The Effect of Advertisements on Consumer Behavior

Abstract

The purpose of this study was to find out the effects of advertisements of Consumers' behavior and to identify the components in the advertisements that affect the consumer behavior. In order to complete the research a comprehensive approach was adopted comprising of two different but equally significant studies i.e. pilot study and main study. Sample of pilot study comprised of ten male students of masters programme. A video recording of 12 advertisements from the primetime of PTV was used as an instrument . A simple questionnaire was constructed for this study. Five most effective ads rated by the sample were Surf Excel, Nestle Milk Pak, Pantene Pro V. Shampoo, Tang and Head & Shoulders. After the selection of these five ads, another questionnaire was constructed for the maln study. This questionnaire comprised of two parts. The questionnaire was disbursed among a sample of 40 students of Peshawar University preferably in masters programme. In the first part these five selected ads were rated on a four point rating scale ranging from 1 to 5. I stood for the ineffective ad and 4 for the most effective ad that has the ability to create a desire for buying. Second portion emphasized on the important components of ads that have the ability to affect the consumer behavior. These were rated on the rating scale ranging from 0-3. Results show that Surf Excel is the most effective ad among all the other ads and Tang is the least effective. Majority of the respondents liked the later portion of the questionnaire depicting various components of ads. Results show that glamour is found more in shampoo ads (Head & Shoulders and Pantene). Tang and Nestle Milk Pak ads have attractive jingles. The most liked Model was the Surf Excel girl. All the ads selected used either celebrities or top models except for Tang ad. Story line of Surf Excel and Pantene was rated highest and the packing aspect race was won by Tang and Nestle Milk Pak in the eyes of the respondents. A slight difference in the brand image of all the products was found but the overall image of the products was found to be effective. Results show that camera work in tang ad is not up to the mark as compared to other ads.