Duncan Charles. The Art of Classical Guitar Playing. Summy ...
CHAPTER SUMMY OF FINDINGS, CONCLUSIONS...
Transcript of CHAPTER SUMMY OF FINDINGS, CONCLUSIONS...
SUMMARY OF RESULTS, CONCLUSIONS
& RECOMMENDATIONS
As an aid to the reader, this final chapter of the thesis restates the research
problem and reviews the major methods used in the study. It further summarises the
results, put forward conclusions, admit the limitations and give the implications and
recommendations based on the results.
It is an accepted fact that all ads do not work and are not equally effective.
But the reasons or factors responsible for success or failure of the ads are not clearly
known to the interested groups. This opens up a series of questions to be answered
academically. In the present study, some questions were raised relating to Advertising
Creativity and it's interplay on Advertising Effectiveness. Whether the degree or level
of Creativity is a contributing factor in the effectiveness or success of an ad? Does
Communication Effect differ strongly with the level of Creativity? Does Purchase
Behaviour differ strongly with the level of Creativity?
Thus, this study was an attempt to measure the impact of differences in the
degree or intensity levels of Advertising Creativity on Communication-Effect and
consequent consumer Purchase Behaviour. By this study, the researcher wanted to
resolve a query regarding the active role of Creativity element in Advertising. In fact,
this was to relate the influence of Advertising Creativity on Communication Effect and
Purchase Behaviour of consumers.
In the process of conversion of this actual problem faced by accredited
advertising agencies in the industry into a research problem, the researcher could locate the
relevant problem area in the concerned theoretical context of advertising discipline. In
effect, the broad area of concern of the study was 'reduction of communication risk' h m
the point of view of advertising agencies and 'minimisation of advertising wastage' from
the point of view of client companies. In this connection, the following objectives and
hypotheses were framed for the study, based on the insights and the literature review.
OBJECTIVES
General Objective : To study the impact of Creativity in consumer goods Advertising
on Communication-Effect and Consumer Purchase Behaviour.
Specific Objectives:
1) To compare the level of Communication-Effect in terms of Advertising
Effectiveness. among Highly Creative Advertising and Conventional Advertising.
2) To see the differences in Communication-Effect in terms of fulfilling
Communication Objectives, in two groups of advertising.
3) To measure and compare the Attitude towards Advertisements generated by the
two types of advertisements
4) To determine the effects of Highly Creative Advertising and Conventional
Advertising on short run Consumer Purchase Behaviour
5 ) To see the relationship, if any, between and within Communication Effect of
advertising and Consumer Purchase Behaviour
HYPOTHESES
1) Highly Creative Advertising has more Communication-Effect in terms of
Advertising Effectiveness.
2) Highly Creative Advertising results in positive Attitude towards Advertisements
3) Highly Creative Advertising has significantly higher Communication-Effect in
terms of fulfilling Communication Objectives.
4) Consumers' TOMA, Top-Of-Mind-Awareness is positively related to Brand
Purchase Intention, a Communication Objective.
5 ) Highly Creative Advertising evokes significantly higher advertising response in the
form of Consumer Purchase Behaviour.
6 ) An advertisement that receives unfavourable Brand Attitude ratings, a measure of
Communication Objective, will lead to Brand Switching behaviour by consumers.
METHODOLOGY
As explained in Chapter 3, the study reported here embodies a quantitative
perspective and the type of research was designated as diagnostic research. The
research method used to collect data was Sample Survey method. The study was
designed to explore the impact of Creativity in Advertising, in terms of Highly Creative
and Conventionai types. on the Communication Effect and Consumer Purchase
Behaviour. The independent variable in this study was Creativity in Advertising. Two
factors of this independent variable were Highly Creative advertising and Conventional
advertising. Two dependent variables were Communication-Effect of advertising and
Consumer Purchase Behaviour. The broad area of the study covered different aspects of
advertising research viz, advertising Copy research and Advertising Effectiveness. The
time period covered by the study was the ads released between 1992 and 1997 when
Indian economy witnessed the introduction of Liberalisation, Privatisation and
Globalisation i.e., the post economic liberalisation era.
Sample
The sample for the study was taken from Cochin Corporation area, the only
metropolitan city of Kerala State and the Universe was the households in Cochin
corporation. The sample size was determined as 200 and Multi-Stage Stratified
Random Sampling method was resorted to as the sampling procedure. The research
participants consisted of women, aged 18 to 49.
Research Instruments
The research instruments included two questionnaires and test ads, both
print ads and story board of TV commercials, used at two stages of data collection.
Various widely accepted and previously used measures were incorporated to elicit
response on different items of information under main variables.
Procedure
The selection of test ads was done in a two-tier process. First, both print
and TV ads pooled by the researcher were sorted by a team of advertising professionals
and selected 24 test ads. Second, a 30 member Panel of Judges rated each ad in terms of
intensity of Creativity, on the basis of parameters of Advertising Creativity and then the
researcher grouped twelve ads into Highly Creative advertising and Conventional
advertising. The selection of product groups and brands were also done with utmost
care based on certain inclusion-exclusion criteria, in order to ensure methodological
perfection. The source of information was the primary data. The procedure followed for
data collection involved two stages: Panel of Judges and Consumer Survey.
Statistical Analysis
The data analysis was carried on using several strategies. The reduced and
processed data were reported in the form of percentages and mean values. As the data
analysis procedure, both parametric and non-parametric tests of statistical significance
like Pearson Correlation, Student's T test and Chi-square analysis were used, with the
support of SPSS computerised package.
A summary of the research methods used in the study is given in Table 5.1.
1 Cnmrn~tnicntion-Effect of Advertising 1 DEPENDENT \
Table 5.1
SUMMARY OF THE RESEARCH METHODS USED IN THE STUDY
r I
i INDEPENDENT VARIABLE !
CREATIVITY IN ADVERTISING I I
TIME Advertisements released between 1992 and 1997
I
TYPE OF PRODUCTS
( POPULATION 1 Households in Cochin Corporation 1
FMCG or Consumer Non-Durables
1 PLACE Cochin Corporation Area
SOURCE OF INFORMATION
I PARTICIPANTS -~ -
Primary Data
Women members of households
TYPE OF RESEARCH
/ SAMPLING PROCEDURE
Exploratory
1 METHOD OF DATA COLLECTION
SAMPLE SIZE
I Multistage Stratified Random Sampling
Sample Survey Method
200
( RESEARCH INSTRUMENTS Two Questionnaires in Two Stages & Test Advertisements
FINDINGS OF THE STUDY
1) Among the five Most Liked Ads by consumers, without any form of aid, Liril
Toilet Soap's commercial showing the fantasy of a dancing girl under waterfall
gets the highest liking position. Other most liked ads are the commercials of
Santhoor soap, Kanan Devan Tea, Close-up paste and Rasna soft drink.
2) Highly Creative advertising has more Communication Effect in terms of Advertising
Effectiveness when compared to Conventional advertising. Firstly, Highly Creative
group gets higher level of Recall measured by both Brand and Ad Recall, in all cases
of unaided and aided recall. Kanan Devan Tea & Close-up Toothpaste brands get
highest Recall in all tests except in the case of Category aided Recall where Kanan
Devan and Ponds Talcum Powder get highest Recall. Among twelve brands under
study, there is not even a single Brand or Ad Recall for Sundrop and Sanola Oil in the
case of Unaided Recall; whereas no Recall for Sanola Oil and Cibaca Toothpaste in the
case of Category aided Recall. Secondly, ads under Highly Creative groups get higher
level of Recognition when compared to Conventional group.
3) Highly Creative advertising has significantly more Communication Effect in terms
of other measures of Advertising Effectiveness. It has more Interest or Cognitive
Affect (ICA), more Information value, lower Irritation level and higher positive
Attitude Towards Ads.
4) Highly Creative advertising has significantly more Communication Effect in terms
of fulfilling Communication Objectives, compared to Conventional advertising.
The scores of different Communication Objective measures like Brand Purchase
Intention, Brand Attitude, Brand Attitude Benefit Belief and Brand Awareness
show the pattem in favour of Highly Creative group.
5) Consumer Purchase Behaviour is significantly more favourable towards advertised
brands coming under Highly Creative advertising group. This significant
difference is evident in all behavioural measures like Brand Loyalty, Brand Trial
and Level of Confidence in Product Claims. Further, responses to the Brand Image
statements show a higher variation in favour of brands coming under Highly
Creative group. This pattern is also true in the case of Brand Switchig Behaviour
where all brands in this group show higher variation in terms of no intention to
switch over to other brands. The exceptions to this general pattem is with regard to
Toilet Soap brands in the case of Recent Brand Choice Behaviour; and Talcum
Powder Cuticura while measuring ad Persuasion on purchase in terms of selecting
the advertised brand after ad exposure.
6 ) Highly Creative advertising brands have higher levels of Top-Of-Mind-Awareness
(TOMA), both in terms of TOMA of brand and TOMA of ad, measured by
Category aided spontaneous awareness.
7) A positive correlation exists between TOMA of brand and TOMA of ad.
8) TOMAb is positively related to Brand Purchase Intention for eight of the twelve
brands. Likewise, there exists a significant association between TOMAb and
purchase pattern, for ten of the eleven relevant brands.
9) TOMAad is related positively to Brand Purchase Intention for eight of the twelve brands.
TOMAad is also associated with pwhase pattem for nine of the ten relevant brands.
10) A significant correlation exists between Attitude Towards Ads and Brand Purchase
Intention.
11) Regarding the relationship between Brand Attitude and Brand Purchase Intention,
ten of twelve brands show positive correlation; but only four brands are
significantly related. The correlation between Brand Attitude and Brand Switching
is not statistically significant.
12) Among the various factors influencing the purchase decision, Ad Pull has only
fourth place in the minds of consumers; whereas Brand Pull and Company Image
get first and second rank.
13) Wives are leading decision makers in all six product groups under study.
Regarding the role as buyer, women in general (Wives or major girl children) are
the leading Proposers and Recommenders of the brands in all product groups. But
they act as Final decision makers only in the case of Talcum powder, Refined
edible oil and Detergent Powder. Even though they use all the product groups,
they do not actually go and buy the products.
In conclusion. the empirical results show that intensity of Advertising
Creativity is a contributing factor in the effectiveness of an ad. These results also
confirm strong, positive relationships among Creativity in Advertising, Communication
Effect and Purchase Behaviour. It is quite evident that Highly Creative advertising has
more Communication Effect both in terms of Advertising Effectiveness and
Communication Objectives; and it leads to higher advertising response in terms of
Consumer Purchase Behaviour.
In short, the central findings of this study provide a factual basis for the
concern that higher Advertising Creativity leads to greater effectiveness. The scope of
the study was not adequate to establish that the creative techniques and tactics used in
the tested cases will always bring in very favourable consumer response. There is no
evidence for such a claim. However, taking into account the limitations of the study,
there is a suggestion that, at a minimum, this will occur in the similar cases. The
researcher does not expect that this study will put an end to the controversy concerning
Advertising Creativity. Nevertheless, the results of this study covering many
respondents, ads, brands and product categories, certainly provide a substitute for the
dangerous broad based assumptions regarding effectiveness or lack of Highly Creative
tactics and offer objective evidence that Creativity is a valid probabilistic tool for
gauging Advertising Effectiveness.
In sum, this study investigated several issues regarding the use of Creativity
in Advertising. This investigation fills a gap in the literature by bringing together the
opinion of leaders in advertising community and real consumers at the grass-root level.
The researcher has increasing confidence in these conclusions, however, because the
pattern of findings makes a great deal of intuitive sense. The researcher is also
confident that it goes beyond the usual copy testing methods, by providing an
assessment of the effectiveness of advertising copy while simultaneously explaining
why one piece of copy is more effective than other.
In no way the research effort presented here should be viewed as an attempt
to discover an ironical creative formula that will usurp the role of ideas. Rather this
search should be directed toward identifying creative techniques and elements that can
enhance consumer responsiveness to the strategic platform on which ideas are
presented. Likewise, several other factors, such as media type or placement in the
media, may also impact the Advertising Effectiveness. In this study, the researcher only
investigated the effect of the intensity of Creativity in Ads. However, the results show
that by accounting for the Creativity intensity alone, the researcher is able to uncover
significant differences in Advertising Effectiveness. This does not necessarily mean
that other factors are not relevant. They are just beyond the scope of this thesis and
hence have not been accounted for in the study.
LIMITATIONS
1) The methodological assumption that sample have the quality of representativeness
of the population may not be true in practice. The sample may not be
representative of more general population. This is a factor that limits the
generalisability of results. Large samples of household populations should be
taken in replicating and extending the research study.
2) A longitudinal study design measuring consumer responses in two time periods
would be more appropriate for a study like this in order to get more accurate and
precise results. Further, a quasi-experimental research design with more
sophisticated statistical analyses should be used to learn exactly the direction and
strength of the relationships among the variables.
3) Another methodological assumption that all respondents will have the same
exposure to the intervening external variables may not be true in practice.
Therefore, the effects of these variables may not be common to all consumers that
may influence the manner in which they respond in the advertising tests.
4) It is assumed that the data obtained on interval level fulfill the requirement for
canying out the statistical tests.
5 ) The brands selected for the study are not the random sample of advertised brands.
Even though due care was taken to check the problem of intervening variables like
price, quality etc., nonrandom selection of brands for experimentation might have
suffered biases.
6 ) Regarding the selection of test ads, those ads in which there was a suspicion of
extreme levels of creativity was tend to be selected for initial screening.
7) Any study involving materials from the real world in the context of abstract
constructs will necessarily face the resolution of uncontrollable influences. Two
such influences would be respondents' differences in the number of prior exposure
to ads and the differences in brand familiarity. But the researcher doesn't perceive
these influences to be critical.
8) The method of using TV commercial storyboard as a research instrument poses a
problem. Even though this method has been used in previous research, of course,
there were some difficulty in tapping the information on ad attributes, since the
respondents were not exposed to a live commercial at the time of administering the
questionnaire.
9 ) it is assumed in the context of reliability and validity of tools that face validity by
experts is enough for measures, which use battery of statements or single question.
10) The questionnaire for consumer survey was slightly lengthy and complex which
required more time than the normal attention span of respondents. Since the
administration of questionnaire and data collection was completed over a period of
eight months, consumers' choice of ads for unaided questions included a wide
range of ads, depending on the current ads in circulation at the time of data
collection. Due to this there is a possibility that some of the test ads were in
saturation at the time of questionnaire administration.
MANAGERIAL IMPLICATIONS OF THE STUDY
The findings of this study have wider implications for marketing and
advertising managers of corporate undertakings, which deal in frequently. purchased
consumer goods. The most important among these is that managers can minimise the
advertising wastage by diverting the resources from advertising agencies that do not
follow high creativity standards. As rational client, they can even reshape their
advertising budget based on the results of this Advertising Effectiveness study so that
optimum allocation of resources can be ensured. It is also important that these findings
can be clearly and concisely communicated in terms of their potential value as an aid to
strategy and tactical planning. Anyhow, translating this researched effect into market
effects requires considerable use of managerial judgment. Marketing managers of
consumer product companies may also find these results useful in learning the type of
advertising efforts, which increase the level of awareness for their brand.
Managerially speaking, brand managers of consumer products should set
goals in terms of awareness levels of competing brands' advertising as well as
awareness levels for the brands themselves. The results of this study may he one useful
indicator of effectiveness of the brand's advertising relative to the advertising of
competing brands. Unfortunately such advertising research programme often is not
included in budgeting advertising expenditure. Using a research programme of
competing brand advertising and brand preference like this would likely increase the
perceived accountability of the senior management.
The reported results have the ability to highlight the need for advertising
research and it may inculcate an in-house research environment within the company
settings. For marketing and advertising researchers the present results suggest need to
reexamine the relationship among various measures of advertising performance. This
may lead them to an understanding of the complexity and richness of these relationships
and the underlying processes represented by these relationships.
The present study results may even be extended towards resolving the
existing conflicts. Both academic researchers and practitioners agree that higher level
of Creativity is needed to achieve better results. When
Creativity by way of research, they do not agree on its
some extent, strikes a balance between academic researchkc . ' > o ~ c l ~ i o n s .. 4 4
practitioners' perceptions. -~->'
There is historic evidence that the views of both creative people and '
research personnel have been a source of conflict. But it is meaningless in the strict
sense that the work of the researcher is to identify valid, new meanings and that the
work of the creative person is to find novel ways to communicate these meanings. In
fact, the most effective advertising does both. which is evident from this study.
SUGGESTIONS FOR PRACTICE
Although a single study cannot provide a sound basis for the practice of
advertising, this study and other studies with similar findings would suggest that the
professionals in advertising agencies should not underestimate the value of Creativity in
its effectiveness and should give due consideration for this aspect in advertising. The
Communication Effect results may open up a new advertising planning discussion on
how to minimise the 'communication risk' in advertising. In fact, advertisers and
copywriters may find these results interesting for a number of reasons.
This study has offered a new perspective based on empirical evidence, which
should help face criticisms of creativity applications. Given the intensity of social
criticism of highly creative tactics, clients of advertising agencies may express reluctance
concerning their use. In response to such concerns, advertising executives can use the
current study as a mandate for serious, more objective considerations in conjunction with
careful empirical assessment. Additionally, this study provides more 'tangible' evidence
for the consideration of high creativity strategy in advertising. Advertising strategists can
look at the choice of such a strategy as a viable option considering all of the performance
concerns thereto. For practitioners these results also suggest that higher levels of
creativity provide a higher probability of changing brand choice than would otherwise be
the case. Results from this approach serve as a feedback to the creative process, thus
reducing the likelihood of future unfavourabe outcomes.
From the point of view of copy writing, the results provide direction for the
teaching of creative strategies, potentially allowing copywriters to develop more
successful ads. I t also provides creative guidance for the improvement of future copy
and serves as aid to judgment. Further, this refinement effort may provide a better
understanding of the factors underlying consumer attitudes toward the brands, thereby
aiding future copy development.
The main contribution of this study is in operationalising the Advertising
Creativity parameters. The creativity norms used in the study provide clear benchmarks
for advertisers to judge the success of their advertising in communicating their strategy
against agreed upon action standards. The findings also offer some insight to those who
must develop their own guidelines concerning the use of Creativity in Advertising.
Based on this study, advertisers can interpret how consumers form attitudes
towards the ads and for their brands. Armed with such an understanding, advertisers
can develop practical guidelines for more effective advertising planning. This is where
this particular study makes a substantive contribution by providing more detailed insight
into just how different factors interact and how such interactions can be more
effectively used to shape consumer perceptions.
In short, this study has proved useful in the effort to identify some definable
ways of making more effective advertising and, hope, will continue to grow in the hands
of diligent and inspired advertising people. This new learning about how advertising
works can be systematically applied towards developing advertising that sells.
In the light of these implications for practice, the researcher wishes to make
some practical, more specific recommendations for implementing the findings to the
professionals engaged in the advertising agencies.
1) Always pre-test the ad with target consumers before finalisation in order to ensure
the creativity standard of the proposed campaign. Creative directors may see that
the selected creativity parameters are strictly adhered to. Since the success of
advertising is directly related to the intensity of Creativity, need not hesitate to
apply as much Creativity as possible.
2) Since Brand Pull and Company Image have dominance over Ad Pull in influencing
the consumer decision. ad itself may be used as a facilitatory tool to create Brand
Pull and Company Image.
3) Always aim at placing the ad at higher Unaided Recall level of consumers by way
of Top-Of-Mind-Awareness (TOMA). If Unaided Recall level is achieved, other
Recall levels are naturally followed. Achieving TOMAad level is very important
for the success of an ad because it is interrelated with TOMA of brands, Brand
Purchase Intention and actual purchase pattern. Ad themes highlighting 'beauty
conscious' and 'freshness' and strategy using film stars as celebrity seem work
more in ensuring higher Unaided Recall level.
4) Clearly define the Communication Objective of the ad at the conception stage itself
and stick to it in later executions till that objective is achieved in the hierarchy of
effects. Ensure the fulfillment of the intended Communication Objective with the
target consumers and proceed further. The ultimate aim should always be action-
oriented objective because ad Awareness, Recall and Recognition levels are related
to the brand usage level.
5) An ad to be more effective should demand an Interest or Affect at the cognitive
level and therefore, ensure this element by considering the concerned qualities.
The information value and irritation level in ads also determine advertising
effectiveness. Due care may be given in adding the information value to the
required level in each ad. Both copywriters and art directors must be aware of the
attributes of ads, which form consumers' Attitude Towards Ads and should strive
for obtaining favourable attitude so that Purchase Intention can be achieved.
6) Be genuine and authentic while making product claims in ads because consumers'
level of confidence in these claims also determine the success or otherwise of the ads.
7) Ad visualisers' Creativity need not be restricted because only ads with higher
degree or intensity of Creativity can move the consumers from Brand Trial to
repeat purchasing, without Brand Switching, and hence Brand Image and Brand
Loyalty may be maintained.
8) Considering the benefits in terms of more favourable consumer response, TV
commercials are preferable to traditional print ads in order to move the target
consumers quickly,
FUTURE RESEARCH
'The findings of this study provide some benchmarks for those who wish to
study the issues further. This survey study addressed some issues in an explorative way
to provide some preliminary findings in order to stimulate further research on the topic.
This has definitely paved the way for subsequent work, which will give a better feel for
the expansive applicability of much of what the researcher found. Yet there is still more
to be pursued in a deliberate and well thought out fashion and to be accomplished. The
research possibilities for extended, systematic replications are quite numerous, but
potentially well worth the effort. In fact. replications of this work are needed to further
substantiate its conclusions and to give conclusive evidence regarding the reasons
behind these findings.
In continuation to the present study, additional academic research is needed
which determines the performance of different creativity 'forms'. Hopefully, it will
initiate research on the development of taxonomy of the many creative techniques,
which can be used to aid in the communication of key messages in various product
categories. It is believed that the methodology used in this study will lend itself to
similar research employing Advertising Creativity as independent variable. Actually
what is needed is that market researchers and agency creatives should jointly investigate
the effectiveness of different creative techniques on enhancing message communication
and persuasion. This will ensure significant progress towards true research and creative
partnership. There is a further need to investigate the products and consumers for
knowing which creativity style would be most effective and appropriate.
Future research in this area would also do well to follow an orientation in
probing the underlying commonalities of creative award winning ad examples. To
contribute useful guidance to researchers and copywriters alike, it seems important to
broaden this exploration and to monitor changes that occur from year to year.
Here is a simple study, using women, designed to test the hypothesis. The
researcher would not try to argue that women are the general public. Rather they are a
very specific market segment whose reactions may well differ from those of other
segments. However. the reliability of the present study's findings should be checked
using other populations also.
While this study was limited to six product groups only, further research is
needed to question accepted dictums. The need for further research in this area
becomes very important with the increased focus on direct marketing and increased
employment of personal selling as promotional tools. Added to this, the depth of our
data was not sufficient to allow many of the analyses the researcher would have liked.
Therefore more sophisticated statistical tests should also be applied in future.
There is also a possibility of measuring attitudes over time periods, as in the
case of sales measurement, rather than at a particular point of time. Research is
definitely needed to address a potential practical problem to the present study ie, the use
of only consumer non-durable goods. Alternative measures of Advertising
Effectiveness should also be used in future studies.
It is hoped that the present study in conjunction with future studies in this
area, will give advertising and marketing executives a better understanding of
Advertising Effectiveness measures and will help them to design better and more
effective ads. It is also hoped that future research on Advertising Creativity will be
carried on in both the university and advertising agency settings where this collective
thought can be submitted to critical testing.