Research Paper

Government Commercials Vs Public Responses

Chapter 1
Introduction
The Indian government has given support to the advertising and marketing industries. Is majorly
driven by Reserve Bank of India (RBI) policies which could result in a more favorable business
environment. Usually advertising is defined as “A paid form of non-personal presentation &
promotion of ideas, goods, or services by an identified sponsor”. In simple words advertising is a
means of informing and communicating essential information to prospective buyers. Advertising
has become a crucial element in the field of modern day Marketing.
The manner in which advertising works on the viewer was studied in the early 70s by Gallup
(1974). He was of the opinion that advertising performs some crucial and vital communication
functions. First, it seeks to reach the prospective buyer, bringing to his attention a product or
service that will meet his needs. Most memorable advertising campaigns achieve this objective
by the copy route. Secondly, advertising tells the prospective buyer about the particular features
or special advantages of the advertised brand over competing brands. Third, advertising creates
a favorable attitude towards the brands.
Marketers use communication tools like advertising to reach out to multi-segmented target
audience & attempt to influence the potential customer to purchase a product or service.
Marketers must have a thorough understanding of how consumer think, feel and act & offer clear
value to each & every target consumer. Adopting a holistic marketing orientation requires full
understanding of customer, gaining 360-degree view of both their daily lives & the changes that
occur during their lifetime so that the right products are always marketed to right customers in
the right way.
Advertising was traditionally generated by firms & meant to lure relatively passive consumers
through mediums like television, radio, print & internet. Television advertising is still considered
the premier among advertising mediums & still constitutes around 40% of advertising
distribution. It is believed to be the most effective at reaching a wide range of audiences & is
optimal is introducing a new brand, product or service. The world’s first television advertisement
was broadcast on July 1, 1941. The watchmaker Bulova paid $4 for a placement on New York
station WNBT before a baseball game between the Brooklyn Dodgers & Philadelphia Phillies. The
10-second spot displayed a picture of a clock superimposed on a map of the United States,
accompanied by the voice-over -” America runs on Bulova time. (Wikipedia, 2009)
With the rise of digital media & internet, considerable creative & distributive power has been
handed to the consumer. Liberated from the exclusive control of the firm, advertisements now
express a myriad of different voices. Some ads are subversive, others laudatory, but the fact
remains that the firm is no longer in exclusive control of the message. Even National & State
Governments are also in race with the private firms to advertise their products & policies to
ensure wider coverage & gain mass popularity.

Government commercials Vs Public Responces

Each year, advertisers spend significant amounts of money to reach consumers with their
message. With more than $130 billion spent each year in advertising, television, radio, Internet
& print medium has continued to diverse the portfolio of advertising & marketing for many
companies. While many consumers do not consciously differentiate between the messages
among these types of advertising & marketing mediums, there are certainly variations that
should be considered when starting your own business.

Relevance of Study
Viewer Response Profile scale (VRP), is often used by business and research firms to determine
what type of advertising is most appealing & attractive to a consumer. The viewer response
profile gauges’ affective reactions to advertisements. It focuses on the emotional component of
communication effect & indicates how people feel after seeing a commercial rather than what
they know. The VRP assesses few facets relating to how people feel about an advertisement,
whether they see it as Entertaining, confusing, relevant or get a sense of empathy. Within the
advertising & marketing research programs, however, the use of VRP scales has found that TV &
Internet advertising may be almost as effective. With more & more of the general population
using digital medium & Internet to obtain news & entertainment, quickly bypassing print
advertisement & radio advertisement.
The objective of our research is to collect data with respect to few Government Commercials &
apply the VRP to provided summary of the emotional scales, & information about how the sample
population views the program as familiar, if they feel empathetic to a cause & even how the
advertisement, on television or on the Internet, may be considered alienating. Understanding
these various dynamics, without influence by the audiences’ knowledge or expertise, can provide
us with a clearer objective outcome of factors to be considered while planning of Government
advertising & marketing campaign.

Literature Review
Advertising researchers working on effectiveness of commercials have worked on numerous
ways at measuring them in a scientific manner. Discussed below are a few important research
papers that captured these dimensions.
One of the earliest studies on television advertising by Bauer & Greyser (1968) asked respondents
to count the advertisements that struck them as being offensive, annoying, enjoyable or
informative. Only 15% of the advertisements evoked positive reaction. About 72% of the
advertisements were either considered enjoyable or informative. About 23% of advertisements
were perceived as being annoying & 4% were offensive. The study included some 524
commercials. Responses were subjected to a Factor Analysis which revealed that advertisements
fell into categories like entertaining, personal relevance, disliked & warmth.
Four studies attempted at creating scales that allowed for studying viewer responses to ads
(Leavitt, 1970; Schlinger, 1979; Aaker & Bruzzone, 1981; Aaker & Stayman, 1990). The first study
by Leo Burnett & reported in the study by Leavitt et al, 1970 looks at a set of six distinct factors

Government commercials Vs Public Responces

labeled as humorous, relevant, irritating, sensual, vigorous, & unique. In a study by Aaker &
Bruzzone (1981) the authors listed a set of 20 adjectives drawn from earlier studies. Four factors
emerged from this study – entertaining, relevant, alienating /dislikeable, sensual / empathetic.
Schlinger (1979) developed a rating instrument, popularly called the VRP (Viewer Response
Profile) that looked at ad responses & classified them as entertaining, relevant, alienating,
empathetic, familiar & confusing & brand reinforcing. All the above mentioned response profiles
were built in an exploratory fashion, using principal components analysis as the data reduction
technique. The profile developed by Schlinger was put to test by several authors Strasheim et al,
2007; Zinkhan & Burton, 1989; Zinkhan & Fornell, 1985). The studies revolved around testing the
stability.
Moore & Moschis (1981) analyzed the mass media & interpersonal influences on teenage
consumer behavior & suggested that interpersonal communication with parents & peers about
goods & services appears to contribute in child to aware of the relevant goods & services &
development of consumer behavior due to various kinds of advertisement & media may be social
process as it’s the way to inform consumers. They also found out that a cognitive developmental
approach may not accurately explain adolescent consumer socialization.
Adeolu B. Ayanwale et al. (2005) concluded that brand preferences do not exist in food drink
industry, however, advertising helps in projecting product quality & value prior to the consumers.
They regard the most effective of all media in advertising the product is television, because it
combines motion, sound, & special visual effects & offers wide geographic coverage & flexibility
when the message is presented. They also found out that advertisement should not be age
oriented & selective & results showed that advertising does not varying impact on age group.
Mai & Schoeller (2009) identified the effect of selected advertising on consumers by assessing
their emotions, attitudes, understanding & memory. The result shows that different levels of
emotions such as warmth, love, longing & desire, happiness & amusement were elicited by
different TV commercials. The most memorable advertisements were those that evoked the most
positive feelings & were the best understood. However, in this study none of the commercials
scored higher for memorability. This reflects an overload of media exposure in modern society,
meaning that most advertisements have limited impact. Age was found to significantly affect a
person’s interpretation & emotional experience of a TV commercial.
Akram et al (2012) examined the impact of viewer response profile on skepticism toward
advertising. The research found that viewer response profile has positive & significant impact on
skepticism toward advertising. On the practical level viewer response profile & skepticism toward
advertising enhance the profitability & achieve the organization goals. Newness of this study is
its originality that concerns with the effect of viewer response profile on skepticism toward
advertising.
One of the important aspects about advertising is that it changes consumer attitudes, impacts
their choice behavior, changes brand beliefs and alters preferences. Exposure to commercials is

Government commercials Vs Public Responces

also hypothesized to create brand attitudes that are further reinforced over time with the viewer
purchasing the product or experiencing the situation. The VRP intended to be used in this study
in its original form just looks at viewer’s affective reactions. In order to extend this further, the
relation between attitudes towards the brand and viewer responses towards commercials will
be incorporated into the study.

Government Commercials Classification

Few television commercials on Govt. of India’s Swachh Bharat campaign was selected for the
study. Given below is a description of each category and an explanation as to why it is used in
commercials.

Emotional appeal
Advertisers / marketers resort to the usage of emotion as part of their communication strategy.
According to Stout & Rust (1993) television advertising has turned to emotional appeals to
capture consumer’s attention, encourage recall and positive effect, discourage zapping, and give
a lift to the sales message.

Rational appeals
The rational approach to communicating stems from the traditional work on consumer decision
making where the consumer is making logical and rational decisions. Such appeals relate to the
audience’s self-interest by showing product benefits (Kotler and Armstrong, 1994). Some
examples of a product being shown with a rational appeal are – product quality, economy, value
or performance.

Celebrity appeals
The use of celebrities in communicating to the target audience has been in vogue from a long
time. They have been known to promote a wide variety of products and services. Today
celebrities and their images are found in print, radio and approximately 20 percent of all
television commercials. (Boyd & Shank, 2004).

Animated Character Appeals

Advertisers are not averse to using animated characters if they believe that there is a higher
worth in their association. With the world of advertising turning more experimental, animated
characters are increasingly becoming the face of brands even in the Indian context. Animation
has substituted the use of models or celebrities (Economic Times, 2007). In the Indian context,
several examples abound such as Amaron Battery, Tata sky and ICICI Prudential. The popularity
is not only based on the response that these characters get, but also on the fact that these faces
have a higher recall value. Apart from a giving the brand a new perspective, such characters are
remembered for a longer duration.

Government commercials Vs Public Responces

Objectives Study of the Study
The study was designed to accomplish the following objectives:
1. To measure viewer’s affective reactions to select television commercials (advertisements)
using the Schlinger’s Viewer Response Profile.
2. To assess the scale’s factor structure (i.e., do the individual items load according to the
identified factors).
3. To assess whether brand attitudes play a moderating role in viewer responses to the
selected commercials.

Sample
Since this was a study that required audience responses to a television commercial, the audience
had to first see the advertisement & then answer the questions for participating in the survey. A
questionnaire based on Schlinger VRP scale was prepared using Google Docs. The online
questionnaire was shared with lot of people from different age & income group & response data
was collected. The channel of sharing the questionnaire was mainly mediums of social
collaboration so that it reaches out to as much audience as possible to increase the participation
levels.
The survey received 102 responses. The sample consisted of 31% females and 69% male. All of
them belonged to the middle and upper middle class. About 58% of the respondents were
Graduates, 36% were Post Graduates & remaining 6% were having other educational
qualifications.

GENDER EDUCATION
Post
Female Graduat
31% ion
36% Graduat
Male ion
69% Others 58%
6%

Chart 1: Sample Classification (Gender) Chart 2: Sample Classification (Education

Age of the respondents varied from a low of 13 years to a high of 58 years, however most of
them (around 50%) belonged to the age group of 31-40 years.

Government commercials Vs Public Responces

 Age
70
60
50 58
40
30
20
21 19
10
1 3
0
<18 >50 18-28 28-38 38-50

Chart 3: Sample Classification (Age Group)

Most of the respondents had a good awareness of Govt. Initiatives & were aware of campaigns
like Digital India, Make in India, Swachh Bharat, etc. through various media channels like Radio,
Television, Social Media or Online medium.

Awareness
90
80 85
70
60
50
40
30
20
10
12 5
0
6 Months to 1 Year Less than 6 months More than 1 Year

Chart 4: Sample Classification (Govt. Campaign awareness Vs Media)

Design of the study

The study was conducted in the following sequence:
a. Identification of government advertisements/commercials for the study
b. Data analysis and interpretation
c. Conclusions/Results

Government commercials Vs Public Responces

The task of identifying the relevant television commercials to be selected for display was based
on three simple criteria
 The product in the advertisement must be familiar to the audience
 It must have the ability to hold the interest of the viewer for the time it is aired and
 The advertisement must be simple to comprehend.
With these three criteria, about 2-3 different commercials on Swachh Bharat were identified
which fell into either of Emotional, Rational & Celebrity Appeal category. From the list of
commercials, one was picked which had traits of all three.

Commercial Selected
The Commercials selected for the study was a very popular Swachh Bharat commercial featuring
Bollywood stars (including Anushka Sharma). These are approximately 2 min second video, tells
that incredible India - the symbol of wealth as per Indian mythology
The commercial was launched in Television; Social Media & Online channels & was an instant hit
with views reaching 1.5 lakhs within the first 24 hours of its launch. It has around 18 lakh views
in YouTube currently. And some of the ads were popularized in Social Media through
#DontLetHerGo.
The URL for the videos is

 Swachh Bharath Abhiyan Commercial – 1: https://youtu.be/Yb0AA_BQxhY

 Swachh Bharath Abhiyan Commercial – 2: https://youtu.be/htqF1NjlZeo
 Swachh Bharath Abhiyan Commercial – 3: https://youtu.be/wJnMQ281ZMQ
The video was embedded to the online questionnaire so that the respondents can see the video
and answer the questions. As mentioned earlier, the questionnaire contained all the items in the
VRP, questions measuring brand attitude and also included demographic details of the users.

Constructs identified for the study (Schlinger, 1979)

In its original form the VRP profile contains many items spread across seven constructs. Since one
of the objectives of the study was to assess the factor structure of the instrument, all the items
and constructs were retained without any major modification. A brief explanation of each of
these constructs as identified by Schlinger is given below.
1. Entertainment: The first factor consisted of statements that characterize a commercial as
pleasurable, enjoyable or fun to watch.
2. Confusion: Commercials are meant to communicate meaning – denotative or
connotative, explicitly or implicitly expressed. According to Schlinger, commercials can be
termed as confusing when they lack audio visual congruence, that include a lot of
distracting and poorly integrated elements, that have quick cuts, or some which contain
rapid fire dialogue etc.

Government commercials Vs Public Responces

 3. Relevant News: The relevant news construct looks at how viewers perceive and feel
whether the commercial has told them something important and interesting about the
brand. Viewers must be able to relate what they have learnt to their own needs and
mentally rehearse buying and using the advertised product.
4. Empathy: This dimension looks at how viewers participate with the commercial, share
their feelings and relate to behaviors shown in a commercial. Such an involvement can be
personally rewarding, allowing the individuals to enhance their self-image and express
their values. Viewers are known to empathize with scenes that show an affectionate
couple, a relationship between a mother and a child etc.
5. Alienation: This dimension looks at commercials which viewers feel make exaggerated
claims, inadequate demonstration and perceive these ads as inconsequential or
unconvincing. Cigarette ads are found to elicit higher than average scores on alienation
because of people’s attitudes towards the product itself.
6. Brand reinforcement: Most advertisements are supposed to perform the task of
reinforcing the brand image and create positive attitudes towards themselves.
Commercials score high on this dimension when they show that the product fits in with
the customer experience. Users of the brand tend to rate this dimension higher.
7. Familiarity: advertisements that are usually viewed as being a ‘known face’ score high on
this dimension. In the Indian context we find that soap / shampoo ads typically convey
using the same story boards that make viewer’s feel ‘oh no’ the same thing again.

Scope of the Study

a) The study only examines the ‘Affective’ reactions of the respondents to some selected
advertisements as well as attitude toward the brand. It does not try to analyze any other
behavioral dimension. It also does not look at any learning or comprehension dimensions.
b) The study does not try to analyze consumer responses to advertising cues in the
commercials. It discounts the context of information processing that is very much evident
in most advertising effectiveness and related studies.
c) The sample chosen for the study are working men/women, housewives, students & not
limited to only one respondent category.

Assumptions / Limitations
This section puts forth a few assumptions that were considered for the study.
1. Respondents who were aware of the advertised campaign and those who did were not
will rate the commercials in a similar manner.
2. There are no significant differences among viewers as measured by their exposure to
television on the dimensions selected for study (as captured by viewing time per day in
hours).

Government commercials Vs Public Responces

 Awareness
100

80
85
60

40

20
12 5
0
6 Months to 1 Year Less than 6 months More than 1 Year

Chart 5: Response Classification (Television Viewing Time)

Government commercials Vs Public Responces

Chapter 2
Theoretical Framework
Advertising spends have been increasing continuously & currently holding 40% of Market share
worldwide. The increase in spends is also seen in India where the advertising market continues
to grow at a steady rate of 10 - 15% yearly. Television commercials occupy a major portion of
viewing time on most television channels. Substantial amount of money goes into making
creative TV commercials that will attract viewers’/audience attentions. Various ads positioning
options are used to fetch greater TRP.
“The way government commercials are perceived, responded can affect their effectiveness” –
this was founded by Aaker & Bruzzone in 1981. Various studies have done in the past to study
the Perception in advertising & have attempted to look at the impact of television commercials
on viewers. Interestingly data shows that such a study has not been done in India.
The objective of this study is to analyse viewer’s effective response to Indian Television
Commercials. To achieve, we will select & study TV commercials categorized into 4 different types
(Ex: Rational, Emotional, Government, Celebrities appeals, etc.). General public will be selected
for this study and Questionnaire pertaining to the selected commercials will be distributed &
responses collected. The Viewer Response Profile (VRP) developed by Schlinger (1979) will be
used to assess viewers’ responses with respect to different age group & education level of the
respondents. The factor structure, however, needs to be slightly altered to cater to the Indian
conditions. Understanding viewer responses can, to a certain extent, help marketers understand
target Indian audience better and help create better commercials.

Government commercials Vs Public Responces

Chapter 3
Data Collection method

For the purpose of public response, Google Form Click Here has been used to collect the data
from public. Along with demographics, it has 25 different questionnaires which categorized in
seven different categories for the study.
For the data collection, I used stratified random sampling approach where as google form share
to friends and family members randomly and those members again forward the same survey to
get it filled and shared their responses on Government commercials. The data or responses
received from different part of the India just not limited to only state or region.

Government commercials Vs Public Responces

Chapter 4
Data Analysis and Findings

Below is the analysis on the responses received for the questions given in the questionnaire across
various dimensions.

Entertainment

Descriptive Statistics
Mean Std. N
Deviation
1) The campaign commercials was lot of fun to watch &amp; listen to. 3.64 1.042 102
2) The campaign commercials weren't just selling, It was entertaining me &amp; I 3.66 1.067 102
appreciate that.
3) The enthusiasm of the campaign commercials is catching &amp; it picks you up. 3.79 .978 102
4) The characters in the campaign commercials capture your attention. 3.86 1.025 102
5) These are campaign commercials that keep up running through your mind after 3.42 1.181 102
you’ve seen it.

1. The campaign commercials were lot of fun to watch & listen to?

Government commercials Vs Public Responces

2. The campaign commercials weren't just selling, it was entertaining me & I appreciate
that.

3. The enthusiasm of the campaign commercials is catching & it picks you up.

4. The characters in the campaign commercials capture your attention.

5. These are campaign commercials that keep up running through your mind after you’ve
seen it.

Government commercials Vs Public Responces

 Confusion

Descriptive Statistics
Mean Std. N
Deviation
6) It was distracting - trying to watch the screen and listen to the words at the same 2.12 1.128 102
time.
7) It was too complex. I wasn’t sure of what was going on. 1.83 .976 102
8) I was so busy watching the screen, I didn’t listen to the talk. 2.03 1.029 102

Government commercials Vs Public Responces

1. It was distracting - trying to watch the screen and listen to the words at the same time.

2. It was too complex. I wasn't sure of what was going on.

3. I was so busy watching the screen, I didn’t listen to the talk.

Relevant News

Government commercials Vs Public Responces

 Descriptive Statistics
Mean Std. N
Deviation
9) I learned something from the campaign that I didn’t know before. 3.29 1.148 102
10) The campaign told about a new message I think I’d like to try. 3.56 1.199 102
11) During the commercial I thought how that campaign might be useful to me. 3.43 1.165 102

1. I learned something from the campaign that I didn’t know before

2. The campaign told about a new message I think I’d like to try.

Government commercials Vs Public Responces

 3. During the commercial I thought how that campaign might be useful to me.

Brand Reinforcement

Descriptive Statistics
Std.
Mean Deviation N
12) That’s a good brand &amp; I wouldn’t hesitate recommending it to others. 3.76 1.016 102
13) I know that the advertised brand is a dependable, reliable one 3.74 1.052 102

Government commercials Vs Public Responces

1. That’s a good brand & I wouldn’t hesitate to recommend it to others.

2. I know that the advertised brand is a dependable, reliable one

Empathy
Government commercials Vs Public Responces
 Descriptive Statistics
Std.
Mean Deviation N
14) The campaign commercials were very realistic i.e. true to life. 3.81 1.088 102
15) I felt that the campaign commercials were acting out what I feel at times. 3.28 1.164 102
16) I felt as though I was right there in the campaign commercials experiencing the same. 3.33 1.056 102
17) That’s my idea-the kind of life that campaign commercials showed. 3.46 1.031 102

1. The campaign commercials were very realistic i.e. true to life.

2. I felt that the campaign commercials were acting out what I feel at times.

Government commercials Vs Public Responces

3. I felt as though I was right there in the campaign commercials experiencing the same.

4. That’s my idea-the kind of life that campaign commercials showed.

Government commercials Vs Public Responces

 Familiarity

Descriptive Statistics
Mean Std. Deviation N
18) This kind of campaign commercials has been done many a times…it’s the same 2.57 1.104 102
old thing.
19) I’ve seen these campaign commercials so many times, I’m tired of it. 2.45 1.096 102
20) I think these are unusual campaign commercials. I ‘m not sure I’ve seen another 2.98 1.143 102
like it.

Government commercials Vs Public Responces

1. This kind of campaign commercials has been done many a times; It's the same old thing.

2. I've seen these campaign commercials so many times, I'm tired of it.

3. I think these are unusual campaign commercials. I am not sure I have seen another like
it.

Government commercials Vs Public Responces

 Alienation

Descriptive Statistics for Alienation

Mean Std. Deviation N

21) What they showed didn’t demonstrate the claims they were making about the 2.43 1.121 102
campaign
22) The campaign commercials didn’t have anything to do with me or my needs 2.23 1.266 102
23) The campaign commercials did not show me anything that would make me want to 2.25 1.208 102
believe their message
24) The campaign commercials made exaggerated claims. The message would not live 2.38 1.203 102
up to what they said or implied
25) The campaign commercials irritated me- it was annoying 2.01 1.239 102

1. What they showed didn't demonstrate the claims they were making about the campaign

2. The campaign commercials didn't have anything to do with me or my needs

Government commercials Vs Public Responces

3. The campaign commercials did not show me anything that would make me want to
believe their message

4. The campaign commercials made exaggerated claims. The message would not live up to
what they said or implied

5. The campaign commercials irritated me- it was annoying

Government commercials Vs Public Responces

 Below Diagram shows how each dimension are related

Chapter 5
Results / Conclusion
The scale designed by Schlinger was used for eliciting viewer responses on select television
commercials. The scale consisted of 25 items/questions spread over seven constructs. The scale
consisted of 5 choices ranging from highly agree to highly disagree. For ‘highly agree’ a
weightage of 5 while for highly disagree a weightage of 1 was given. See Table 1 below for

Government commercials Vs Public Responces

analysis and Data analysis on the questions. The mean scores of respondents who evaluated
each advertisement on seven dimensions are given below.
Table-1: Mean scores of Advertisements on select dimensions of the VRP scale

Relevant News

Reinforcement
Entertaining

Familiarity
Alienation
Confusion

Empathy
Brand

Brand
Swachh Mean 3.67 1.99 3.42 3.47 2.27 3.75 2.66
Bharath Sample 102 102 102 102 102 102 102
SD 0.893 0.902 1.01 0.892 1.07 0.969 0.760
Scores above depict that:
1. This Swachh Bharat commercial scored High on Entertainment. The commercial was
entertaining & connected with the audience very well. The characters were able to convey
the intended message and entertained the audience from the start till the end.
2. The commercial scored Low on Confusion. The audience did not find themselves
confused after seeing the Ad. The message was very clear and reached the audience
effectively.
3. This Swachh Bharat ad scored High on Relevant News dimension. The content was very
much relevant to the audience and they were able to relate the activities to their day to
day lives. Also Indians being God fearing by nature, the message had a direct impact on
the viewers.
4. The commercial scored High on Empathy factor since none of want God to leave us and
go. The audience were able to empathize & kind of relate the behavior demonstrated by
the characters to activities happening around them daily.
5. The ad scored Low on Alienation. There was no exaggeration in the content & nothing
unconvincing about the behaviors displayed by the characters.
6. The commercial scored Highest on Brand Reinforcement since it was able to perform the
task of reinforcing the brand image expected for Swachh Bharat & created a positive
attitude towards its viewers.
7. This Swachh Bharat ad scored Average on Familiarity since the content was new and the
viewers did not find it matching with any other brand promotion. The celebrities in this
ad have not done anything similar before and hence the viewers do not get bored with
the concept of the ad.

Government commercials Vs Public Responces

References

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Government commercials Vs Public Responces

https://fsu.digital.flvc.org/islandora/object/fsu:168802/datastream/PDF/view
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Government commercials Vs Public Responces