VIETNAM NATIONAL UNIVERSITY HO CHI MINH CITY INTERNATIONAL UNIVERSITY SCHOOL OF BUSINESS

STUDYING THE IMPACT OF HUMOR APPEAL IN TVC ON CONSUMERS ATTITUDE TOWARDS BEER BRAND
THE CASE OF HEINEKEN BEER

In Partial Fulfillment of the Requirements of the Degree of BACHELOR OF ARTS in BUSINESS ADMINISTRATION

Advisor: MA. NGUYEN THI HUONG GIANG Students name: CHAU NGUYEN HAI DANG ( BAIU08002 ) Ho Chi Minh city, Vietnam May, 2012

THE IMPACT OF HUMOR APPEAL IN TVC ON CONSUMERS ATTITUDE TOWARDS BEER BRAND
THE CASE OF HEINEKEN BEER

APPROVED BY Advisor _____________________________ MA. Nguyen Thi Huong Giang

APPROVED BY: Committee , _____________________________ Mr/Ms.

___________________________ Mr/Ms.

_____________________________ Mr/Ms.

________________________________ Mr/Ms.

________________________________ Mr/Ms.

THESIS COMMITTEE (Whichever applies)

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ACKNOWLEDGEMENT

t is a great honor to express my deep appreciation to people who helped to make this thesis completed successfully. Firstly, Im grateful to my great advisor, MA. Nguyen Thi Huong Giang, for her wonderful and enthusiastic support. This long process would be difficult to finish without your help.

Thank you for your effort and your wide knowledge to make my topic possible, your weekly recommendation and advice are always a guidance for me to know where I should improve in this paper. I know your busy life leave less time for yourself, but this thesis would be never finished successfully without your contribution. You are a wonderful lady who has taught me a great life-lesson ,always make it simple. Secondly, I sincerely thank to my best friend group of six ladies who are an inspiration for my study. Especially, it is a pleasure to thanks to Ms. Do Ngoc Chi Mai, Ms.Truong Hoai Anh, Ms. Pham Thi Huyen Tram, Ms. Phan Thi Thanh Hang, Ms.Nguyen Thi Phuong Chi, Ms. Luong Phan Thanh Phuong, Mr. Nguyen Vinh Trieu and Mr. Bui Nguyen Tin, who contributed great ideas as well as the effort to the thesis. I believe that one of my achievement in university is a forever friendship. Finally- Mom, Dad and my little sister- thank you so much for your unstoppable love and unlimited encouragement for every single thing I do in life. Thanks for everyday, you help me to deliver the survey to the respondents. You are home where I know I can come whenever I need a true love. And thank to you, I know where my own value begins. To all of them, I dedicate this thesis.

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TABLE OF CONTENTS
ACKNOWLEDGEMENT ........................................................................................................... iii LIST OF TABLES ........................................................................................................................ vi LIST OF FIGURES ..................................................................................................................... vii ABSTRACT .................................................................................................................................. ix CHAPTER I ................................................................................................................................... 1 I. II. III. IV. V. VI. VII. BACKGROUND AND RATIONALE ................................................................................. 1 RESEARCH OBJECTIVES: ................................................................................................ 4 SIGNIFICANCE OF THE RESEARCH .......................................................................... 4 LIMITATIONS OF THE RESEARCH ............................................................................ 5 RESEARCH SCOPE............................................................................................................. 5 THESIS STRUCTURE ..................................................................................................... 6 RESEARCH TIMELINE .................................................................................................. 7

CHAPTER II ................................................................................................................................. 9 I. 1. 2. 3. II. 1. 2. 3. RELATIONAL THEORIES ................................................................................................. 9 Advertising appeals ........................................................................................................... 9 Humor appeal and its effect on audience ........................................................................ 11 Music in advertising ........................................................................................................ 17 THE CONCEPTUAL MODEL TRICOMPONENT ATTITUDE MODEL ................... 18 The cognitive ( or knowledge) component...................................................................... 20 The affective ( or feeling) components ........................................................................... 21 The conative ( or behavioral ) component....................................................................... 21

CHAPTER III .............................................................................................................................. 23 I. 1. 2. RESEARCH APPROACH .................................................................................................. 23 Quantitative Approach .................................................................................................... 24 Qualitative Approach ...................................................................................................... 27

CHAPTER IV .............................................................................................................................. 31

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I. II.

SUMMARY OF BEER MARKET IN VIETNAM ........................................................... 31 INTRODUCTION OF VBL Ltd. AND HEINEKEN BEER .............................................. 32

CHAPTER V ................................................................................................................................ 34 I. II. III. 1. 2. 3. IV. 1. 2. 3. 4. 5. 6. V. 1. 2. VI. RESPONSE RATE ............................................................................................................. 34 DEMOGRAPHICS OF SAMPLE ...................................................................................... 34 OBJECTIVE 1 ................................................................................................................ 42 Elements in TVC of beer brand influence on cognitive ( or knowledge) component ..... 42 Elements in TVC influence on affective ( or likability) component ............................... 46 Elements in TVC influence on conative ( or behavioral) component: ............................ 49 OBJECTIVE 2 ................................................................................................................ 51 Influence of TVCs humor appeal on cognitive ( or knowledge) component ................. 51 Influence of TVCs humor appeal on affective ( or likability) component ..................... 54 Influence of TVCs humor appeal on conative ( or behavioral) component ................... 56 Testing the relationship between three components of attitude ...................................... 59 Compare the difference between male and female.......................................................... 60 Comparing conative ( or behavioral) component of attitude among income groups ...... 63 OBJECTIVE 3 .................................................................................................................... 66 Reasons to like Heinekens TVC .................................................................................... 66 General evaluation towards Heinekens TVC ................................................................. 67 OBJECTIVE 4 ................................................................................................................ 69

CHAPTER VI .............................................................................................................................. 73 I. II. CONCLUSION ................................................................................................................... 73 RECOMMENDATION ...................................................................................................... 76

REFERENCES ............................................................................................................................ 79 APPENDIX A............................................................................................................................... 83 APPENDIX B ............................................................................................................................... 91 APPENDIX C............................................................................................................................... 97 APPENDIX D............................................................................................................................... 98

LIST OF TABLES

Table 1:Research timeline ................................................................................................................. 7 Table 2: Measurement ..................................................................................................................... 25 Table 3: Response rate .................................................................................................................... 34 Table 4: Frequency distribution by gender of respondents ............................................................. 35 Table 5: Frequency distribution by age of respondents .................................................................. 36 Table 6: Frequency distribution by marriage status of respondents ................................................ 37 Table 7: Frequency distribution by occupation of respondents....................................................... 38 Table 8: Frequency distribution by monthly income of respondents ............................................ 38 Table 9: Frequency of watching TVC of respondents .................................................................... 39 Table 10: Frequency of beer brands being watched in TVC ........................................................... 40 Table 11: Descriptive statistics of elements impact cognitive component..................................... 42 Table 12:Descriptive statistics of elements impact affective component ...................................... 46 Table 13: Descriptive statistics of elements impact conative component ...................................... 49 Table 14: Reliability Statistics of Cognitive component................................................................. 51 Table 15: Item-Total Statistics ........................................................................................................ 52 Table 16: Descriptive statistics of cognitive component ................................................................ 52 Table 17: Reliability Statistics of affective component .................................................................. 54 Table 18: Descriptive statistics of affective component ................................................................ 54 Table 19: Reliability Statistics of conative component ................................................................... 56 Table 20: Item-Total Statistics ........................................................................................................ 56 Table 21: Descriptive statistics of connative component ............................................................... 57 Table 22: Correlation matrix ........................................................................................................... 59 Table 23: Group Statistics ............................................................................................................... 61 Table 24: Independent Sample T-test.............................................................................................. 62 Table 25: Test of Homogeneity of Variances ................................................................................. 64 Table 26: ANOVA .......................................................................................................................... 64 Table 27: Frequency of reasons to like Heineken ........................................................................... 66 Table 28: Descriptive statistic of current opinion towards Heineken TVC .................................... 67 Table 29: Descriptive statistics on respondents perception toward humorous TVC ..................... 70 Table 30: Post-hoc Test ................................................................................................................... 98

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LIST OF FIGURES
Figure 1: A simple Representation of the Tricomponent Attitude Model ...................................... 19 Figure 2: A model of attitude formation theory of Eagly and Chaiken, 1993................................ 20 Figure 3: Research Design Triangulation approach ..................................................................... 23 Figure 4: The percent of consumption of 10 leading beer brands in Vietnam, 12/2010 ................. 32 Figure 5:The percent of production market share of brewery producers in Vietnam 2010 ............ 33 Figure 6: Percentage by gender of respondents............................................................................... 35 Figure 7: Percentage by age of respondents .................................................................................... 36 Figure 8: Percentage by marriage status of respodents ................................................................... 37 Figure 9: Percentage by occupation of respondents ........................................................................ 38 Figure 10: Percentage by monthly income of respondents ............................................................. 39 Figure 11: Percentage by frequency of watching TVC ................................................................... 40 Figure 12: Percentage of beer brand watched through TVC ........................................................... 41

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Across history from Aristotle to Freud thoughtful and sensitive people have always sought an understanding of the problem of humor. Humor is an inherently mysterious and interesting phenomenon which pervades human life Veatch T. C., 1998

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ABSTRACT
Advertising nowadays is not simply a tool to increase sales for any products, but it is also an effective way producers in all over the world use to communicate to their target customers by delivering their products messages. It explains why advertising appeal is one of very important part in any successful advertising campaign. A right and suitable advertising appeal is completely able to create an unexpected success to product brand. In reality, it is clearly to see that many advertisements evoke customers interest by using humorous factors. Humor is one of the most commonly employed communication strategies in advertising (Aldan D. L. et al,2000). There are also a lot of studies and researches about the impact of humor on consumers attitude, however it is still spare due to the broad scale of the topic. This is the reason for this paper to study thoroughly and to discover more findings on this topic by using the academic theory as well as model of attitude formation of Eagly and Chaiken (1993), the Tricomponent attitude model, to explore the impact of humor appeal in TVC on consumers attitude toward the advertised brand. This research aims at investigating the impact of humor appeal in TVC on consumers attitude through three components, cognitive, affective and conative component of Tri-component attitude model. By applying the triangulation approach which allows to combine both quantitative and qualitative method, the data are collected through surveys and in-depth interviews. Furthermore, the findings of the study will help to review the advertising strategy of Heineken in Vietnam market. Although there still exists some limitations, the study is also proposed many applicable recommendation and suggestion to enhance Heinekens advertising success especially in Vietnam market.

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CHAPTER I

INTRODUCTION

I.

BACKGROUND AND RATIONALE Advertising nowadays is one of the greatest ways for producers to communicate

with their customers and other stakeholders. Most of things in daily life are all advertised, largely range from the high involvement items such as cars, wine, and jewelry to necessaries such as food and hygiene products, from tangible to intangible offerings such as insurance, travelling and warranty services and so forth. . The diversity as well as continuous impact coming from advertising makes producers not be affordable to ignore investing on this promotional element. Talking about development trends in the world, in the latest report in year 2001-2006, a study of America Advertising Federation (AAF) and the magazine Advertising Agenda reported that in fact, the advertising industry is very stable growth with revenue growth averaging 4.2 per year with total income before tax estimated about $ 350 billion ( calculated for 100 leading advertising companies as Advertising Agenda selected), possesses the labor force up to tens of millions of people all over the world (AAF), and contributed to the growth of many famous brands worldwide. In Vietnam, the advertising industry is developing in an intimate relationship with the development of the economy. The total industry revenue reached $ 300 million in 2006 while in 2001 it was only $107, 6 million (equal to 1/45 compared to 18 billion USD in Chinese and 1/20 of 6 billion USD in Thailand ). As reported by market research

company, TNS Media Vietnam, 70% of advertising budget of newspaper advertising is for 5 newspapers and magazines who have the largest audiences including Tuoi Tre, Thanh Nien, Bong Da, Cong An Thanh Pho and Tiep Thi Gia Dinh. Meanwhile, in TV advertising, 80% of advertising budget places on two channels, HTV7 and VTV3. This implied the fact that brands choose to spend on advertising mostly for TV advertising and newspaper magazine; However, because Vietnam advertising industry is still on developing stage, therefore media channels are still the most beneficial choice for brands. (wwmt.wordpress.com). Along with the continuous development in advertising industry, it is clearly to see that the trends of advertising in the world as well as in Vietnam are developing with careful consideration on investment from numerous producers and

marketers who want to expand the promotion activities and to better deliver their product messages to every target audience. Brewery industry is one of the examples of generous advertising spenders. Amongst extensive advertising spenders, Heineken is famous for its frequent advertisings on different media. In a report in 2003, Heineken spent 1.5 million Pound in a 2-week-PR & advertising campaign in England to promote for replacing Heineken Export and Heineken Cold Filtered by Heineken Premium in this country ( www.vnbrand.net ). The success of Heineken is not just recognized worldwide. In Recent years, Heineken pushed their marketing campaigns by becoming the organizer of many events in Vietnam that attract attention of young people around Vietnam . The young Vietnamese consumers become more and more become familiar with the brand of Heineken through such events as annual New year countdown event, Talented DJ, Heineken brings you a Magical Christmas, etc. (www.vnbrand.net) Given their current popularity in Vietnam market, Heineken beer also stands out from other direct competitors by the way they use humor appeal in advertising as the main tool to attract target consumers. People will never forget Vietnamese audience can remember some funny advertisements of Heineken of starring Jenifer Aniston or the jingle of the song Quando Quando. The most recent Heineken beer advertisement named The Entrance is evaluated as highly creative and humorous with meaningful message. As

the consequence, the significance in advertising of Heineken becomes it own differentiation to distinguish with other competitors as well as to increase the brand equity. Heineken is a typical illustration about the success in using humor as a main appeal in advertisements. There are many researches showing that humor is powerful and being widely used in advertising industry. To be more detailed, humor is recognized being one of the most frequently used techniques in modern advertising. It is estimated in Markiewicz's research in 1974 that the humor usage in television and radio advertising is as high as 42% compare to others media, Super Bowl advertising has become very popular in the U.S., and the top ten advertisements based on meter results all used humor in 2003, 2004, and 2005 ( Gulas and Weinberger, 2006). Also, according to Weinberger in 1995, more than $150 billion is spent on advertising in national media in a year, with between 10% and 30% of that amount going for the placement of ads that are intended to be humorous (para. in Spotts, Weinberger, and Parsons, 1997). According to TNS Media Intelligence report in 2008, advertisers in the United States spend about $45 billion a year on humorous advertisements on the basis of the total advertising expenditures in 2007 (Strick Baaren, Holland, and Knippenberg, 2009). Given the fact that consumers in over the world are different in cultures, their perception, absorption and attitude toward a same global humorous advertising could be various. Heineken, however, is renowned for its global advertising campaigns that are used in many different countries. Consequently, Heineken may face with some issues relating to the taste and attitude of local customers toward its advertising. Therefore, this research aims to evaluate the impact of humor appeal used in advertising on Vietnamese consumers attitude toward beer products as general and toward Heineken beer as specific. This study is to review Heineken humorous advertisings (specifically TVC) and suggest a more effective advertising strategy for this beer brand in Vietnam market in the near future. .

II. RESEARCH OBJECTIVES: This study is conducted to accomplish these following research objectives: To determine the factors in TVC that influence the target audiences attitude components. To discover if TVCs humor appeal can influence on audiences attitude towards brand beer Heineken. To understand target audiences current opinion towards TVC of Heineken. To support applicable recommendation for Heineken in improving its TVCs humor effect on target audience s attitude. III. SIGNIFICANCE OF THE RESEARCH There is a large number of research studies on humor appeal in advertising as well as its impact on customers or brand. Most of those researches used experiment to explore the impact of humor on attention in magazine advertising ( Madden and Weinberger, 1982), humors effects on persuasion ( Markiewickz D., 1974) , relationship of humor and ad response (Thomas W. Cline, Moses B. Altsech, James J. Kellaris, 2003).More general researches are study about the impact of humor on advertising effectiveness (Harlan E Spotts; Marc G Weinberger; Amy L Parsons, 1997) and humor in advertising overview ( Sternthal B. and Craig C. S., 1973), etc. In sum, those researches study deeply about the impact of humor appeal in advertising on behavioral and effective response of consumers .However, the approach of attitude was not studied thoroughly in those researches, in which they just mentioned attitude partly as an aspect that could be influenced from humor appeal. Therefore, there may still exist a gap in research about the impact of humor appeal on consumers attitude that need to be explored. Hence, the reason for conducting this research is definitely of many benefit in academic field as a premise research or supplement material to further researchers who expect to study in the similar topics with a bigger scale.In addition, similar studies about the impact of humor appeal in TVC and advertising on Vietnamese consumers attitude toward brewery product and

brands are considerably limited and not yet sufficient. It is clearly that the researches on this topic will firstly benefit for Heinekens management and marketer as well as

advertising practitioners to review their advertising approaches and improve their current advertising strategy.Then,basing on the findings, this researcg will help Heineken to set suitable strategy to improve their consumers attitude toward Heineken brand. IV. LIMITATIONS OF THE RESEARCH: During the time conducting research, it is inevitable to face with limits existing due to unexpected obstacles. First of all, lack of time and human resource made the research conducted with relatively small sample which only covered the response of students and employees from HCMC instead of spreading to the bigger scale to get more valuable result. In addition, even though survey could be conducted, through online tools, in other three big cities such as Hanoi, Da Nang or Can Tho where exist a big number of Heineken consumers, but those feedbacks were not counted. To be clearer, the author decided to conducted research mainly on HCMC market, it did not study much in other big cities around Vietnam. However, the finding is still justified due to the main distributor of Heineken Vietnam Brewery Limited Company is located in HCMC. Moreover, HCM City is the city where Heineken beer is drunk with largest consumption in Vietnam considered to have the biggest percent of Beer producing capacity ( 23% ) according report from Vietnamnet in 2005. Therefore marketing strategies and activities of

Heineken beer mainly focus on target consumers in HCMC. . Secondly, because the research focuses to study on impact of humor appeal on consumers attitude including cognitive, affective and conative approach, so other

components of advertising such as rational appeal, visual and audio factors as well as other behavioral dimensions of consumers will not be studied thoroughly in this research. V. RESEARCH SCOPE:

This research thesis studies the existing impacts , if any, of humor appeal used in TV advertising on consumers attitude toward beer brands . More specifically, the case of Heineken beer TVC in Vietnam will be examined in more details for the purpose of this study. . Although Heineken beer uses many global TVC for various countries, including Vietnam, this thesis scope is to study only the impact of Heinekens TVC in Vietnam market. Also, due to the limit in labor as well as geographical capability mentioned above, all interviews are done in boundary of HCM city. In addition, the results and findings withdrawn from this research study will be used as material to help Heineken have a deeper view on the impact of their current advertising strategy on Vietnamese consumers. Heineken can base on these findings to suggest a more effective way in its prospective advertising campaigns in Vietnam market. Moreover, this study also is expected to become a premise for further future researches on similar topics. VI. THESIS STRUCTURE:

This thesis covers five main chapters as following: Chapter I: Introduction

This chapter is to introduce generally about the study. It presents the context background, then coming up with research problems and research objectives. Moreover, it also contributes a view on research scope, limitation as well as gets through research significance of the study. Chapter II: Literature reviews

Literature review is for reviewing previous relational researches in similar. In addition, it also presents theoretical framework and model applied as foundation for analyze, suggestion, and solution in this study. Chapter III: Methodology

This chapter describes about methodologies of how to conduct this research. It aims at introducing conducting method, explaining the process from getting data, adjusting the scale and data from various approaches. Chapter IV: Heineken company introduction

A general view about Heineken brand as well as its official contributor in Vietnam is to be discussed in more details in this chapter, Chapter V: Data analysis and findings

Chapter V is to introduce the process of data analysis, then present the main findings and discussion Chapter VI: Conclusion and recommendation

To present the result, then come up with suggestion on solution and how to implement and what should be done to restrict the limitation in further researches. VII. RESEARCH TIMELINE Table 1:Research timeline 14-May 30-Mar 15-Apr 11-Jun 18-Jun 13-Feb 14-Feb 21-Feb 1-May 23-Jul 2-Apr 9-Jan

No. Activities 1 2 3 4 5 6 Prepare research proposal Apply for approval Defense proposal Design questionnaire Distribute questionnaires and collect questionnaires Gather and analyze survey data

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Mid-way report Protocol design In-depth Interview conducting Data in-depth interview processing Write thesis Thesis review and edit Thesis submit Oral defense Thesis submit final version

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CHAPTER II

LITERATURE REVIEWS

I have a reason to believe thathumor can now sell David Olgilvy,1982

I.

RELATIONAL THEORIES: 1. Advertising appeals: Advertising has become one of the most important commercial activities in the

modern competitive environment. Companies spend a large part of their budget to produce and run advertisements for promotions to communicate information about their company and products. Companies hope that consumers will purchase their products due to the advertisements, which deliver messages about a certain brand and its products ( Lin, 2011). Thorson and Leavitt also (1992) stated that the best prophet for purchase is advertising. In 1997, Kotler used to point out in his study that advertising appeal is the theme of an advertisement. In order to make the audience receive a necessary message, advertisers have to put some driving power into the message. This driving power is appeal. Every advertising appeal represents an attraction, which evoked consumers desires or interest. Berkman and Gilson (1987) defined advertising appeal as an attempt at creativity that inspires consumers motives for purchase and affects consumers attitude towards a specific product or service. In another study in 2003, Kotler also divided advertising into two categories, rational appeal and emotional appeal.

Rational Appeal

To meet the varying demands of their target consumers, advertisers commonly use rational appeal and emotional appeal in their advertising in an attempt to influence consumer behavior (Chu, 1996). Stafford and Day ( 1995) defined rational appeals a presentation of factual information in a straightforward way and characterized by objectivity. In another study in 1984, Puto and Wells referred to this rational approach as informational advertising. According to Kotler and Armstrong (1991, 426), rational appeals relate to the audiences self-interest. They show that the product will produce the desired benefits. Examples are messages showing a products quality, economy, value, or performance. Rational appeals rely on their persuasiveness, the power of arguments or reasons for brand attributes. By rational advertising appeal, the product can be emphasized by its benefits, in which consumers self-benefit is the key proposition, and the function or benefit requested by consumers of the product or service is articulately presented in advertising ( Lin, 2011). Kotler ( 1991) also added that in an advertisement, its stressed that a product or service could achieve the function and benefits consumers desire. Emotional Appeal

In contrast to rational appeal, Holbrook and Hirschman (1982) suggested that emotional appeals come from the emotional, experiential side of consumption. Kotler and Armstrong (1991) defined emotional appeal as an: attempt to stir up either negative or positive emotions that can motivate purchase. These include fear, guilt, and shame appeals that get people to do things they should or stop doing things they shouldnt. Communicators also use positive emotional appeals such as love, humor, pride and joy. Emotional advertising appeal places stress on meeting consumers psychol ogical, social, or symbolic requirements, where many purchase motives come from. Emotional appeal advertisements seek also aim to make the consumer feel good about the product, by creating a likeable or friendly brand and they rely on feelings for effectiveness. emotional

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appeal includes positive and negative emotional appeal. Positive emotional appeal covers humor, love, happiness, and so forth, while negative emotional appeal involves fear, a sense of guilt, and so on. In summary, it is clearly that there are two main advertising message appeals, those are emotional and rational appeal and this is general proposed that these appeal should match the characteristics of goods or services and the purpose that producers expect customers accept their delivered message. However, in order to support for this research, the emotional appeal will be more focused and especially humor appeal, one of the emotional appeal, and its effect will be studied thoroughly. 2. Humor appeal and its effect on audience: Humor Appeal

Humor is a medium that serves for many purposes in social interactions in our everyday lives: it either represents friendliness and politeness (Brown and Levinson, 1987) or reduces threat and criticism (Holmes, 1998). It is a shortcut to approach an individual in a positive manner or it can be used to give the individual a bad or offensive message in a constructive manner. Defining humor has not been an easy task, that is why there are many researchers and authors made various definitions. Veatch in his study in 1998 described humor as Humor, that certain psychological state which tends to produce laughter. In an earlier review of humor in advertising, Sternthal and Craig (1973) offer three different approaches to define humor: i. In terms of stimulus properties: Presence of humor is characterized by jokes, understatements, turns of phrases, puns, double entendres, satire, irony, slapstick or incongruity. ii. In terms of observed responses from an identifiable stimulus, such as heightened arousal, laughs, smiles exhibited by an audience in response to a

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particular message. However, the intensity and duration of arousal, smiles, and laughter are difficult to scale. iii. In terms of perceptual responses of the audience: Special tests measuring the extent to which a message is perceived to be humorous by the audience. This may be achieved by pencil-and-paper test which measures the extent to which individual feel a message to be humorous and entertaining. Kelly and Soloman, in their research in 1975, define humor in advertisements as (1) a pun, a humorous way of using a word that suggests two interpretations; (2) an understatement, since sometimes the humorous advertisement means something that is less than the real; (3) a joke, since the humor in advertisements is sometimes presented without any seriousness; (4) something ludicrous, which is just used for the purpose to laugh; (5) a satire, as sarcasm is used in some of the humorous advertisements to show vice or folly; (6) irony, since sometimes the words are used to express the opposite meanings; and, what the researchers say is the most important one, (7) intent, which is the perceived purpose of advertiser to be humorous. Another research of Catanescu & Tom (2011), they added two more categories of humor classification , including comparison and personification into classification system employed before in research of Reick (1998). And finally, this system defined seven types of humor: exaggeration, pun, sarcasm, silliness, surprise, comparison and personification. To be more detailed, (1) comparison means putting two or more element together to produce humorous situation. (2) Personification is specified by attributes human characteristics to animals, plants or objects. (3) Exaggeration means overstating and magnifying something out of proportion. (4) Pun is using elements of language to create new meanings, which result in humor. (5) Sarcasm is defined as sarcastic comments or situation are classified as silliness. (6) Silliness this can be ranged from making funny faces to ludicrous situation. And (7) Surprise includes all advertisement where humor arises from unexpected situation . The fact that different media uses certain types of

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humor more often suggest that the effectiveness of the humor types may differ by medium. Different types of humor may be better suited for different types of products as well ( Catanescu & Tom, 2001). Moreover, Catanescu & Tom also revealed that humor is used more in television ads than print ads. These findings support the belief of advertising that television is a more effective channel to use humor. Humor is widely used by advertisers all around the world. For example, a quarter of all prime time television advertisements in US use humor appeal (Weinberger and Spotts, 1995; 1997) .Advertisers in the 1990s argued that they should adapt the use of humor to changing societal factors, such as the mood of the times and the economy in general (Beard , 1998). The use of humor became more and more popular among advertisers after that, and humor has become one of the most popular strategies in television advertising. Advertisers and marketers also recognized that humor plays a significant role in promoting brands, and consequently fuelling purchase intentions. Unlike sexual appeal, humor is far less controversial and is otherwise appreciated and embraced( Moncada N., 2010). Both Dr. Cline and Dr. Kellaris have demonstrated that simple humor in ads can inadvertently generate greater assessments towards the brand and product or service. Humor appeal and attention:

Studies have shown that 94% of advertising practitioners see humor as an effective way to gain attention, and 55 percent of advertising research executives consider humor to be superior to seriousness in arresting attention (Weinberger and Gulas, 2006). Herold (1963) said that humorous advertising is more likely to draw people's attention, increase memorability, and enhance message persuasiveness by attracting attention in a relevant way, then by imparting pleasant information an making a soft sell, all in a mixed atmosphere of relaxation and integrity. Both advertising researchers and practitioners believe that through humor, attention and awareness are successfully achieved (Beard, 2005; Madden and Weinberger, 1982; Weinberger and Gulas, 1992). In their

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review of literature, Weinberger and Gulas (1992) cited from Duncan ( 1979) and Madden (1982) to support humor relatedness differently affect attention. In fact, they argued that controlling the relatedness of humor made the finding of experimental studies in advertising unanimous and support for humors positive impact on attention. Because increasing attention creates opportunities for more extensive information processing, so humor in an ad may lead to an enhance of message processing. Joe Sedelmaier, a guru of humorous ads, has long claim that the presence of humor effectively increases attention to ads. Using industry data, Madden and Einberger in 1982, found that humorous magazine ads outperformed non-humorous ads in term of generating and holding attention. Moreover, in 1995, Weinberger and his colleagues also found evidence that humor is directly linked to both attention and recognition. Spotts, Weinberger and Parsons in 1997 also used industry data to show that humor enhanced initial attention, aided brand recall and held attention for both high-risk/expressive goods ( e.g: snack foods, beer) and high-risk/functional goods ( e.g, appliances). Duncan and Nelson ( 1985) also demonstrated humors positive impact on attention. Compared with non-humorous advertisements, humorous advertising tends to have more positive results on drawing people's attention. In a laboratory test of attention effects of humor in advertising, Speck compared humorous advertisements with nonhumorous with four attention measures, naming initial attention, sustained attention, projected attention and overall attention,. He also found that humorous advertisements outperform non-humorous advertisements on each of these attention measures. Humor appeal and liking:

The reason why humor has been widely used in advertising is due to its power of creating likability towards the advertisement from the consumer. It has been found by Weingerber and Spotts (1989) that advertising practitioners coming from the U.S. and U.K. are generally favor in the use of humor on advertising. A couple of reasons are found and supported by many other researches that humor can enhance ones favorable attitude

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towards an advertisement . It is reviewed by Weingerber and Gulas (1992) that ten advertising studies and seven non-advertising studies report a positive effect of humor on liking while only two advertising studies and three non-advertising studies report neutral or mixed findings. By experiment, in the study of Gelb and Pickett (1983), they successfully tested the hypothesis of the perceived humor in an advertisement is positively associated with liking the advertisements. There is numerous researches supported that likability to an advertisement directly associated with the likability to a brand (Gelb & Zinkha, 1985; Mitchell & Olson,1981; Shimp, 1981; Zhang, 1996). Theoretically, Shimp (1981) argued that the increased favorable attitude towards an advertisement would enhance the likability toward the brand advertised and eventually affect the consumers choice of brand. Marketing literature gives similar strong support for enhanced liking through the use of humor which has been shown to increase both liking of the ad ( Belch ,1984; Gelb and Pickett 1983; Duncan and Nelson 1985;Speck 1987) and liking of the brand ( Gelb and Pickett 1983;Gelb and Zinkhan 1986;Duncan and Nelson 1985). Since the likability toward an advertisement is strongly mediating the likability to a brand and even the choice of brand, so in the research of Cheng and Duo about The Advertising Effectiveness of projecting humor element in to sexual appeal, they stated that the use of humorous elements can enhance the favorable attitude towards the advertised brand. Biel and Bridgwater's study in 1990, and Haley and Baldinger's study in 1991, indicated that liking may be an important element in the effectiveness of television advertisements (Weinberger and Gulas,1987). Recent studies, such as Tomkovick,

Yelkur, and Christians' study in 2001, found that humor was the most important variable in influencing liking (Gulas and Weinberger ,1987). Humor appeal and persuasion:

Beside creating effect on attention, liking and awareness, humor appeal using in advertising also has persuasive effect on consumer. In the study of Sternthal and Craig in 1975, they concluded that the distraction of humor may lead to persuasion. However, they

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also noted that this persuasive effect of humor is at best no greater than that of serious appeal. Their conclusion received advocate from U.S ads executives. Madden and

Weinberger later in their study in 1984, also supported that conclusion by stating that there was only 26% of practitioners agreed with the proclaim humor is more persuasive than non-humor. Whereas, this was experienced a sharp contrast opinions from British studies, they found out that 62% of whom viewed humor as more persuasive than nonhumor and only a small 7% disagreed with this assertion ( Madden and Weinberger, 1989). Similarly, In the research of Osterhouse and Brock, Distraction Increase Yielding to Propaganda by Inhibiting Counterarguing, they maintained that increasing level of distraction yielded a decrease in counter-argumentation and an increase in persuasion, thus people are more likely to be persuaded by a communication when distraction is present than when it is absent. Speck ( 1987)found three of five humor treatments enhanced two measures of persuasion: intention to use the product and perceived product quality. It was stated by McCollum/Spielman in 1982 that 31% of humorous commercials exhibited above average scores of persuasiveness . Other advertising researches also indicate that, other factors may interrupt to moderate the effect of humor on persuasion. ( Weinberger and Gulas, 1992). For instance, Lammers and his colleagues ( Lammers et al. 1983) found positive effect for humor on persuasion but this effect only for males. Similarly, Chattopadhyay and Basu ( 1989) also found another factor, in their study subjects with a prior positive brand attitude were more persuaded by humorous treatments than ones who maintained pre-existing negative brand attitude. There were two studies that directly compared levels of message intensity on persuasiveness of a humorous message by Bryant et al. (1981) and Markiewitz (1972). This intensity factor has two dimensions: the intensity of the humor and the intensity of the surrounding message. Bryant and the colleagues examined the difference in the level of humor and found out that the use of low levels of humor provided the same level of persuasion as no humor use, whereas the extensive use of humor would create detrimental to persuasion. The study of Markiewitz in 1972, she examined the intensity of the

16

surrounding message and revealed that the addition of humor to a low intensity soft sell approach supported the level of persuasive, while the addition of humor to a hard sell approach actually harmed persuasion. The intensity factor of humorous message appeared to have certain effect on level of persuasion. However, since the limitation of works on this area, absolute conclusion cannot be drawn. In general, it is possible to state that humor may be persuasive but no more so than the non-humor ( Sternthal and Craig, 1973). 3. Music in advertising: Studies of advertising music share an underlying theory in which music is an affective background component that causes attachment to the product without the cognitive involvement of the viewers. For example, Gorn's (1982) experiment exposed two groups of students, pretested for musical preferences, to simple pictures of pens accompanied by country or popular music and then presented a "purchase opportunity." Results showed a relationship between music that was liked and purchase behavior. Gorn concluded that his students were conditioned to purchase the pen by the pairing with music. Music's functional role in an ad, according to positive affect theories, would be as pleasant background (Gorn 1982, p. 94; Park and Young 1986, pp.11-12; Simpkins and Smith 1974, p. 362; Stout and Leckenby 1988, p. 207). Thus, the affective construct is essentially sensualistic: respondents are presumed to be responding to background music (liked or not) rather than to any meaning the music might have. Just as words in a language become meaningful by virtue of being joined in a system of relationships called a grammar, the elements in a commercial are made meaningful by their relationships to each other. So the combination of non-verbal elements in an ad comes to have meaning via a peculiar sort of grammar that can employ all these symbols simultaneously: words, voice, music, color, shape, and motion. Music in advertising is part of "an interdependence of elements which is complex, intermediate, and reciprocal, as against the simple, direct, and irreversible dependence implied in classical causality" (S. F. Nadel, quoted in Merriam 1964, p. 215). It is active,

17

playing a part, and making a contribution to the total task. As such, music should not be isolated from the complex interrelationship of verbal and visual symbols that always accompany it in a specific message. Music never appears in an advertising context without at least one other executional element: the announcer voiceover, the words in a jingle, or the photography in a television commercial. II. THE CONCEPTUAL MODEL TRICOMPONENT ATTITUDE MODEL Schiffman and Kanuk in 2007 defined attitude in consumer behavior that is a

learned predisposition to behave in a consistently favorable or unfavorable way with respect to a given object . Similarly, Eagly and Chaiken, 1993 also defined that attitude is a psychological tendency that is expressed by evaluating a particular entity with some degree of favor or disfavor. There are also some studies mentioned the attitude of audience towards advertising, Kotler (2000) further elaborates attitude as an individual personal evaluation, emotional feeling attached and action tendency toward some objects or ideas. In relations to the advertising industry, Bauer and Greyser (1968) take the view of attitude towards advertising as the audience behavior towards the advertising. Audience behavior towards the advertising can be indicated through consumers favorable or unfavorable response towards a particular advertisement (MacKenzie and Lutz, 1989). According to Mehta (2000), consumers attitude towards advertising is one of the influential indicators of advertising effectiveness because consumers cognitive ability towards the advertising are reflected in their thoughts and feelings and subsequently will influence their attitude towards advertising (Mackenzie and Lutz, 1989). The conceptual model of research is based on the concept of Tri-component Attitude Model developed originally by Fishbein, 1975. According to this model, attitude consists of three main components: a cognitive ( or knowledge) component, an affective ( or feeling ) component and a conative ( or intention) component.

18

Figure 1: A simple Representation of the Tricomponent Attitude Model (Source: Schiffman and Kanuk (2007). Consumer Behavior, 9th edition. Pearson Education International, Inc., p.235) However, the idea that attitudes are formed on the basis of cognitive ( knowledge), affective (likability), and conative (behavioral) components has been proposed in numerous discussions and research of attitudes, particularly in the area of marketing (Lutz 1991, Eagly and Chaiken 1993). Therefore, among those previous researches, this study will apply the concepts of attitude formation theory (Eagly and Chaiken 1993), which was also developed based on the concept of Tri-component Attitude model of Fishbein ( 1975) to examine objectives as the following model.

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Cognitive component
Affective component

Attitude toward object or entities

Conative component
Figure 2: A model of attitude formation theory of Eagly and Chaiken, 1993 ( Source: Kwon J. & Vogt C., 2008, Identify the effect of cognitive, affective and behavioral components on residents attitude toward place marketing) 1. The cognitive ( or knowledge) component : Schiffman and Kanuk ( 2007) defined the first component in this model as the knowledge and perceptions that are acquired by a combination of direct experience with the attitude object and related information from various sources. This knowledge and resulting perception commonly take the form of beliefs; that is , the consumer believes that the attitude object possesses various attributes and that specific behavior will lead to the specific outcomes. In another study, Ajzen and Fishbein 1975, 1980, Eagly and Chaiken 1993, also identified that cognitive factors are created when individuals gain information about the attitude object and thereby form beliefs. Information (knowledge) is gained by direct experience (participation, involvement) and indirect experience with objects (Simmons and Lynch , 1991). Ramanuj Majumda ( 2010), in his study, also explained the cognitive components in Tri-component Attitude model with comparison to stages in Hierarchy of Effect Model of Lavidge and Steiner. In which, cognition represents an individuals knowledge about particular object , which includes attributes

20

and benefits based on consumer s own experience and information gathered from marketers and other consumers about product. This stage encompasses the steps of awareness and knowledge of Lavidge and Steiners hierarchy. 2. The affective ( or feeling) components: The affective components are consumers emotions or feelings about a particular product or brand ( Schiffman and Kanuk, 2007). In the study The relationship between affective, behavioral and cognitive components of attitude, Thomas M.Ostrom ( 1969) tried to make explicit the contents of three components of Tri-component Attitude model, in which the affective components was understood in term of statements represent favorable to unfavorable feelings. These statements should express like or dislike, feelings , and emotional physiological reactions. The statements express emotional reactions to a cognition or behavioral act. This component is called affective components .Similarly Eagly and Chaiken (1993) suggested that an affective factor is based on emotional experiences or preferences. However, both positive (e.g., delight) and negative affect (e.g., anger) can arise from experiences with the product or service attributes (Derbaix and Pham 1991). Positive affect and negative affect make independent contributions to satisfaction or dissatisfaction judgments about products or services (Horley and Little 1985). For instance, people who have positive affect reactions to an experience with product or service attributes are more likely to evaluate an attitude object favorably (satisfactorily), and people are unlikely to evaluate the attitude object favorably if they experience negative affect reactions (Westbrook 1987, Eagly and Chaiken 1993, Oliver 1993). 3. The conative ( or behavioral ) component: The last component in this model is concerned with likelihood or tendency that an individual will undertake a specific action or behave in a particular way with regard to the attitude object ( Schiffman and Kanuk , 2007). They also stated that according to some interpretation, this component may include the actual behavioral itself. Conation is

21

frequently treated as an expression of the consumers intention to buy in marketing and consumer research. Moreover, Thomas M.Ostrom (1969), also indicated that connation should reflect personal personal action tendencies, they should be statements of pass action, future intention and predicted behaviors in hypothetical situation. A behavioral (conative) factor is connected to a persons overt actions in relation to the attitude object (MacKenzie and Lutz 1989, Eagly and Chaiken 1993). According to Havitz and Dimanche (1999) and McIntyre (1992), involvement is viewed as a core concept in explaining individuals participation in activities and their actions with respect to the attitude object. Involvement has been conceptualized in relation to both products and actions by many researchers. For example, Driver et al. (1990) conceptualize involvement as a behavioral commitment differentiated by individuals in term of their activity. Hupfer and Gartner ( 1971) suggest that involvement is related to a general level of interest in or concern about an issue without reference to a specific position.

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CHAPTER III

RESEARCH METHODOLOGY

I.

RESEARCH APPROACH

This thesis applies Triangulation approach which combines both qualitative methods with quantitative methods to get data ( Cooper D. R and Schindler P. S., 2006). Using this approach, it is expected to create a facilitation in deeper understanding.

Exploratary Research ( Qualitative)

Descriptive research ( Quantitative)

Exploratory research ( Qualitative)

Figure 3: Research Design Triangulation approach First of all, for exploratory approach, in-depth interview is applied to discover factors of advertising such as factors that consumers consider as elements will affect their attitude, or how consumers think and define about the concept of humor as well as

emotional appeal, etc. From their responses , the researcher considers to use these findings as input in questionnaire. Next, a survey is conducted online through emails and Facebook in which questionnaires are distributed to qualified respondents. Coming up with the result from data of survey, in-depth interview method, again, is applied to get a deeper understanding from respondents. This final in-depth helps to know more and analyze thoroughly from the answers of questionnaires. So the researcher is provided a view from

23

comparing between both results from survey and in-depth interview, then any suggestion or recommendation to Heineken strategy would be raised from this qualitative research. 1. Quantitative Approach 1.1 Sampling Target population: consumers of Heineken beer in Vietnam Sampling frame: there is no sampling frame because the survey is conducted by snowball method which basically depends on acquaintance or relationships of researcher. The reason will be explained later. Sampling pool: students and employees aged reach and above 18 years old living in HCMC. Sample criteria: students and employees aged reach and above 18 years old living in HCMC , ( used to) watch TVC about beer products and ( used to) drink Heineken beer. 1.2 Recruitment and procedure : To collect data, the process divided into two ways. Firstly, using snowball method, a non-probability method in which respondents receives information from different places through mutual intermediaries. In other words, the more relationships are built through mutual associations, the more connections can be made, and those new relationships as well as information can be shared and collected easier. It is a useful tool for building networks and increasing the number of participants ( Goodman, 1961). Schindler and Cooper ( 2006), also mentioned that snowball sampling , individuals are discovered and may or may not be selected through probability methods. This group is then used to refer the researcher to others who possess similar characteristics and who, in turn, indentify others., snowball gather subjects as it rolls along. Ther efore, snowball method is considered to be the most appropriate way to deliver questionnaires through subjects who are met the above samplings criteria. To be more detailed, the researcher distributes the questionnaires online through emails of people who she has acquaintance

24

or relationships with, then these respondents will introduce others similar and qualified subjects that they may know for the author to joining doing questionnaires. This process continues until the number of questionnaires reaches expected number and the author get enough data from those questionnaires. Secondly, using snowball sampling method again, the questionnaires also are posted on the authors Facebook to invite her qualified friends or relatives to finish questionnaires. Using a social network seems to be a good choice due to its enormous cover , so it is easier to reach qualified subjects for this research. 1.3 Measurement Table 2: Measurement Variables General information Types Nominal Measures Gender, Age, Occupation, Income, Marriage status Elimination question Nominal Living place, Age, beer drinking experience, beer watching experience Frequency of watching TVC Nominal Factors of TVC affect consumers attitude components Five-point Likert scale How much do you agree with the following statements? Nominal How many times do you watch TVC? Do you agree with these statements? 1=total disagree, 2=disagree, 3=neutral,4=agree, 5=total agree [ Number of times per week] [ Yes/No] [List of items] [Yes/No] Values

25

Impact of humor appeal in Heineken TVC affect attitudes components Five-point Likert Scale How much do you agree with the following statements?

1=total disagree, 2=disagree, 3=neutral,4=agree, 5=total agree Nominal Which elements in Heineken TVC make you like it? [ List of elements] 1=total disagree, 2=disagree, Five-point Likert scale How much do you agree with the following statements? 3=neutral,4=agree, 5=total agree

Current opinions toward Heineken TVC

1.4 Data Analysis By applying SPSS software to analyze: Descriptive Statistics: Descriptive statistics are used to describe the basic features of the data in a study. They provide simple summaries about the sample and the measures. Descriptive statistics provides frequencies, measures of central tendency and dispersion. Together with simple graphics analysis, they form the basis of virtually every quantitative analysis of data. Frequency Test: Frequencies options include a table showing counts and percentages, statistics including percentile values, central tendency, dispersion and distribution, and charts including bar charts and histograms Reliability Test: According to Cavana et al. (2001), Cronbachs alpha is a reliability coefficient that indicates how well the items in a set are positively correlated to one another. Cronbachs alpha is computed in terms of average intercorrelations among the items measuring the concepts. The value of this coefficient can vary from 0 to 1. The value of 0.8 or higher of an alpha coefficient was proposed to be accepted by Bryman and Cramer

26

(1990). However, according to Nunnally (1978), the value of 0.6 and above is acceptable, especially for initial investigations.

Independent T-Test: The independent t-test compares the means between two unrelated groups on the same continuous, dependent variable.

Anova- One-way between groups: The one-way analysis of variance (ANOVA) is used to determine whether there are any significant differences between the means of three or more independent (unrelated) groups.

Correlation Analysis: The Pearson Correlation is applied to test the relationship among the 4 independent variables and one dependent variable.

2. Qualitative Approach: There are three main methods for collecting data in qualitative research, each is particularly suited for obtaining a specific type of data. These methods are participant observation, in-depth interviews and focus groups ( Marshall, 1996). When participant observation is used, researcher aims to become immersed in or part of the population being studied, so that he can develop a detailed understanding of the values and beliefs held by members of the population. For focus groups, researcher brings together a small number of subjects to discuss the topic of interest. In-depth interviews also use the same principle but subjects are interviewed individually. Researchers seldom involve asking a set of predetermined questions, what they usually do is to encourage subjects to express their views at length. In this thesis, for qualitative approach, the indepth interview method is applied for two main purposes which then lead to two different in-depth interviews before and after collecting data. The first purpose is to discover factors of advertising that generate effect on consumer attitude ( such as brand awareness, recognition, brand liking, purchase intention, etc) as well as how the concept of humor appeal is different in their mind, those findings or factors then will be used to raise questionnaires. For achieving the first aim, the author conducts in-depth interviews to two subjects who are chosen by convenience sampling

27

methods, because they have close relationships with the author and it is convenient for both interviewer and interviewees to have a face-to-face deep talk together. The list of interviewees are: Ms. Pham Thi Huyen Tram International University- Senior student Ms. Nguyen Tran Phuong Chi Employee

The protocol below including two main questions that is used for construction the interview: 1. According to you, what are the factors of a certain advertisement that make you like, enhance soon your recognition towards the brand and push your intention to possess that product? Please list some determinants and explain why. 2. How do you think about humor in advertising? 3. In you opinion, what can be considered as humorous factors in a certain TV commercials? For the second purpose, the in-depth interview again is applied to get a deeper understanding about findings from the result of questionnaires. This time, in-depth interview play vital roles in confirming the result, find more reasons especially to answer the question why they choose those such answers, and explain deeper about their own suggestion towards ads of Heineken. Similar to the first in-depth interview, interviewees also are chosen by convenience sampling method in which subjects have relationship with the author that create convenience in processing the face to face interview. The list of interviewees are : 1.Ms. Truong Hoai Anh Senior student 2.Ms. Do Ngoc Chi Mai - Employee 3.Mr. Nguyen Vinh Trieu- Employee

28

The following is the script in term of unstructured questions which is used in in-depth interview. The questions are generated base on the findings from data analysis applied by SPSS and the objectives of the study 1. To determine factors that influence the target audiences attitude components Why the elements of delivered message of product in a certain beer brand TVC , emotional content, informative content, significant color theme have influence on your knowledge and likability toward the brand? Explain detail for each element. When you consider to make decision to buy or to try a certain brand beer advertised in TVC, why you need to learn about information and care about the message of this product? Why the other elements do not have much influence on your intention? Why the element of message of product can bring to you the knowledge about the brand, make you feel like and even push you to try the advertised product? 2. To understand impacts of TVCs humor appeal on consumers attitude towards Heineken How humor appeal in TVC of Heineken can affect your awareness and knowledge toward the brand ? How does it make you feel like the brand Heineken and even prefer than other brewery brand? Can the humor appeal in this TVC push your intention to buy or to try Heineken beer ? Why or why not? 3. To discover target customers current opinion towards TVC of Heineken To Heineken TVC, please explain why the humor created in each ad and the creativeness in content become the reason that make you like Heinekens TVC? Why did you agree with both ideas focus on emotional content and change advertising way ? Are two ideas different in your understanding or it just is a mistake due to the similarity among generated ideas? If you have own understanding, please specify.

29

4. To support applicable recommendation for Heineken in improving its TVCs humor effect on target audience s attitude. What do you think about the surprise in humorous Heineken TVC? Is the surprise one of element that make humor in TVC? Please explain in detail How do the elements of embedded music and performance of actor play role in determining the humor in an ad. How does Heineken change and renew their advertising way? What do you expect from this change?

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CHAPTER IV

INTRODUCTION OF VIETNAM BREWERY LIMITED COMPANY (VBL Ltd.) AND HEINKEKEN BEER

I.

SUMMARY OF BEER MARKET IN VIETNAM : Vietnam is considered a fast growing emerging market in Asia area. Firstly, it is

rooted from big number of young population. People younger than 45 years old occupies 50% of Vietnam population, which is estimated over 83 million people ( Statistic Bureau, 2010) . In addition, the average GDP growth rate of Vietnam recent years is about 9% annually, a very high figure among Asian countries, which goes along with the increasing income. So, nowadays, consumers have more choices in term of both local and international brands. According to Customer Insights research agency, beer is the third intake for Vietnamese in general, after bottled water and tea, and excesses coffee and milk. Ministry of Industry and Commerce( 2011) estimated that the volume of beer consumed in Vietnam increased dramatically to 2.5 billion litter in 2010, almost double the volume in 2003 ( 1.29 billion litter). For Heinekens market, in 2010, Vietnamese has consumed 200 million litter of Heineken beer and has become the third biggest consuming market of Heineken in the world after US and France (Kantar Worldpanel Vietnam, 2010) . And in 2015, with this developing rate, Vietnam is predicted to become the biggest market of Heineken . In Vietnam domestic market, Heineken also occupies a noticeable percentage of market share and becomes the third-most-consumed-beer- brand in Vietnam with 16.8%

including 10% for Heineken can 330ml and 6.8% for Heineken bottle 330ml ( Sabeco market research on brewery industry of Vietnam, 2010).

31

Figure 4: The percent of consumption of 10 leading beer brands in Vietnam, 12/2010

(Source: Sabeco Research, 12/2010)

II.

INTRODUCTION OF VBL Ltd. AND HEINEKEN BEER :

In 1992, the world famous Heineken beer is imported directly from Holland to Vietnam. New policy has opened up investment opportunities and help the worlds leading brands access consumers widely. In 1994, Heineken was the first time produced by Vietnam Brewery Limited ( VBL) in Vietnam. VBL is a joint venture between Sai Gon Trading corporation ( SATRA), the company Asia Pacific breweries Ltd. (APB) with the headquarter in Singapore and Heineken N.V in Holland. In order to provide the best service to Northern customers, in 2003, APB opened a factory with 100% investment in Hanoi under the name APB Hanoi. VBL and APB Hanoi is well-known for the best brewery producers currently according to the international standard of quality and manage of premium beer brands of the world with perfect services for distribution system, sales and consumers. Excellent quality is always the first criteria of Heineken. Heinekens success started from a stable international quality which is produced at one of the best and most modern brewery producers in the world. March 2001, VBL proud of being the first brewer in the

32

world who has achieved ISO 9001:2000 certification and is also the first brewer in Vietnam was officially recognized by the Quality Management System HACCP. In 2010, as the brewery market report of Sabeco, VBL occupies 29.7 % of total share of brewery production and become the second largest brewer among brewery producers.

Figure 5:The percent of production market share of brewery producers in Vietnam 2010 (Source: Sabeco research, 12/2012) Heineken beer is not only the passion but the pleasure. Beside the original witty TV commercials that attracts most of audiences, Heineken also is well-known for promotion activities in Vietnam , Heineken marks in thought of Vietnam consumers as a pioneer of intergrating Vietnam tennis to the world. It is certainly that music and films is also indispensable part in the lives Heinekens enthusiasts, from the vibrant night Thirst which brings together the leading DJ talents in the world to the premium ceremony of famous foreign movies in Vietnam all purposes is to bring the most enjoyable moments for customers in Vietnam. And with being organizer for splendid festivities of Christmas and New Year every year in major big cities, Heineken has a firm foothold as the world number one premium beer brand in Vietnam today.

33

CHAPTER V

DATA ANALYSIS AND FINDINGS

In this chapter, the author discusses the result and present the main findings after analyzing the data. I. RESPONSE RATE For this study, there were 195 questionnaires was delivered through email addresses, however there were 189 out of 195 returned in acceptable and valid quality. It also means that among 195 respondents, there were 189 of them qualified the criteria to become right subjects for this study. So the response rate is estimated at 97 percent. The analysis will based on these respondents. Table 3: Response rate
Number of respondent Response rate

Delivered questionnaires

195

Acceptable returned questionnaire

189

97 %

II.

DEMOGRAPHICS OF SAMPLE: In this part, the data of respondent profiles summarized into important categories

such as gender, occupation, monthly income, etc due to the variety of studied respondents.

34

This section is to describe demographics of the sample with specific information on each dimension Table 4: Frequency distribution by gender of respondents
Frequency Valid Female Male Total 74 115 189 Percent 39.2 60.8 100.0

Male, 60.8 %

Female, 39.2% %

Figure 6: Percentage by gender of respondents The table and the chart demonstrate the percentage of respondents gender. To be more detailed, out of 189 valid respondents, there are 115 respondents are male which occupies 60.8 % of the total. This number of male respondents is almost double the number of female which accounts for only 39.2 % with 74 respondents out of 189.

35

Table 5: Frequency distribution by age of respondents

Frequency Valid 18-22 yrs 23-35 yrs 36-50 yrs Over 50 yrs Total 24 141 5 19 189 Percent 12.7 76.7 2.6 10.1 100.0

76.7 80 70 60 50 40 30 20 10 0 18-22 yrs 23-35 yrs 36-50 yrs Over 50 yrs 12.7 2.6 10.1

Figure 7: Percentage by age of respondents The table 4 provides the information about the ratio of age among respondents. Overall, it can be clearly to see that the most striking feature is the group of respondents whose age range from 23-35 years old, occupies 74.6 % of total. Two groups with age range from18-22 years old and over 50 years old are almost the same in number which account for 12.7 % and 10.1%, respectively. It seems that the respondent who are from 36-50 years old constitutes the least percentage ( 2.6 %) with only 5 people out of the total of 189. It seems that the younger people have tendency to watch TVC about a certain beer brand more than the older.

36

Table 6: Frequency distribution by marriage status of respondents

Frequency Valid Single Married Divorced/Separated Total 165 22 2 189 Percent 87.3 11.6 1.1 100.0

Married 12%

Divorced/Sepa -rated 1%

Single 87%

Figure 8: Percentage by marriage status of respondents In the table 6 of frequency distribution by marriage status , it shows that among three types of marriage status, most of respondents are single, they constitute over 87 % which include 165 over 189 respondents. The number of married people is much less than the first group, only 11.6 % and there is about 1 % of respondents used to get married. It is matched with the percentage of customers age in which the ratio of respondents are from 23-35 years old and 18-22 years old out-weight the others groups.

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Table 7: Frequency distribution by occupation of respondents

Frequency Valid Employee Student Total 153 36 189 Percent 81.0 19.0 100.0

Student 19%

Employee 81%

Figure 9: Percentage by occupation of respondents The table of frequency distribution by occupation explains the career of participants. It is clearly to see that the number of attendants who are employee are the biggest number which occupies 81% percent in total and represent for 153 out of 189 respondents. There are only 36 students joining the studied Table 8: Frequency distribution by monthly income of respondents
Frequency Valid Under 5 million VND 5-10 million VND 11-20 million VND Over 20 million VND Total 27 156 3 3 189 Percent 14.3 82.5 1.6 1.6 100.0

38

Over 20 million VND

1.6

11-20 million VND

1.6

5-10 million VND

82.5

Under 5 million VND 0

14.3 20 40 60 80 100

Figure 10: Percentage by monthly income of respondents The table 8 and figure 10 illustrate the monthly income of respondent. In general, the amount of monthly income is different for various attendants. As can be clearly seen, the group of people who earn from 5 to 10 million VND per month constitutes the biggest ratio , 82.5 % representing for 156 in total of 189 participants. Next, the second ratio is 14.3 % of respondents who get the range of income varies under 5 million VND every month. Two groups of people who earn monthly from 11 to 20 million VND and over 20 million share the similar percentage with 1.6% for each. It also means that among 189 participant in this study, there is only 3 people having income from 11-20 million VND and 3 people earning over 20 million VND each month. This percentage is matched with two table above which shows most of respondents are employee, single and mostly from 18-35 years old. Table 9: Frequency of watching TVC of respondents
Frequency Valid Never Less than 2 times/week 7 29 Percent 3.7 15.3

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2-7 times/week More than 7 times/week Total

43 110 189

22.8 58.2 100.0

More than 7 times/week 2-7 times/week Less than 2 times/week Never 0 3.7 10 20 30 40 50 60 15.3 22.8

58.2

Figure 11: Percentage by frequency of watching TVC The table 9 shows the frequency rate of watching TVC per week of respondents. The frequency level is divided into 4 groups, varying from never watching TVC to watching more than 7 times/week. It is clearly to see that the group of watching more than 7 times/week is most out-standing with the number of respondents comes up to 110 out of 189 participants, occupies almost 60 percent. The second majority is group of people who spend time watching TVC from 2 to 7 times per week, constitutes 22.8 % in total. Groups of people watching TVC less than 2 times/week and never watching TVC have the least number with 15.3% and 3.7%, respectively. Table 10: Frequency of beer brands being watched in TVC
Responses N Ad_beer_choice
a

Percent 185 158 25.6% 21.9%

Percent of Cases 97.9% 83.6%

Heinken Beer Tiger Beer

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Bud Light Beer Budweiser Beer Saigon Beer 333 Beer Hanoi Beer Huda Beer Halida Beer San Miguel Beer Other Total
a. Dichotomy group tabulated at value 1.

21 22 75 51 49 39 55 66 1 722

2.9% 3.0% 10.4% 7.1% 6.8% 5.4% 7.6% 9.1% .1% 100.0%

11.1% 11.6% 39.7% 27.0% 25.9% 20.6% 29.1% 34.9% .5% 382.0%

97.90% 83.60%

96.70%

39.70% 29.10%

34.90%

Heinken Beer

Tiger Beer Saigon Beer Halida Beer San Miguel Beer

Others

Figure 12: Percentage of beer brand watched through TVC The table 10 and figure 12 illustrate the percentage about the beer brands that the respondents used to watch by TVC. Or in other words, these figures answer for the question Which beer brands TVC have you ever watched?. As seeing from both tables and figure, Heineken is the brand that was chosen by 185 respondents and represented for almost 98% total of respondents compared to other brands. Tiger beer is the second most-chosen-brand with 158 over 189 respondents has chosen , occupies

41

83.6% in total. Other brands include Saigon Beer (39.7%), San Miguel (34.9 %), Halida ( 29.1%), 333 ( 27%). From these numbers, it is clearly to see that with participants, Heineken beer is very familiar and popular brand name in brewery industry that almost of them had watched Heineken TVC. III. OBJECTIVE 1: TO DETERMINE ELEMENTS IN TVC INFLUENCE AUDIENCES ATTITUDE COMPONENTS: As mentioned earlier, the first objective in this study is to determine the elements in TVC that could impact on audiences attitude. This descriptive statistics measures the respondents agreement degree towards six statements describing six elements existing in TV ads. Six elements are measured three times for three different attitude components, including cognitive factor, affective factor and conative factor which form the attitude. By comparing mean for each statement, it will help to determine which element can influence on what component. 1. Elements in TVC of beer brand influence on cognitive ( or knowledge) component Table 11: Descriptive statistics of elements impact cognitive component
N I have knowledge about beer brand advertised in TVC because ofits informative content I have knowledge about beer brand advertised in TCV because of its emotional content I have knowledge about beer brand advertised in TVC because of its music I have knowledge about beer brand advertised in TVC because of its actors/atresses I have knowledge about beer brand advertised in TVC because of its significant color theme 189 Minimum Maximum 1 5 Mean 3.72 Std. Deviation .916

189

3.94

1.024

189 189

1 1

5 5

3.08 3.08

1.120 1.127

189

3.99

1.005

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I have knowledge about beer brand advertised in TVC because of its message Valid N (listwise) Average

189 189

4.04

.828

1.003

The descriptive statistics of elements of TVC impact component cognition show that the highest mean among the degree of six statements is 4.04, In other words, TVCs delivered message is one element that respondents agree to have impact on their cognition or knowledge toward a certain brand. The element of significant color theme and emotional content are also considered to be two effective elements on audiences cognition with the means are 3.99 and 3.94 respectively. The studied audiences also can have their knowledge about a certain advertised beer brand through the informative content whose mean is 3.74 in agreement degree. To sum up, among six given elements, there are four elements including ads

message, color theme, emotional content and informative content, are agreed by respondents to be factors that influence their knowledge about a certain beer brand. The high Standard Deviation, 1.003 in average, also indicates that respondents have different ideas about six given statements. The in-depth interviews from three respondents provide explanations for these above choices. Message delivered in ads

In fact, people choose the element message, which is delivered from TVC, as factor that make them have aware more and get more knowledge toward the brand because they believe that message is the last thing remaining in their mind after all and help them to recall to the brand. To me, message of a certain product introduced in TVC is the thing will be kept in my mind longer than any elements such as music or any pictorial items. Music or color

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can be the first thing to impress, but message is the thing that is remained in my mind. Then, I can easily to re-connect it with the brand advertised on the TV. ( Hoai Anh, student) However, there is one surprising idea is that respondents they consider the message delivered in TVC as the slogan of product. So both of Mr.Trieu and Ms. Hoai Anh thought message is a connection to the brand which help the to recall about the product. Message that I get from any beer ads usually through the slogan. So with me, because the slogan is often short, easy to remember, and very meaningful then the message embedded in this is also recorded in my mind without effort, especially when the ad is impressive . ( Vinh Trieu, employee) The color theme

For the color theme in ads, the in-depth interviewees all agreed that this is also very important elements that provide them the very first impression, then they are easily to attend, remember and identify the relating brand. The color theme usually is similar to the color of products appearance, so by the color theme, they aware the brand. Color is a first impressiveness, the audience get and recognize quickly and easily. So they can relate it with the brand . ( Chi Mai, employee) I think the ad having color theme, especially similar to my favorite color. It helps me to attend and identify the brand quickly. ( Vinh Trieu, employee) Emotional content

With the element of emotional content, the interviewees also express their own different thinkings about this element. In general, because the product advertised is beer, so it is a better way for them to get awareness about the brand in advertisements because it provided relaxed feeling.

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 I just watch advertising for relaxing, to feel interesting not to get serious situations. So I do think beer advertisements which focus on emotional factors is more effective to get knowledge about the brand, not informative ones. Especially with funny ads, I always feel free to enjoy. ( Vinh Trieu, employee) They are beer ads, not a pharmacy ones that I need to know too much about the information. I just need to feel relax, free and enjoy toward a beer ads. It is clearly a better way to aware about a product. ( Hoai Anh, student) Informative content

Different to quantitative findings where implied the result that most of respondents see informative content as an element influence their knowledge towards the brand, the author wants discover why there are some respondents do not think similarly to the majority . So in the qualitative in-depth interview, all three interviewees expressed that why they do not need an informative commercial about a beer brand. Well, I dont think that the informative element s really necessary for a beer ad . In my opinion, it depends on what kind of advertised product is, if it is a medical advertisement, it does need to have information or any relate to the benefit of product. But it is just a beer. I need beer ads that make me interested. ( Hoai Anh, student) Oh, I think I have no idea about the information in beer brand. I have not seen any ad like that before, it is better to use emotion instead of all information ( Vinh Trieu, employee). In short, to them, they do not see beer as a high-involved product which they have to spend much effort as well as time to consider much about its information. So to a beer advertising, they do not expect to have many information in because it is not necessary.

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2. Elements in TVC influence on affective ( or likability) component

Table 12:Descriptive statistics of elements impact affective component

N I like the brand of beer advertised in TVC because of its informative conntent I like the brand of beer advertised in TVC because of its emotional conntent I like the brand of beer advertised in TVC because of its music I like the brand of beer advertised in TVC because of its actors/actresses I like the brand of beer advertised in TVC because of its significant color theme I like the brand of beer advertised in TVC because of its message Valid N (listwise) 189 189 1 5 3.96 .959 189 1 5 3.73 1.050 189 1 5 3.14 1.070 189 1 5 3.90 .912 189 1 5 4.01 .970 189 Minimum 1 Maximum 5 Mean 3.73 Std. Deviation .938

The table 12 shows the mean range from 3.14 to 4.01. In general, the difference among those mean is quite close. The highest mean is 4.01 of the statement I like the brand of beer advertised in TVC because of it emotional content . The elements of TVCs delivered message and TVCs music are also recognized as elements that affect audiences likability towards a certain beer brand with both mean of agreement degree almost 4.00 . Informative content and color theme get equal mean, 3.73 which are also considered to be relatively effective elements on audiences likability. In short, the finding explains the fact that respondents express the feeling liking or positive feeling toward a certain beer brand through mostly by emotional content of TVC, then the element of delivered message, embedded music, informative content and the color theme of this TVC. The difference of means in this dimension compare to the dimension of cognitive shows that to audiences, the element that makes them have awareness and knowledge about a certain brand through TVC seem to be similar to the elements that make them feel liked about this brand. We can see clearly that the elements about TVCs message,

46

emotional content, informative content, significant color theme, influence both cognitive and affective components. However, for different component, the degree of agreement of each element is different. The high Standard Deviation also indicates that different respondents have different ideas about six statements above. The findings from qualitative in-depth interview also explain for why they agree with above elements. Emotional content:

The reason why respondents agreed that the element emotion content in a beer brand is a determinant that make them like about the brand is because of advertising for beer, they expect something that make they feel attractive, interested and more than all, relaxed and enjoyable. And when they are satisfied with those expecting feeling, they form a positive feeling toward the brands which are advertised in this TVC. Im a young man, I like something is fun, exciting and free. That is why I need to be relaxed with those kind of advertising, I like to feel the crowded air in parties of a beer ad, then I can image what if I was there! So for sure if emotional factors are used correctly, they can evoke my likability, I do like funniness in ad, too. ( Vinh Trieu, employee) For Hoai Anh, she emphasize the importance of using emotion in advertising. I just need a short, funny, relaxing ad. They are really effective in making you feel relaxed and when it bring those feeling, it succeeds in making you like them or support them more. Why? Because now, they have a good feeling about the brand. ( Hoai Anh, student) Message delivered in ads :

And for the message, it was interpreted not much different from the reason as when message help them to have more awareness and knowledge toward the brand. Basically, to them, because message is the last thing stayed in their mind, so if they perceive a very

47

well message, they gradually form a positive feeling from the message and indirectly, they remember the brand longer. A good advertising usually go along with a great message. Music in ads:

For the idea of music, music is considered to be of the elements in a certain beer TVC that help to evoke the likability of audience towards the brand beer. To interviewees, music in beer brand is short and easy-memorized melody, this melody especially is favored when it is from a very familiar song. The combination of music and the content of ads is initially emphasized as a determinant to decide whether the audience can remember and like the ad or not. I am very sensitive with music because I know playing piano. So, music in an ad, with me is very special. It should be embedded correctly and match with what is showing on screen, then it will be very make sense. I like familiar songs or jingle because the more I enjoy the melody, the more I like the brand in advertising. ( Hoai Anh, student). Significant color theme:

To them, the color theme is not only a tool to remind them about the brand, but it is evaluated as a sign for a prestigious and homogeneous brand, which shown them the implied serious working process and investment in making creativeness. I do like advertising which take advantage in the color of product. To me, the color theme is not only make me recognize the product or brand, but also a sign of profession in working process and a sign of prestigious brand. With beer ads that have attractive and significant color theme, I do feel prefer them than other beer brand, because it evokes inside me a feeling of homogenous between brand and ads content. I respect their working process to create a sophisticated work. ( Hoai Anh, student) Color is a psychological dimension. So using color familiar with the product, the audiences have tendency to pay more attention and feel impressive. ( Chi Mai, employee).

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Informative content:

Similar to the previous component, through qualitative data, the author wants to discover why some respondents also do not see this element influence their affection as the rest majority. All three respondents implied the similar reason ( mentioned earlier in cognitive component) they actually did not feel much impressive when there are too many information mentioned in ads, especially in advertising of beer. 3. Elements in TVC influence on conative ( or behavioral) component: Table 13: Descriptive statistics of elements impact conative component
N I will (used to) intend to buy/try beer brand advertsied in TVC because of its informative content I will (used to) intend to buy/try beer brand advertsied in TVC because of its emotional content I will (used to) intend to buy/try beer brand advertsied in TVC because of its music I will (used to) intend to buy/try beer brand advertsied in TVC because of its actors/actresses I will (used to) intend to buy/try beer brand advertsied in TVC because of its significant color theme I will (used to) intend to buy/try beer brand advertsied in TVC because of its message Valid N (listwise) Average 189 Minimum 1 Maximum 5 Mean 3.54 Std. Deviation 1.018

189

3.47

.997

189 189

1 1

5 5

3.25 2.90

1.035 1.118

189

3.28

1.081

189

3.67

1.051

189 1.05

The table above shows the descriptive statistics of elements in TVC influence the conative component or intended action towards a certain advertised brand. In general, the mean of agreement degree ranges from 2.90 to 3.67 . The figure indicates that the elements TVCs message is relatively agreed to have impact on the intention of audience to try or to buy the product with the mean is 3.67. It seems that people have

49

tendency to look for delivered TVCs message of product through TVC to have decision to do a certain action such as buying or trying. The high standard deviation (1.05) indicates that participants have different ideas towards six statements. Comparing to two first components, cognitive and affective component, when considering to try or to buy a certain brand after watching TVC, the audiences seems to be less affected by elements of TVC, there is not many factors having the mean higher than 3.5 or equal 4.00. And it is clearly to see that some factors that have influence on audiences knowledge and likability may not affect on the conative component of attitude The result of in-depth interview also interprets the result where the interviewees also explain that to push their intention to try or to buy the product, it requires many factors to form an intention or action, not only suggesting factors, however, advertising also partially influence on their intention. The reason they agree that message would be the factor they consider to try or to buy the product, is that the message last longest in their mind and influence on all their knowledge and affection. I think message is not much different with the information provided in ad, especially with product like beer, I consider what I get from the message usually as information. So, when I try, I need to know whether this brand can satisfy my expectation or not, that is why I choose element of message. ( Vinh Trieu, employee) I take any actions toward the beer brand due to the likability I perceive from the ad, and its message. And message is the thing last in mind, help to recall the brand to make me decide. ( Hoai Anh, student) In short, among six elements, there are core elements such as delivered message, emotional content, informative content, significant color theme are considered to be elements that have impact on audiences knowledge and likability , but to audiences attention to act, the message of advertised products in a certain beer TVC is the element that influence relatively on attitude. In addition, it is also concluded that TVCs

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message of product is the only factor that is able to affect all audiences knowledge , likability and their intention to act. IV. OBJECTIVE 2: TO DISCOVER IF TVCS HUMOR APPEAL CAN INFLUENCE CONSUMERS ATTITUDE COMPONENTS TOWARDS HEINEKEN For this objective, participants were shown a TVC of Heineken, then they answered some 5 point Likert-scale questions. The collected data is measured by agreement degree of different statements about humor appeal in TVC for three components of attitude including cognitive component, affective component and conative component. By

checking the average mean value, it helps to explain whether the humor appeal has impact on three components of attitude. At the same times, T-test, Anova and correlation test are also applied to discover more about the difference between groups of respondents as well as relation between attitudes component under the impact of humor appeal. However, before analyzing data of three components, the reliability test is applied in order to measure the degree of consistency between multiple measurements of a variable. 1. Influence of TVCs humor appeal on cognitive ( or knowledge) component: 1.1 Reliability Test Table 14: Reliability Statistics of Cognitive component
Cronbach's Alpha .871 N of Items 3

The high value of Cronbachs alpha ( 0.871) is the evidence of internal consistency of this measurement set. The factor items included in this dimension have close relation with each others.

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Table 15: Item-Total Statistics

Corrected ItemScale Mean if Item Deleted I pay more attention to the brand Heineken due to the humor in this TVC The humor or funniness makes me remember about the brand Heineken Humor in TVC is a factor make Heineken become more different and more recognizable 8.08 Scale Variance if Item Deleted 2.690 Total Correlation .750 Cronbach's Alpha if Item Deleted .826

7.98

3.053

.786

.795

8.10

2.953

.733

.836

As the table has shown, there is no removal can increase the Cronbachs Alpha coefficient. Therefore, it means that the scale is well designed to be the representative to measure the reliability dimension of cognitive component of attitude. 1.2 Humor appeal in TVC and cognitive component: Table 16: Descriptive statistics of cognitive component
N I pay more attention to the brand Heineken due to the humor in this TVC The humor or funniness in TVC makes me remember about the brand Heineken Humor in TVC is a factor make Heineken become more different and more recognizable Valid N (listwise) Average 189 189 189 Minimum Maximum 1 1 1 5 5 5 Mean 4.00 4.10 3.98 Std. Deviation .995 .854 .922

189 4.02 .923

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Through agreement degree of respondents towards 3 statements, the mean values range from 3.98 to 4.10 with the average mean value is 4.02. The average mean shows us that participants considered that humor appeal in the TVC that they were shown make they aware more about the brand and influence their knowledge towards the brand Heineken. To be more specific, the highest mean value ( mean value = 4.10 ) for the statement that The humor or funniness in TVC makes me remember about the brand Heineken , the figure shows that respondents in general agree that they are remember about the brand Heineken by the humor appeal created in its TVC. Other two means (

mean value = 4.00 and 3.98) also indicate that humor appeal has specific impact on the way audience attend and recognize the brand beer. The high standard deviation ( 0.923) shows that participants have different ideas towards three statements. To explain why humor appeal influence on knowledge or awareness of audience toward the brand Heineken, the in-depth interviewees also interpreted differently. To Vinh Trieu, he believed that the humor in Heineken TVC create the curiosity toward the brand that promotes him to learn more about the product, here is Heineken. It is clearly to state that, the humor appeal in Heineken TV ad is effective in catching the attention of audiences. Because the funniness created in shown TVC do catch my attention, and I have to admit that it stimulates my curiosity to know more about Heineken. I can feel the cool air in the storage room of the husband, and I image that what if I were one of those men yielding there, I wanna join them! ( Vinh Trieu, employee) Another idea also shows that using humor in advertising , especially in Heineken ads, is an own distinguished mark of Heineken brand. And by humor, brand Heineken is recalled in mind of customers and help them identify the brand. In addition, along with the humor, the interviewees implied that the humor appeal in Heineken ad is a sophisticated combination that help that they cannot forget.

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 The humor in Heineken is very sophisticated, it strongly impresses me and stay long in my mind. To me, the humor is as a hallmark of Heineken only, whenever they mention about humor in ad, it reminds me about Heineken and vice versa. ( Hoai Anh, student) I prefer Heineken than other due to its humor in ad, because I feel Heineken is such an intelligent brand which is pictorial invested carefully( Chi Mai, employee) 2. Influence of TVCs humor appeal on affective ( or likability) component: a. Reliability Test: Table 17: Reliability Statistics of affective component
Cronbach's Alpha .859 N of Items 2

In the dimension of affective component, the Cronbachs Alpha coefficient is good with 0.859 . so it indicates that the scale is well designed with a strong internal consistence among factors. b. Humor appeal in TVC and affective component: Table 18: Descriptive statistics of affective component
N I prefer the brand Heineken than other brands due to its humorous TVC I support more the brand Heineken due to its humorous TVC Valid N (listwise) Average 189 3.75 .990 189 1 5 3.74 .985 189 Minimum Maximum 1 5 Mean 3.75 Std. Deviation .994

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The table above represents the descriptive statistics of affective component , similarly it is measured by the agreement degree towards two sentences . The average mean value, 3.75, indicates that respondents relatively agreed that humor appeal in Heineken TVC that they watched has a specific influence in their likability as well as positive feeling in general. They preferred the brand Heineken than other brands as well as support more due to the humor created in this TVC. Two interviewees explained the reason they feel like the brand Heinenken when they were shown on of humorous advertising of Heineken as two main reasons. The first reason is because the funniness created in TVC enhances the relaxation for audiences who expect to relax and enjoy when they watch TVC about a brand of beer. I specially prefer ads that bring me feeling relax. And watching Heineken, this ad is really funny and I feel totally comfortable. So, I just like it. ( Vinh Trieu, employee) I just care how funny and relax I feel from the ads. Nowadays, ads should be short, including emotional more than rational factors. And Heineken does it so well. ( Chi Mai, employee) Moreover, along with relaxation, audience tend to like Heineken due to the sympathy with the brand rooted from the way they feel respected to the sophisticated humor in each brand of Heineken, not only the shown TVC. As I mentioned above, humor increases my awareness and at the same time form my likability. The humor in Heineken is make-sense. They invested seriously to make a real sophisticated humor not only for laughing but for impressing and memorizing. I myself do respect this because I always feel I am enjoying a real creative work. ( Hoai Anh, student) Therefore, from the SPSS finding and in-depth interview findings, it can be stated that, humor appeal in Heineken TVC does have positive influence on the affective of audience.

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3. Influence of TVCs humor appeal on conative ( or behavioral) component: 3.1 Reliability Test: Table 19: Reliability Statistics of conative component
Cronbach's Alpha .860 N of Items 4

Similar to other first factors, the Cronbachs Alpha in this dimension is also very high with value up to 0.860. So it is clearly to see that these internal factors are well consistent. Table 20: Item-Total Statistics
Scale Scale Mean if Item Deleted The humor in TVC of Heineken (used to/ will) make me intend to try Heineken beer I expect to own Heineken beer more after watching this TVC I will drink Heineken beer after watching this TVC I will buy Heineken beer after watching this TVC 9.92 7.248 .751 .802 10.05 7.503 .740 .807 9.87 7.871 .681 .832 9.57 Variance if Item Deleted 7.864 Corrected Item-Total Correlation .653 Cronbach's Alpha if Item Deleted .843

The table above also support more for the consistence among factors where we can see there is no necessary removal of items that can help to increase the Cronbachs Alpha coefficient. 3.2 Humor appeal in TVC and conative component:

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Table 21: Descriptive statistics of connative component

N The humor in TVC of Heineken (used to/ will) make me intend to try Heineken beer I expect to own Heineken beer more after watching this TVC I will drink Heineken beer after watching this TVC I will buy Heineken beer after watching this TVC Valid N (listwise) Average 189 189 189 189 189 3.28 1.071 Minimum 1 1 1 1 Maximum 5 5 5 5 Mean 3.57 3.26 3.08 3.22 Std. Deviation 1.073 1.044 1.064 1.106

The mean values in this dimension range from 3.08 to 3.57 with the average mean value is 3.28. The figure surprisingly indicates the fact that respondents action towards the brand Heineken seems not to be affected by the humor appeal in shown TVC of Heineken. The high standard deviation ( 0.99) shows that participants have different idea towards statements. The findings from in-depth interviewees shows a deeper view to explain quantitative findings. More specific, the humor motivates their intention to act as a result of combination both their cognition and affection towards the Heineken. However, this influence tends to make respondents consider Heineken in their alternative set or prefer to use Heineken among other brands when they have chance, but not enough to push them to have desire to own or take immediate action, because taking an action towards the brand Heineken requires, besides advertising, more indicators such as price, budget, context, etc due to Heineken belongs to premium segment of beer market. Yes, this humor really influence me, I know I will choose Heineken among other brands when Im at party with my friends, for example. However, Im not sure that I really desire to drink or to own a bottle of Heineken right after watching TVC, its a

57

premium brand, so I also have to consider about price as well as my budget. ( Hoai Anh, student) After watching this ad, in fact I intend to try because I think the humor inspires me, drinking Heineken can bring me the relax feeling as when Im watching this TVC. ( Vinh Trieu, employee) When I have chance to drink with friends, of course I will pick Heineken, not because of the taste, but because I like the way Heineken delivers the funniness to us. But, I have to say this is a beer product, not a healthy product so it is certainly that I dont think I will use immediately even how I like humor in this ad. ( Chi Mai, employee) Those explanations also interpret the findings of quantitative where the agreement level towards the statement

The

humor in TVC of Heineken (used to/ will) make me

intend to try Heineken beer is highest compare to others ( mean value = 3.57) but the overall mean still in the neutral level, where the audiences are not sure their conation is completely influenced by the humor appeal. In summary, the three tables of descriptive above illustrate the findings that the humor appeal presented in Heineken TVC partially influence on the participants attitude towards the brand Heineken, because among three components of attitude, humor appeal in TVC of Heineken only has impact on the cognitive and affective component. Specifically, the respondents agreed that humor appeal in shown Heineken TVC seems to have impact on their knowledge about the brand Heineken and make them like or having positively feeling towards the brand, but when the respondents consider about the possibility of intention to buy or to try Heineken, the humor appeal is not strong enough to affect them. This results is reasonable because the intention or decision to try or to buy a certain products requires more complicated stages and being affected by many factors surrounding. The findings for objective 1 somehow explain for this finding, because in a certain TVC, there are a lot of factors or elements combined, and audiences relatively have tendency to look for information and message of the products more than other

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elements such as emotional content, music,etc to consider about the probability to buy or to try a certain products. Besides advertising, more indicators such as price, budget, context, etc should also be considered due to Heineken belongs to premium segment of beer market. 4. Testing the relationship between three components of attitude under the impact of humor appeal in Heineken TVC: The correlation analysis is conducted to consider the relationship between variables. For this objective, 3 components of attitude including cognitive ( or knowledge), affective ( likability) and conative ( or behavioral) component will be tested in which the conative component is dependent variable and two others components , cognitive and affective are two independent variables. In order to testing the relationships among those components, the following hypothesizes are stated: Ho1: There is no positive relationship between the impact of humor on conative component with the impact of humor on cognitive component Ha1: There is positive relationship between the impact of humor on conative component with the impact of humor on cognitive component Ho2 : There is no positive relationship between the impact of humor on conative component with the impact of humor on affective component Ha2 : There is positive relationship between the impact of humor on conative component with the impact of humor on affective component\ Table 22: Correlation matrix
Cognitive_humor Cognitive_humor Pearson Correlation Sig. (1-tailed) N Affective_humor Pearson Correlation Sig. (1-tailed) 189 .689
**

Affective_humor

Conative_humor

.000

59

N Conative_humor Pearson Correlation Sig. (1-tailed) N **. Correlation is significant at the 0.01 level (1-tailed).

189 .502
**

189 .634
**

.000 189

.000 189 189

The table 22 indicates the sig. values between conative component with other two component all equal 0.000, much less then the level 0.05. So we reject both two the Ho1 and the Ho2. Meanwhile, it means there is a significant relationship between the dependent variable ( conative component) with two other independent variables ( cognitive and affective component) via the correlation coefficients are 0.502 and 0.643, respectively. In other words, the cognitive component correlates positively with the conative component. It can be explain more the detail that the more the respondent know or aware about the brand by the humor appeal in Heineken TVC, the more they have intention to to try or to buy the brand Heineken. Similarly, with the significant correlation between affective component and conative component, the more the respondent like or have positive feeling towards the brand Heineken through the humor appeal in its TVC, the more they intend to commit to act ( trying or buying) towards the brand Heineken. The correlation among these above variables are not considered as casual relationship between the dependent variable ( conative component) and independent variables ( cognitive and affective component). 5. Compare the difference between male and female regarding to the impact pf humor appeal in TVC on consumers attitude: Independent T-test between Gender Attitude towards Heineken brand through humor appeal in TVC

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Table 23: Group Statistics

Gender Cognitive_humor Female Male Affective_humor Female Male Conative_humor Female Male N 74 115 74 115 74 115 Mean 2.9561 3.0609 3.6351 3.8130 3.3851 3.2174 Std. Deviation .74870 .51787 1.03135 .84931 .98376 .83870 Std. Error Mean .08703 .04829 .11989 .07920 .11436 .07821

To compare audiences attitude between genders through the impact of humor appeal created in TVC, It means that the gender will be compared on the influence of the three components of attitude including cognitive component, affective component and conative component, so the Independent T-test will be applied. In order to test the difference, these following hypothesis is raised: Ho: there is no difference between male and female regarding to the impact of humor appeal in TVC on their attitude toward Heineken beer. H1: There is significant difference between male and female regarding to the impact of humor appeal in TVC on their attitude toward Heineken beer. The gender in this research is identified as male and female As the descriptive table show, for each component, there are difference between male and female in how they have knowledge , like and have intention to act towards the beer brand by humor appeal in TVC. However, the difference between them is small, so the mean values among them are almost similar. For the cognitive component, it is clearly that female ( mean value=2.9561) aware and get knowledge toward the brand a little bit less than the male ( mean value = 3.0609) does and the difference between them is unremarkable.

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Table 24: Independent Sample T-test

Levenes Test for Equality of Variances t-test for Equality of Means 95% Confidence Interval of the Difference Sig. (2F Cognitive_humor Equal variances assumed Equal variances not assumed Affective_humor Equal variances assumed Equal variances not assumed Conative_humor Equal variances assumed Equal variances not assumed 1.211 137.932 .228 .16774 .13855 -.10620 .44169 4.867 .029 1.253 187 .212 .16774 .13384 -.09630 .43178 -1.238 134.241 .218 -.17791 .14369 -.46209 .10628 3.385 .067 -1.291 187 .198 -.17791 .13780 -.44975 .09393 -1.053 117.723 .295 -.10479 .09953 -.30190 .09232 6.503 Sig. .012 t -1.137 df 187 tailed) .257 Mean Difference -.10479 Std. Error Difference .09215 Lower -.28657 Upper .07699

62

Cognitive component: For the sig. Levenes test for equality of variance,

the

cognitive dimension has Levenes test sig is 0.012 (less than 0.05) which illustrates there is significant difference in the variance between two groups. According to T-test for equality of mean, there is not enough evidence to conclude there is a significant difference between two genders due to the sig is 0.295 ( greater than 0.05) . Affective component: With affective dimension, the Levenes test sig is greater than 0.05 ( sig value= 0.067) , it means that the variability between two groups is

significant different or the there is significant difference in the variance between them. The T-test for the equality of mean is 0.198, similarly to the cognitive component, it lacks of evidence to state that there is significant difference between two genders, male and female, in the affective component of attitude Conative component: Similar to two above components, two genders still has not enough evidence to conclude the existing of the significant difference in conative , due to the sig of Levens test for equality of variance is 0.029 and sig. of the T-test for equality of mean is greater than 0.05 ( sig value = 0.228) So in summary, because two groups of gender have no sig value of T-test for equality of mean smaller than 0.05 on any component ( cognitive, affective and conative), therefore the hypothesis Ho is accepted, or in other words there is not enough evidence to state there is significant difference between two gender groups in all three components of attitude such as cognitive, affective and conative component. Therefore, the gender male and female are not different in their attitude towards the brand Heineken through the humor appeal created in TVC. 6. Comparing conative ( or behavioral) component of attitude among income groups of respondents: Anova one-way test, between Monthly income and conative ( or behavioral) component of attitude:

63

In order to investigate whether there is a significant difference between levels of monthly income in conative component towards the brand Heineken by humor appeal created in its TVC, so the One-way Anova is applied to explain. In this research the monthly income of respondents is classified into 4 ranges vary from under 5 million VND, 5-10 million VND, 11- 20 million VND and over 20 million VND. The hypothesizes for this testing are stated as following: Ho: There is no difference among income groups on conative component regarding the impact of humor appeal in TVC H1: There is difference among income groups on conative component regarding the impact of humor appeal in TVC Table 25: Test of Homogeneity of Variances
Levene Statistic .504 df1 3 df2 185 Sig. .680

The table Test of Homogeneity of Variances shows the result of Levene's Test of Homogeneity of Variance, which tests for similar variances. The sig of Levenes test in this situation is 0.680 ( greater than 0.05) then there is a homogeneity in variance or similar variance. Table 26: ANOVA
Sum of Squares Between Groups Within Groups Total 1.136 150.970 152.106 df 3 185 188 Mean Square .379 .816 F .464 Sig. .708

The Anova table shows the output of the ANOVA analysis and whether it has a statistically significant difference between our group means. As showing in the table, the sig. value is recorded as 0.708 which is greater than 0.05, so Ho is accepted . Therefore, that there is not enough evidence to show that among groups of income has statistically

64

significant difference on conative component of attitude regarding the impact of humor appeal in TVC. . The post-test table explaining more detail the difference between income groups is presented in Appendix D.

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V.

OBJECTIVE 3: UNDERSTANDING THE TARGET AUDIENCES CURRENT OPINION TOWARDS TVC OF HEINEKEN. As mentioned before, the third objective of this study is to investigate the current

opinion of Heineken audience towards its TVC. 1. Reasons to like Heinekens TVC: To measure these opinions, respondents are asked which elements they like and feel impressive in TVC of Heineken. Moreover, these opinions also are measured by the agreement degree towards statements about their general evaluations. Table 27: Frequency of reasons to like Heineken
Responses N Reasons to like Heineken's TVC
a

Percent 17.7%

Percent of Cases 84.9%

I like Heineken TVC because the humor created in each ad I like Heineken TVC because of the creative content I like Heineken TVC because of the delivered message I like Heineken TVC because of the brand of Heineken is significant and recognizable I like Heineken TVC because of the music/melody used is rememberable I like Heineken TVC because of the diversified performance of actors/actresses I like Heineken TVC because of the recognizable and significant color theme of Heineken

118

120

18.0%

86.3%

84

12.6%

60.4%

81

12.1%

58.3%

82

12.3%

59.0%

41

6.1%

29.5%

73

10.9%

52.5%

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I like Heineken TVC because it desbrides well the consumers' style I like Heineken TVC because it matches consumers' psychology Other Total
a. Dichotomy group tabulated at value 1.

30 35 4 668

4.5% 5.2% .6% 100.0%

21.6% 25.2% 2.9% 480.6%

As the records in table 26, the main reasons why they like Heineken TVC, it is clearly to see the top most chosen reasons are because of creative content in TV ad (86.3 % of total respondents), the humor created in each ad ( 84.9 %) and delivered message ( 60.4 %).. Two reasons of music/melody and significant and recognizable Heineken brand shares the almost equal percent with 59% and 58.3% ,respectively. Comparing to the findings in objective 1, there is a relative homogeneity and it is reasonable that the elements that respondents favor in Heineken TVC are also elements that respondents choose to be the elements that will influence their likability towards the brand advertised in a certain TVC. Surprisingly, the reasons that TVC of Heineken describe consumers style and matches consumers psychology just were agreed by lowest percent, 21.6% and 25.2% , respectively. 2. General evaluation towards Heinekens TVC: Another measurement on current opinions of respondents are to record their general evaluation ideas about the TVC of Heineken. The evaluation is measured by the agreement degree towards statements about the TVC of Heineken, through comparing mean values among these statements. Table 28: Descriptive statistic of current opinion towards Heineken TVC
N I think current Heineken TVC is unique and attractive 189 Minimum 1 Maximum 5 Mean 4.21 Std. Deviation .874

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I think current Heineken TVC only need to focus creating emotional or feeling factors I think current Heineken TVC should mention more information of the product I think current Heineken TVC should create more touching ads I think current Heineken TVC does not need to change anything I think current Heineken TVC should renew its advertsing way Valid N (listwise) Average

189

3.53

1.049

189

3.38

1.037

189

3.15

1.053

189

3.12

1.161

189

3.63

.989

189 1.027

The table 28 describes the mean values among the evaluation statements, in general, the mean values ranges from 3.12 to 4.21. The idea of unique and attractive Heineken TVC has the most majority of respondents agreement with the highest mean value, 4.21. Another idea that Heineken TVC should renew its advertising way is also idea with second high mean value, 3.63 over 5. It means that the respondents relatively think that about the idea of changing current advertising way of Heineken. However, at the same time, with mean value 3.53, the idea of Heineken only need to focus on emotional and feeling factors in their TVC is relatively supported by respondents. The issue is that whether the respondents expected a completely new way instead of focusing on emotion or feeling, or it can be a variation as well as supplementation into the current method. The clearer explanation was conducted through in-depth interview for deeper understanding. All the interviewees do agree that Heineken should remain the current style in advertising, which focuses mainly on emotional and feeling factors. However, they still expect to have more and more creativeness and humor in order to remain and enhance their likability towards this brand. It is clearly to see that the way the interviewees think about

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the statement I think current Heineken TVC should renew and change its advertising way as the supplement into the current advertisement of Heineken, not an expectation to change into a completely different style. Heineken should remain their current style, it is unique and very Heineken, so I dont want any changing. However, if I myself always wait for enhance in creativeness and funniness that keep me laughing every time I enjoy Heineken. ( Hoai Anh, student) I believe remaining the current style for Heineken is the best way, always simple, funny and creative, if it has to change, certainly that will be more funny , more creative and I would like much more ( Chi Mai, student) In short, from quantitative and qualitative findings, Heineken brand is thought as having a unique and creative TVC, which should improve by maintaining the current style and developing continuously at the same time. VI. OBJECTIVE 4: APPLICABLE RECOMMENDATION FOR HEINEKEN IN IMPROVING ITS TVCS HUMOR IMPACT ON TARGET AUDIENCES ATTITUDE The final objective in this research is to recommend for improving current Heineken TVC especially the humor appeal. Therefore, it is very important for Heineken to know the perception of audience on the humor appeal in TVC. To be clear, the respondents are asked how they perceive a humorous ad or in their opinion what a humorous ad is. The way respondents define humorous appeal will suggest Heineken a clearer view on Vietnamese perception towards their humorous ads.

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Table 29: Descriptive statistics on respondents perception toward humorous TVC

N To me, a humorous TVC is ad contenting surprise or unpredicted events/details To me, a humorous TVC is ad contenting satire or sarcastic events/details To me, a humorous TVC is ad contenting sexual or "hot" events/details To me, a humorous TVC is ad contenting jokes To me, a humorous TVC is ad contenting pun script To me, a humorous TVC is ad contenting exaggerative events/details, sometimes unreasonable To me, a humorous TVC is ad contenting music that is embedded humorously To me, a humorous TVC is ad in which performance/gesture or portray of actors/actresses is funny Valid N (listwise) 189 189 189 189 189 189 189 189 189

Minimum 1

Maximum 5

Mean 4.25

Std. Deviation .928

2.85

1.106

2.59

1.134

1 1

5 5

3.98 3.46

.920 1.201

2.83

1.243

4.08

.831

4.04

.895

The table 29

illustrates statistically the perception of respondents toward the

humor appeal definition. As being shown, the highest mean value among 8 statements is 4.25 for the idea that humorous ad is an ad that contenting surprise and unpredicted events/details, this is the idea that most agreed by the respondents. The importance of embedded music and performance/gesture or portray of actor/actress in humorous ads are also expressed through the similar high mean values 4.08 and 4.04, respectively. Another idea that is agreed by the majority is the definition humorous ad of contenting

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jokes that create laugh or funniness with the mean 3.98. These above perceptions provide Heineken a view on how Vietnamese people perceive the humorous ads. Therefore, if Heineken continues to use humor appeal in their TVC, especially for Vietnam market they should consider these above perceptions. To the in-depth interviewees, they had given their own understanding towards the above choice. Humorous ads content of surprising and unpredicted events:

The reason they think the humorous ads usually content of surprising or unpredicted details is because the sudden change in the rhythm and detail of ads content usually catches the attention of audiences, and if the changing leads to the unpredicted humorous event, it is able to create a strong impression with positive feeling towards this brand. That is why they prefer to have the element of surprise go along with humor in an advertisement because of their mutual relationship. Usually, the surprise is a stress in an advertising because of its sudden changing . I do like when the rhythm of advertisement is normal and a sudden thing happens, then this unpredicted event turn out to be a very funny action. With me, this kind of ad really increases the effect of humor and of course, it is more impressive! ( Hoai Anh, student) Humor should include surprise, especially in advertising. Why? Because the out-ofpredicted details always surprise me, I have never expected it would happen that way, but it does and when I realize the result, I laugh! ( Chi Mai, employee) Humorous ads content music embedded humorously: Similarly, the music which is embedded suitably to the content of advertisements and the performance of actor or actress increase the humor level in it. Moreover, music and performance of actor also support to each other. However, the music and performance of actor were considered by interviewees as significant supporting factors to increase the effect of humor more than the only single core and compulsory factor.. The interviewee,

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Hoai Anh, indicated that the music to her is a very important part because its effect will contribute to increase the humor in ads, especially of brand beer, where is music can be a tool to recall to the product. However, it must be a make-sense-combination with actors performance and the content. The interviewee Chi Mai also thought that the way to create humor in a certain ads, sometimes stay in how they embed the music. But, using music in a humorous is a challenge due to the requirement to combine with the content and the performance of actors. Humorous ads content jokes: With the statement To me, a humorous TVC is ad contenting jokes .Interviewees all agree that joking is very popular way to create laughs, therefore this is one of the easiest way to transfer the humor to audiences.

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CHAPTER VI

CONCLUSION AND RECOMMENDATION

I.

CONCLUSION This research with the topic Studying the impact of humor appeal in TVC on

consumers attitude towards the beer brand The case of Heineken focuses to find out whether there is any influence of humor appeal in TVC of Heineken beer on their consumers attitude. It is conducted in the period of three months, from the January to May 2012 , on 195 Heineken consumers who are students and employee reach or over 18 years and live in Ho Chi Minh City. After reviewing literature with relating theories, the theory of attitude formation The Tri-component attitude model which is developed by Eagly and Chaiken ( 1993) is used as the conceptual framework for the research . Applying triangulation approach by combining quantitative and qualitative method, the data analyzed by SPSS and in-depth interview , the result of this research has revealed some main findings. Firstly, for the first objective to determine the elements in beer TVC that have impact on audiences attitude, the author has found out that among proposed 6 elements that may influenced , there are 4 core elements that are agreed to have the impact on both audiences knowledge and likability, they are: Message Emotional content Informative content Significant color theme

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However, the in-depth interviews has pointed out that, actually the element of : informative content is of no strong impact on knowledge and likability of audience towards the beer brand, due to the products advertised are beer, so the information to them is not necessary to know detail. Furthermore, with the component of conation or intention to try and use the product, the element of message of advertised brand is the only factors that has relative influence on the audiences attention to act towards the advertised beer brand. The element of message is also the only determinants that has influence on three components of attitude, cognitive, affective and conative component. The interviewees in in-depth interviews also interpret that because message is the elements that lasts and remains finally in audiences mind after watching TVC, so it helps them to remember the brand longer. Moreover, if it is a good message, it also will form the positive feeling inside of audiences towards the brand, and therefore, push them to have intention to try or to use product. Secondly, the research has come up with the result of whether the humor appeal in TVC of Heineken has impact on consumers attitude. And the research has proved that humor appeal created in TVC actually influence partially on consumers attitude toward Heineken beer, which means the humor influences on two among three attitudes component: cognitive ( or knowledge) and affective ( or likability) component, but not having enough evidence to prove that it also influence on the conative ( or behavioral) component. The deeper reason revealed through in-depth interviews, they believed that the humor appeal in Heinekens TVC does catch their attention and makes them curious to learn more about the product. In addition, the humor in Heinekens ads is considered to be a distinguished mark of Heineken which represents for a sophisticated and creative work that increase their awareness towards Heineken. And to interpret why it affected their likability, the interviewees admitted that the humor in Heinekens TVC brings them relaxing and comfortable moments so indirectly increasing their likability, moreover their sympathy is also formed which is based on their respect towards a serious and creative working process to create those ads. However, even though the humor appeal has clear

74

impact on consumers cognitive and affective component, it still can relatively influence on the interviewees intention to consider Heineken beer in alternative set when they have chance but not totally influence in their desire to own and take immediate action towards Heineken product. This is explained partially by interviewees that, even though beer is a low-involved product, but Heineken is a premium brand so to take action, it requires more indicators such as price, individual budget, context, etc than only basing on an advertising. In addition, the research also test the difference between genders ( male and female) regarding the impact of humor appeal in Heinekens TVC in attitude towards this brand , through the statistical result from T-test , sig. values also reveal that there is no existing of significant difference between two groups of gender. Similarly, the ANOVA test is also used to test the difference in the impact level of humor appeal on conation component among various levels of income. The result indicates there is no significant difference among four levels of income in their attitude towards the brand Heineken through the humor appeal created in with sig. value among groups greater than 0.05. However, there are significant relationships among components of attitude under the impact of humor in TVC. More specifically, the component of cognitive correlates positively with the component of conative .Similarly, there is also significant correlations between the component of affective with the component of conative, Finally, the research includes investigating the current opinion of consumers towards the brand of Heineken. The first finding is to know the reasons why they like Heineken TVC and the figures have shown two main reasons in which most of participants like Heineken due to its creativeness and due to the humor created in Heineken TVC . The figure implied the important role of humor appeal in TVC, especially with the brand Heineken where humor is not only to create laugh but to impress. In addition, this objective is also to understand the general evaluation of consumers towards the current Heineken TVC. The descriptive statistics indicate that the evaluation the current

75

Heineken TVC is unique and attractive is most agree with the highest mean up to 4.21 . Another evaluations include the idea of current Heineken TVC only need to focus creating emotional or feeling factors and should renew its advertising way. The indepth interview also revealed that interviewees think about two evaluations in the way supporting to each other. They do prefer Heineken to remain the current style in its advertising, and meanwhile they still expect Heineken improve and develop its performance based on their current style. Last but not least, the research also find out how Vietnamese consumers think about the humor appeal in advertising in order to recommend for Heineken if it still apply the humor in their advertisements for Vietnam market. This result is discussed in the recommendation part. II. RECOMMENDATION The recommendation for this thesis is raised based mostly on the findings and idea

of respondents as well as interviewees. Heineken nowadays does not need to change their style in making advertisements. More specific, they should remain a sophisticated way in creating humor in every TVC, in which it also should be combine with other elements such as music, content and performance of actors. However, to improve and develop its impact by using humor in ad, especially for Vietnamese consumers, Heineken should take note some main point. Understanding the way Vietnamese consumers perceive about humor:

The statistical figure has pointed that, to Vietnamese, the humorous advertisement is mostly ads contenting surprising or unpredicted events, which will change suddenly and catch the audience attention. The surprise will be more effective if it ends by a humorous event because it can make laughs and form the positive feeling towards the brand. Next, the humorous TVC can own a funny embedded music, and well performance from actors, but two factors should be combined , as supporting factors, together and to others elements to increase the impact of humor in ads. Moreover, it is still good if the traditional way of

76

creating humor by creating jokes since the humor in advertisements is sometimes presented without any seriousness ( Kelly and Soloman, 1975).Those perception of consumers towards the humorous advertisements not only present their understanding but also what their expect to enjoy in a certain humorous ads. Therefore, Heineken is recommended to create humorous or funny TVC for Vietnamese consumers based on the way they perceive humor. And to get the tendency in changing of their perception, Heineken also should take annual market research focusing on their target consumers. Moreover, Heineken also spreads their coverage by co-operating to the most efficient TV channels such as HTV or VTV which owning a huge number of Vietnamese audiences. Applying elements that are able to impact on knowledge and likability of Heineken brand on humorous ads: As the findings interpreted in the last part, in general, the attitude of consumers are influenced by advertisements, especially on the their knowledge and likability towards the brand, by some core elements such as the emotional content and the significant color theme and especially the message delivered by the ad, which has strong impact in audience. So, Heineken can consider to invest more on those elements to create a good combination in their humorous TV ads. Even those factors cannot be the direct determinants to push and increase completely the conation of audiences to increase the using of Heineken beer. However, focusing on them can help to increase the cognition and affection of customers, and indirectly , it may increase the conation of customers, due to the more the consumers know or like the brand under the humor appeal in ads, there more they have intend to use the brand. Therefore, Heineken should progress seasonal strategic advertising mix which plan to take best advantages from those elements, not only for TVC but also combined with others channels, especially the out-door advertising. Banner should be placed not only in cinemas, but on the street and high-class commercial centers. However, the advertisement will be

77

more effective if it is used in a homogeneous advertising mix which applies the same theme or topic for every channel, so the awareness as well as liking will increase. Understanding how consumers evaluate the current ads:

Understanding clearly how consumers think and evaluate about the current TVC is strategic tactic. Because Heineken ads can base on that finding to know where they are currently in perception of consumers, and from that, they are able to review whether it is the result they expect Vietnamese for having a suitable decision. The quantitative result also reveals that currently, Vietnamese think Heinekens TVC as unique and creative which should focus on emotional elements in their ads. In other view, Heineken also can consider those set of current value as a benchmark for them to improve more their performance towards Vietnamese consumers. Once again, annual market research is necessary to get evaluation of target consumers and basing on those finding to preview annually their works.

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APPENDIX A: Questionnaire in Vietnamese

KHO ST NH HNG CU TNH HI HC TRONG QUNG CO N THI NGI TIU DNG I VI THNG HIU BIA HEINEKEN
Xin cho, ti tn Chu Nguyn Hi ng, hin l SV nm th t trng H Quc T HQG TpHCM. Bng kho st bn di nhm phc v cho bi lun vn tt nghip ca ti. Bng kho st ny gm 6 phn v ch chim khong t 1 n 5 pht hon tt. Bng cch hon thnh bi kho st ny, anh/ch cung cp cho ti c nhng d liu v cng hu ch lm tng tnh khch quan ca bi nghin cu. Xin chn thnh cm n v xin c ghi nhn s nhit tnh gip t anh/ch. ------------------------PHN 1 1. Bn hin ang sng : Tp.HCM Cc tnh v khu vc khc

2. Anh/ch c thng xem qung co trn TV khng? (Chn 1 cu tr li ph hp nht)

Nhiu hn 7 ln trong tun 2-7 ln trong tun t hn 2 ln mt tun Khng bao gi 3. Anh chi tng xem qung co bt k thng hiu bia no cha? Ri Cha ( Dng bng kho st ti y nu chn p an ny)

83

4. Sn phm bia no anh/ch tng c xem qung co trn TV? ( Hy tick vo th hin s la chn ca bn. Bn c th chn nhiu hn 1 p n) Bia Heineken Tiger Beer Bia Bud Light Bia Saigon Bia 333 Bia San Miguel Bia Budweiser Bia Halida Bia Huda Bia H Ni

Sn phm khc ( vui lng ghi r tn sn phm) :

5. Bn bao gi dung bia Heineken?

Ri Cha ( Dng bng kho st ti y nu chn p an ny)

6. Ngoi cc yu t v gi c, cht lng sn phm hay knh phn phi sn phm,

Qung co trn TV c tc ng g ti THI ca anh/ch v thng hiu sn phm hay khng?

C
Ti bit (v nh) n thng hiu bia no nhiu hn nh qung co trn TV Ti thch/ng h thng hiu bia no nhiu hn nh qung co ca n trn TV Ti mua v s dng (th) thng hiu bia no v qung co trn TV thc y ti PHN 2

Khng

1. Ngoi nhng yu t gi c, cht lng sn phm, v knh phn phi, xin anh/ch vui lng cho bit kin ca anh ch v NHNG YU T RING CA qung co TV nh hng ln thi ca bn i vi cc thng hiu bia nh th no.

84

Xin vui lng cho chng ti bit kin ca bn v nhng nhn nh bn di theo thang im t 15. Trong : 1=hon ton khng ng , 2=khng ng , 3=phn vn, 4=ng , 5=hon ton ng .
Hon ton khng ng Hon ton ng

Thng qua (cc) on qung co xem, ti NHN THC c thng hiu (nhng)loi bia ny l nh: Ni dung thng tin sn phm trong qung co Ni dung cm xc m n mang li ( vui nhn, hi hc, bun,s hi, ) Phn m nhc quen thuc Din vin trong qung co . Thng ip ca qung co Mu sc ch o c trng ca sn phm Ti cm thy THCH thng hiu bia trong qung co trn bi v: Ni dung thng tin sn phm trong qung co Ni dung cm xc m n mang li ( vui nhn, hi hc, bun,s hi, ) Phn m nhc quen thuc Din vin trong qung co . Thng ip ca qung co Mu sc ch o c trng ca sn phm Sau khi xem (nhng )qung co trn, ti (tng) s c nh mun MUA/ DNG(TH) thng hiu bia trn v: Ni dung thng tin sn phm trong qung co Ni dung tnh cm/cm xc m n mang li ( vui nhn, hi hc, bun,s hi, ) Phn m nhc quen thuc

85

Din vin trong qung co Thng ip ca qung co Mu sc ch o c trng ca sn phm

PHN 3 1. Cu hi ny gip chng ti xc nh KIN CHUNG CA ANH/CH I VI QUNG CO HI HC qua nhng nhn nh bn di. Trong , 1=hon ton khng ng , 2= khng ng , 3=phn vn, 4=ng , 5= hon ton ng .
Hon ton khng ng ng Hon ton

i vi ti, mt qung co c xem l vui/hi hc l Qung co c cha tnh tit bt ng, khng on trc c Qung co c cha yu t th hin s chm bim, ma mai Qung co c s dng hnh nh nng bng hoc ng lin quan n vn nhy cm Qung co c tnh tit chc ci gy ci Qung co m li thoi hay t ng c s dng hnh thc chi ch mang nhiu ngha khc nhau, gy ci. Qung co c s dng tnh tit phng i, khuch trng qu mc bn cht ca s vic nhm gy ci Qung co c m nhc lng ghp mt cch hi hc Qung co m din xut, iu b, to hnh ca din vin th hin yu t hi hc,

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PHN 4 Xin mi anh/ch xem qua ng link nh km clip qung co trc khi n bng cu hi tip theo. " Walk- in fridge" ( Xin vui lng copy 1 trong 2 ng link xem qua clip nu bn khng th trc tip click vo link bn di) Link 1: http://www.youtube.com/watch?v=S1ZZreXEqSY&feature=related or Link 2: http://www.youtube.com/watch?v=1hYEKXE-4d0 1. Anh/ch c nhn ra qung co trn l ca hng bia no di y khng? Chn 1 cu li ph hp nht. Bia Heineken Tiger Beer Bia Bud Light Bia Saigon Bia 333 Bia San Miguel Bia Budweiser Bia Halida Bia Huda Bia H Ni

2. Xin vui lng cho chng ti bit kin i vi cc nhn nh sau y v THI ca anh/ch sau khi xem clip qung co HEINEKEN, theo thang im t 1 -5.
Hon ton khng ng Hon ton ng

Items Yu t nhn thc Ti ch nhiu n thng hiu bia Hieneken nh vo tnh hi hc ca clip qung co trn S vui nhn, d dm khin ti nh n thng hiu bia Heineken nhiu hn Yu t hi hc l mt nguyn nhn khin cho thng hiu bia Heineken tr nn khc bit hn v d nhn bit hn

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Yu t cm xc/tnh cm Ti cm thy thch thng hiu bia Heineken hn cc thng hiu bia khc v qung co ca n hi hc Ti cm thy ng h thng hiu bia Heineken nhiu hn v qung co mang li s hi hc, vui nhn Yu t hnh ng S hi hc khin ti c nh mun th dng bia Heineken Ti mong mun s hu sn phm nhiu hn sau khi coi qung co Ti s mua bia Heineken sau khi xem on qung co ny

PHN 5 Xin vui lng cho chng ti bit kin ca anh/ch t on qung co va xem . Nhng cu hi bn di gip chng ti xc nh QUAN IM HIN TI ca anh/ch v qung co thng hiu bia HEINEKEN. 1. Xin hy tick vo th hin s la chn ca mnh. C th chn nhiu la chn cng lc. Nhng yu t khin bn cm thy thch v n tng bi qung co ca Heineken l.. Tnh vui nhn m Heineken to ra trong mi qung co S sng to ni dung qung co Thng ip truyn ti d hiu Din vin vi din xut a dng Mu sc ch o c trng , d nhn din Qung co miu t c phong cch ngi tiu dung Qung co th hin ng tm l khch hang kin khc ( xin vui lng ghi r kin ca bn bn di):

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2. Xin vui lng chm im nhng nhn nh bn di theo thang im t 1: Hon ton khng ng - 5: Hon ton ng
Hon ton khng ng ng Hon ton

Items

Nhn chung, ti cho rng (nhng) qung co Heineken hin ti... Heinekn lun c nhng qung co c o lun lun thu ht ngi xem Qung co Heneiken ch cn tp trung vo yu t tm l nh hi hc, gi s sang to, tr trung. Qung co Heineken nn a thm thng tin sn phm Heineken nn to thm nhng qung co gi s cm ng Heineken khng cn thay i g phong cch qung co ca mnh Heineken cn lm mi nhiu phong cch qung co. ( vui lng tr li them cu k tip)

3.

Anh/ch c a ra li khuyn no cho TVC ca bia Heineken ni chung hay cc loi bia ni ring gip qung co th v hn v c ch hn cho anh/ch v ngi tiu dng khng?

PHN 6 Thng tin c nhn Gii tnh ca bn l: Nam N Tnh trng hn nhn c than c gia nh

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Tng lp gia nh

Tui 18-22 23-35 36-50 Trn 50

Thu nhp hng thng l Di 5 triu T 5-10 triu T 11-20 triu Trn 20 triu

Ngh nghip Sinh vin H ang i lm

XIN CHN THNH CM N S NG GP T ANH/CH

D LIU S C CHNG TI X L PHC V BI NGHIN CU. CHC ANH/CH MT NGY HC TP V LM VIC HIU QU.

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APPENDIX B: Questionnaire in English

THE IMPACT OF HUMOR APPEAL IN TVC ON CONSUMERS ATTITUDE TOWARDS BEER BRAND. A CASE OF HEINEKEN BEER PART 1
1. You live in:
HCM City Other regions

2. How often do you watch TVC?

Over 7 times/week 2-7 times per week Less than 2 times per week Never watch 3. Have you ever watched any beer TVC? Yes Not yet 4. What s kind of beer brand that you ever watched? Heineken Tiger Beer Bud Light Saigon 333 Others ( please specify) 5. Have you ever drunk Heineken beer? San Miguel Budweiser Halida beer Huda beer Hanoi Beer

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Yes Not yet

6. Besides the product price, quality and distribution , does TVC have impact on your attitude?

Yes
I have more knowledge about certain beer brand due to its TVC I like/support a certain beer brand due to its TVC I buy/ try a certain beer brand because its TVC push me

No

PART 2 1. Besides the product price, quality and distribution, how does elements in TVC influence your attitude towards advertised beer brand? Please indicates how much you agree with the following statements ( 1= strongly disagree, 2=disagree, 3=neutral, 4=agree, 5=strongly agree) 1 2 3 4 5 I have knowledge about beer brand advertised in TCV because of Its emotional content Its emotional content (funny, humorous, touching..) Its music Its actors/actress Its significant color theme Its message I like the brand of beer advertised in TVC because of Its emotional content Its emotional content (funny, humorous, touching..)

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Its music Its actors/actress Its significant color theme Its message I will (used to) intend to buy/try beer brand advertsied in TVC because of Its emotional content Its emotional content (funny, humorous, touching..) Its music Its actors/actress Its significant color theme Its message

PART 3 1. General idea about humorous TVC. Please indicate how much you agree with these following statements . ( 1= strongly disagree, 2=disagree, 3=neutral, 4=agree, 5=strongly agree) 1 To me, a humorous TVC is ad contenting suprise or unpredicted events/details To me, a humorous TVC is ad contenting satire or sarcastic events/details To me, a humorous TVC is ad contenting sexual or "hot" events/details To me, a humorous TVC is ad contenting jokes To me, a humorous TVC is ad contenting pun script To me, a humorous TVC is ad contenting exaggerative events/details, sometimes unreasonable 2 3 4 5

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To me, a humorous TVC is ad contenting music that is embedded humorously To me, a humorous TVC is ad in which performance/gesture or portray of actors/actresses is funny

PART 4 Please access the following hyperlink to watch sample TVC before continuing the questionnaire Link 1: http://www.youtube.com/watch?v=S1ZZreXEqSY&feature=related or Link 2: http://www.youtube.com/watch?v=1hYEKXE-4d0 1. Which is brand of beer advertised in this video clip? Heineken Tiger Bud Light Saigon 333 San Miguel Budweiser Halida Huda Hanoi

2. Please indicate how much you agree with the following statements about your attitude after watching the Heineken TVC above. ( 1= strongly disagree, 2=disagree, 3=neutral, 4=agree, 5=strongly agree) Items Cognitive ( or knowledge) component I pay more attention to the brand Heineken due to the humor in this TVC The humor or funiness makes me remember about the brand Heineken Humor in TVC is a factor make Heineken become more different and more recognizable Affective ( or likability) component 1 2 3 4 5

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I prefer the brand Heineken than other brands due to its humorous TVC I support more the brand Heineken due to its humorous TVC Conative ( or behavioral) component The humor in TVC of Heineken (used to/ will) make me intend to try Heineken beer I expect to own Heineken beer more after watching this TVC I will drink Heineken beer after watching this TVC I will buy Heineken beer after watching this TVC PART 5 1. Please indicate how much you agree with the statements about the shown TVC above. ( 1= strongly disagree, 2=disagree, 3=neutral, 4=agree, 5=strongly agree) I like Heineken TVC because T he humor created in each ad I like Heineken TVC because of the recognizable and significant color theme of Heineken I like Heineken TVC because it desbrides well the consumers' style I like Heineken TVC because it matches consumers' psychology Others ( please specify) .

The creative content

I like Heineken TVC because of the delivered message I like Heineken TVC because of the diversified performance of actors/actresses

2. Please indicate how much you agree with the statements about the shown TVC above. ( 1= strongly disagree, 2=disagree, 3=neutral, 4=agree, 5=strongly agree) Items I think current Heineken TVC is unique and 1 2 3 4 5

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attractive I think current Heineken TVC only need to focus creating emotional or feeling factors I think current Heineken TVC should mention more information of the product I think current Heineken TVC should create more touching ads I think current Heineken TVC does not need to change anything I think current Heineken TVC should renew its advertising way 3. Do you have any recommendation or suggestion towards TVC of Heineken beer or others brand in order to improve and develop it performance? Please specify: . . PART 6 Gender Male Female Single Married Used to get married Marriage status

Age 18-22 23-35 36-50 Over 50

Monthly Income Under 5 mil VND 5-10 mil VND 11-20 mil VND Over 20 mil VND Student

Occupation

Employee

THANK YOU SO MUCH FOR YOUR CONTRIBUTION.

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The wife introduces her brand new house and an amazing closet to her girl friends with their great admiration

These girls are yielding happily while resounding loudly from their men

The girls are wondering what is happening, when in the next room, the husband is also introducing his own full-of-Heineken-closet to his friends with their extreme admiration and happiness

APPENDIX C:
Illustration for sample Heineken TVC 97

APPENDIX D:
Table 30: Post-hoc Test
Dependent Variable:Conative_humor 95% Confidence Interval Mean (I) Monthly Income Tukey HSD 5-10 million VND (J) Monthly Income Under 5 million VND 11-20 million VND Over 20 million VND Under 5 million VND 5-10 million VND 11-20 million VND Over 20 million VND 11-20 million VND 5-10 million VND Under 5 million VND Over 20 million VND Over 20 million VND 5-10 million VND Under 5 million VND 11-20 million VND Games-Howell 5-10 million VND Under 5 million VND 11-20 million VND Over 20 million VND Difference (I-J) -.18679 -.33494 -.16827 .18679 -.14815 .01852 .33494 .14815 .16667 .16827 -.01852 -.16667 -.18679 -.33494 -.16827 Std. Error .18830 .52654 .52654 .18830 .54976 .54976 .52654 .54976 .73759 .52654 .54976 .73759 .17184 .71577 .37058 Sig. .754 .920 .989 .754 .993 1.000 .920 .993 .996 .989 1.000 .996 .699 .960 .963 Lower Bound -.6750 -1.7000 -1.5334 -.3014 -1.5734 -1.4068 -1.0301 -1.2771 -1.7456 -1.1968 -1.4438 -2.0789 -.6481 -5.1791 -2.5248 Upper Bound .3014 1.0301 1.1968 .6750 1.2771 1.4438 1.7000 1.5734 2.0789 1.5334 1.4068 1.7456 .2745 4.5092 2.1883

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Under 5 million VND

5-10 million VND 11-20 million VND Over 20 million VND

.18679 -.14815 .01852 .33494 .14815 .16667 .16827 -.01852 -.16667

.17184 .72876 .39508 .71577 .72876 .79931 .37058 .39508 .79931

.699 .996 1.000 .960 .996 .996 .963 1.000 .996

-.2745 -4.7221 -1.9902 -4.5092 -4.4259 -3.7131 -2.1883 -2.0273 -4.0464

.6481 4.4259 2.0273 5.1791 4.7221 4.0464 2.5248 1.9902 3.7131

11-20 million VND

5-10 million VND Under 5 million VND Over 20 million VND

Over 20 million VND

5-10 million VND Under 5 million VND 11-20 million VND

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