Market Research Project:

Topic:
Why are some TV commercials popular while others are not so popular?

Names of Team Members:

FT Number Name

FT184010 Amit Kumar Goenka O

FT184019 Brahma Arora

FT184020 Chinmay Kotwaliwale

FT184026 Gautam K V

FT184034 Kartikey Garg

FT184093 Soumi Mallik

FT184109 Yash Chawla

Section: 4 Group: 4

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Index

1. Introduction …………………………………………………………………………………………………………. 3
2. Literature Review …………………………………………………………………………………………………. 4
3. Qualitative Research …………………………………………………………………………………………….. 6
4. Hypothesis ……………………………………………………………………………………………………………. 8
5. Quantitative Research……………………………………………………………………………………………. 8
6. Conclusion……………………………………………………………………………………………………………… 27
7. Managerial Implications…………………………………………………………………………………………. 27

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Introduction:

TV commercials are critical in the brand building and awareness creation of any product or service in the

present market scenario. So, it is of utmost importance to understand the viewer’s perception of a good

advertisement. This research paper focuses on assessing the performance of an ad on a comparative scale

by exploiting and studying in detail the dependent variable of popularity and independent variables like

background music, celebrity factor, humour and the story behind the ad. The main aim of this paper is to

understand why few ads are more popular than other ads and zero in on the factors that affect the

popularity. This information can be used by marketing managers to focus on factors which suit their

campaign and enable them to take advised business decisions.

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Literature Review:

A Tv commercial is a powerhouse advertising medium. It can successfully reach out to the widest
customer base within a limited time frame. Our study identifies the factors that impact the customer
attitude towards the Tv commercials thereby popularizing them among the masses. The viewers can
develop either a positive or negative attitude towards the commercial. Most of the popular commercials
leave a positive mind-set towards the commercial and hence they become more popular than the other
commercials.

We went through certain papers to find details of the impact of commercials on the viewer’s mind.
In the paper “Infomercials and advertising effectiveness: an empirical study” by Brett A.S. Martin,
Andrew C. Bhimy and Tom Agee- this research identified based on 878 respondents that an
advertisement is more effective when celebrity endorsers, offers, product comparison and certain other
features of the ad that the viewer’s find interesting and entertaining.

In another journal article " Consumer Response to Television Commercials: The Impact of Involvement
and Background Music on Brand Attitude Formation” by C. Park and Mark Young, the study was to find
the impact of background music of an ad. The respondents were shown the commercials with and
without the music, and their attitude towards the ad was measured.

Studying some other research papers as well we identified that the TV commercial impacts the viewer in
the following ways:

• The cognitive involvement: When audience perceives an advertisement, they cognitively

conceptualise about the product being displayed and the information that is communicated to
them. If they identify themselves with the content of the advertisement, the chances of a
positive response and a positive attitude towards the ad are high. Reversibly, negative attitude
towards the ad cause disinterest among the consumers and chances of negative consumer
reaction is high. This is how an advertisement creates a strong institutional brand image in the
minds of the public.

• Background Music of the Advertisement: A peppy tune or a melodious song grabs the
viewer’s attention and draws them into the commercial. A multi-sensory experience
creates a more memorable experience than a strictly visual ad. The entertainment
element that it adds makes a commercial more appealing and aesthetic.

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• Humour in the Advertisement:
Usually advertisements are of short duration and people like watching them if it some
humour in it. Along with humour it should also be entertaining and fascinating. Viewer’s
ignore an ad which is dull and boring.

• Creativity and Novelty of the Advertisement:

Consumers usually perceive an advertisement which has creativity in it. Studies have
shown that a commercial with creativity impact the viewer and causes a positive impact
whereas consumers do not like watching mundane ads. Apart from this, consumers get
tired of watching the same ad and hence want novelty.

• Celebrity Endorsements: The use of celebrities in advertising has become an integral

aspect of modern day advertising. Tv commercials featuring celebrities create attention
and generate awareness of the product. The social status and the attractiveness of the
celebrity influences the perception of the consumers towards the products. If a consumer
looks up to a certain famous personality who promotes a brand in a commercial, then the
consumer very easily associates it with their success, beauty, athletic skill, etc. and
subconsciously believes that using that product will give them the same traits they
admire. Thus, the reputation of the celebrity gets associated with the advertisement and
adds credibility to the advertisement as well as the advertised product.

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Qualitative Research
The method we approached in Qualitative research was In Depth Interview. We asked few students of
Great Lakes about what they like when they see a TV commercial.

Some points which came out from the interviews were as follows:

1. Shambhavi looked at the below aspects

a. Creativity of the ad
b. Usefulness of the product
c. Humour
d. Realistic content
e. Celebrity
2. Amish
a. Short length
b. Humour
c. Should be entertaining, E.g.: Mentos, Happy dent
d. Brand Ambassador
3. Samyak
a. Family Connect/Emotional Appeal
b. Story should be relatable
c. Purpose of the commercial
d. Music should be appropriate, E.g.: Imperial Blue
e. Visual/Graphics
f. Innovation – E.g.: Zoo zoo Vodafone Ad
4. Ritesh
a. Novelty
b. Should have a theme
c. Should be related to current scenario, E.g.: Swatch Bharat, Brand Ambassador –
Amitabh Bacchan
d. Competition, E.g.: Pepsi vs Coke, Mercedes vs Jaguar
5. Gopinath
a. Sports celebrity
b. Comedy
c. Tagline, E.g.: KitKat - Have a break, Pepsi – Yeh dil maange more or Maggi

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 6. Ankur
a. Music and Jingle
b. Product, E.g.: Cars
c. Novelty
d. Timing, E.g.: Mauka Mauka during Cricket World Cup
e. Domain/Company you’ve worked for
7. Prerna
a. Humorous
b. Brand Ambassador
c. Emotional aspects

8. Hrituparno
a. Humour
b. Content of the ad
c. Information
d. Music
e. Visual
9. Elizabeth
a. Story
b. Colourful effects/ Visuals
c. Length should not be long
d. Should not be irritating, E.g.: Airtel girl
e. Music
10. Vidhya
a. Celebrity
b. Humour
c. Innovation
d. Music should be complementary to the product

As per the interviews, we found out that the main components which made an Ad popular are given
below:

1. Humour
2. Background Music
3. Celebrity/Brand Ambassador
4. Creativity
5. Novelty

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Hypothesis:
H1: The background music influences consumer attitude towards the Tv commercial
H2: Humour in an Advertisement affects the attitude of the viewer.
H3: Creativity helps in creating a positive attitude towards the ad.
H4: Novelty helps in creating a positive attitude towards the ad.
H5: The celebrity endorsements influence consumer attitude towards the Tv
commercial.

Quantitative Research:

We conducted survey for our quantitative research. We selected two ads one very popular and
other not so popular. In survey, we asked different questions on these two ads. The sample size
of our survey was 153. All the participants watched the two ads we selected. One of the ad was
“Cadbury pappu pass hogaya” featuring Amitabh Bacchan which was very popular ad. Other ad
was the not so popular ad of “Pan Parag” featuring Pierce Brosnan. Each of the participant
responded for the questions for both the ads. So, the dependent variable of our research was
“Attitude towards the Ad” and independent variables were “Background Music, humour,
celebrity presence, creativity and novelty”.

Survey questions for measuring DVs and IVs.

Attitude
This is a wonderful ad.
I got bored while watching this ad.
I like this ad.
This ad is interesting.
This ad is complex and difficult to understand.
This ad is irritating.
This ad is entertaining.

Humour
I laughed watching this ad.
This ad is fun to watch.
This ad is dull.

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Celebrity
The character in the ad captured my attention.
I like the celebrity in this ad.

Background Music

The background music of this ad is pleasant.

The ad was fun to listen.
The background music is annoying.

Creativity
This is a creative ad.

Novelty
There is novelty in this ad.

Each variable was measured on a five-point Likert scale.

TV Commercial 1: -

https://www.youtube.com/watch?v=vnfO5hV-89Y

cadbury pappu pass ho gaya

Reliability Analysis: -

We did reliability analysis of all the constructs. We had embedded some negative score questions so that
if any fake data can be avoided. The following is the reliability analysis of the data.

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We found out that all the variables measured have a good reliability with a Cronbach alpha greater than
0.6. This implies that our survey was well conducted and had genuine responses from the respondents.

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Correlation between independent variables: -

We found out that all the independent variables for the popular ad (ad1) were correlated to each other.
We did factor analysis to find out if we can extract any factors and reduce the independent variables.

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Factor Analysis

Component Matrixa

Component

Ad1BMAvg .713
Ad1CBAvg .704
Ad1HAvg .616
Ad1C1 .867
Ad1N1 .750

Extraction Method: Principal

Component Analysis.
a. 1 components extracted.

Factor analysis showed that all the independent variables make into a single factor. So, we perform
regression without considering the factor analysis with individual independent variables.

Regression: -

For regression attitude towards the ad was the dependent variable and Background music, humour,
creativity, novelty and celebrity presence were independent variables. We also added Age and Gender of
the participants as the co-variates.

Model Summary

Model R R Square Adjusted R Std. Error of the

Square Estimate

1 .547a .300 .246 .3310159

a. Predictors: (Constant), Gender, Ad1CBAvg, Age, Ad1BMAvg,

Ad1HAvg, Ad1N1, Ad1C1

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 ANOVAa

Model Sum of Squares df Mean Square F Sig.

Regression 4.312 7 .616 5.622 .000b

1 Residual 10.081 92 .110

Total 14.393 99

a. Dependent Variable: Ad1AttAvg

b. Predictors: (Constant), Gender, Ad1CBAvg, Age, Ad1BMAvg, Ad1HAvg, Ad1N1, Ad1C1

Coefficientsa

Model Unstandardized Coefficients Standardized t Sig.

Coefficients

B Std. Error Beta

(Constant) 3.084 .381 8.092 .000

Ad1BMAvg .136 .074 .199 1.835 .070

Ad1CBAvg .019 .064 .033 .306 .760

Ad1HAvg -.005 .073 -.007 -.062 .951

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Ad1C1 .162 .055 .415 2.947 .004

Ad1N1 -.033 .059 -.068 -.555 .580

Age -.031 .053 -.053 -.588 .558

Gender .094 .086 .099 1.093 .277

a. Dependent Variable: Ad1AttAvg

We found out that overall regression was significant. Creativity of the ad was highly significant
and background music of the ad was marginally significant.

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TV Commercial 2: -

https://www.youtube.com/watch?v=ob1RBsKnLP0

Pan Bahar Pierce Brosnan Ad

Reliability Analysis: -

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We found out that all the variables measured for ad2 as well have a good reliability with a Cronbach alpha
greater than 0.6. This implies that our survey was well conducted and had genuine responses from the
respondents.

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We checked if there are any correlations between the different independent variables.

As we identified various variables are correlated to each other we performed factor analysis.

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After the factor analysis, we found out that two factors were extracted from the different variables but
the factor 1 was made up of the most of the variables and factor 2 was mainly composed of celebrity
presence. So, we did regression without considering factors but the individual independent variables.

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For Ad2 regression output suggests the Gender, Background Music and Creativity of the ad are
significant for the attitude towards the ad. Here Gender was an additional variable than the
significant variables of the ad1. This can be explained as the Pan Bahar product is mostly
consumed by males hence a gender bias towards this commercial can be observed. Humour is
marginally significant for this commercial.

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Conclusion: -

As identified from the analysis the attitude towards any TV commercial depends on the creativity
and the background music. These two components if present can make some ad more popular
than the other and when absent the engagement of the audience is low and ad may not become
popular which is not desired for the product. As we say this, other factors for the TV commercial
such as humour and celebrity presence cannot be completely ignored. We can rank the order of
importance for these variables as follows

1. Creativity – This is the most important factor and must be incorporated while making a
TV Commercial.
2. Background Music – Music catches human attention and it is liked by all
3. Humour – When we make people laugh they like it more
4. Celebrity Presence – Famous celebrities attract more audience and can impact the
attitude towards the ad.

Managerial Implications: -

While making an ad company should look for the creativity with the aim of engaging the
audience. The ad should not be mere conversation there must be some pleasant music in it. A
flavor of humour if added the liking for the ad will increase. So, to increase the viewership and
itch your product on the customers’ minds humour should be incorporated in the ad.
If the company’s budget permits they can have a celebrity as a brand ambassador.
But if the budget is a constraint and above factors are well taken care of the celebrity can be
avoided. Some products like sporting equipment should have similar sporting celebrity.
Company should also look for the target audience and make necessary changes in the ad that
would be very well resonated within the target segment. While launching the information
overload should be avoided.

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