IMPACT OF ‘ANNOYING’ VS ‘PLEASING’ TVCS IN SECURING BRAND RECOGNITION

Abstract

Purpose:Advertising agencies use different advertising techniques to grab the attention of the customers, but many advertisers in the following of the new trends have left behind the factors such as creativity, humor, wit, clarity of the main message, relalabilily to the product, thus making the ad ‘Annoying’. The main purpose of this research is to examine whether these Annoying TVCs really are effective in securing ConsumerRecall and Brand Recognition or not. Method:The data in this research was gathered through questionnaire and 550 participants were approached. These participants belong from various age groups and professions in Karachi. The T- test analysis was done through SPSS software to test research hypothesis. Findings:the findings of the research reveals that pleasing ads are much more helpful in grabbing customers’ attention instead of annoying ones. Practical Implications:The outcomes of the research can help the advertising companies, marketers, manufacturers and sellers of the products, in order to be specific towards making the ad in order to grab the attention of the customers to enhance brand recall and brand recognition.