Swiss Journal of Research in Business and Social Sciences, Vol. 1, No.4, pp 20-47,ISSN: 2372-949XP.P. 20 - 47 URL: http://www.srjbss.com/Current-issue.htm European Society for Business and Social Sciences20 How To Improve Brand Recognition In Television Commercials SYEDA FAIZA GILLANI & SHAHNILA YOUSAF MBA Scholar City University of Science & I-T Peshawar Pakistan Email: Gillani1179@yahoo.com Email: Khansheen80@yahoo.com SHAHZAD KHAN Lecturer City University of Science & I-T Peshawar Pakistan Email: Shahzadkhan.lecturer@gmail.com ABSTRACT The main objective of this research study was to discover the key factors that may influence thewaytoimprove brandrecognitionin televisioncommercialsPeshawarPakistan.Thereare nine major factorsofwhichtwo areknownfrompreviousstudies,whiletheremainingsixare developedfromgroundedtheory.Studiesindicatethattheseninefactorsareresponsiblefor brandrecognitionintelevisioncommercialsThosefactorsincludebrandrecognition,brand ambassador, the concept of linkage, conveying the USP (Unique Selling Proposition), the effects ofmusic/sound/voice,humor,emotionsandrelationships,inspiration,andattitude, campaign rivalry and excitement. A structured questionnaire was developed to collect data. The studypopulationconsistedofallconsumersinPeshawarPakistan.Inconvenientbase150 consumerswereattackedin PeshawarPakistan. Thestatisticalpartof theanalysisisbased on descriptivestatistics,correlationandregressionanalysis.TheresultswereperformedbySPSS version 20.Results are designated brand recognition, brand ambassador, the concept of linkage, transmitting the USP (Unique Selling Proposition), the effects of music / sound / voice, humor, emotions and relationships, inspiration and attitude, the campaign exciting rivalry and the main factorsthatmanipulate brandrecognitioninTV commercials.The resultsof thestudyshowed thatthereisapositiveandsignificantrelationshipbetweenthedependentvariable(brand recognition)andindependentvariables(brandambassador,theconceptoflinkage, transmitting the USP (Unique Selling Proposition), the effects of music / sound / voice, humor, emotions and relationships, inspiration and attitude, rivalry and excitement campaign)Keywords: brand recognition in television commercials Peshawar PakistanSwiss Journal of Research in Business and Social Sciences, Vol. 1, No.4, pp 20-47,ISSN: 2372-949XP.P. 20 - 47 URL: http://www.srjbss.com/Current-issue.htm European Society for Business and Social Sciences21 1. INTRODUCTION TelevisioncommercialsinPakistanhavecontinuedmanyofthem.Theyarefunny,witty, and emotional and inspiring, with great music and sound, and some even managed to have an echoinevery oneshearts.Manylasted foralongerperiod,somecame andwent quickly,and somedonotevenlastedforacoupleofweeks.TelevisionAds(TVC)areperhapsoneofthe best tools for creating awareness among people.AccordingtoNeilKokemuller(2007)Strengtheningbrandawarenessisoneoftheprimary objectivesofmarketingcourseforacompanyorproduct.Beforeyoubuildloyaltyandrepeat purchases, you have to get oriented to acknowledge its existence through a variety of tools and techniquesusedtoachievebrandrecognitionpromotioncustomers.Thefollowingaresome points that are essential for inclusion in the TVC and what to avoid and what concept should be used in every situation and on the mark. 2. LITERATURE REVIEW 2.1 Brand Ambassador According toFuggetta,Rob(2012)andPokuetal (2013).BrandAmbassadormentionedasa personwhoisarepresentatororacorporateidentityinappearance,behavior,valuesand ethics.Orapersonwhoishiredbyacompanyororganizationtopromotetheirproductsor services within the activity had known brand. "The keyelement of a brand ambassador lies in its ability to use promotional strategies that strengthen customer-product/service relationship and influencealargeaudiencetobuyandconsumemore"(Low,GeorgeS.,Fullerton,RonaldA. May 1994). 2.2 CONCEPTLINKAGE Sheinin,D.(2000),linkingthebrandisdefinedasthedegreetowhichconsumers understandthemessageofabusinessanditisforaspecificbrandofproductinsteadofthe product category.Consumersperceivethatbrandsareamajorcauseofbusinessandconsumerlong-term relationships (Fournier, 1998). The term "brand" has been shown to understand meanings from two different sources; First, the brand identity as codified and communicated by the initiator of thebrand,andsecondly,themeaningofthebrandfromusersorconsumerenvironment (Jevons,GabbottandChernatony,2001).Thisdivisionofmeaningbetweencreatorand consumerhasanumberofimplications,includingthepossibilityof"drift"betweencertain organizationalsenseandmeaningsperceivedbytheuser(ChernatonyandRileyDall'Olmo [1997]). Drifting between owner and user of brand meanings is accentuated bySwiss Journal of Research in Business and Social Sciences, Vol. 1, No.4, pp 20-47,ISSN: 2372-949XP.P. 20 - 47 URL: http://www.srjbss.com/Current-issue.htm European Society for Business and Social Sciences22 CommunicativeorrichenvironmentssuchastheInternet,andthisincreasesthe importance of understanding the links between forms of brand meanings.2.3 CONVEYING THE USP TheUSPstatesthatsuchcampaignsmadeuniquepropositionstothecustomerwho convincedthemtochangebrands.Thetermwasdevelopedbythepioneeringtelevision advertisingRosserReevesofTedBates&Company.TheodoreLevitt,aprofessoratHarvard BusinessSchool,said,"Thedifferentiationisoneofthemostimportantstrategicandtactical activities in which companies must constantly engage Khan &Bagram (2012) .2.4 HUMOR Humor is the tendency of particular cognitive experiences to provoke laughter and provide amusement.Somecompaniesclaimthathumorcannotorshouldnotbeexplained.But(EB White 1989) once said, "Humor can be dissected as a frog can, but the thing dies in the process and the innards are discouraging to any but the pure scientific mind.2.5 MUSIC / VOICE / SOUND EFFECTS The most important element of advertising is voices that are the heart of the jungle, spoken dialogue and announcements. Similar as music can be used behind the dialogues to create the moodandsetthesettings.Whilethesoundeffectsareimportantforadvertisingtoattract attention and make memorable adds.2.6 EMOTIONS AND RELATIONSHIPS AccordingGaulin,StevenJCandDonaldH.McBurney(2003)Emotionisoftenassociated withandconsideredreciprocalinfluencemood,temperament,personality,disposition,and motivation.Bashir,Zeeshan&Sabbar(2013)Muchoftheemotionsweexperienceineveryday life arises in the context of our social relationship (Aveill, 2012).2.7 INSPIRATION AND ATTITUDE Havingapositivementalhealthgivesusthemotivationtodothebestwecanandalways striving to do better (Murray, Michael &Pizzorno, and Joseph 1998 With good mental health is goodemotionalhealthandintellectual,whohelpersinsolvingproblemsoflifeevents(David 2006). feelings are inspired attitude of a person contagious enthusiasm for something that gives people a new and creative ideas. (Larry, RS, 2010).2.8 IMPLEMENTATION There are many ways to run any supplements. An execution is how a massage is presented in the advertisement. The creative teams spend hours compare and test various approaches to reach version one feels best delivery strategy Swiss Journal of Research in Business and Social Sciences, Vol. 1, No.4, pp 20-47,ISSN: 2372-949XP.P. 20 - 47 URL: http://www.srjbss.com/Current-issue.htm European Society for Business and Social Sciences23 3. THEORETICAL FRAMEWORK Thisresearchtheoreticalframeworkisshowingseveralfactors.Brandrecognitionis dependentvariablewhilebrandAmbassador,RivalryCampaign,Price,PurchaseDecision, PerceivedQuality,StoreEnvironment,Design,Promotion,ExpiryandconveyingUSPare operationalizedVariableswhileconceptlinkage,Music/voice/soundeffects,humor, inspirationandattitude,emotionandrelationandexecutionareindependentvariables.So brand recognition is affected by these independent variables Swiss Journal of Research in Business and Social Sciences, Vol. 1, No.4, pp 20-47,ISSN: 2372-949XP.P. 20 - 47 URL: http://www.srjbss.com/Current-issue.htm European Society for Business and Social Sciences24 4. QUESTIONNAIRE These questions were developed by the. BRAND AMBASSADORthree items, five points each, Likert-type scale Brand ambassador supports a brand? Brand ambassador is necessary for recognizing a brand? Brand ambassador makes you more clearly about a commercial massage? RIVALRY CAMPAIGNthree items, five points each, Likert-type scale Rivalry campaigns in TV commercials motivate me to buy a product? I prefer those brands which produce more TV commercials then rivals? Rivalry campaigns help to recognize a brand? CONVEYING THE USPthree items, five points each, Likert-type scale USP should be conveyed to customers through ads? Conveying USP through TV commercials improve brand recognition? I focus on USP of brands in T.V commercials? CONCEPT LINKAGEthree items, five points each, Likert-type scale If the ads are interesting the product will be interesting? ThroughTVadvertisementaconsumercompare theentire productandthenselect the best one? Swiss Journal of Research in Business and Social Sciences, Vol. 1, No.4, pp 20-47,ISSN: 2372-949XP.P. 20 - 47 URL: http://www.srjbss.com/Current-issue.htm European Society for Business and Social Sciences25 TV advertisement influences my brand preference? MUSIC/VOICE/SOUND EFFECTSthree items, five points each, Likert-type scale Music/voice/sound effects help to improve brand recognition? Music/voice/sound effect makes a T.V commercial effective? Music/voice/sound effects of commercials reminds brand in customer mind? Music/voice/sound effects are necessary in T.V commercials? HUMORfour items, five points each, Likert-type scale Humor makes an ad attractive? I like humorous T.V commercials? There should be humor in ads depending upon the product? Humorous ads became permanent in minds of consumers? INSPIRATION AND ATTITUDEthree items, five points each, Likert-type scale Ilikeadswhichinspireshumanemotionsandattitudeandhelptoremindthat product during buying? A TV commercial inspires me to recognize a product? A TV commercial inspires me to make a purchase? EMOTIONS AND RELATIONSthree items, five points each, Likert-type scale Positive emotions and relations to a brand create a brand loyalty? TV commercials create emotional bonds between customer and product? Emotional ads are effective? Swiss Journal of Research in Business and Social Sciences, Vol. 1, No.4, pp 20-47,ISSN: 2372-949XP.P. 20 - 47 URL: http://www.srjbss.com/Current-issue.htm European Society for Business and Social Sciences26 EXECUTIONfour items, five points each, Likert-type scale A properly executed ad attracts me to make a purchase? If a TV commercial is not executed properly its useless? A commercial whose execution is best than competitors remains in customers minds for long? LOADINGS, RELIABILITY AND VALIDITY OF THE BRAND RECOGNITION S.NO QuestionsValidityReliability 1. 1.1 1.2 1.3 BRAND AMBASSADOR Brandambassadorsupportsa brand? Brandambassadorisnecessaryfor recognizing a brand? Brandambassadormakesyou moreclearlyaboutacommercial massage? Determinant KMO Anti-image Communalities .539 .609 .000 .623a .548a .577a .455 .746 .575 Swiss Journal of Research in Business and Social Sciences, Vol. 1, No.4, pp 20-47,ISSN: 2372-949XP.P. 20 - 47 URL: http://www.srjbss.com/Current-issue.htm European Society for Business and Social Sciences27 2. 2.1 2.2 2.3 RIVALRY CAMPAIGN RivalrycampaignsinTV commercialsmotivatemetobuya product? Ipreferthosebrandswhich producemoreTVcommercialsthen rivals? Rivalry campaigns help to recognize a brand? .366 .000 .680 a .672 a .771 a .748 .758 .659 .230 3. 3.1 3.2 3.3 CONVEYING THE USP USPshouldbeconveyedto customers through ads? ConveyingUSPthroughTV commercialsimprovebrand recognition? IfocusonUSPofbrandsinT.V commercials? .527 .000 .611 a .572 a .695 a .639 .758 .503 .642 Swiss Journal of Research in Business and Social Sciences, Vol. 1, No.4, pp 20-47,ISSN: 2372-949XP.P. 20 - 47 URL: http://www.srjbss.com/Current-issue.htm European Society for Business and Social Sciences28 4. 4.1 4.2 4.3 CONCEPT LINKAGE Iftheadsareinterestingthe product will be interesting? ThroughTVadvertisementa consumercomparetheentireproduct and then select the best one? TVadvertisementinfluencesmy brand preference? .681 .000 .634 a .675 a .599 a .569 .508 .659 .642 5. 5.1 5 MUSIC/VOICE/SOUND EFFECTS Music/voice/soundeffectshelpto improve brand recognition? Music/voice/soundeffectmakesa T.V commercial effective? Music/voice/soundeffectsof commercialsremindsbrandin customer mind? .166 .000 817 a 788 a .697 .760 .702 Swiss Journal of Research in Business and Social Sciences, Vol. 1, No.4, pp 20-47,ISSN: 2372-949XP.P. 20 - 47 URL: http://www.srjbss.com/Current-issue.htm European Society for Business and Social Sciences29 .2 5.3 5.4 Music/voice/soundeffectsare necessary in T.V commercials? 820 a 859 a .725 .629 6. 6.1 6.2 6.3 HUMOR Humor makes an ad attractive? I like humorous T.V commercials? Thereshouldbehumorinads depending upon the product? Humorousadsbecamepermanent in minds of consumers? .395 .000 .692 a .729 a .706 a .681 .682 .708 .847 Swiss Journal of Research in Business and Social Sciences, Vol. 1, No.4, pp 20-47,ISSN: 2372-949XP.P. 20 - 47 URL: http://www.srjbss.com/Current-issue.htm European Society for Business and Social Sciences30 6.4 .663 a .095 7. 7.1 7.2 7.3 INSPIRATION AND ATTITUDE Ilikeadswhichinspireshuman emotionsandattitudeandhelpto remind that product during buying? ATVcommercialinspiresmeto recognize a product? ATVcommercialinspiresmeto make a purchase? .907 .000 .539 a .527 a .570 a .450 .590 .308 .827 8. EMOTIONS AND RELATIONS Swiss Journal of Research in Business and Social Sciences, Vol. 1, No.4, pp 20-47,ISSN: 2372-949XP.P. 20 - 47 URL: http://www.srjbss.com/Current-issue.htm European Society for Business and Social Sciences31 8.1 8.2 8.3 Positiveemotionsandrelationsto a brand create a brand loyalty? TVcommercialscreateemotional bonds between customer and product? Emotional ads are effective? .303 .000 .762 a .700 a .711 a 721 .777 .766 .649 9. 9.1 9.2 9.3 EXECUTION A properly executed ad attracts me to make a purchase? IfaTVcommercialisnotexecuted properly its useless? Acommercialwhoseexecutionis bestthancompetitorsremainsin customers minds for long? .555 .000 .723 a .654 a .643 a .575 .663 .678 .814 Swiss Journal of Research in Business and Social Sciences, Vol. 1, No.4, pp 20-47,ISSN: 2372-949XP.P. 20 - 47 URL: http://www.srjbss.com/Current-issue.htm European Society for Business and Social Sciences32 The above table is a summary of Correlation matrix, KMO & Bartley, Anti-image matrix and reliability analysis tests which shows that all the questions were valid and reliable.Determinant value oftableshouldbegreaterthan.1andIntheabovetableallthevalues ofallfactorsare greater than.1.itshowsthatallthequestionsarevalid.WhileintheKMOtablethesigvalue shouldbelessthan.05.InthiscasealltheKMOvaluesarelessthan.05itshowsthatthe questionsarecorrectandaresignifyingtothevariables.Theanti-imagetableshowsthatall the diagonal values should be higher than 0.5 and all the values of factors are higher than 0.5 so thesetestsalsoproveallthequestionsarevalid.InCommunalitiestestalltheexternalities value should be greater than .5 or .7 so all the externalities values are according to condition so it is proven that all the questions are valid. 5. HYPOTHESIS Theseassumptions theratio oftelevisionadvertisementswithbrandrecognitionisshown. While outs this point the investigation of factors influencing the TV ads with brand recognition. Based on the factors that manipulate the TV ads, which arise subsequent hypothesis H1:Thereisasignificantpositivecorrelationbetweenthebrandambassadorandbrand recognition.Ha:Thereisasignificantpositivecorrelationbetweentheconceptoflinkageandbrand recognitionH2:Thereisasignificantandpositivecorrelationbetweenrivalrycampaignandbrand recognitionHa:Thereisasignificantandpositivecorrelationbetweenmusic/soundandvoiceand brand recognitionHb: There is a significant and positive correlation between humor and brand recognitionHC:Thereisasignificantandpositivecorrelationbetweeninspirationandattitudeand brand recognitionH3:ThereisasignificantandpositivecorrelationbetweenthetransmissionoftheUSP and brand recognitionHa:Thereisasignificantpositivecorrelationbetweenemotionsandrelationshipsand brand recognitionHb: There is a significant positive correlation between execution and brand recognitionSwiss Journal of Research in Business and Social Sciences, Vol. 1, No.4, pp 20-47,ISSN: 2372-949XP.P. 20 - 47 URL: http://www.srjbss.com/Current-issue.htm European Society for Business and Social Sciences33 6. RESEARCH METHODOLOGY 6.1 Research Design This examined study is designed at empirically identify how to improve brand recognition in televisioncommercials.ForthisstudyweselectedthecityofPeshawar.Thisstudywas conducted by using structured questionnaire.6.2 Instrument Aquestionnaireinordertocollectdatafromrespondentsoftheselectedareaswas developed.Thequestionnaireconsistsoftwosections:thefirstsectionisbasedonDemo graphs.Whilethesecondpartofthequestionnairewasbasedonthedependentvariable (brandrecognition)andindependentvariables(conceptlinkage,voice/musicandsound effects,humor,inspirationandattitude,emotionsandrelationshipsandexecution).All statisticalfiguresfortheresearchweremadethroughself-administeredquestionnaire.This questionnairewasaclose-endedquestionnairewithfive-pointLikertscale.Consecutivelyto obtain adequate data from users. 6.3 Data Collection Procedure TherelevantpopulationforourresearchwasallconsumersinPeshawar.Sofordata collection target area was the city of Peshawar. The survey was conducted on a random sample ofconsumersbetween"between"16and59.Asampleof150questionnaireswereprepared and distributed to the respondent.Since 129 questionnaires were received, and the remaining 17wereeitherissuedormisplaced.Thestudywasconductedinconvenient basebecause the population was unknown and it was non probability sampling. Sociodemographic profile Forthepurposesofdataanalysisresearchersuseddescriptivestatistics.Through descriptive statistics the frequency of respondents was measured along with the percentages Table 1: Demographic Factors Measures Articles Frequencies Percentage Valid Percent Cumulative Percentage Age 16-24 7054.354.354.3 25-33 4434.134.188.4 Swiss Journal of Research in Business and Social Sciences, Vol. 1, No.4, pp 20-47,ISSN: 2372-949XP.P. 20 - 47 URL: http://www.srjbss.com/Current-issue.htm European Society for Business and Social Sciences34 Valid Male Female Total 34-41 86.26.294.6 42-50 53.93.998.4 51-59 21.61.6100.0 Total 129100.0100.0 6449.649.649.6 6550.450.4100.0 129100.0100.0 Fromthetableno1.Thetabledenotestheageoftherespondents,Table1explainsthat 54% of respondents were in the age group 16 to 24, and 34% of respondents were from the age group of 25-33, 34-41, while the age group respondents were taking a percentage of 6 While 3-1%ofrespondentswerefromtheagegroupof42-50and51-59.Table1alsoexplainsthe genderoftherespondents,whichshowsthat49%respondentsweremalewhile50%were females. 7. RESULTS AND ANALYSIS 7.1 Results and Analysis The following results have been attained after inserting multiple liner regression Table 1.1: Model Summary concept linkage Model Summary ModelRR Square Adjusted R Square Std. Error of the Estimate 1.385a .148 .1421.39432 a. Predictors: (Constant), concept linkage Swiss Journal of Research in Business and Social Sciences, Vol. 1, No.4, pp 20-47,ISSN: 2372-949XP.P. 20 - 47 URL: http://www.srjbss.com/Current-issue.htm European Society for Business and Social Sciences35 Theabovetableno1.1ofmodelsummaryrepresentsthatRdenotestherelationship between independent and dependent variables. R square represents the variance explained by independent variable in the dependent variable.The value of R is .148 which represents that there is 14% relationship between independent variables i-e concept linkage and dependent variable brand recognition. It shows that there is a positive, moderate and highly significant relationship between both of the variables. Table 1.2 ANOVAa(Brand recognition & concept linkage) ANOVAa ModelSum of Squares dfMean Square FSig. 1Regression 43.027143.02722.132 .000 Residual 246.906127 1.944 Total289.933128 a. Dependent Variable: Brand recognition b. Predictors: (Constant), concept linkage Fromtheabovetable1.2itisevidentthatthereisapositive,moderateandsignificance correlation amongboth thevariables.ItisclearthefactorsconceptlinkageislinkedtoBrand recognition and the association among the factors is considerable as compared to alpha value = 0.05.ThevalueF-statisticalis22.132andPvalueof0.000showsthatthemodelofstudyis statistical significant. Swiss Journal of Research in Business and Social Sciences, Vol. 1, No.4, pp 20-47,ISSN: 2372-949XP.P. 20 - 47 URL: http://www.srjbss.com/Current-issue.htm European Society for Business and Social Sciences36 Table 1.3 Coefficientsa (Brand recognition & concept linkage) Coefficientsa ModelUnstandardized Coefficients Standardized Coefficients tSig. BStd. Error Beta 1(Constant)1.307.4762.744 .000 concept linkage .645.137.3854.704 .000 a.Dependent Variable: Brand recognition Theabovetable1.3ofcoefficientreflectsthevaluesandtvalues.Thetvalueis supportedbytheprobabilityvalue(pvalue).valuerepresentschangeinthedependent variablebecauseofchangeintheindependentvariable.Todecideupontheacceptanceand rejection of hypothesis t value is calculated with the p value (significance level) as well. At 5% significance level the tabulated t value is 2.744. So the higher value of t from 1.96 represents theacceptanceofhypothesiswithpvaluelessthan.05.SoitshowsthathypothesesH1is accepted. Swiss Journal of Research in Business and Social Sciences, Vol. 1, No.4, pp 20-47,ISSN: 2372-949XP.P. 20 - 47 URL: http://www.srjbss.com/Current-issue.htm European Society for Business and Social Sciences37 Table 2.1Model Summary (Brand recognition, inspiration and attitude, rivalry campaign) Theabovetableno2.1ofmodelsummaryrepresentsthatRdenotestherelationship between independent and dependent variables. R square represents the variance explained by independent variable in the dependent variable.Itisclearthatinmodel1thevalueofRis.689whichrepresentsthatthereis68% relationship between operationalized variable i-e rivalry campaign and the dependent variable brandrecognitionwhichshowsthatthereisapositive,moderateandhighlysignificant relationship between these variables. Itisclearthatinmodel2thevalueofRis.654whichrepresentsthatthereis65% relationshipbetweenindependentvariablei-eMusic/voice/soundeffectsandthe Model Summary Model RR SquareAdjusted R Square Std. Error of the Estimate 1.689a .448.4441.12248 2.654b .456.4451.10206 3.687c .472.4641.10207 4.677d .462.4461.10236 a.Predictors: (Constant), rivalry campaign, brand recognitionb. Predictors: (Constant), Music/voice/sound effects, rivalry campaign c. Predictors: (Constant),Humor, rivalry campaign d. Predictors: (Constant),inspiration and attitude , rivalry campaign Swiss Journal of Research in Business and Social Sciences, Vol. 1, No.4, pp 20-47,ISSN: 2372-949XP.P. 20 - 47 URL: http://www.srjbss.com/Current-issue.htm European Society for Business and Social Sciences38 operationalizedvariablerivalrycampaignwhichshowsthatthereisapositive,moderateand highly significant relationship between these variables. Itisclearthatinmodel3thevalueofRis.687whichrepresentsthatthereis68% relationshipbetweenindependentvariablei-eHumorandtheoperationalizedvariablerivalry campaignwhichshowsthatthereisapositive,moderateandhighlysignificantrelationship between these variables.Itisclearthatinmodel4thevalueofRis.677whichrepresentsthatthereis67% relationship between independent variable i-e inspiration and attitude and the operationalized variablerivalrycampaignwhichshows thatthereisapositive,moderateandhighlysignificant relationship between these variables. Table 2.2ANOVAa ((Brand recognition, inspiration and attitude, rivalry campaign) ANOVAa ModelSum of Squares dfMean Square FSig. 1Regression 129.918 1129.918 103.113 .000 Residual 160.015 127 1.260 Total289.933 128 2Regression 136.898 268.44956.357 .000 Residual 153.035 126 1.215 Total289.933 128 a.Dependent Variable: Brand recognition b.Predictors: (Constant), inspiration and attitude Swiss Journal of Research in Business and Social Sciences, Vol. 1, No.4, pp 20-47,ISSN: 2372-949XP.P. 20 - 47 URL: http://www.srjbss.com/Current-issue.htm European Society for Business and Social Sciences39 c.Predictors: (Constant), inspiration and attitude, rivalry campaign Fromtheabovetable2.2itisevidentthatthereisapositive,moderateandsignificance correlation among both the variables. It is clearthe factors Inspiration and attitude and rivalry campaignislinkedtoBrand recognitionand theassociationamong thefactorsisconsiderable ascomparedtoalphavalue=0.05.ThevalueF-statisticalis103.113andPvalueof0.000for inspiration and attitude and for rivalry campaign the value of F-statistical is68.449 and p value is 0.00 which shows that the model of study is statistical significant forboth of the variables.Table 2.3 Coefficientsa (Brand recognition, inspiration and attitude, rivalry campaign) ModelUnstandardized Coefficients Standardized Coefficients tSig. BStd. Error Beta 1(Constant)1.799.192 9.362.000 music.455.045.6692.397 .000 2Humor.442.221.44127.1.000 Inspiration & attitude .3211.02.32122.1.000 Rivalry campaign .237.099.16610.154 .000 a. Dependent Variable: Brand recognition The above table 2.3 of coefficient reflects the values and t values. The t value is supported by the probability value (p value). value represents change in the dependent variable because ofchangeintheindependentvariable.Todecideupontheacceptanceandrejectionof hypothesistvalueiscalculatedwiththepvalue(significancelevel)aswell.At5%significance levelthetabulatedtvalueofRivalrycampaignis10.154issothehighervalueoftfrom1.96 Swiss Journal of Research in Business and Social Sciences, Vol. 1, No.4, pp 20-47,ISSN: 2372-949XP.P. 20 - 47 URL: http://www.srjbss.com/Current-issue.htm European Society for Business and Social Sciences40 represents the acceptance of hypothesis with p value less than .05. So it shows that hypotheses H2is accepted as well as the t value of music is 9.362 ,Humor is 27.1 , Inspiration & attitude is 22.1 so it shows that all the hypothesis Ha, Hb ,and Hc are accepted. Table 3.1 Model Summary ((Brand recognition, emotions and relations, conveying _USP) Theabovetableno3.1ofmodelsummaryrepresentsthatRdenotestherelationship between independent and dependent variables. R square represents the variance explained by independent variable in the dependent variable.Itisclearthatinmodel1thevalueofR.493aiswhichrepresentsthatthereis49% relationship between operationalized variable i-e, conveying _USP and the dependent variable brandrecognitionwhichshowsthatthereisapositive,moderateandhighlysignificant relationship between these variables.Itisclearthatinmodel2thevalueofRis.291bwhichrepresentsthatthereis59% relationship betweenindependentvariablei-eemotionsandrelationsandtheoperationalized variable,conveying_USPwhichshowsthat thereisapositive,moderateandhighlysignificant relationship between these variables. Model Summary Model RR SquareAdjusted R Square Std. Error of the Estimate 1.493a .244.2381.31414 2.539b .291.2801.27734 3.439b .261.2601.27633 a.Predictors: (Constant), emotions and relations b.Predictors: (Constant), emotions and relations, conveying _USP c.Predictors: (Constant), execution , conveying _USP Swiss Journal of Research in Business and Social Sciences, Vol. 1, No.4, pp 20-47,ISSN: 2372-949XP.P. 20 - 47 URL: http://www.srjbss.com/Current-issue.htm European Society for Business and Social Sciences41 Itisclearthatinmodel3thevalueofR.439ciswhichrepresentsthatthereis49% relationshipbetweenindependentvariablei-eexecutionandtheoperationalizedvariable conveying_USPwhichshowsthatthereisapositive,moderateandhighlysignificant relationship between these variables. Table 3.2ANOVAa ((Brand recognition), emotionsandrelations, conveying_usp,) ANOVAa ModelSum of Squares dfMean Square FSig. 1Regression 70.608170.60840.886 .000b Residual219.3251271.727 Total289.933128 2Regression 84.353242.17625.850 .000c Residual205.5801261.632 Total289.933128 a. Dependent Variable: Brandrecognition b. Predictors: (Constant), emotionsandrelations c. Predictors: (Constant), emotionsandrelations, conveying_usp Fromtheabovetable3.2itisevidentthatthereisapositive,moderateandsignificance correlationamongboththevariables.Itisclearthefactorsemotionsandrelations, andconveying_uspislinkedtoBrandrecognitionandtheassociationamongthefactorsis considerable as compared to alpha value = 0.05. The value F-statistical is 40.886and P value of 0.000foremotionsandrelationsandforconveying_uspthevalueofF-statisticalis25.850andp valueis0.00whichshowsthatthemodelofstudyisstatisticalsignificantforbothofthe variables Swiss Journal of Research in Business and Social Sciences, Vol. 1, No.4, pp 20-47,ISSN: 2372-949XP.P. 20 - 47 URL: http://www.srjbss.com/Current-issue.htm European Society for Business and Social Sciences42 Table 2.3 Coefficientsa (Brand recognition, Emotions and relations, Execution, Conveying _USP) The above table 3.3 of coefficient reflects the values and t values. The t value is supported by the probability value (p value). value represents change in the dependent variable because ofchangeintheindependentvariable.Todecideupontheacceptanceandrejectionof hypothesistvalueiscalculatedwiththepvalue(significancelevel)aswell.At5%significance levelthetabulatedtvalueofconveying_USPis2.902sothehighervalueoftfrom1.96 represents the acceptance of hypothesis with p value less than .05. So it shows that hypotheses H3is accepted as well as the t value of Emotions and relations is 6.394,and Execution is4.17 , so it shows that all the hypothesis Ha ,and Hb are accepted. 8. CONCLUSION The aim of the cram was to investigate thathow to improve brand recognition in television commercials.Theresultsofthestudyhavewitnessedthat.Brandrecognitionisdependent variablewhilebrandAmbassador,RivalryCampaign,Price,PurchaseDecision,Perceived Quality,StoreEnvironment,Design,Promotion,ExpiryandconveyingUSPareoperationalized Variableswhileconceptlinkage,Music/voice/soundeffects,humor,inspirationandattitude, emotion and relation and execution are independent variables. So brand recognition is affected ModelUnstandardized Coefficients Standardized Coefficients tSig. BStd. ErrorBeta 1(Constant).904.4182.161 .000 Emotionsand relations .726.114.4936.394 .000 Execution.040.148.040.417 .000

Conveying _USP.429.148.2382.902 .000 Swiss Journal of Research in Business and Social Sciences, Vol. 1, No.4, pp 20-47,ISSN: 2372-949XP.P. 20 - 47 URL: http://www.srjbss.com/Current-issue.htm European Society for Business and Social Sciences43 bytheseindependentvariablesthenitisveryobviousthatcompaniesshould alwaysmaintain and emphasize on these factors REFERENCES [1].AneelKarnani(2007)*IssueStrategicManagementJournalVolume28,Issue13,pages 13511357 [2].Bagram,M.M.M.&Khan,S.(2012).Attainingconsumerloyalty.Theroleofconsumer attitudeandconsumerbehaviour.InternationalReviewofManagementandBusiness Research. 1 (1), 1-8 [3].Bashir,S.,Zeeshan,M.,&Sabbar,S.2013.ImpactofCulturalValuesandLifeStyleon Impulse Buying Behavior: A case study of Pakistan. 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"Brands, Brand Management, and the BrandManagerSystem:ACritical-HistoricalEvaluation".JournalofMarketing Research31 (2): 173190 [10].Larry,R.S.(2010)."Exploringtherelationshipsbetweenperceivedhealthself-efficacy, copingandhealth-promotingbehaviorsamongnon-substanceabusingvs.substance abusingpatientswithHIVdisease".DissertationAbstractsInternational:SectionB:The Sciences and Engineering71 (1-B): 661. [11].Murray,Michael&Pizzorno,andJoseph1998):EncyclopediaofNaturalMedicine (1998)(pgs. 17-19)(Revised 2nd Edition); Three River Press, New York.). Swiss Journal of Research in Business and Social Sciences, Vol. 1, No.4, pp 20-47,ISSN: 2372-949XP.P. 20 - 47 URL: http://www.srjbss.com/Current-issue.htm European Society for Business and Social Sciences44 [12].Neil Kokemuller. (2007) The New York Times: Brand Recognition is the Issue [13].Sheinin,D.(2000),TheEffectsofExperiencewithBrandExtensionsonParentBrand Knowledge, Journal of Business Research, Vol. 49, pp. 47-55 [14].POKU, K., ZAKARI, M., & SOALI, A (2013). Impact of Service Quality on Customer Loyalty intheHotelIndustry:AnEmpiricalStudyfromGhana.InternationalReviewof Management and Business Researchvolume 2 Issue 2 pp 600-609. [15].Schweingruber, David (Winter 2006). "Success through a Positive Mental Attitude?: The Role of Positive Thinking in Door- Swiss Journal of Research in Business and Social Sciences, Vol. 1, No.4, pp 20-47,ISSN: 2372-949XP.P. 20 - 47 URL: http://www.srjbss.com/Current-issue.htm European Society for Business and Social Sciences45 8. QUESTIONNAIRE HOW TO IMPROVE BRAND RECOGNITION IN TELEVISION COMMERCIALS WearethestudentsofMBA(MKT)atcityUniversityofscienceandinformationTechnology, Peshawar. We are conducting research on HOW TO IMPROVE BRAND RECOGNITION IN TELEVISION COMMERCIALS. Your cooperation in this regard will be highly appreciated.______________________________________________________________________________ INSTRUCTIONThe questionnaire is designed on the likert scale. The scales are (1) Strongly disagree. (2) Disagree. (3) Neither Agree, nor disagree. (4) Agree. (5) Strongly Agree._______________________________________________________________________________ Note Please read the instructions carefullyPlease dont crumble the questionnairePlease read each and every question carefullyAnswer these questions honestly _____________________________________________________________________________ Age________________ Swiss Journal of Research in Business and Social Sciences, Vol. 1, No.4, pp 20-47,ISSN: 2372-949XP.P. 20 - 47 URL: http://www.srjbss.com/Current-issue.htm European Society for Business and Social Sciences46 Gender ________________ S.NO ItemsResponses S-Disagree-S. Agree 1BRAND AMBASSADOR12345 1.1.Brand ambassador supports a brand. 1.2Brand ambassador is necessary for recognizing a brand.1.3Brandambassadormakesyoumoreclearaboutacommercial massage. 2CONCEPT LINKAGE12345 2.1If the ads are interesting the product will be interesting.2.2ThroughTVadvertisementaconsumercomparetheentire product and then select the best one. 2.3.TV advertisement influence my brand preference 3CONVEYING THE USP12345 3.1USP should be conveyed to customers through ads. 3.2ConveyingUSPthroughTVcommercialsimprovebrand recognition. 3.3I focus on USP of brands in T.V commercials.4MUSIC/VOICE/SOUND EFFECTS12345 4.1Music/voice/sound effects help to improve brand recognition. 4.2 Music/voice/sound effect makes a T.V commercial effective. 4.3Music/voice/soundeffectsofcommercialsremindsbrandin customer mind. 4.4Music/voice/sound effects are necessary in T.V commercials.5HUMOR12345 Swiss Journal of Research in Business and Social Sciences, Vol. 1, No.4, pp 20-47,ISSN: 2372-949XP.P. 20 - 47 URL: http://www.srjbss.com/Current-issue.htm European Society for Business and Social Sciences47 5.1Humor makes an ad attractive.5.2I like humorous T.V commercials.5.3There should be humor in ads depending upon the product.5.4Humorous ads became permanent in minds of consumers.6EMOTIONS AND RELATIONS12345 6.1Positiveemotionsandrelationstoabrandcreateabrand loyalty. 6.2TV commercials create emotional bonds between customer and product. 6.3Emotional ads are effective. 7INSPIRATION AND ATTITUDE12345 7.1Ilikeadswhichinspires humanemotionsandattitudeand help to remind that product during buying. 7.2A TV commercial inspires me to recognize a product. 7.3A TV commercial inspires me to make a purchase.8RIVALRY CAMPAIGN12345 8.1RivalrycampaignsinTVcommercialsmotivatemetobuya product. 8.2I prefer thosebrands which producemore TV commercials then rivals 8.3Rivalry campaigns help to recognize a brand. 9EXECUTION12345 9.1 A properly executed ad attracts me to make a purchase.9.2If a TV commercial is not executed properly its useless. 9.3A commercial whose execution is best than competitors remains in customers minds for long.