11/11/2011

APPLIED CONSUMER PSYCHOLOGY BS4135

An Analysis and Critical Evaluation of a Heineken Christmas Advertisement | Matriculation number: 0705350 Word Count: 3994

Executive Summary
The purpose of this report is to analyse a print advertisement by Heineken (Appendix 1) and identify the theories of consumer psychology adopted. This has been achieved by a mixed methods research approach, by using both secondary data for the identification of theories used, and primary data which was collected via a questionnaire. This questionnaire measured the attitudes and opinions towards the selected advertisement. The theories which were identified as being present in the current advertisement have been linked to the relevant elements of the undifferentiated models. This is displayed in Appendix 2. The selected advertisement was found to adopt theories linked to a number of factors including colour, symbolism and learning theory. However, after conducting primary research it was found that the advertisement rated only averagely amongst the consumers asked. These results were analysed to find where the strengths and weaknesses of the current advertisement lay. They were then used to develop a new advertisement (See Appendix 4). The new advertisement has used the strengths of the previous advertisement, and improves on the weaknesses to produce what should be a better constructed advertisement

Contents
Executive Summary ................................................................................... 2 1.0 Introduction ......................................................................................... 4 2.0 Background to Heineken ........................................................................ 5 3.0 Learning ........................................................................................... 6 4.0 Motivation ........................................................................................... 8 5.0 Imagery .............................................................................................. 8 5.1 Symbolism ........................................................................................ 9 6.0 Colour ................................................................................................. 9 7.0 Attitudes, Believability & Involvement ................................................... 11 8.0 Strengths and Weaknesses .................................................................. 14 9.0 The New Advertising Message .............................................................. 19 9.1 Rationale ........................................................................................ 20 References .............................................................................................. 22 Bibliography ............................................................................................ 24 Appendix 1 Original Advert ........................................................................ 27 Appendix 2 The Undifferentiated Models...................................................... 28 Appendix 3 Questionnaire Results .............................................................. 29 Appendix 4 New Advertisement ................................................................. 39

List of Tables and Figures

Figure 1 Classical conditioning in original advertisement..........................................................7 Figure 2 ABC Model of attitudes.......11 Figure 3 Male Vs Female average response14 Figure 4 Brand Identification....15 Figure 5 Colour..16 Figure 6 Average ratings for advertisement....16 Figure 7 Tradition in Christmas Adverts...17 Figure 8 Effects of Behaviour..............................................................................................18 Figure 9 New Advertising message......................................................................................19 Table 1 Undifferentiated models of consumer behaviour.........................................................28

1.0 Introduction
The aim of this report is to gain an understanding of consumer psychology theories and how they are used in practice. The market research method of triangulation will be adopted. Primary research will be addressed in the form of a questionnaire which will seek to find consumers attitudes and opinions on the advertising message presented(Saunders 2008). Secondary research conducted will be used to analyse the Christmas print advertisement from Heineken by using elements of the undifferentiated models of consumer psychology deemed relevant. Each of the elements discussed in this report have been arranged in a table to show where they apply to each of the undifferentiated models (See Appendix 2).

2.0 Background to Heineken

Heineken is Europes largest brewer and has an extensive portfolio of products across over 70 countries. Heineken is a premium branded beer held at the centre of the companys business model. (Heineken International 2010). As the beer is a fast moving consumer good, it may be considered as a minor purchase decision for the modern consumer (Surowiecki 2004). Although there has been a general shift away from brand loyalty, this is not the case in the premium beer market (SAB Miller 14.05.2009). In the premium beer market place, Heinekens main competitors consist of Anheuser-Busch Inbev UK, who offer Becks, Leffe and Stella Artois; Molsow Coors Brewing Company with Corona and Grolsch; SAB Miller with Peroni and Carlsberg with Carlsberg Export an Tuborg (Key Note 2011). The advert which has been selected for analysis is a Christmas advert which was initially used in Puerto Rico and created by advertising agency Y & R in 2010(Young & Rubicam 2011). Ltd

3.0 Learning
Heineken have used their logo consistently throughout all of their marketing communications. This will initially have been paired with the product information, allowing for Heineken's audience to become classically conditioned into understanding the meaning of the Heineken logo after a number of exposures {{59 Schiffman, L. G., Kanuk L. L. 2004;}}. In the selected advertisement, it has been assumed that classical conditioning has already taken place and that the awareness of the product already exists. This advertisement is an example of reminder advertising, where the advertiser attempts to reinforce any previous promotional activity which has foregone the current advertisement {{62 Boone, Louis E. , Kurtz, David L 2011;}}. This reminder advertisement aids the audience's recall of previously learned information linked to the brand. This means there is a greater chance that the product will become part of the individuals evoked set, increasing the chances of the purchase of Heineken {{40 Solomon et. al 2010;}}. In addition Heineken have used symbols of Christmas, a nut cracker and nuts, which has been assumed to provoke positive emotions linked with Christmas amongst their target audience {{63 Confraternity of Penitents 2006;}}. The purpose of this is so the customer will come to associate these positive emotions with the Heineken brand (Scott 2004;}}. 1994)This has been demonstrated in Figure 1 {{59 Schiffman, L. G., Kanuk L. L.

Classical conditioning in current advertisement

Unconditioned Stimulus Unconditioned Response

Nutcracker and nuts Positive Emotive Response Conditioned Stimulus Positive Emotional Response

Brand logo

After repeated pairings

Conditioned Stimulus
Conditioned Response

Brand Logo

Positive Emotive Response

Figure 1

4.0 Motivation
Using Maslow's Hierarchy of Needs, beer, particularly premium branded beer is likely to appeal to the consumers social, hedonistic needs. These kinds of needs can be referred to as emotional motives. So in context, if the individual wishes to belong to a particular reference group he may purchase a particular brand because it expected of this group. {{57 Wright, R. 2006;}}. As the Heineken advertisement is but only a reminder advertisement, it serves only the purpose of reminding the potential consumer that the product is available. This kind of reminder increases the likelihood that when the consumer becomes motivated to buy beer that the brand information is easily recalled and can become part of their evoked set {{32 Eliaz,Kfir & Spiegler,Ran 2011;}}.

5.0 Imagery
The advertisement uses Gestalt psychologys figure ground principle. The figure, in this case the nutcracker is the focused object, whereas the shape within the nutcracker uses the background to form the shape of a Heineken bottle(Solomon et. al 2010). This is however subjective in nature, so it will depend on how the consumer processes it. This blurring of which section is the figure and which is the ground may confuse the consumer, but in this case the advertiser has done this purposefully in order to allow for audience participation(Schiffman, L. G., Kanuk L. L. 2004 2). Using this figure ground principle for audience participation relates to the involvement factor of the 3 Is model.

5.1 Symbolism
As previously mentioned in section 3.0 the selected advertisement has used a nutcracker and nuts as a symbol for Christmas {{63 Confraternity of Penitents 2006;}}. This has been accepted by many as a symbol of Christmas in Western societies. However the understanding of this is dependent on the experiences of the individual viewing it (Scott 1994). An individual from a culture where Christmas is not celebrated this advertisement may be deemed irrelevant. However, as this advertisement was used in Puerto Rico, where the majority of people are Christian, this symbol is appropriate for its audience (Encyclopaedia Britannica 2011).

6.0 Colour
Up to 60% of a consumer's first impression is made up of colour (Heath
1997)Therefore, Heineken have predominantly used bright green in the

selected advertisement which should initially grab the attention of the consumer, and create an impact on the individual. Green has been noted to having a calming effect, reducing anxiety and tension which makes green possibly one of the most positive colours (Wright 2006 ). Another modern day association stems from the traffic light system, in which green means 'go'. This association with movement and forward motion will emphasise the positivity of the colour(Brennan 2008). It was recognised by Peter and Olson (2005) that these kinds of positive emotions can be paired with a brand or product so that the product or brand themselves gains these positive associations (Peter 2005).
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In addition to these associations, an assumption has been made in this particular advertisement that the consumer will understand a link between green and Christmas. (Demand Media 2011). Again, any positive associations made with Christmas will Heineken brand. Again, the understanding of this symbolic use of colour will be dependent on the individuals exposure to culture and other environmental factors. So this level of understanding will only be derived if this idea has previously been adopted in the consumers perceptual set which will be constructed from these cultural and environmental experiences(Wright 2006 ). Lastly, Heineken have consistently communicated green as the Heineken brand colour. This allows the consumer to build an attitude towards the brand and any prior associations with the colour may become associated with the brand(Heineken International 2006). be thereafter linked with the

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7.0 Attitudes, Believability & Involvement

Many theorists believe that there are three components to an attitude; beliefs, emotions and behaviour (e.g. Allport, Ajzen, Fishbeil et al.) This is also known as the ABC model of attitudes where A is the affect (emotion), behaviour and cognition (beliefs)(Wright 2006 ). These three components can be arranged into a hierarchy which explains the relative impact of three components (Solomon et. al 2010). In this particular advert, the low involvement hierarchy of effects is predominantly, as for this kind of decision the customer's information search is likely to be limited (see figure 2). Heineken have already assumed the consumer to have limited beliefs about their product through previous advertising messages. After exposure to the advertisement, it is hoped that behaviour will follow due to the 'reminder' that is provided by this advert. Thereafter, emotions towards the product should be reinforced through consumption. So if the product is liked, there may be some kind of loyalty attachment(Wright 2006 ).

Limited Beliefs

Behaviour

Affect

Attitude Based on behavioural learning processes Figure 2

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However it could also be argued that this product appeals specifically because of its premium branding appeals more to the hedonistic needs of the consumer. As a result it could be debated that the emotional involvement hierarchy has been used to a certain degree through the use of Christmas symbols and colour to provoke an emotional response. This would suggest that emotion may come before behaviour and beliefs for some consumers(Schiffman, L. G., Kanuk L. L. 2004 2). Without an understanding of what Heineken is, it is possible the advertisement may provoke an emotional response, but it might not be possible for the individual to link this response with the product due to the lack of product information in the advert. This may mean that the consumer may never reach the behavioural stage, and cannot form a belief about the product, therefore limiting the believability of the advert. The advertisement takes relatively little capacity to comprehend the meaning. This particular advertisement is found to operate on the second level of involvement, 'focal attention'. The onlooker is only required to decipher the sensory content using categorical codes, which are in this case almost entirely in semiotic form (Greenwald and Leavitt 1984). Using Katz' four functions of attitude, the advertisement selected will fall under the value expressive function due to the hedonistic nature of the product (Katz 1960). This attitude function is an expression or a reflection of the consumer's beliefs, values, lifestyle and overall outlook. This may be prestige that may be associated with the Heineken brand which will have been learned from previous advertising messages and general experience with the product.

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If this prestige associated with the product is perhaps something that is in their general values. So on viewing of the advertisement, it may appeal to these values that the individual already holds, and feels the product is in fitting to their personality and encourage them to purchase Heineken(Shavitt 1989). It has been identified by Maloney that when a reminder advertisement is concerned, these messages will be more readily believed. The aim of the advertisement is purely to reinforce the beliefs already in place that are part of the individual's 'cognitive structure'(Maloney 1963).

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8.0 Strengths and Weaknesses

Using the results form the primary research gathered (Appendix 3) strengths and weaknesses of the advertisement have been identified which have been used as a guide for the development of the new advertisement. The average results between male and female respondents were very close (see figure 3), so all analyses will be done using the total of the responses collected.

Average Rating

7 6 5 4 3 2 1

Male Female

Figure 3

Although average ratings for each aspect of the advertisement were not particularly negative, they were also not rated exceedingly positive. Using this feedback there is room for improvement in almost all areas, although some of the aspects of the advertisement were stronger than others. The brand identification was by far the strongest point in this

advertisement with precisely 50% of respondents finding the branding very clear (see figure 4). Although the brand logo is not obviously stated in the advertisement, other features of the advertisement, such as the shape of the bottle and the brand colour will have been used as tools to decode that the advertisement was for Heineken. However, this advertisement will only have been clear to those who knew the brand and its attributes well and were able to recall this learned information from
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the stimuli provided in the advertisement. Someone new to this product and brand would have had to spend longer in decoding the information presented and for this reason. This inability to decode information may result in perceptual blocking (Hoyer, Wayne, D., Macinnis, Deborah, J. 2009 5).

Brand Identification
Number of respondents 30 20 10 0 5 5 8 1 3 3 25 1 Very Clear 2 3 4 5

Figure 4

For the new advertising message, the brand should be communicated just as strongly as this will mean that when the consumer becomes motivated to purchase a beer product, the probability of Heineken being in the consumers consideration set will be greater. Respondents rated the colour used in this advertisement quite bright (see figure 5). This is a good tool in order to gain the attention of the consumer. However it has been noted by Wright (2006) that too much green can lead to lethargy, complacency and inactivity. Although the advertisement is bright, the balance of colours is perhaps not at its optimum. One respondent commented 'very bright but unappealing' and another commented 'it is green on green, not very exciting'. So despite the brightness of the colour, it did not necessarily mean that this is the only factor which an advertiser should look at when deciding on colour composition for a marketing communication.

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However, as previously mentioned, green may already be associated with the Heineken brand. For this reason, the colour green will be used to a certain extent in the new advertising message but a more complex pallet of colours will be used in order. This is to avoid over exposure to one specific colour. The colour will also be kept relatively bright so that the attention of the target audience is still drawn. Colour
20 18 16 1 Bright 2 3 7 4 5 4 5 6 7 Dull

Number of respondents

15 10 5 0

Figure 5

Imagery was rated the weakest out of the elements of the advertisement (see Figure 6). Although the advertisement was clever in its use of the figure ground principle, the overall aesthetics had not been addressed effectively. One of the respondents to the questionnaire stated that 'a nutcracker is not very appealing to look at and another describing the image as 'dull' and 'lacking a point'.

Average ratings for advertisement

7 6
Average Rating

Brand Indentification 4.1 3.84 4.1 3.3 4.28 Visual Context 4 Colour Imagery

5 4 3 2 1

Figure 6

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Many of the respondents commented that they did not find the link between the nutcracker and Christmas particularly strong. It was also commented that in addition to this weak link to Christmas, there was no Christmas greeting in semantic form (Nielsen, Shapiro and Mason 2010). It was realised in the analysis of consumer's preferences in Christmas advertisements that 72% of respondents preferred seeing tradition in Christmas advertisements (see Figure 6). This preference for tradition in Christmas advertisements is a great opportunity to appeal to the customer on a more personal level and encourage involvement.

Figure 6

This preference for tradition and lack of interesting subject matter should be addressed in the new advertising message. Semiotics which is likely to have stronger associations with Christmas should be used in order to increase the level of consumers interest. It was also found that 98% of respondents preferred humour in adverts. The average rating on the likert scale (1 Funny - 7 Serious) for the advertisements content was 4.28 (see Figure 5). This rating indicates that the advert was not found funny or serious. In a study conducted by Weinberger and Gulas it was concluded that humour attracts attention. Using humour would not be recommended for a high involvement product, but as Heinken is a FMCG, this should not be an issue(Weinberger, M.G., Gulas, C.S. 1992).

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When communicating preferences in advertising, 54% of respondents said that they preferred real people in advertising. This could be seen as a particular weakness in the selected advertising message. There is a potential here for modelling to be used which will stimulate observational learning(Douglas Greer, DudekSinger and Gautreaux 2006).

It was also recognised by the majority of respondents that they prefer seeing the effects of behavioiur in adverts. This effect is not clearly demonstrated in the selected advertisement. Using modelling in the advertisement would allow for these effects to be seen by the consumer.

Figure 7

The level of involvement in this particular advertisement is not particularly high. It is suggested that if the consumer is to process data more in depth, the durability should of the require memory more of this information. and The advertisement capacity encourage

elaboration(Greenwald and Leavitt 1984). Learning through involvement will allow for an attitude to the product being formed through the consumer developing beliefs about the product from recall of previously learned information. This should be considered in the development of the new advertisement.

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9.0 The New Advertising Message

The new advertisement (see Figure 8 or Appendix 4) has been developed by keeping or improving the elements that were already well rated and adding to the elements that were weak or not included in the original advertisement

Fireplace, stockings, Chritmas tree and wreath all symbols of Christmas Positive Reinforcement through modelling

Brand name and product stated clearly. Effect of behaviour shown Negative Reinforcement through modelling

Use of green and red which are symbolic of Christmas

Figure 8

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9.1 Rationale
Red has been used as the primary background colour to gain the attention of the consumer. This has been noted to be a powerful colour and is associated with vitality, joy and excitement (Wright 2006 ). The red with the green (seen in the carpet, tree and wreath) have been used to symbolise Christmas. Not only have they been used as symbols, but also tie in to the brand colours, which are clearly stated on the Heineken keg. The symbolism has been continued in the advertisement, by the use of the tree, wreath and stockings. All of these symbols are well known symbols of Christmas throughout the western world, and should be understood by any consumer who celebrates Christmas (Apples4theTeacher 2011). This advertisement attempts to replicate the strong brand identity which was identified in the original advert by the clear display of the Heineken logo. This has been supported by the display of the product, the Heineken keg. This means that individuals already familiar with the brand and the product this will be a reminder that the product is available. For individuals that are not familiar with the product, will be able to decode from the image that Heineken must be a company that produces beer from the in ad, product placement. It must be noted that for a fast moving consumer good like beer, that this a relatively low risk purchase. For the new advertisement, a peripheral route to persuasion has been used as the consumer is unlikely to want to analyse a large amount of information(Schiffman, L. G., Kanuk L. L. 2004 2). However, it must also be taken into consideration that Heinekens target audience are still relatively concerned about the brand of beer they buy, which is quite likely to be due to social risk involved (Clark 2011). Two figures have been used to demonstrate what may happen as a result of the consumers behaviour. In addition to this the caption of Is it on your list has been added. This will be understood by most individuals that this is your Christmas list of gifts you hope to get. The combination of this caption and the use of modelling allows for both positive and negative reinforcement. The individual in the advertisement who is standing, is implied to have put Heineken on his list, and seems joyous, whereas the individual sat on the floor makes for the negative reinforcement, as the result of his actions (or in this case no action) is being miserable and disappointed at his gifts.

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The consumer should then retain this behaviour in their memory, and then they must convert this information into actions once a situation arises wherein the behaviour is useful to the consumer (Solomon et. al 2010). This may be when the consumer becomes motivated to buy beer in the Christmas period. The use of the model who has received a badly designed jumper for Christmas can be counted as quite comical due to the situation being quite clichd. The overacted expressions also add to the comic effect. This should hold the consumers interest long enough to communicate the message. The use of a child-like collage has allowed for both the use of real people which was communicated to be a preference by respondents, but also may provoke some feeling of nostalgia. To increase the involvement of the consumer, Heineken could encourage customers to visit their website or Facebook page to answer the questioned posed in the advertisement. This could be a 100 word submission with the best answer winning a prize. This increase in involvement, according to the elaboration likelihood model, that the route to persuasion will become more central. This kind of processing will aid memory of the product.

11.0 Conclusion and Recommendations

This report has identified the key theories that were relevant to the Heineken advertisement selected. Through the use of secondary and primary research it can be concluded that it is not just one factor, or a list of factors which will indeed make a successful advertisement, but indeed how these factors interconnect. The original advertisement that was used by Heineken, rated only average by respondents leaving a lot of room for improvement. The newly developed advertisement, in theory should be an improvement on original. However, further research should be conducted to find out whether these improvements have been successful, and where the advertisement could be improved even further. If a further study is to be conducted, it must also be noted that the sample collected only totalled 50 respondents. In order to increase the reliability of the results it is recommended that the sample size be increased. Furthermore, the questionnaire used for investigating the attitudes and opinions of consumers was a standardised questionnaire used for a number of different advertisements. In order to gain the best results, it would be recommended that for further study the questionnaire be tailored to the sample advertisement.

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Appendix 1 Original Advert

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Appendix 2 The Undifferentiated Models

Numerous theorists have attempted to capture consumer behaviour in a single model to be used as a marketing tool. Three examples (all pre-1960s) of undifferentiated models of consumer behaviour are; The Three Is (Impact, Image, Involvement), AIDA (Awareness, Interest, Desire, Action) and AUB (Attention, Understanding, Believability) {{43 Mullen, B. & Johnson, C. 1990;}}. Kover (1967) reviewed a number of consumer behaviour models like these and suggested that All models have one thing in common: they describe some basic behaviours, needs or situations and make the assumption that this is really what man is like. Then, the particular study builds on this model and usually ignores behaviour not included in the model. Although there is an element of scepticism in Kovers attitude towards these models, he does identify that they do in fact cover some of the basic elements of consumer behaviour, meaning that most models, to some extent, overlap. These models should therefore not be viewed as explicit frameworks to psychological analysis, but used concurrently as tools of analysis to allow us to gain the best understanding of the psychology of consumer behaviour. The table below shows which consumer behaviour theories from the advertisement apply to which section of the undifferentiated models. From this the overlaps can be identified
The three I's Impact AIDA Desire AUB Action Awareness Understanding Believability

Imagery Involvement Attention Interest

Imagery Symbolism Colour Attitudes Believability Involvement Motivation Learning

Table 1

28

Appendix 3 Questionnaire Results

Section 1

Q1 Gender

Cumulative Frequency Valid Male Female Total 29 21 50 Percent 58.0 42.0 100.0 Valid Percent 58.0 42.0 100.0 Percent 58.0 100.0

Q2 Occupation
Cumulative Frequency Valid Student Professional Total 33 17 50 Percent 66.0 34.0 100.0 Valid Percent 66.0 34.0 100.0 Percent 66.0 100.0

29

Q3 Age
Cumulative Frequency Valid 18.00 19.00 20.00 21.00 22.00 23.00 24.00 25.00 26.00 28.00 30.00 32.00 Total 2 2 7 16 11 5 1 1 1 2 1 1 50 Percent 4.0 4.0 14.0 32.0 22.0 10.0 2.0 2.0 2.0 4.0 2.0 2.0 100.0 Valid Percent 4.0 4.0 14.0 32.0 22.0 10.0 2.0 2.0 2.0 4.0 2.0 2.0 100.0 Percent 4.0 8.0 22.0 54.0 76.0 86.0 88.0 90.0 92.0 96.0 98.0 100.0

30

Section 2
2 Q3 I think I am influenced by adverts 1 Q4 I think I would follow an adverts recommendation of behaviour 2 12 5 Q5I prefer authoritative people in adverts 3 9 16 5

11 31

20

14 19

Q6 I prefer humour in adverts Number of respondents

21

28 Strongly Disagree

1 9 4 1 9

Q7 I prefer seeing real people in adverts

13 23

Disagree Unsure Agree

Q8 I prefer seeing the effects of behaviour in adverts

16

Strongly Agree 22

2 3 8 6

Q9 I like cartoons in adverts

10

23

Q10 I like to see tradition in Christmas adverts

7 6 10 8

26

Q11 I prefer modern themes in Christmas adverts 0

10

2 10

19 20 30 40

Number of respondents

31

Section 3

Brand Identification
30 25 25 Number of respondents 20 15 10 5 5 1 0 5 3 3 8 1 Very Clear 2 3 4 5 6 7 Not clear

Cumulative Frequency Valid Very Clear 2.00 3.00 4.00 5.00 6.00 Not Clear Total 25 5 5 8 1 3 3 50 Percent 50.0 10.0 10.0 16.0 2.0 6.0 6.0 100.0 Valid Percent 50.0 10.0 10.0 16.0 2.0 6.0 6.0 100.0 Percent 50.0 60.0 70.0 86.0 88.0 94.0 100.0

32

Visual Context
14 12 12 Number of respondents 10 8 6 4 4 2 0 1 11 1 Appealing 9 7 6 2 3 4 5 6 7 Not appealing

Cumulative Frequency Valid Appealing 2.00 3.00 4.00 5.00 6.00 Not Appealing Total 4 11 12 9 7 6 1 50 Percent 8.0 22.0 24.0 18.0 14.0 12.0 2.0 100.0 Valid Percent 8.0 22.0 24.0 18.0 14.0 12.0 2.0 100.0 Percent 8.0 30.0 54.0 72.0 86.0 98.0 100.0

33

Colour
20 18 18 16 16 Number of respondents 14 12 10 8 6 4 4 2 0 7 5 1 Bright 2 3 4 5 6 7 Dull

Cumulative Frequency Percent Valid Percent Percent

Valid

Bright

16

32.0

32.0

32.0

2.00

18

36.0

36.0

68.0

3.00

14.0

14.0

82.0

4.00

8.0

8.0

90.0

5.00

10.0

10.0

100.0

Total

50

100.0

100.0

34

Imagery
14 12 Number of respondents 1 Very Attractive 10 8 8 6 6 4 2 0 0 6 8 9 2 3 4 5 6 7 Not attractive 13

Cumulative Frequency Percent Valid Percent Percent

Valid

Attractive

12.0

12.0

12.0

2.00

16.0

16.0

28.0

3.00

16.0

16.0

44.0

4.00

13

26.0

26.0

70.0

5.00

18.0

18.0

88.0

6.00

12.0

12.0

100.0

Total

50

100.0

100.0

35

Content
14 12 Number of respondents 1 Funny 10 8 6 4 2 0 5 4 4 7 5 2 3 4 5 6 7 Serious 13 12

Cumulative Frequency Percent Valid Percent Percent

5 4 7 13 4 12 5 50

10.0 8.0 14.0 26.0 8.0 24.0 10.0 100.0

10.0 8.0 14.0 26.0 8.0 24.0 10.0 100.0

10.0 18.0 32.0 58.0 66.0 90.0 100.0

36

Did you like this advert?

14 12 10 8 8 6 4 4 2 2 0 5 7 11 1 Very Much 2 3 4 5 6 7 Not at all 13

Cumulative Frequency Percent Valid Percent Percent

Valid

Very Much

8.0

8.0

8.0

2.00

10.0

10.0

18.0

3.00

11

22.0

22.0

40.0

4.00

16.0

16.0

56.0

5.00

13

26.0

26.0

82.0

6.00

14.0

14.0

96.0

Not at all

4.0

4.0

100.0

Total

50

100.0

100.0

37

Average ratings for advertisement elements

7 6 Brand Indentification Average Rating 5 4.1 4 3 2 1 3.84 4.1 3.3 4.28 4 Visual Context Colour Imagery Content Do you like this advert?

Brand Identification = 1 Very Clear - 7 Not Clear Visual Context = 1 Very Appealing - 7 Not Appealing Colour = 1 Bright - 7 Dull Imagery = 1 Very Attractive - 7 Not Attractive Content = 1 Funny - 7 Serious Did you like this advertisement = 1 Very much - 7 Not at all
7 6 5 Average Rating 4 3 2 1 Brand Identifation Visual Context Colour Imagery Content Did you like this advert Male Female

Brand Identification = 1 Very Clear - 7 Not Clear Visual Context = 1 Very Appealing - 7 Not Appealing Colour = 1 Bright - 7 Dull Imagery = 1 Very Attractive - 7 Not Attractive Content = 1 Funny - 7 Serious Did you like this advertisement = 1 Very much - 7 Not at all 38

Appendix 4 New Advertisement

39