CHAPTER 5

S U M M Y OF FINDINGS, CONCLUSIONS

& RECOMMENDATIONS

SUMMARY OF RESULTS, CONCLUSIONS

& RECOMMENDATIONS

As an aid to the reader, this final chapter of the thesis restates the research

problem and reviews the major methods used in the study. It further summarises the

results, put forward conclusions, admit the limitations and give the implications and

recommendations based on the results.

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

Creativity and it's interplay on Advertising Effectiveness. Whether the degree or level

of Creativity is a contributing factor in the effectiveness or success of an ad? Does

Communication Effect differ strongly with the level of Creativity? Does Purchase

Behaviour differ strongly with the level of Creativity?

Thus, this study was an attempt to measure the impact of differences in the

degree or intensity levels of Advertising Creativity on Communication-Effect and

consequent consumer Purchase Behaviour. By this study, the researcher wanted to

resolve a query regarding the active role of Creativity element in Advertising. In fact,

this was to relate the influence of Advertising Creativity on Communication Effect and

Purchase Behaviour of consumers.

In the process of conversion of this actual problem faced by accredited

advertising agencies in the industry into a research problem, the researcher could locate the

relevant problem area in the concerned theoretical context of advertising discipline. In

effect, the broad area of concern of the study was 'reduction of communication risk' h m

the point of view of advertising agencies and 'minimisation of advertising wastage' from

the point of view of client companies. In this connection, the following objectives and

hypotheses were framed for the study, based on the insights and the literature review.

OBJECTIVES

General Objective : To study the impact of Creativity in consumer goods Advertising

on Communication-Effect and Consumer Purchase Behaviour.

Specific Objectives:

1) To compare the level of Communication-Effect in terms of Advertising

Effectiveness. among Highly Creative Advertising and Conventional Advertising.

2) To see the differences in Communication-Effect in terms of fulfilling

Communication Objectives, in two groups of advertising.

3) To measure and compare the Attitude towards Advertisements generated by the

two types of advertisements

4) To determine the effects of Highly Creative Advertising and Conventional

Advertising on short run Consumer Purchase Behaviour

5 ) To see the relationship, if any, between and within Communication Effect of

advertising and Consumer Purchase Behaviour

HYPOTHESES

1) Highly Creative Advertising has more Communication-Effect in terms of

Advertising Effectiveness.

2) Highly Creative Advertising results in positive Attitude towards Advertisements

3) Highly Creative Advertising has significantly higher Communication-Effect in

terms of fulfilling Communication Objectives.

4) Consumers' TOMA, Top-Of-Mind-Awareness is positively related to Brand

Purchase Intention, a Communication Objective.

5 ) Highly Creative Advertising evokes significantly higher advertising response in the

form of Consumer Purchase Behaviour.

6 ) An advertisement that receives unfavourable Brand Attitude ratings, a measure of

Communication Objective, will lead to Brand Switching behaviour by consumers.

METHODOLOGY

As explained in Chapter 3, the study reported here embodies a quantitative

perspective and the type of research was designated as diagnostic research. The

research method used to collect data was Sample Survey method. The study was

designed to explore the impact of Creativity in Advertising, in terms of Highly Creative

and Conventionai types. on the Communication Effect and Consumer Purchase

Behaviour. The independent variable in this study was Creativity in Advertising. Two

factors of this independent variable were Highly Creative advertising and Conventional

advertising. Two dependent variables were Communication-Effect of advertising and

Consumer Purchase Behaviour. The broad area of the study covered different aspects of

advertising research viz, advertising Copy research and Advertising Effectiveness. The

time period covered by the study was the ads released between 1992 and 1997 when

Indian economy witnessed the introduction of Liberalisation, Privatisation and

Globalisation i.e., the post economic liberalisation era.

Sample

The sample for the study was taken from Cochin Corporation area, the only

metropolitan city of Kerala State and the Universe was the households in Cochin

corporation. The sample size was determined as 200 and Multi-Stage Stratified

Random Sampling method was resorted to as the sampling procedure. The research

participants consisted of women, aged 18 to 49.

Research Instruments

The research instruments included two questionnaires and test ads, both

print ads and story board of TV commercials, used at two stages of data collection.

Various widely accepted and previously used measures were incorporated to elicit

response on different items of information under main variables.

Procedure

The selection of test ads was done in a two-tier process. First, both print

and TV ads pooled by the researcher were sorted by a team of advertising professionals

and selected 24 test ads. Second, a 30 member Panel of Judges rated each ad in terms of

intensity of Creativity, on the basis of parameters of Advertising Creativity and then the

researcher grouped twelve ads into Highly Creative advertising and Conventional

advertising. The selection of product groups and brands were also done with utmost

care based on certain inclusion-exclusion criteria, in order to ensure methodological

perfection. The source of information was the primary data. The procedure followed for

data collection involved two stages: Panel of Judges and Consumer Survey.

Statistical Analysis

The data analysis was carried on using several strategies. The reduced and

processed data were reported in the form of percentages and mean values. As the data

analysis procedure, both parametric and non-parametric tests of statistical significance

like Pearson Correlation, Student's T test and Chi-square analysis were used, with the

support of SPSS computerised package.

A summary of the research methods used in the study is given in Table 5.1.

1 Cnmrn~tnicntion-Effect of Advertising 1 DEPENDENT \

Table 5.1

SUMMARY OF THE RESEARCH METHODS USED IN THE STUDY

r I

i INDEPENDENT VARIABLE !

CREATIVITY IN ADVERTISING I I

TIME Advertisements released between 1992 and 1997

I

TYPE OF PRODUCTS

( POPULATION 1 Households in Cochin Corporation 1

FMCG or Consumer Non-Durables

1 PLACE Cochin Corporation Area

SOURCE OF INFORMATION

I PARTICIPANTS -~ -

Primary Data

Women members of households

TYPE OF RESEARCH

/ SAMPLING PROCEDURE

Exploratory

1 METHOD OF DATA COLLECTION

SAMPLE SIZE

I Multistage Stratified Random Sampling

Sample Survey Method

200

( RESEARCH INSTRUMENTS Two Questionnaires in Two Stages & Test Advertisements

FINDINGS OF THE STUDY

1) Among the five Most Liked Ads by consumers, without any form of aid, Liril

Toilet Soap's commercial showing the fantasy of a dancing girl under waterfall

gets the highest liking position. Other most liked ads are the commercials of

Santhoor soap, Kanan Devan Tea, Close-up paste and Rasna soft drink.

2) Highly Creative advertising has more Communication Effect in terms of Advertising

Effectiveness when compared to Conventional advertising. Firstly, Highly Creative

group gets higher level of Recall measured by both Brand and Ad Recall, in all cases

of unaided and aided recall. Kanan Devan Tea & Close-up Toothpaste brands get

highest Recall in all tests except in the case of Category aided Recall where Kanan

Devan and Ponds Talcum Powder get highest Recall. Among twelve brands under

study, there is not even a single Brand or Ad Recall for Sundrop and Sanola Oil in the

case of Unaided Recall; whereas no Recall for Sanola Oil and Cibaca Toothpaste in the

case of Category aided Recall. Secondly, ads under Highly Creative groups get higher

level of Recognition when compared to Conventional group.

3) Highly Creative 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.

4) Highly Creative advertising has significantly more Communication Effect in terms

of fulfilling Communication 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 Creative group.

5) Consumer Purchase Behaviour is significantly more favourable towards advertised

brands coming under Highly Creative 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

Creative 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. The exceptions to this general pattem is with regard to

Toilet Soap brands in the case of Recent Brand Choice Behaviour; and Talcum

Powder Cuticura while measuring ad Persuasion on purchase in terms of selecting

the advertised brand after ad exposure.

6 ) Highly Creative 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.

7) A positive correlation exists between TOMA of brand and TOMA of ad.

8) TOMAb is positively related to Brand Purchase Intention for eight of the twelve

brands. Likewise, there exists a significant association between TOMAb and

purchase pattern, for ten of the eleven relevant brands.

9) TOMAad is related positively to Brand Purchase Intention for eight of the twelve brands.

TOMAad is also associated with pwhase pattem for nine of the ten relevant brands.

10) A significant correlation exists between Attitude Towards Ads and Brand Purchase

Intention.

11) Regarding the relationship between Brand Attitude and Brand Purchase Intention,

ten of twelve brands show positive correlation; but only four brands are

significantly related. The correlation between Brand Attitude and Brand Switching

is not statistically significant.

12) Among the various factors influencing the purchase decision, Ad Pull has only

fourth place in the minds of consumers; whereas Brand Pull and Company Image

get first and second rank.

13) Wives are leading decision makers in all six product groups under study.

Regarding the role as buyer, women in general (Wives or major girl children) are

the leading Proposers and Recommenders of the brands in all product groups. But

they act as Final decision makers only in the case of Talcum powder, Refined

edible oil and Detergent Powder. Even though they use all the product groups,

they do not actually go and buy the products.

In conclusion. the empirical results show that intensity of Advertising

Creativity is a contributing factor in the effectiveness of an ad. These results also

confirm strong, positive relationships among Creativity in Advertising, Communication

Effect and Purchase Behaviour. It is quite evident that Highly Creative advertising has

more Communication Effect both in terms of Advertising Effectiveness and

Communication Objectives; and it leads to higher advertising response in terms of

Consumer Purchase Behaviour.

In short, the central findings of this study provide a factual basis for the

concern that higher Advertising Creativity leads to greater effectiveness. The scope of

the study was not adequate to establish that the creative techniques and tactics used in

the tested cases will always bring in very favourable consumer response. There is no

evidence for such a claim. However, taking into account the limitations of the study,

there is a suggestion that, at a minimum, this will occur in the similar cases. The

researcher does not expect that this study will put an end to the controversy concerning

Advertising Creativity. Nevertheless, the results of this study covering many

respondents, ads, brands and product categories, certainly provide a substitute for the

dangerous broad based assumptions regarding effectiveness or lack of Highly Creative

tactics and offer objective evidence that Creativity is a valid probabilistic tool for

gauging Advertising Effectiveness.

In sum, this study investigated several issues regarding the use of Creativity

in Advertising. This investigation fills a gap in the literature by bringing together the

opinion of leaders in advertising community and real consumers at the grass-root level.

The researcher has increasing confidence in these conclusions, however, because the

pattern of findings makes a great deal of intuitive sense. The researcher is also

confident that it goes beyond the usual copy testing methods, by providing an

assessment of the effectiveness of advertising copy while simultaneously explaining

why one piece of copy is more effective than other.

In no way the research effort presented here should be viewed as an attempt

to discover an ironical creative formula that will usurp the role of ideas. Rather this

search should be directed toward identifying creative techniques and elements that can

enhance consumer responsiveness to the strategic platform on which ideas are

presented. Likewise, several other factors, such as media type or placement in the

media, may also impact the Advertising Effectiveness. In this study, the researcher only

investigated the effect of the intensity of Creativity in Ads. However, the results show

that by accounting for the Creativity intensity alone, the researcher is able to uncover

significant differences in Advertising Effectiveness. This does not necessarily mean

that other factors are not relevant. They are just beyond the scope of this thesis and

hence have not been accounted for in the study.

LIMITATIONS

1) The methodological assumption that sample have the quality of representativeness

of the population may not be true in practice. The sample may not be

representative of more general population. This is a factor that limits the

generalisability of results. Large samples of household populations should be

taken in replicating and extending the research study.

2) A longitudinal study design measuring consumer responses in two time periods

would be more appropriate for a study like this in order to get more accurate and

precise results. Further, a quasi-experimental research design with more

sophisticated statistical analyses should be used to learn exactly the direction and

strength of the relationships among the variables.

3) Another methodological assumption that all respondents will have the same

exposure to the intervening external variables may not be true in practice.

Therefore, the effects of these variables may not be common to all consumers that

may influence the manner in which they respond in the advertising tests.

4) It is assumed that the data obtained on interval level fulfill the requirement for

canying out the statistical tests.

5 ) The brands selected for the study are not the random sample of advertised brands.

Even though due care was taken to check the problem of intervening variables like

price, quality etc., nonrandom selection of brands for experimentation might have

suffered biases.

6 ) Regarding the selection of test ads, those ads in which there was a suspicion of

extreme levels of creativity was tend to be selected for initial screening.

7) Any study involving materials from the real world in the context of abstract

constructs will necessarily face the resolution of uncontrollable influences. Two

such influences would be respondents' differences in the number of prior exposure

to ads and the differences in brand familiarity. But the researcher doesn't perceive

these influences to be critical.

8) The method of using TV commercial storyboard as a research instrument poses a

problem. Even though this method has been used in previous research, of course,

there were some difficulty in tapping the information on ad attributes, since the

respondents were not exposed to a live commercial at the time of administering the

questionnaire.

9 ) it is assumed in the context of reliability and validity of tools that face validity by

experts is enough for measures, which use battery of statements or single question.

10) The questionnaire for consumer survey was slightly lengthy and complex which

required more time than the normal attention span of respondents. Since the

administration of questionnaire and data collection was completed over a period of

eight months, consumers' choice of ads for unaided questions included a wide

range of ads, depending on the current ads in circulation at the time of data

collection. Due to this there is a possibility that some of the test ads were in

saturation at the time of questionnaire administration.

MANAGERIAL IMPLICATIONS OF THE STUDY

The findings of this study have wider implications for marketing and

advertising managers of corporate undertakings, which deal in frequently. purchased

consumer goods. The most important among these is that managers can minimise the

advertising wastage by diverting the resources from advertising agencies that do not

follow high creativity standards. As rational client, they can even reshape their

advertising budget based on the results of this Advertising Effectiveness study so that

optimum allocation of resources can be ensured. It is also important that these findings

can be clearly and concisely communicated in terms of their potential value as an aid to

strategy and tactical planning. Anyhow, translating this researched effect into market

effects requires considerable use of managerial judgment. Marketing managers of

consumer product companies may also find these results useful in learning the type of

advertising efforts, which increase the level of awareness for their brand.

Managerially speaking, brand managers of consumer products should set

goals in terms of awareness levels of competing brands' advertising as well as

awareness levels for the brands themselves. The results of this study may he one useful

indicator of effectiveness of the brand's advertising relative to the advertising of

competing brands. Unfortunately such advertising research programme often is not

included in budgeting advertising expenditure. Using a research programme of

competing brand advertising and brand preference like this would likely increase the

perceived accountability of the senior management.

The reported results have the ability to highlight the need for advertising

research and it may inculcate an in-house research environment within the company

settings. For marketing and advertising researchers the present results suggest need to

reexamine the relationship among various measures of advertising performance. This

may lead them to an understanding of the complexity and richness of these relationships

and the underlying processes represented by these relationships.

The present study results may even be extended towards resolving the

existing conflicts. Both academic researchers and practitioners agree that higher level

of Creativity is needed to achieve better results. When

Creativity by way of research, they do not agree on its

some extent, strikes a balance between academic researchkc . ' > o ~ c l ~ i o n s .. 4 4

practitioners' perceptions. -~->'

There is historic evidence that the views of both creative people and '

research personnel have been a source of conflict. But it is meaningless in the strict

sense that the work of the researcher is to identify valid, new meanings and that the

work of the creative person is to find novel ways to communicate these meanings. In

fact, the most effective advertising does both. which is evident from this study.

SUGGESTIONS FOR PRACTICE

Although a single study cannot provide a sound basis for the practice of

advertising, this study and other studies with similar findings would suggest that the

professionals in advertising agencies should not underestimate the value of Creativity in

its effectiveness and should give due consideration for this aspect in advertising. The

Communication Effect results may open up a new advertising planning discussion on

how to minimise the 'communication risk' in advertising. In fact, advertisers and

copywriters may find these results interesting for a number of reasons.

This study has offered a new perspective based on empirical evidence, which

should help face criticisms of creativity applications. Given the intensity of social

criticism of highly creative tactics, clients of advertising agencies may express reluctance

concerning their use. In response to such concerns, advertising executives can use the

current study as a mandate for serious, more objective considerations in conjunction with

careful empirical assessment. Additionally, this study provides more 'tangible' evidence

for the consideration of high creativity strategy in advertising. Advertising strategists can

look at the choice of such a strategy as a viable option considering all of the performance

concerns thereto. For practitioners these results also suggest that higher levels of

creativity provide a higher probability of changing brand choice than would otherwise be

the case. Results from this approach serve as a feedback to the creative process, thus

reducing the likelihood of future unfavourabe outcomes.

From the point of view of copy writing, the results provide direction for the

teaching of creative strategies, potentially allowing copywriters to develop more

successful ads. I t also provides creative guidance for the improvement of future copy

and serves as aid to judgment. Further, this refinement effort may provide a better

understanding of the factors underlying consumer attitudes toward the brands, thereby

aiding future copy development.

The main contribution of this study is in operationalising the Advertising

Creativity parameters. The creativity norms used in the study provide clear benchmarks

for advertisers to judge the success of their advertising in communicating their strategy

against agreed upon action standards. The findings also offer some insight to those who

must develop their own guidelines concerning the use of Creativity in Advertising.

Based on this study, advertisers can interpret how consumers form attitudes

towards the ads and for their brands. Armed with such an understanding, advertisers

can develop practical guidelines for more effective advertising planning. This is where

this particular study makes a substantive contribution by providing more detailed insight

into just how different factors interact and how such interactions can be more

effectively used to shape consumer perceptions.

In short, this study has proved useful in the effort to identify some definable

ways of making more effective advertising and, hope, will continue to grow in the hands

of diligent and inspired advertising people. This new learning about how advertising

works can be systematically applied towards developing advertising that sells.

In the light of these implications for practice, the researcher wishes to make

some practical, more specific recommendations for implementing the findings to the

professionals engaged in the advertising agencies.

1) Always pre-test the ad with target consumers before finalisation in order to ensure

the creativity standard of the proposed campaign. Creative directors may see that

the selected creativity parameters are strictly adhered to. Since the success of

advertising is directly related to the intensity of Creativity, need not hesitate to

apply as much Creativity as possible.

2) Since Brand Pull and Company Image have dominance over Ad Pull in influencing

the consumer decision. ad itself may be used as a facilitatory tool to create Brand

Pull and Company Image.

3) Always aim at placing the ad at higher Unaided Recall level of consumers by way

of Top-Of-Mind-Awareness (TOMA). If Unaided Recall level is achieved, other

Recall levels are naturally followed. Achieving TOMAad level is very important

for the success of an ad because it is interrelated with TOMA of brands, Brand

Purchase Intention and actual purchase pattern. Ad themes highlighting 'beauty

conscious' and 'freshness' and strategy using film stars as celebrity seem work

more in ensuring higher Unaided Recall level.

4) Clearly define the Communication Objective of the ad at the conception stage itself

and stick to it in later executions till that objective is achieved in the hierarchy of

effects. Ensure the fulfillment of the intended Communication Objective with the

target consumers and proceed further. The ultimate aim should always be action-

oriented objective because ad Awareness, Recall and Recognition levels are related

to the brand usage level.

5) An ad to be more effective should demand an Interest or Affect at the cognitive

level and therefore, ensure this element by considering the concerned qualities.

The information value and irritation level in ads also determine advertising

effectiveness. Due care may be given in adding the information value to the

required level in each ad. Both copywriters and art directors must be aware of the

attributes of ads, which form consumers' Attitude Towards Ads and should strive

for obtaining favourable attitude so that Purchase Intention can be achieved.

6) Be genuine and authentic while making product claims in ads because consumers'

level of confidence in these claims also determine the success or otherwise of the ads.

7) Ad visualisers' Creativity need not be restricted because only ads with higher

degree or intensity of Creativity can move the consumers from Brand Trial to

repeat purchasing, without Brand Switching, and hence Brand Image and Brand

Loyalty may be maintained.

8) Considering the benefits in terms of more favourable consumer response, TV

commercials are preferable to traditional print ads in order to move the target

consumers quickly,

FUTURE RESEARCH

'The findings of this study provide some benchmarks for those who wish to

study the issues further. This survey study addressed some issues in an explorative way

to provide some preliminary findings in order to stimulate further research on the topic.

This has definitely paved the way for subsequent work, which will give a better feel for

the expansive applicability of much of what the researcher found. Yet there is still more

to be pursued in a deliberate and well thought out fashion and to be accomplished. The

research possibilities for extended, systematic replications are quite numerous, but

potentially well worth the effort. In fact. replications of this work are needed to further

substantiate its conclusions and to give conclusive evidence regarding the reasons

behind these findings.

In continuation to the present study, additional academic research is needed

which determines the performance of different creativity 'forms'. Hopefully, it will

initiate research on the development of taxonomy of the many creative techniques,

which can be used to aid in the communication of key messages in various product

categories. It is believed that the methodology used in this study will lend itself to

similar research employing Advertising Creativity as independent variable. Actually

what is needed is that market researchers and agency creatives should jointly investigate

the effectiveness of different creative techniques on enhancing message communication

and persuasion. This will ensure significant progress towards true research and creative

partnership. There is a further need to investigate the products and consumers for

knowing which creativity style would be most effective and appropriate.

Future research in this area would also do well to follow an orientation in

probing the underlying commonalities of creative award winning ad examples. To

contribute useful guidance to researchers and copywriters alike, it seems important to

broaden this exploration and to monitor changes that occur from year to year.

Here is a simple study, using women, designed to test the hypothesis. The

researcher would not try to argue that women are the general public. Rather they are a

very specific market segment whose reactions may well differ from those of other

segments. However. the reliability of the present study's findings should be checked

using other populations also.

While this study was limited to six product groups only, further research is

needed to question accepted dictums. The need for further research in this area

becomes very important with the increased focus on direct marketing and increased

employment of personal selling as promotional tools. Added to this, the depth of our

data was not sufficient to allow many of the analyses the researcher would have liked.

Therefore more sophisticated statistical tests should also be applied in future.

There is also a possibility of measuring attitudes over time periods, as in the

case of sales measurement, rather than at a particular point of time. Research is

definitely needed to address a potential practical problem to the present study ie, the use

of only consumer non-durable goods. Alternative measures of Advertising

Effectiveness should also be used in future studies.

It is hoped that the present study in conjunction with future studies in this

area, will give advertising and marketing executives a better understanding of

Advertising Effectiveness measures and will help them to design better and more

effective ads. It is also hoped that future research on Advertising Creativity will be

carried on in both the university and advertising agency settings where this collective

thought can be submitted to critical testing.