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Topic:

Ufone persona Impact of content and context of advertisement

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PROJECT APPROVAL LETTER


Project title: Ufone persona Impact of content and context of advertisement By: Mehwish Aqeel 4239 and Muhammad Taimoor Khan 4147 Thesis supervisor: Sir Academic year: 2013

The board of advance studies at PAF-KIET has approved this thesis, submitted in partial fulfillment of the requirements for the degree of Bachelors of Business Administration.

Approval committee:

Sir Raheel Haider (Supervisor)

Sir Adnan Anwar (Director Academics)

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LETTER OF AUTHORIZATION

June 30th13 Mehwish Aqeel 4239 and Muhammad Taimoor Khan 4147

Please refer to your initial proposal for undertaking the study of Ufone persona Impact of content and context of advertisement. In the view of subsequent meetings and discussion the initial proposal was finalized. Kindly initiate the study on the finalized Terms of Reference. (TOR)

Sir Raheel Haider (Supervisor)

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LETTER OF TRANSMITTAL

June 30th13

Sir Raheel Haider Project supervisor PAF-KIET

Respected Sir,

I am submitting the final project report on Ufone persona Impact of content and context of advertisement. The report includes objective of the study and the brief literature survey. The research is done by utilizing all means available to me and compiled all useful data.

I am grateful for your guidance and supervision without which this assignment could have not been completed.

Yours sincerely,

Mehwish Aqeel 4239 and Muhammad Taimoor Khan 4147

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ACKNOWLEDGEMENTS

All praises and thanks to Allah Almighty by whose powers and glory all good things are accomplished. He is also the most merciful who bestowed on me the potential, ability and an opportunity to work on this project.

It is a matter of great pleasure to express my cordial gratitude to my esteemed Supervisor Sir Raheel Haider for his wise and painstaking guidance that he has so generously given throughout this project work.

I respectfully offer my thanks to my parents who devoted their lives for my disciplined training especially for their love, sincerity and mellifluous affections which hearten me to achieve success in every sphere of life and without whose encouragement and moral support, the present study would have been a mere dream.

Last but not least, I extremely grateful to all my friends, colleagues and my institution that equally encouraged me in this project.

THANK YOU ALL!

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DEDICATION
Dedicated to my institution; PAFKIET

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TABLE OF CONTENTS
# Chapters name Page #
01 02 03 04 05 -

The problem Review of literature Research design and methodology Analysis of data and interpretation of results Discussion, Summary, Conclusion and Recommendation Bibliography Appendices: Questionnaire

12-21 22-25 26-29 30-40 41-43 44 45-46

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Mehwish Aqeel 4239 and Muhammad Taimoor Khan 4147

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MANAGEMENT BRIEF
Advertisement is the growing marketing communication trend which is very helpful for businesses and for consumers. This report primarily aims to investigate the Ufone persona Impact of content and context of advertisement via customers and use of TV, billboards, bunting, magazines etc as an awareness tool for that. The sample (n=100) was comprised of male and female who are users of Ufone and belongs to educated class. A self-explanatory questionnaire was used to measure the effects of content and context analysis. This study provides information, facilitates a better understanding of customers and their choice of advertisements. Empirical results provide us the evidence in favor of the Ufone advertisements.

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Abstract
Advertisement is the important tool of MARCOM. Companies are spending high budgets into it but unfortunately in Pakistan many companies are not getting most of it. If we talk about service industry the advertisement is the most important element for competition. In this research I have highlighted important points to analyze the content and context on Ufone advertisements and its success factors via advertisements.

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Mehwish Aqeel 4239 and Muhammad Taimoor Khan 4147

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Chapter # 01

THE PROBLEM

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Objective of study
Generally companies are investing large amount in this process, so if its implemented properly it will give the best result also. If any company initially known the influence of its target customer and properly work on it will benefit in long run and all the expenses became investment. Therefore, the objective of this research is to identify the customer loyalty and retention due to advertisements. To work on accuracy and more precisely I have selected Ufone and its advertisements campaign. Advertisements are the most important tool of MARCOM (marketing communication).

Introduction to the problem


TV ads engage in recreation an important role in introduce a product, strengthen its core competitiveness, mention the familiarity, and highlight the benefits, gives concise but accurate knowledge of the product and also persuade to try the product. This research facilitates to uncover the consequence of customer preference criteria like why they use the specific product, reasons and retention. Companies are involved in spending large amount of their revenue it advertisement campaign. Thing is that if they failed in building good reputation in the eyes of their customer not only they lost their investment but also lose their customer. There for the effectiveness o f advertisement is very important.

Background to the problem


Different media have been used for marketing like print and electronic media including news papers, magazines, TV, billboard and radio. If we talk about TV, the advertisement are much constructive than other means due to its audibility, visibility and exposure. The celebrity, theme, storyboarding, music and jingles retains in the mind thats why chances are high that customer will remind the product and potentially try it. So TV ads have greater impact on customer preferences this research is going to conclude it and provide concrete evidence with the help of past researches.

Problem and its scope


The effect of T.V advertisement on its viewers is very prominent. A large number of populations watch television everyday and refer to the products shown in the advertisement during the breaks for their need. The childrens and the youth get more affected from the T.V advertisements if they product is merely mend for their demographic. The brands who advertise their product on the television have a larger customer base than the brand that uses other media for the advertisement of their product. There is a perception is the mind of
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consumer that if the advertisement of a brand is coming on the television than it must be a big brand. T.V advertisement gives a boost to the advertisement of the brand and increases the sale as well as the brand loyalty of the brand. The scope of the problem is to determine the degree of satisfaction among consumer about the effects of T.V advertisement on the sale of the brand.

About Ufone
In 2001 PTCL started its operation under privatization under the brand of Ufone. Ufone is also became part of Emirate telecom group in 2006. In 2009, Ufone achieved best a Concept of advertisement: Humor and appeal Target market: All age groups Brand ambassador: Faisal Queshi and team

Content and Context of Advertisements


Following categories and dimensions are used to describe the content and context of any advertisement. I have taking it from Ufone perspective:

Category
Commercial format

Dimensions
Anchor Lifestyle and trends Celebrity endorsement Issue staging Suspense Revealing

Rhetorical style

Production technique Setting of ad

Amalgamation Outside - general Outside romance Inside-home Concert setting Anonymous announcer Male Formal/Informal suit
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Speaker Voice-over Dress

Emphasis of ad Use of content appeals Commercial structure

Current issues Personality characteristics Front-end surprise Middle surprise End surprise Hilarious end Reliable service Trouble-free

Primary product benefit

Secondary benefits

Quick service One stop solution Ease Fast service Humorous Entertaining Comical Telecommunication services Soft / Hard catchy tone Melodious Rhythm Faisal Qureshi and team Models Pakistani Cricketers Singers In the end of the advertisement

Type of selling proposition

Commercial tone

Type of brand identification Musical elements

Commercial characters

Product Introduction

Commercial Approach

Emotion Craziness High recall due to current issues

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Content and Context Analysis of Ufone Advertisements


Category: Commercial Format
This category deals with the format of the commercial. Anchor: In the end of the commercial, a male announcer uses his voice narration to elaborate about the product/service benefits other than story. Lifestyle and trend: The commercial not uses the particular lifestyle of any character but uses new trends and sometimes traditional ones. Celebrity endorsement: Other then Faisal Qureshi and his team Ufone ads uses new singers like Ali Gul Pir (Track: Saeen to Saeen) and Wasim Akram etc. Suspense: The plot of each advertisement is based upon a n emerging issues in suspicious manners.

Category: Rhetorical style


This category deals with the loom of the commercial. What are its drive and what the commercial is trying to achieve. Revealing : The commercial is basically every time reveals the new packages, offers and information.

Category: Production technique


This category is about the production technique used in the com mercial. The voice narration in the background along with the characters appeal in the advertisements. Amalgamation : Ufones commercial is a combination of both voice narration in the background explaining about the product/service along with the character acting out in the commercial with story.

Category: Setting of ad
This category deals with the ambiance or the surrounding in the commercials. Several ads are taking into consideration for this factor.

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Outside-general: Commercials had everyday life situation setting where the character is traveling to places and using the product/service (e.g: Dhakkan, Saaf awaz Teri meharbani, Prison break, Special number etc ) Inside-home: Commercials had a home based ambiance (e.g: Paisa IDD, Full time mufta, Sim lagao, Ramzan offer etc) Outside romance: The love story generally outside plus inside home (e.g: Razia ki amma, Uth dhansoo offer, 1 min free etc) Concerts setting: Commercials had a store ambiance setting ( e.g: Tum he ho Saeen, Kolavari Corrolla gari etc)

Category: Speaker
This category tells us about the speaker in the commercials. Anonymous announcer: In the end of every ad male voice narration in the background to describe about the product/service benefits and its uses.

Category: Voice-over
This category tells us about the voice over used in the commercials Male: A male voice-over was used in all of the commercials.

Category: Dress
This category tells us about the dressing style in the commercials. Formal / Informal suit: Dressing depends on the story of ads.

Category: Emphasis of ad
This category would tell us about the emphasis in the commercials. What is the basis of each advertisement and what conclusions are drawn from it. Current issues: Each commercial basically must present Faisal Qureshi in the end. Also most of the ads highlights the current issues for example in the days of matches ads present Wasim Akram, in the days of election Ufone on air its ad name Ufone Leader

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Category: Use of content appeals


This category would identify the appeal in the advertisement. Personality characteristics: All commercials portray the character to make it appealing for the viewers.

Category: Commercial Structure


This category refers to the use of surprise and unexpected elements in the advertisements. Surprises: Any part one he ad may be the surprised one its depends and varies from ad to ad Hilarious end: The last part of every ads its the most hilarious one because Faisal Qureshi come and done some idiotic and funny part.

Category: Primary and Secondary product benefits


This category tells us about the primary and secondary product benefits in the commercial. Primary selling benefit receives the greatest amount of emphasis in a commercial. Secondary benefits may also be mentioned along with its primary benefits. The four dimensions used in this particular category are given below. Easy: The commercial focuses on the easy service provided by the company. Reliable service: The main focus of the commercial is to motivate the customers about the easy and reliable service . Fast service: The commercial also offers quick and faster service solutions . One stop solution: The commercial also offer one stop solution in telecom sector.

Category: Type of selling proposition


This category would tell us that what type of selling proposition brand is used to communicate. Ease and quick service: As compared to other networks

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Category: Commercial tone


This category would tell us about the commercial tone in the advertisement. All commercials are humorous, amusing and comical in nature which revolves around the current scenarios.

Category: Type of brand identification


This category tells us about what type of product/service campaign it is and what are its main areas of brand identification. Ufone ads is promoting its sector thats service industry.

Category: Musical elements


This category deals with the music, tones, jingles of ads. All ads of the Ufone varies with offers.

Category: Commercial characters


Commercial characters changes but other than Faisal Qureshi which means he is the brand ambassador.

Category: Product Introduction


This category tells us when the product/service information in the commercial is displayed. Just before the appearance of Faisal Qureshi the whole messege is delivered.

Category: Commercial Approach


This category tells us about the commercial approach. Approach: All the ads are humorous which is based on emotions or sometimes illogical but delivered the core message.

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Research questions
To find Ufone persona content and context of advertisement my research questions are: According to the Ufone user what are Product value to them? As per User mood or Consumer mood Ufone advertisement fulfill their role?

To know the reason, I am using following criteria to develop questionnaire: Quantitative questions are used in survey based on likert scale. Deductive reasoning that is objective based and generalizes analysis through statistical test is done.

Assumptions
In Pakistan Ufone is the best telecommunication company among competitors.

Limitations
Followings are limitation in my research project: Constraints; Legal and ethical (Data Protection Act (1998) Time pressure; completion of project within four month (semester) Inaccuracy of data interpretation for example; When you 'rate' someone, like from 1-10, it's hard to say what one person's rating 3 means as opposed to another person's rating of 3 Budget and resources constraints while conducting research Reliability of data because sometimes respondents dont provide authentic information.

Delimitations
Followings are delimitation in my research project, this place a limit on the overall magnitude of the study, my inside on: Ufone advertisements All the steps involve in this research process complete within four-month period (Feb to May 2013) Use samples within Karachi
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Geographic location: Karachi Age: 18 years 40 years Target for sampling: Ufone users only Education: At least done schooling (and/or) pre/post graduates Monthly income: not less than Rs 20k /=

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Chapter # 02

THE LITERATURE REVIEW

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Empirical studies summary


Summary # 01
Consumer behavior is based on two aspects, when we are talking about any product or brand like hood that are Context and Content. Context is basically the situation and perspective through which we decide either to purchase (use) it or not. Content is basically is the ease and comfortable portion of the selection of that product. Therefore these two components are the basic need through which any person is making decision to try, use or retain with the product. It has the greater impact on consumer preference to use the product. It can be either positive or negative. Being a marketer is important to highlight the core of the two concepts because these factors retain the customer and build their preference and change their buying behavior.

Summary # 02
Celebrity endorsement is very popular now a day to promote any product but important thing is the best use of it to gain positive outcome. In other words, companies are investing too much amount to promote their product via celebrity because of the media boom. As per research and past performance it is concluded that celebrity are the icon of our generation they consider them as their role model. People prefer to use that product or at least give it a try if their favorite celebrity appears on the advertisement. They have positive persona about them. Therefore customer retention on particular brand can be possibly is due to celebrity endorsement because they can quickly creates a hype about the company offerings.

Summary # 03
We have knowledge about those things which we have some information in our mind. If we listen, we can judge the things but when we see we have some mindset or perception about that. Therefore, TV advertisements are visual, audible and intuitive communication which build some positive image, or negative in some cases, in our mind. When we see ads on TV, our first impression about the product is that it is something or it is valuable thats why its on air on TV. Sometimes advertisement portray image about the product in such a way that people cant resist to try it. Some time customer retains to the product due to theirs different offerings which display in the ads. TV ads are constructive because if the customer is potential user they also have some knowledge about the product. It saves times as well when we are going to buys it for the first time. TV ads have the greater impacts as compared to other sources in customer preference

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Review of literature
Introduction
Advertisement marketing has significant impact in our life. Influence of advertising has great

importance in our culture. We prefer to buy those products which are not only well standard but also well famous. Therefore, many researches are conducted to find out about impact of advertisements on customer choices and buying pattern. This literature review provides authentic description about impact of advertisements on customer choices and preference. Literature review (Tauseef, 2012)Researched that behavior of customer changed in two contexts first whatever he listen and whatever he see. When we talk about TV ADVERTISEMENT customers are not only listen and see but also feels and perceive the ads. When any one pays attention on TV advertisement it portrays some image of the offering either positive or negative. If the advertising is successful no matters customer is targeted or not at least he will think about it. TV advertisement leaves the image on viewer minds. Basically advertising are shaping the customer behavior. They also added that TV advertisement is the form of interaction between company and customer like for example when you interact someone it will change your mood in positive or in negative in rare cases you have no impact on interaction similarly if the advertisements are fruitful customer will have the positive impact of it. (Mukerjee, 2009)Writes in his research that celebrity endorsement has the greater impact now days because people treat them as their icon and their favorite symbol, attracted by their style and personality. Advertisement with celeb endorsement is seen as playing a manipulative role in the emerging brand, seeking to transform customers into the personification of brand identity. Celebrity endorsement has become the brand building formula and most of the company builds their brands via celebrity endorsement. He also added that viewers pay more attention than their favorite celebrity appears in any advertisements and at least they give a trial to that particular offering. Customer buying behavior is greater if the brand is endorsed by celebrity. So it is essential to know the perception about customer about the celebrity before endorsing them in brand because they can build or ruin the brand due to their greater impact on customer psyche. (Manchanda, 2002) wrote digital environment is the best mechanism to communicate with your customer. They not only know about what you are selling but they see, listen and in some cases perceive about the offering. Before trial they already know about the brand name, design, symbol, packaging etc and prepared the mind set about the product which helps them or leads them to buy it. Advertisement is the lagging effort to build customer preference to buy any product or at least use it. Banner advertising are at peak now a days. (Sharma, 2011) researched that there is the visible impact of TV advisement on customer behavior. A large number of population watch television everyday and refer to the products shown in the advertisement during the breaks for there need. The childrens and the youth get more affected from the T.V advertisements. The brands who advertise their product on the
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television have a larger customer base than the brand that uses other media for the advertisement of their product. There is a perception is the mind of consumer that if the advertisement of a brand is coming on the television than it must be a big brand. (Gewei, 2003) finds not only banner and TV advertisements are fruitful in customer retention and preference but also mobile marketing or mobile advertisements retain the customers. To achieve this, comparing to direct voice communication with mobile phones, a less disturbing communication channel is used, namely text messaging (including mobile email). In other words, mobile marketing uses primarily the text messaging technology which gives the awareness about the new product. Summary To conclude we can say that the T.V advertisement gives a boost to the advertisement of the brand and increase the sale as well as the brand loyalty of the brand and from the past research it has a great impact on customer preference.

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Chapter # 03

RESEARCH DESIGN AND METHODOLOGY

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Variables
As we know there are four types of variables including; dependent, independent, moderating and intervening but as far as my research is concerned I am using only dependent and independent variables because these two kinds of variables are fair enough for me to identify the impact of my research. Following are the list of dependent and independent variables which are taken from research papers some of them are used in my project.

Dependent
Consumer mood Consumer behavior Customer preference

Independent
Product values Communication Advertisements

Research model
The study model is based on to find: To determine the degree of satisfaction among consumer about the effects of Ufone advertisement. To find out the effects of Ufone advertisement on customers. Content and Context analysis of Ufone ads.

Introduction Quantitative data are used for conducting research. Research design To know Ufone persona content and context of advertisement I will take following measures: Educated class sample. Secondary data from base year 2002. N = 100 Result from respondent considered to be final. Distribute questionnaire to those respondents who not in hurry. Follow the appropriate measure from past researches.

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Instrumentation I am using questionnaire as research instrument. Sampling Random sample of sample size 100.

Questionnaire Rating scale / Likert scale

Respondents Male 50 Female 50

Age Below 40 Above 18 Below 35 Above 15

Ethical standard
All content are legal (sources, data, pictures, materials etc) No bias factors (age, gender, nation, religion etc) No discriminatory elements, it is only being conducted for the purpose of studying and learning. Ethical guidelines follow in conducting the research This research wont be used against anyone; the purpose of the project is to get and give awareness. Data Protection Act (1998). According to this act companies and individual keeps personal data of individual to themselves therefore Data provided by samples will be kept confidential.

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Theoretical model

Ufone ads

Content Context

Consumer Behavior

Product value

Consumer mood

Specify Research Questions

Develop Hypothesis

Specify Sampling Plan

Select respondents

Ask qustions

Run result on SPSS

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Chapter # 04

ANALYSIS OF DATA AND INTERPRETATION OF RESULT

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Frequencies
All the frequencies, table are self explanatory due to the presence of graphs.
Product value N Valid Missing Mean Median Mode Std. Deviation Variance Skewness Std. Error of Skewness Range Minimum Maximum Sum 100 0 1.48 1.00 1 .577 .333 .723 .241 2 1 3 148 Product value 100 0 1.72 2.00 2 .451 .204 -.995 .241 1 1 2 172 Product value 100 0 3.16 4.00 4 1.412 1.994 -.202 .241 4 1 5 316 Product value 100 0 2.52 2.00 2 .577 .333 .565 .241 2 2 4 252 Product value 100 0 2.48 2.00 2 1.243 1.545 1.206 .241 4 1 5 248

Statistics Consumer mood N Valid Missing Mean Median Mode Std. Deviation Variance Skewness Std. Error of Skewness Range Minimum Maximum Sum 2 1 3 132 1 1 2 140 1 1 2 108 2 1 3 140 4 1 5 152 4 1 5 188 100 0 1.32 1.00 1 .618 .381 1.771 .241 Consumer mood 100 0 1.40 1.00 1 .492 .242 .414 .241 Consumer mood 100 0 1.08 1.00 1 .273 .074 3.144 .241 Consumer mood 100 0 1.40 1.00 1 .569 .323 1.077 .241 Consumer mood 100 0 1.52 1.00 1 .904 .818 2.448 .241 Consumer mood 100 0 1.88 2.00 1 1.183 1.400 1.581 .241

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Ufone as contrast to other network


Freque ncy Va lid 1 2 3 To tal 56 40 4 100 Perce nt 56.0 40.0 4.0 100.0 Valid Percent 56.0 40.0 4.0 100.0 Cumulativ e Percent 56.0 96.0 100.0

Ufone packages
Freque ncy Va lid 1 2 To tal 28 72 100 Perce nt 28.0 72.0 100.0 Valid Percent 28.0 72.0 100.0 Cumulativ e Percent 28.0 100.0

Ufone services
Frequency Percent Valid Percent Cumulative Percent Vali d 1 2 3 4 5 Tota l 16 24 8 32 20 100 16.0 24.0 8.0 32.0 20.0 100.0 16.0 24.0 8.0 32.0 20.0 100.0 16.0 40.0 48.0 80.0 100.0

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Ufone loyalty
Freque ncy Va lid 2 3 4 To tal 52 44 4 100 Perce nt 52.0 44.0 4.0 100.0 Valid Percent 52.0 44.0 4.0 100.0 Cumulativ e Percent 52.0 96.0 100.0

Recommendation
Frequency Percent Valid Percent Cumulative Percent Vali d 1 2 3 4 5 Total 12 64 4 4 16 100 12.0 64.0 4.0 4.0 16.0 100.0 12.0 64.0 4.0 4.0 16.0 100.0 12.0 76.0 80.0 84.0 100.0

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Preference to watch new advertisements


Frequency Percent Valid Percent Cumulative Percent Vali d 1 2 3 Total 76 16 8 100 76.0 16.0 8.0 100.0 76.0 16.0 8.0 100.0 76.0 92.0 100.0

Like hood of humorous advertisements


Frequency Percent Valid Percent Cumulative Percent Vali d 1 2 Total 60 40 100 60.0 40.0 100.0 60.0 40.0 100.0 60.0 100.0

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Trial due to advertisements


Frequency Percent Valid Percent Cumulative Percent Vali d 1 2 Total 92 8 100 92.0 8.0 100.0 92.0 8.0 100.0 92.0 100.0

Understandability due to advertisements


Frequency Percent Valid Percent Cumulative Percent Vali d 1 2 3 Total 64 32 4 100 64.0 32.0 4.0 100.0 64.0 32.0 4.0 100.0 64.0 96.0 100.0

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Advertisement campaign like hood


Frequency Percent Valid Percent Cumulative Percent Vali d 1 2 3 5 Total 64 28 4 4 100 64.0 28.0 4.0 4.0 100.0 64.0 28.0 4.0 4.0 100.0 64.0 92.0 96.0 100.0

Customer retention due to advertisements


Frequency Percent Valid Percent Cumulative Percent Vali d 1 2 3 4 5 Total 48 36 4 4 8 100 48.0 36.0 4.0 4.0 8.0 100.0 48.0 36.0 4.0 4.0 8.0 100.0 48.0 84.0 88.0 92.0 100.0

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Correlation overall
Correlations
Pd Value Pd Value Pd Value Pd Value Pd Value Mood Mood Mood Mood Mood Moo d

Product value

Pearson Correlat ion Sig. (2tailed) N

.25 4
*

.34 3
**

.15 0 .13 5 100

.07 0

.13 2

.59 7
**

.01 0

.51 7
**

.13 6

.03 3

.01 1 100 100

.00 0 100

.49 0 100

.19 2 100

.00 0 100

.91 9 100

.00 0 100

.17 6 100

.74 3 10 0

Product value

Pearson Correlat ion Sig. (2tailed) N

.25 4
*

.38 8
**

.41 0
**

.38 6
**

.03 5

.21 8
*

.14 4 .15 2 100

.18 9 .06 0 100

.16 2

.06 4

.01 1 100 100

.00 0 100

.00 0 100

.00 0 100

.73 1 100

.02 9 100

.10 7 100

.53 0 10 0

Product value

Pearson Correlat ion Sig. (2tailed) N

.34 3
**

.38 8
**

.04 6

.14 0

.03 3

.32 5
**

.34 8
**

.13 1 .19 4 100

.28 7
**

.03 6

.00 0 100

.00 0 100 100

.65 2 100

.16 5 100

.74 2 100

.00 1 100

.00 0 100

.00 4 100

.72 4 10 0

Product value

Pearson Correlat ion Sig. (2tailed) N

.15 0 .13 5 100

.41 0
**

.04 6

.35 2
**

.09 5

.11 4

.01 0

.09 9

.32 8
**

.20 4
*

.00 0 100

.65 2 100 100

.00 0 100

.34 6 100

.26 0 100

.91 9 100

.32 9 100

.00 1 100

.04 2 10 0

Product value

Pearson Correlat ion Sig. (2tailed) N

.07 0

.38 6
**

.14 0

.35 2
**

.09 7 .33 8

.18 5 .06 6 100

.11 4 .25 7 100

.16 0 .11 2 100

.11 6 .24 9 100

.15 3 .12 9 10 0

.49 0 100

.00 0 100

.16 5 100

.00 0 100 100

100

Consu mer mood

Pearson Correlat ion

.13 2

.03 5

.03 3

.09 5

.09 7

.63 8
**

.08 6

.66 7
**

.06 1

.16 8

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Sig. (2tailed) N

.19 2 100

.73 1 100

.74 2 100

.34 6 100

.33 8 100 100

.00 0 100

.39 3 100

.00 0 100

.54 8 100

.09 5 10 0

Consu mer mood

Pearson Correlat ion Sig. (2tailed) N

.59 7
**

.21 8
*

.32 5
**

.11 4

.18 5

.63 8
**

.06 0

.86 6
**

.16 3

.05 5

.00 0 100

.02 9 100

.00 1 100

.26 0 100

.06 6 100

.00 0 100 100

.55 2 100

.00 0 100

.10 4 100

.58 3 10 0

Consu mer mood

Pearson Correlat ion Sig. (2tailed) N

.01 0

.14 4

.34 8
**

.01 0 .91 9 100

.11 4 .25 7 100

.08 6

.06 0

.05 2

.81 3
**

.09 5

.91 9 100

.15 2 100

.00 0 100

.39 3 100

.55 2 100 100

.60 6 100

.00 0 100

.34 6 10 0

Consu mer mood

Pearson Correlat ion Sig. (2tailed) N

.51 7
**

.18 9

.13 1 .19 4 100

.09 9

.16 0

.66 7
**

.86 6
**

.05 2

.14 1

.04 8

.00 0 100

.06 0 100

.32 9 100

.11 2 100

.00 0 100

.00 0 100

.60 6 100 100

.16 0 100

.63 5 10 0

Consu mer mood

Pearson Correlat ion Sig. (2tailed) N

.13 6

.16 2

.28 7
**

.32 8
**

.11 6

.06 1

.16 3

.81 3
**

.14 1

.16 8

.17 6 100

.10 7 100

.00 4 100

.00 1 100

.24 9 100

.54 8 100

.10 4 100

.00 0 100

.16 0 100 100

.09 5 10 0

Consu mer mood

Pearson Correlat ion Sig. (2tailed) N

.03 3 .74 3 100

.06 4 .53 0 100

.03 6

.20 4
*

.15 3 .12 9 100

.16 8 .09 5 100

.05 5 .58 3 100

.09 5 .34 6 100

.04 8 .63 5 100

.16 8 .09 5 100

.72 4 100

.04 2 100

10 0

*. Correlation is significant at the 0.05 level (2-tailed). **. Correlation is significant at the 0.01 level (2-tailed).

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Interpretation: Accepted.
Because: The p-value, (probability that youd see an r-value of this size just by chance) smaller is better. Reject Ho if p less than greater to 0.05 [e.g., .046 is less than greater to 0.05, so Reject.] The r-value indicates strength and direction () of the correlation; bigger is better. Number of pairs in sample, degrees of freedom (df) equals n-2.

Testing of hypothesis
H1: Product value is related to content (core value) of the offering
o For Dependent Q#1 is taken and for Independent Q#8 is taken
Descriptive Statistics Mean Std. Deviation Product value Content 1.08 .273 100 1.48 .577 100 N

Conclusion: Hypothesis accepted because Pearson correlation value is 95%

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H2: Consumer mood is directly related to context (how its present) of the advertisements
o For Dependent Q#7 is taken and for Independent Q#11 is taken.
Descriptive Statistics Mean Std. Deviation Consumer Context 1.40 1.88 .492 1.183 100 100 N

Conclusion: Hypothesis accepted because Pearson correlation value is equal to 99%

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Chapter # 05

DISCUSSION, SUMMARY, CONCLUSION, AND RECOMMENDATION

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Introduction
The discussion shows that most of the researchers agree that advertisements content and context play an important role in building brand persona. The variables I measured all showed that the customers also agree to these points. The implication of the research is that the variables must be selected wisely. Advertisements on either TV or printed form placed in suitable manner.

Discussion
Any advertisement is basically consists of two basic parts; its context and content. Therefore I have unambiguously analyzed these two parts in Ufone ads, review past researches and on the basis of that theoretical model I have prepared questionnaire to find out the result.

Implications
Importance of advertisement is the hot cake for any business but in my research I try to highlight the past research variable into consideration. I have explicitly discussed the advertisements and my researches provide results which are based on Pakistani educated customers reactions.

Conclusion
With the reference of past researches, myself analyzed theory and finally research and its data calculation it is concluded that the content and context of Ufone advertisements contains all the essential element which are building brand persona of Ufone and my respondents are agreed upon.

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Recommendations
The recommendation is to highlight the grey areas of the advertising as well and also remember the cultural values while discussing advertisement because the impact of media is very high on viewers.

Suggestions for Further Studies


Those who are interested to conduct further research on this topic I suggest them to take other variables and other methodologies like cross tabs. They can also use facebook as the medium of building brand persona for any product advertisement.

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Annotated Bibliography
(S.Singh, G.D Sharma and G.Singh, 2011, p. 10) (Mukherjee, 2009, p. 35) (Tausif and Hussain, 2012, p. 12) (Puneet 2002) (Ye, 2012)

Links
http://www.ufone.com/ http://www.ufone.com/ufone_commercials.aspx www.sscrn.com http://propakistani.pk/2011/05/29/ufone-bags-best-advertising-campaign-of-the-year-award/

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Appendix A
Questionnaire likert scale
Tick ) the desirable statement, consider the following parameter: i. Strongly Agree ii. Agree iii. Undecided iv. Disagree v. Strongly Disagree

Product value

1. I prefer Ufone as contrast to other network S.A A Nil D S.D

2. I prefer Ufone due to its packages S.A A Nil D S.D

3. I prefer Ufone due to its services S.A A Nil D S.D

4. I show loyalty with Ufone S.A A Nil D S.D

5. I recommend Ufone to my friends S.A A Nil D S.D

Consumer mood

6. I mostly prefer to watch new advertisements S.A A Nil D S.D

7. Humorous advertisements are much attractive as compared to tradition ones S.A A Nil D S.D

8. I mostly try new product / services due to advertisements S.A A Nil D S.D

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9. Due to advertisement product knowledge is easily understandable S.A advertisement S.A A Nil D S.D A Nil D S.D

10. If any company running a good advertisement campaign I mostly wait for their new

11. Advertisements are essential in customer retention S.A A Nil D S.D

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