leads to higher brand recall and ad recall
For analyzing the effect of social appeal, the Telenor Djuice ad picture was shown to respondents which contained the social message of Khamoshi ka Boycott i.e. speaking against the evils in the society

Central limit Theorem states that if a sample is large enough N>50, then, the distribution is normally distributed.

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FIGURE 1 TESTING BRAND RECALL

Referring to Figure 1 the results clearly show that approximately 97% of the respondents were able to recall the brand thus social message appeal does lead to high brand recall and is therefore effective. While descriptive statistics result show a mean value of 1.99 which is closest to 2 which corresponded to the brand Telenor Djuice.

AD RECALL Figure 2

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Referring to Figure 2, the results clearly show that majority of the respondents agreed with the above mentioned statements with 53% (8% for strongly agree+ 45% for agree) saying that when they think of this brand they think of this commercial and 41% saying that it is the kind of commercial that keeps running through their heads. Thus shown that social message appeal has high brand recall H1 thus was proved to be true as it cannot be rejected i.e. social message appeal leads to higher brand and ad recall. While descriptive statistics result show a mean value of 2.7 and 3.1 meaning both are closest to the option of agree.

H2: Social message appeal leads to positive attitude towards the ad TESTING FOR ATTITUDE TOWARDS THE AD Figure 3

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Referring to Figure 3, the results show that overall there was a positive attitude formed of the ad because: Even though there is nothing new about this brand being conveyed in the commercial (38%) but people still feel that there is something about this brand that makes it different from other brands. Most people also feel that this ad was informative and after watching this ad they felt good about themselves for using Telenor Djuice. This ad was also effective in a way that it was able to hold attention of the viewers (62%). Also it is shown by the results that people will have more confidence in using this brand after watching this ad (52%) also most respondents think that this ad leaves them with a good feeling about using the brand (31%). Thus H2 has been approved and it is proven that social message appeal leads to a positive attitude towards the ad

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H3: Social message appeal leads to positive attitude towards the brand TESTING FOR ATTITUDE TOWARDS THE BRAND Figure 4

Referring to Figure 4, although the social message appeal used in Telenor ad has led to a positive attitude towards the ad but the results for H3 show that it did not lead to positive attitude towards the brand because: Most people disagreed with the statement that after watching the ad they have started liking the brand (43%) while they were also of the view that although the ad did not make them feel disgusted (73%) but the ad was not convincing enough for them to purchase the brand (58%) because the qualities and features of the brand were not convincing either (41%). Thus H3 has been disapproved and therefore social message appeal does not lead to a positive attitude towards the brand.

H4: Emotional (humor) appeal leads to higher brand recall and ad recall
For analyzing the effect of emotional appeal, the Ufone ad picture was shown to respondents which contained the high dosage of humorous content. This ad was two years old.

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TESTING BRAND RECALL

Figure 5

Referring to Figure 5, the results clearly show that approximately 94% of the respondents were able to recall the brand thus emotional (humorous) appeal does lead to high brand recall and is therefore effective. But it has also been seen that the recall of Ufone was lesser than the recall for the Telenor ad containing social message appeal thus although emotional (humorous) and social message appeal both are effective in creating high brand recall but social message appeal proves to be more effective. While descriptive statistics result show a mean value of 2.84 which is closest to 3 which corresponded to the brand Ufone.

TESTING AD RECALL Figure 6

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Referring to figure 6, the results clearly show that majority of the respondents agreed with the above mentioned statements with 53%(33+20) saying that when they think of this brand they think of this commercial and 67% saying that it is the kind of commercial that keeps running through their heads. Thus shown that emotional (humorous) appeal has high brand recall H1 thus was proved to be true as it cannot be rejected i.e. emotional (humorous) appeal leads to higher brand and ad recall. While descriptive statistics result show a mean value of 2.5 and 2.1 meaning both are closest to the option of agree.

H5: Emotional (humor) appeal leads to positive attitude towards the ad TESTING FOR ATTITUDE TOWARDS THE AD Figure 7

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Referring to figure 7, these results show that overall there was a positive attitude formed of the ad because: Even though there is nothing new about this brand being conveyed in the commercial (45%) but people still feel that there is something about this brand that makes it different from other brands (50%). Most people also feel that this ad was informative (36%)and after watching this ad they felt good about themselves for using Ufone (38%). This ad was also effective in a way that it was able to hold attention of the viewers (72%). Also it is shown by the results that people will have more confidence in using this brand after watching this ad (49%) also most respondents think that this ad leaves them with a good feeling about using the brand (45%). Thus H5 has been approved and it is proven that emotional appeal leads to a positive attitude towards the ad

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H6: Emotional(humor) appeal leads to positive attitude towards the brand TESTING FOR ATTITUDE TOWARDS THE BRAND Figure 8

Referring to figure 8, the emotional appeal used in Ufone ad has led to a positive attitude towards the ad which has further led to a positive attitude towards the brand because: Most people agreed with the statement that after watching the ad they have started liking the brand (50%) while they were also of the view that the ad did not make them feel disgusted (70%). Although the ad was not convincing enough for them to purchase the brand (43%) but the qualities and features of the brand convinced them to buy it (44%). Thus H6 has been approved and therefore emotional (humorous) appeal does lead to a positive attitude towards the brand.

H7: Emotional+functional appeal leads to higher brand recall and ad recall

For testing this kind of appeal recent Surf excel ad was shown which was both emotional and also communicated the functional aspects of the brand.

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TESTING BRAND RECALL Figure 9

Referring to figure 9, the results clearly show that approximately 93% of the respondents were able to recall the brand but those people who recalled the brand Arial instead of Surfexcel were 6% alone which shows that people often confused this ad with the Arial ad thus although emotional and functional appeal together does lead to high brand recall but it is considerable lower than for social message and emotional appeal alone. Thus emotional and functional appeal is least effective of the three. While descriptive statistics result show a mean value of 1.88 which is closest to 2 which corresponded to the brand Surfexcel.

TESTING AD RECALL Figure 10

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Referring to figure 10, the results clearly show that majority of the respondents agreed with the above mentioned statements with 38% saying that when they think of this brand they think of this commercial and 30% saying that it is the kind of commercial that keeps running through their heads. Thus shown that emotional + functional appeal has high brand recall H7 thus was proved to be true as it cannot be rejected i.e. emotional and functional appeal leads to higher brand and ad recall. While descriptive statistics result show a mean value of 2.78 and 2.8 meaning both are closest to the option of agree.

H8: Emotional and functional appeal leads to positive attitude towards the ad TESTING FOR ATTITUDE TOWARDS THE AD Figure 11

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Referring to figure 11, these results show that overall there was a positive attitude formed of the ad because: Even though there is nothing new about this brand being conveyed in the commercial (38%) but people still feel that there is something about this brand that makes it different from other brands (35+9=44%). Most people also feel that this ad was informative (33%) and after watching this ad they felt good about themselves for using Ufone (20+10=30%). This ad was also effective in a way that it was able to hold attention of the viewers with 37% agreeing and 16% strongly agreeing (53%). Also it is shown by the results that people will have more confidence in using this brand after watching this ad (49%) also most respondents think that this ad leaves them with a good feeling about using the brand (42%). Thus H8 has been approved and it is proven that emotional and functional appeal leads to a positive attitude towards the ad

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H9: Emotional and functional appeal leads to positive attitude towards the brand TESTING FOR ATTITUDE TOWARDS THE BRAND Figure 12

Referring to figure 12, the emotional + functional appeal used in Surfexcel ad has led to a positive attitude towards the ad which has fur led to a positive attitude towards the brand because: Most people agreed with the statement that after watching the ad they have started liking the brand (37%) while they were also of the view that the ad did not make them feel disgusted (72%). Although the ad was not convincing enough for them to purchase the brand (33%) but the qualities and features of the brand convinced them to buy it (40%). Thus H9 has been approved and therefore emotional and functional appeal does lead to a positive attitude towards the brand.

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CONCLUSION
The insights of our research have shown that the effect of the four dependent variables vary widely across the three different appeals used. For brand recall it has been proven that emotional (humorous) ad appeal is the most effective in inducing high brand recall followed by social message appeal and then rational (emotional + functional) appeal which has shown to induce lowest brand recall as compared to other two appeals analyzed. This might also be so that because rational (emotional + functional) appeal is being used by many various brands in Pakistan thus people tend to confuse the ad of one brand with the other. While the brand recall for the other two appeals is higher because they are the only brands who are widely using emotional (humorous) for ufone and social message appeal for Telenor Djuice in their ads. Moreover, it has been clearly shown that ad recall was high for all the three appeals used but for emotional (humorous) appeal it was the highest. Analyzing the attitude towards the ad for different appeals revealed that this variable was very much related to the brand and ad recall variable. Because there was high ad and brand recall for all three appeals thus there was a positive attitude formed towards the ad. This means that that people are able to recall ads only if they have a positive attitude of the ad in their minds. Positive attitude was stronger in emotional (humorous) ad shown thus emotional (humorous) appeal proved to be the most effective amongst the three. Furthermore, the most important variable upon which the success of the whole ad depends is the attitude towards the ad and judging whether it leads into purchase intention or not. As per the research results and the various tests conducted it was clearly shown that social message appeal did not result into forming a positive attitude towards the brand because the brand itself did not have convincing attributes to buy therefore no purchase intention. While for emotional (humorous) and emotional + functional appeals it is apparent that these appeals led to a positive attitude towards the brand because the attributes of the brand were also convincing enough which together with positive attitude towards the ad led into high purchase intention. Thus amongst the three ad appeals that were analyzed the emotional (humorous) appeal was most effective in not only contributing to highest brand and ad recall but it also led to positive attitude towards the ad as well as towards the brand. Hence, agencies and marketers need to focus on humorous appeal in order to build brand identity. Moreover, brand recall is higher when humor is present. Given the Pakistani advertisement environment, its imperative that marketers bring innovation and ingenuity in their ads. Pakistani markets (majority of young adults) prefer creativity over other things. With exposure to other foreign market and the world becoming a global city, these people get to interact and watch foreign TV networks where ad appeals run on a very wide range. For this reason only, marketers in Pakistan are sitting on a goldmine as we have ample amount of talent which can be used to build brand recall and brand image.

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APPENDIX A- SURVEY QUESTIONNAIRE

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