CHAPTER-6 FINDINGS,CONCLUSION RECOMMENDATIONS

CHAPTER – VI

FINDINGS,

CONCLUSION

RECOMMENDATIONS

Swati Mishra, PhD (2014), SGVU, Jaipur Page 1

CHAPTER-6 FINDINGS, CONCLUSION & RECOMMENDATIONS

6.1 BACKGROUND AND METHODOLOGY OF STUDY

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 Innovations specially visual innovations in print media and it's interplay on Advertising Effectiveness. Whether the degree or level of Advertising Innovations is a contributing factor in the effectiveness or success of an ad? Does Communication Effect differ strongly with the level of Advertising Innovations? Does Purchase Behaviour / Branding of the product differ strongly with the level of Advertising Innovations?

Thus, this study was an attempt to measure the impact of differences in thedegree or intensity levels of Advertising Innovationsmade by Ad agencies on Communication-Effect andconsequent consumer / advertisement reader’s behavior / branding of the product. By this study, the researcher wanted toresolve a query regarding the active role of Visual Innovations element in Print Media Advertising. In fact,this was to relate the influence of Advertising Innovations on Ad agencies, Product sellers andPurchase Behaviour of consumers.

This study is actually aimed at finding out the relevance of innovations in printed advertisements for the brand & their advertisers and along with that the newspapers in which the advertisements are published. It aims at judging the effectiveness of these advertisements as compared to the other advertisements which are not using any innovations on the basis of various parameters decided by the researcher which can explain effect on the consumers very well. As very less research has been done on this topic despite of being very important for the advertisers, this thesis will hold its own prime importance for the researchers, advertising experts and the advertisers & brand managers of various brands who are ready to invest in such advertisements but do not know the outcome. And until you are sure of the outcome of any investment done on advertising you should not invest on it that’s the rule of the game.

In this backdrop the researcher has been prompted to do research on the topic “A study of Impact of Visual Innovations In Print Media Advertising”

OBJECTIVES:

The present study aims to achieve the following objectives by considering the main objective as A STUDY OF IMPACT OF VISUAL INNOVATIONS IN PRINT MEDIA ADVERTISING. These days when viral videos have given the brands a smarter and sustainable way to advertise through social media and internet its easier for the audience to overlook the art of print ads. It doesn’t matter how good you are what matters is how good you want to be. That’s the reason why innovation seems to be a good choice for the advertisers. The research objective of this study is to find out how effective is the use of innovations for these advertisers.

  • Whether the advertisements using innovations are more impactful than the normal advertisements or not.
  • To measure the level of impact of innovative displayin print advertisement on its target audience created by different kinds of innovations.
  • To see how justifiable it is to use a particular innovation in printing your brand’s ad in a newspaper.

To achieve these objectives both quantitative and qualitative methods were employed tounderstand Impact of Innovations in advertisements

Therefore the current Research is framed on the objective to conduct the research on “A study of Impact of Visual Innovations in Print Media Advertising”had been framed with hypothesis as follows:

CENTRAL HYPOTHESIS

Null Hypothesis

H0: There is nosignificantimpact of advertisement using innovations on the viewers (readers) as compared to an advertisement not using any innovations.

Alternate Hypothesis

HA: There is significantimpact of advertisement using innovations on the viewers (readers) as compared to an advertisement not using any innovations.

(If the statistical test value (P value, Chi Square value etc) is significant than null hypothesis is rejected and alternate hypothesis is accepted)

SUB HYPOTHESIS

Null Hypothesis

H01: There is nosignificantrelationship of Innovations in the formats of the newspapers ads and donot engage the readers into them more than the normal ads not using innovative formats.

Alternate Hypothesis

HA1: There is asignificantrelationship of Innovations in the formats of the newspapers ads and they engage the readers into them more than the normal ads not using innovative formats.

Null Hypothesis

H02: There is nosignificantimpact on readers of the cleverness and promptness shown in placing the advertisements using innovations.

Alternate Hypothesis

HA2: There is asignificantimpact on readers of the cleverness and promptness shown in placing the advertisements using innovations.

Null Hypothesis

H03: There is nosignificantimpact on target audience by use of innovative inks in innovative ads

Alternate Hypothesis

HA3: There is asignificantimpact on target audience by use of innovative inks in innovative ads

Null Hypothesis

H04: There is nosignificantimpact on readers by use of advertisement with “out-of –the-box” shape and size.

Alternate Hypothesis

HA4: There is asignificantimpact on readers by use of advertisement with “out-of –the-box” shape and size.

Null Hypothesis

H05: There is nosignificantnegative reaction/response by the readers on the use of advertisement with innovations.

Alternate Hypothesis

HA5: There is asignificantnegative reaction/responseby the readers on the useof advertisement with innovations.

Null Hypothesis

H06: There is nosignificantbuzz created by the ads using innovations as compared to the ads not using innovations.

Alternate Hypothesis

HA6: There is abuzz created by the ads using innovations as compared to the regular ads.

For the present study both Primary and secondary data shall be collected as follows:

PRIMARY DATA -Questionnairewere administered to selected respondents who are of two types:-

(A)AD AGENCY MANAGERS AS RESPONDENTS of ten add agency (5 each agency)

Questionnaire will analyze the research problem via following sections:-

Section A of the questionnaire will deal with the Demographic details of Manager/ Supervisor / designer of add who will be rated through the questionnaire.

Section B deals with the Advertising Business Details of ad’ agency.

Section C incorporates the Impact of Innovative Ad’s which helps in the growth of sales/ branding etc.

(B)READERS OF NEWSPAPERS (WHO ACT AS USERS) AS RESPONDENTS of Four age groups both genders (50 each age group).Questionnaire will analyze the research problem via following sections:-

Section A of the questionnaire will deal with the Demographic details of readers who act as users of various products to be rated through the questionnaire.

Section B deals with the readersNewspaper Advertisement Details.

Section C incorporates the parameters which acts as the heart of questionnaire and directly correlates the factors of Impact of Innovative Ads

( C) Secondary Data –Through published reports, journals, publications, articles, internet, emails etc. Due to qualitative nature of the study, it is assumed that besidesthe questions included in the schedule, online databases, and internet, annual reports of company / stores and ad company websites will act as secondary data sources in the research.

(D) SAMPLING DESIGN (EVALUATION DESIGN)

Sample type: - Random sampling. (Probability)

Sample Unit– Sample of the study broadly comprised of -

(A)AD AGENCY MANAGERS AS RESPONDENTS of ten add agency (5 each agency)

All employees were also selected of both gender (male and female) and segmented further as per various age groups, experience, educational qualifications etc. Ad agency selected for the study with the no of questionnaires to be filled from each agency is explained below in table 6.1below:-

TABLE 6.1 SEGMENTATION OF RESPONDENTS (A)

Ad Agency / SEGMENT AND NO OF RESPONDENTS
Questionnaire to be filled by Managers/ Supervisors for No of Employees
HTA
Hindustan Thompson Associates Ltd / 5
O & M
Ogilvy & Mather Pvt Ltd / 5
Mudra Communications Pvt Ltd / 5
FCB-Ulka Advertising Ltd / 5
Rediffusion-DY&R / 5
McCann-Erickson India Ltd / 5
RK Swamy/BBDO Advertising Ltd / 5
Grey WorldWide (I) Pvt Ltd / 5
Leo Burnett India Pvt Ltd / 5
SSC & B Lintas / 5
TOTAL / 50

(B)READERS OF NEWSPAPERS (WHO ACT AS USERS) AS RESPONDENTS of Four age groups both genders.

All readers were also selected of both gender (male and female) and segmented further as per various age groups.Readers of newspapers who also acted as users of products were selected for the study with the no of questionnaires to be filled from each age group is explained below in table 6.2below:-

TABLE 6.2 SEGMENTATION OF RESPONDENTS(B)

AGE GROUP OF RESPONDENTS / SEGMENT AND NO OF RESPONDENTS
Questionnaire to be filled by Respondents
20-30 / 57
31-40 / 38
41-50 / 49
51 -60 / 39
61 and above / 17
TOTAL / 200

The research design was exploratory and descriptive. The research study had been consummate through in-depth review and analysis of secondary information available in the published form, which includes data from textbook, journals, management reports seminar papers etc. The electronic data and results of surveys conducted by organizations were also important data sources for the report in the form of evaluative case studies.

6.2 FINDINGS OF THE STUDY

The findings are drawn in accordance with the analysis of the questionnaires and case studies in the current research. The following are the findings which are identified through interpretation of the data from each table illustrated in previous chapters:-

  • Online Linkages innovation (Quick Response Codes & Augmented Reality Code) in 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.
  • External Devices embedded in newspapers advertising (Talking Ads – with speakers in newspapers, Vibrating Ads ,Moving Ads with LED screen) has significantly good Effect in terms of fulfilling Branding 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 innovative group.
  • Ink Innovationssuch has Aromatic Ads with perfumed inks Invisible Ads becoming visible in sunlight or red light or any other has a significant impact on advertisement using these innovations on the viewers (readers) than an advertisement not using any these innovations
  • There is a significant relationship of Innovations in the formats of the newspapers ads and donot engage the readers into them more than the normal ads not using innovative formats.
  • Perfume samples, natural essential oils such as lavender and lemon can be added to inks to add fragrance to the page, even generating certain feelings within the reader according to the oil. Sanjeev Kotnala, the VP MassComm of Dainik Bhaskar Group, defined innovation as the outcome of a mindset being aligned to experimentation. “For example, all copies of the special Holi issue brought out in Jaipur wore the gulal aroma,” Kotnala said. “Now, that tactic can be used to project a perfume, food item, or deodorant
  • Another new development is the production of print material with invisible information – hidden messages or information seen either in certain light or after a set amount of time. Traditionally used to prevent counterfeit, these inks could be used to provide the customer with a brand new print experience.
  • Another Dainik Bhaskar innovation was the Bhopal edition dated 3rd December 2009, the anniversary of the gas tragedy. The edition was completely in black and white, as our mark of respect to the victims.
  • Consumer decisionattitude after reading innovative advertisements is significantly more favourable towards advertised brands coming under highlyinnovative 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 innovative 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.
  • Highly innovative 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.
  • A positive correlation exists between TOMA of brand and TOMA of ad.
  • TOMA is positively related to Brand Purchase Intention for eight of the twelve brands. Likewise, there exists a significant association between TOMA and purchase pattern, for ten of the eleven relevant brands and is directly proportional to Innovative format of advertisement.
  • A significant correlation exists between Attitude Towards Innovative Ads and Brand Purchase Intention.
  • Among the various factors influencing the purchase decision, innovative Ad Pull has only important place in the minds of consumers; whereas Brand Pull and Company Image are another factors.
  • From table 4.3 it is evident that computed Chi Square value is 42.365 at 6 Degree of Freedom at 5% significance level which is higher than table value (12.592 at 6 DOF) therefore the null hypothesis Ho -There is no significant impact of advertisement using innovations on the viewers (readers) as compared to an advertisement not using any innovations is rejected and Alternate Hypothesis HA: There is significant impact of advertisement using innovations on the viewers (readers) as compared to an advertisement not using any innovations is accepted and proved.
  • As from the table 4.6 it is evident that the t = 1.982 with 4 degrees of freedom and two-tailed P value is 0.1185, considered not significant therefore the null hypothesis H06: There is no significant buzz created by the ads using innovations as compared to the ads not using innovations is accepted/ proved and Alternate Hypothesis HA6:There is a buzz created by the ads using innovations as compared to the regular ads is rejected
  • As from table 4.7 states thatthe computed Chi Square value is 55.165 at 5 Degree of Freedom at 5% significance level which is higher than table value (11.10 at 5 DOF) therefore the null hypothesis Ho -There is no significant impact of advertisement using innovations on the viewers (readers) as compared to an advertisement not using any innovations is rejected and Alternate Hypothesis HA: There is significant impact of advertisement using innovations on the viewers (readers) as compared to an advertisement not using any innovations is accepted and proved.
  • From table 4.8 the F = 7.135 and P value is 0.0002, considered extremely significant therefore Null Hypothesis H01: There is no significant relationship of Innovations in the formats of the newspapers ads and donot engage the readers into them more than the normal ads not using innovative formats is rejected and Alternate Hypothesis HA1: There is a significant relationship of Innovations in the formats of the newspapers ads and they engage the readers into them more than the normal ads not using innovative formats is accepted and proved.
  • As obtained from table 4.9 As the F = 3.066 and 0.0164, considered significant therefore Null Hypothesis H03: There is no significant impact on target audience by use of innovative inks in innovative ads is rejected and Alternate Hypothesis HA3: There is a significant impact on target audience by use of innovative inks in innovative ads is accepted and proved.
  • Table 4.10 states that the F = 12.632 and P value is 0.9995, considered not significant, therefore Null Hypothesis H02: There is no significant impact on readers of the cleverness and promptness shown in placing the advertisements using innovations is accepted and provedand HA2: There is a significant impact on readers of the cleverness and promptness shown in placing the advertisements using innovations is rejected.
  • It is evident from the above demographic details of respondents ( Newspaper readers) category that research had tried to cover a broad demographic profile of respondents from Newspaper readers category. As in the current study the total sample size is n=200 of newspaper readers category. No of Respondents of age Group of 20-30 is 57 which is highest of all age group and 31-40 category of respondents (38) and 49 in case of 41-50 age group people. Respondents above age of 60 are minimum i.e only 17.Both male and female respondents are analyzed in the study. Male are 121 out of 200 and female are 79 out of 200 in newspaper readers category respondents Another demographic parameter deals with the qualification of respondents they are Higher secondary, graduates, post Graduates or bear some professional qualifications. Similarly the respondents are from all the fields of occupation such as mostly from students (78 respondnets), Service (59 respondents),Business (47 respondents) and remaining as home makers are tried to be analysed in the study. Also to make the study more reliable respondents from all income groups of the society are analyzed in the current study.
  • As obtained from table 4.14 the computed Chi Square value is 1292.6 at 30 Degree of Freedom at 5% significance level which is higher than table value (43.8 at 30 DOF) therefore the null hypothesis Ho -There is no significant impact of advertisement using innovations on the viewers (readers) as compared to an advertisement not using any innovations is rejected and Alternate Hypothesis HA: There is significant impact of advertisement using innovations on the viewers (readers) as compared to an advertisement not using any innovations is accepted and proved
  • Table 4.15 states that the computed Chi Square value is 1591.2 at 30 Degree of Freedom at 5% significance level which is higher than table value (43.8 at 30 DOF) therefore the null hypothesis Ho -There is no significant impact of advertisement using innovations on the viewers (readers) as compared to an advertisement not using any innovations is rejected and Alternate Hypothesis HA: There is significant impact of advertisement using innovations on the viewers (readers) as compared to an advertisement not using any innovationsaccepted and proved.
  • Analysis of table 4.16 interrelates that the F = 32.396 and 0.0093, considered very significant therefore Null Hypothesis H06: There is no significant buzz created by the ads using innovations as compared to the ads not using innovations is rejected Alternate Hypothesis HA6: There is abuzz created by the ads using innovations as compared to the regular ads is accepted and proved.
  • Analysis of table 4.18 correlates that As the F = 2.620 and P value is 0.0325, considered very significant therefore Null Hypothesis H01: There is nosignificantrelationship of Innovations in the formats of the newspapers ads and donot engage the readers into them more than the normal ads not using innovative formats is rejected and Alternate Hypothesis HA1: There is asignificantrelationship of Innovations in the formats of the newspapers ads and they engage the readers into them more than the normal ads not using innovative formats is accepted and proved.
  • Table 4.19 significantly analyses that the F = 4.689 and P value is 0.0019, considered very significant therefore Null Hypothesis H03: There is nosignificantimpact on target audience by use of innovative inks in innovative ads is rejected and Alternate Hypothesis HA3: There is a significant impact on target audience by use of innovative inks in innovative ads is accepted and proved.
  • Results obtained from table 4.20 states that As the F = 17.550 and P value is 0.0937, considered significant, therefore Null Hypothesis H02: There is nosignificantimpact on readers of the cleverness and promptness shown in placing the advertisements using innovations is rejected and Alternate Hypothesis HA2: There is asignificantimpact on readers of the cleverness and promptness shown in placing the advertisements using innovations is accepted and proved.
  • The reliability study indicates that the advertisement agencies and readers of newspaper respondent’s responses are reliable up to significant level and free from biases.

6.2 CONCLUSION