Market Resarch Report On Impact of Animated Advertisements On Consemers

INTRODUCTION:
Animation has become the new creative advertising trend in todays

entertainment industry. As a character-based business, animation
can expand the design of advertisement by applying digital content
to different media, such as Internet, mobile, phone technology and
television. However, little research has been conducted on animated
ads and animated ads as spokesperson that identifies whether or
not they prove more effective at building consumer awareness
about a product or service. Some research suggest that animated
commercials can effectively provide visual demonstrations and
verbal testimonies for a wide variety of products, while studies on
motion, have focused on the relationship between size and speed
and emotional response, as well as explored animated object on the
internet.
The classical conditioning paradigm has been applied to the field of
consumer behavior. Many researchers have studied its implications
on consumer behavior, and it has been adopted as a process
relevant to advertising. Classical conditioning suggests that positive
attitude towards an advertised product might develop through a
product association in a commercial with other positive stimuli.
Attractive colors, jingles, pleasant music, interesting characters and
humor are the example of potential unconditioned stimuli used in
commercials ads and had a deep influence on consumer
ANIMATION HAS BECOME AN EFFECTIVE TOOL IN

ADVERTISING: The answer to this question lies within the concept of brand and
brand identity. If the aim of the advertiser is to communicate the
identity of a given brand as quickly and as succinctly as possible,
then animation is an ideal medium.
With a brand identity and to desire to become a part of that identity

can be extenuated through the use of a brand character. Animated
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Market Research report On impact of Animated Advertisements On Consumers
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form and animated characters have been used to sell everything

from childrens toys to cigarettes. These characters are intrinsically
linked to the qualities of the product that they are selling.
ANIMATED COMMERCIAL AS A NEW CREATIVE

PLATFORM:
Animation process results in motion pictures that are created by
recording a series of still images-drawings, object, or people in
various positions of incremental movement, to produce the illusion
of unbroken motion.
Some researchers emphasize that animation is a highly effective
design tool for capturing viewer interest and attention Animation
usually classified into different categories including CGI [Computer
Graphic Image] animation, clay animation [ clay motion], Cartoon
animation, film animation, drawn animation, pixilation, puppet
animation and silhouette animation.
There are thirteen different types of animated commercials, which
fall into several functional categories; explanation, demonstration,
big model, slice of life, documentary, comparison, image building,
symbol, spectacular, production, commercial, and humor.
The most common type of animation is drawn on cells and is 2-d. It
is a traditional design technique. Advanced technology can create a
new style animation. The three-dimensional animation of clay
animation is created. In current entertainment industry, clay
animation and computer generated animation have become the
most popular type of animation in films and televisions
commercials.
Currently, animated cartoons have become tools to influence
peoples opinion in society. Clay animation, computer generated
animation, puppet animation are the most popular animation types
in todays animation industry. Puppet animation uses 3-d figures
that moved incrementally for each frame of film. Pixilation is
animation made by using humans and other live subject filmed
incrementally in various poses.
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RELAITON OF CONSUMERS AND ANIMAED

ADVERTISEMENTS:
Brand familiarity is the primary focus in consumer behavior studies.
First, a consumers familiarity with a product or brand influences
concepts as consumer adaptation, self-image, and compliance, and
identification.
Similar studies should focus on the relationships between brand
familiarity, consumer confidence in brand evaluations, consumer
attitudes toward brands, and intentions. In term of brand
preference, brand choice, and, consumer create meaning to
strengthen their identities through brand preference.
ADVANTAGES OF ANIMATION IN ADVERTISING:

One of the main advantages of using animation in advertising is the
ability of animators to create environments and worlds that could
not be accessed or reproduced by a live action camera crew. These
artificial environments can be used to stimulate imagination and
desire, to create a fantastical world of possibility, which can then be
realized by the purchase of a given product. Coco-pops are
advertised by a variety of jungle characters that inhabit a
fantastical world of imagination and fun that is extremely appealing
to young children.
Animation can also be a relatively inexpensive process. Pioneers
such as Peter Sachs of Larkin studios and Bob Godfrey of
biographic, found quicker cheaper animation methods than the
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traditional fluid aesthetic style of Disney. They employed jagged and

rough styling that borrowed from German expressionism. The
theory being, to use limited animation to maximum effect. (Thread
Gould, 2005) By emphasizing certain details advertisers can allude
to certain qualities that can be associated with the product.
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Clay animation:
or other
Animation of figures created of plasticize , clay,

malleable materials
Cartoon animation: Successful at engaging its audience; even the

most bizarre
events are easily comprehended
Silhouette animation: Generally animation in which the animated

figures are
Cut-out Silhouettes of the actual
figures.
Puppet animation: Animation of puppets (or other objects)

constructed of
wood and other materials
Pixilation : Used to describe the process of animating live objects

( usually People) by photographing them one
frame at a time
Drawn animation: Animation consisting of images drawn on paper

or some
Other medium; some specialized forms of
drawn animation
such as cut-o out animation or direct-onfilm animation are
separately
Direct-on-film animation: Animation made by painting, etching, or

otherwise
Altering raw Film -stock.
Cut-out animation: Animation in which the animated figures are

paper
puppet With hinged limbs.
CGI animation: Animation of computer generated images in which

the
animation is created by the manipulation of
computer software.
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TYPES OF ANIMATION:-
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NEED OF THE STUDY:

This study aims to examine the effects of animation and its
relationship to human cognitive and affective process. Furthermore,
it motives the readers to gain better understanding why animated
ads influence and impact consumers cognition, affection and
conation response.
Psychological studies on animated ads and emotional response
typically identify the form and content of advertisement as critical
factor in research.
Finding of the study helps advertising agencies to know whether
they should repeat ads or bring some modification to increase the
satisfaction level of their present and future consumers.
SCOPE OF THE STUDY:

This research is conducted in Karachi city for the period of three
months only. Information is generated through questionnaire from
advertising agency representatives, different experts and members
of creative department and by structured interview from
respondents.
We have also taken the expert opinion from Mr.Tashfeen, who has
worked with several advertising agencies and currently working at
Time and Space .
OBJECTIVES OF THE STUDY:

The subject matter for this research work is to study the influence
of animated ads on children. Following are the main objectives of
this report.
To know the impact of animated ads of different products on
children.
To know the childrens awareness of animated commercials.
To know whether is there any connection between watching
habits of children TV commercials and their medium of study
or not
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LITERATURE REVIEW:Animation, which offers entertainment as a form of visual art, has

evolved in to character-based business with the potential to expand
its base by offering digital content to media such as internet or
mobile phones .In addition, the animation market has potential
benefit, including the production of animated TV shows and movies,
video title sales, and merchandise sales featuring animated
characters. The advent of advanced technology in the 21st century
has led to more developed computer graphics that allow animation
to extend into computer games, TV, commercials, and blockbuster
films.
Originally, animation terminology referred to its medium as a means
of creating a complete representation of reality because animation
can create the true nature of what we are seeing in movies and TV
because of its ability to fill the gaps when reality simply doesnt
look real enough. Many research studies are conducted previously
by many researchers including both the local and foreign.
some researches previously conducted are discussed below;
Animation is the process of linking a series of slightly different
drawing together to simulate movement [Wilson 2005]. Animation
can be recognized as it mean to be produced the world beyond all
imagination. Many advertising practitioners have recognized
animation as a new advertising design tool and a form of visual art
in the current entertainment industry.
The greater part of marketers use mass media for their mass
marketing and the choice of media is dependent on the type of
message to be conveyed ( ERICK GARWIN; 2009)
Reactions over TV advertisements seems to be stronger over print
media specially for animated advertisements (SHAH &DSOUZA
2010)
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Advertisers can strongly influence the purchase decision of

consumers especially of animated advertisements (Ms.URSHELLA
RIAZ; student of Karachi school of arts and technology 2012)
Animated advertisements are the cost effective mean to advertise a
product or to create awareness regarding any issue (Mr.OMAIR;
LUMS Pakistan 2013)
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STATEMENT OF THE PROBLEM:

Through this report we want to find out the influence of animated
ads on consumers, so the statement of the problem would be Why
Consumers Are Influenced by the Animated Ads on Electronic
Media.
RESEARCH METHODOLOGY:Research Design: The research design selected for this report
is Descriptive research studies. Descriptive statistics of
independent variables i.e: colors, cartoon characters, jingles,
pleasant music is tabled to show the dependent variable i.e.:
impact of children on electronic -media.
Data Collection Method :The required data was collected by both primary and
secondary sources. The data objectives are described from the
research objectives and their determination rests mainly on
the research
Primary data ----------- Questionnaires and

structured interview
From representative of Time & space Pvt Ltd
Mr.Tashfeen Arshad (director media strategy) .
The structured interview was also carried out from
the children of 5 15 years age.
Secondary data --------- Research reports,

published articles and internet. It is collected from
the research report conducted by Karachi School of
Arts, but their subject matter targeted consumer at
large. Other sources include specific industrial data,
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internet, Newspaper articles and other published

research papers.
RESEARCH INSTRUMENT:
Instrument : Questionnaire (personal administered) & Structured
interview.
Instrument design: Both open and close ended questions in
questionnaire.
Comments on research instrument:
Both the research instruments of Questionnaire and

Structured interview proved to be quite satisfactory as we
got fruitful results
Because our respondents were children so it was the most

appropriate option to ask targeted questions in the form of
questionnaire
Structured interview from agency provided us a detailed

information regarding our research study and that was exactly
we desired.
Problems encountered:
Most of the Children were not aware of the meaning of the

word of animated advertisements
Some were aware but their attitude was irresponsible.
Due to the final exams of children delayed responses w and
some were returned blank
On the agency spectrum Y & R did not acknowledged our
visit due to companys policy
Mr.Tashfeen (time &space) also did not approved our visit
however we made online conversation with him through
conference and skype call.
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MEASUREMENT SCALE USED:The measurement scale used was nominal scale because the
research is qualitative and we found the perception of children of
different age groups and their attitude towards likeness or
dislikeness of product in relation to animated advertisements.
SAMPLING METHOD:
Two types of sampling are being used by the marketers:
Probability sampling
Non probability sampling
Probability sampling is a method for drawing a sample from
the population such that all the possible samples have a
known and specified probability of being known.
Non probability sampling is a sampling procedure in which the
selection of population elements is based on the part of
judgment of the researcher or field interviewer.
The sampling method for this report was probability sampling
because here each sample has an equal chance of being
selected and again it would simple random sampling.
Sampling criteria:Sampling technique: Simple random sampling

Sample size: 171 respondents
Sample unit : within Karachi city
Target population: 200
Sampling type : Probabilistic (stratified)
Time dimension : Cross sectional (from march 20th till may 08th
may )
Stratified Sampling : We used stratified sampling therefore we
assigned two
Consecutive number for each strata;
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1 for children of age 5-10 years (55.6%)

2 for children of age 11 -15 years (44.4 %)
Response Rate :
Valid response :
Invalid responses :
85%
171
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PERIOD OF STUDY:
The research is cross-sectional which is carried out for 2 months.
EXPECTED CONTRIBUTION OF THE STUDY:

The research will help to understand why children are influenced by
the animated ads on electronic media.
BENEFICIARIES:
Beneficiaries of this research would be:
Advertising agency
Students
Karachi University of Business School (KUBS)
Prospective researchers
LIMITATIONS:
The major barriers in conducting the survey were:
1. Time limitation :For a researcher time has always worked as a barrier to

the research process. As we took interview from the
children aging 5 to 15 years time has always worked as a
limitation in our research process. Lack of time
availability of facilitators of ad agency and experts also
add to this limitation.
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2. Financial and budgetary limitation

Another limitation for this study was lack of finance. We facing the
problem of exceeded
Research cost to our budgeted cost as we allocated in our RFP.
3. The volume and statistical analysis and interpretation of data

was time consuming.
4. Issue of confidentiality by agencies created problems when
presenting findings
5. collection of qualitative data was more time consuming
6. Because sample size was comparatively small it was not
possible to generalize results on overall population.
7. Unpredictable behavior of respondents
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SPSS CALCULATIONS AND

OUTPUTS:-
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REGRESSION ANALYSIS THROUGH

HYPOTHESIS TESTING
Spss output:Variables Entered

Variables
Entered
Model
Variables
Removed
hours_spenta
Method
.
Enter
a. All requested variables entered.

b. Dependent Variable: ani_mation
Model Summary
Model
Adjusted R
Square
R Square
.297
.088
Std. Error of the

Estimate
.083
.21683
a. Predictors: (Constant), hours_spent
ANOVA
Model
1
Regressio
n
Sum of
Squares
Mean
Square
df
.768
.768
Residual
7.946
169
.047
Total
8.713
170
Sig.
16.327
.000a
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Variables Entered
Model
Variables
Entered
Variables
Removed
hours_spenta
Method
.
Enter
a. All requested variables entered.

b. Dependent Variable: ani_mation
Model Summary
Coefficients
Model
R Square
Adjusted
R
Standardize
Unstandardized Square d
Coefficients
Coefficients
.088
.083
1
.297a
Model
B
Std. Error
a. Predictors: (Constant),
hours_spent
1
(Constant)
.724
.080
hours_spen
t
.149
Beta
.037
.297
Std. Error of the

Estimate
t
.21683
Sig.
9.028
.000
4.041
.000
a. Dependent Variable: ani_mation
Hypothesis testing
Null hypothesis: Ho: level of consumers influence Depends on No
of hours they
spent on watching animated advertisements
Alternate Hypothesis: HA: Consumers influence DOES NOT depend
on No .of
hours they spent on watching animated
advertisements
Level of significance: =
Test statistic:
Decision rule:we reject Ho and
0.05
F Test (F-Cal) 16.327; p value (0.000)

F-value (16.327); 0.000 is < (0.05), therefore
Conclude that our model is significant.
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Hence level of consumers influence Does Not depend on the time

they spent on watching animated advertisement
CHI SQUARE TEST OF INDEPENDENCE

SPSS output
Chi-Square Tests
Value
df
Asymp. Sig. (2-sided)
2.648a
.449
Likelihood Ratio
1.784
.618
Linear-by-Linear
.668
.414
Pearson Chi-Square
Association
N of Valid Cases
171
a. The minimum expected count is .05.
Hypothesis testing
Null hypothesis:
Ho: TV watching hours and likeness of animated

advertisements are independent
Alternate Hypothesis: HA: TV watching hours and likeness of

animated advertisements are dependent
Level of significance: =
0.05
Test statistic: Pearson chi square; p value (0.449)

Rejection rule: Reject Ho if p calculated is less than o.005
Decision rule: - Since p value(O.449) is greater than 0.005 we
accept Ho and conclude
that both the variables are independence
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hours spent * animated feature Cross tabulation
animated feature
like
hours spent
half_hour
Count
Expected Count
% within hours spent
two-hour
Count
Expected Count
three-hour
Count
Expected Count
more than_ three
Count
hours
Expected Count
Total
Count
Expected Count
dislike
Total
2.9
.1
3.0
100.0%
.0%
100.0%
147
149
146.4
2.6
149.0
98.7%
1.3%
100.0%
13
14
13.8
.2
14.0
92.9%
7.1%
100.0%
4.9
.1
5.0
100.0%
.0%
100.0%
168
171
168.0
3.0
171.0
98.2%
1.8%
100.0%
INTERPRETATION:The major difference is shown by row two hour out of total 149
respondents only 2 dislike the animated advertisements whereas
147 like the animated advertisement watching TV for two 92) hours
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GRAPHS
AND
CHARTS:-
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ANIMATED ADVERTISEMENTS
VALID
LIKE
FREQUENC
Y
163
PERCENT
95.3
VALID
PERCENT
95.3
CUMULATIVE PERCENT
95.3
4.7
4.7
100.0
171
100.0
100.0
DISLIKE
TOTAL
5%
LIKE
DISLIKE
95%
Figure 1
ANALYSIS:
The above pie chart shows that 95% of children liked animated
advertisements and 5% disliked animated advertisements. This
shows that children are influenced by animated advertisements
AGE GROUPS
CUMULATI
VALID
VE
FREQUENCY
PERCENT PERCENT
PERCENT
VALID
5-10 YEARS
95
55.6
55.6
55.6
11-15 YEARS
76
44.4
44.4
100.0
TOTAL
171
100.0
100.0
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44%
5-10 YEARS
11-15 YEARS
56%
Figure 2
ANALYSIS:
The above pie chart shows our survey was based on 56% of 5-10
years age children and 44% of 11-15 years age.
NUMBER OF RECALLING ADVERTISEMENTS:

5-10 years
TABLE 2
How many
advertisements can you
recall?
11-15 years
One
Cou
nt
23
Column
N%
24.2%
Cou
nt
8
Column
N%
10.5%
Two
30
31.6%
18
23.7%
Three
35
36.8%
39
51.3%
7.4%
11
14.5%
More than three
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45
40
35
30
25
20
One
Two
Three
More than three
15
10
5
0
5-10 YEARS
11-15 YEARS
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Figure 3
ANALYSIS: The bar chart presents that 36.8% children of 5-10

years and 51.3% of 11-15 years can recall 3 advertisements which
shows that the majority of children can easily remember animated
advertisements.
MOST FAVOURITE ADVERTISEMENT:TABLE 3
Which kind of
advertisements you
like the most?
Count
Magazine
Radio
Newspaper
Television
Others
16
9
24
118
4
Column N
%
9.4%
5.3%
14.0%
69.0%
2.3%
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2%
9%
5%
14%
Magazine
Radio
Newspaper
Television
Others
69%
Figure 4
ANALYSIS: The above pie chart shows that children like to watch
TV advertisements rather than other medium of advertising.
Responses show 69.0% children watch TV advertisements as they
effectively show both audio and video effect
MOST FAVOURITE ADVERTISEMENT IN TERMS OF

PRODUCT:-TABLE 4
Which animated
advertisement you
like the most?
Safeguard
Cocomo
Paddle pop
Ding dong
5 10 YEARS
Count
Column
N%
14
14.7%
16
16.8%
6
6.3%
59
62.1%
11 15 YEARS
Count Column
N%
29
38.1%
5
6.6%
17
22.4%
25
32.9%
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70
60
50
40
Safeguard
Cocomo
Paddle pop
Ding dong
30
20
10
0
5-10 YEARS
11-15 YEARS
Figure 5
ANALYSIS:
The above bar chart shows 62.1% of 5-10 years children like
animated advertisement of Ding Dong mostly and among 11-15
years majority 38.1% like animated advertisement of safeguard
FREQUENCY OF WATCHING ADVERTISEMENTS:TABLE 5
How frequently you want

to watch your most
favorite animated
advertisement?
Count
One time/day
Two times/day
Three times/day
More than three
times/day
6
18
42
105
Column N
%
3.5%
1.5%
24.6%
61.4%
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120
100
80
60
40
20
0
Figure 6
ANALYSIS:
The above bar chart shows that 61.4% children watch their most
favorite animated advertisement more than three times a day, this
shows their high level of influence towards animated
advertisements.
ATTRACTIVE FACTOR IN ADVERTISEMENT:TABLE 6
What attracts you to look at

an advertisement?
Count
Animated character
Color
Design
Image
Graphics
150
9
4
3
5
Column N
%
87.7%
5.3%
2.3%
1.8%
2.9%
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2% 2% 3%
5%
Animated character
Color
Design
Image
Graphics
88%
Figure 7
ANALYSIS:
The above pie chart shows that children find animated character as
the main attraction in animated advertisement. 88% children are
influenced by animated character rather than color design and
images. This shows that animated characters have high influence
over other attributes of advertisements
ANIMATED CHARACTERISTIC:TABLE 7
Do you like
advertisements that
have animated
characters?
Yes
No
A lot
Count
Column N %
68
11
74
39.8%
6.4%
43.3%
much
18
10.5%
Market Research report On Not
impact
of Animated Advertisements
On Consumers
(KUBS)
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ANALYSIS:
The above bar chart shows 39.8% children like advertisements that
have animated characters in them but 43.3% like them a lot, this
presents animated characters as an inspiration to children.
MOST FAVOURITE ELEMENT:TABLE 8
Count
Column N
%
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What elements in an animated

advertisement you like the
most?
Image
Color
Font
Graphics
Music (jingles)
31
59
9
25
47
18.1%
34.5%
5.3%
14.6%
27.5%
18%
27%
Image
Color
Font
Graphics
15%
Music (jingles)
35%
5%
Figure 9
ANALYSIS:
The above pie chart shows that color is the main element that
children mostly like in animated advertisement, 34.5% children like
color in animated advertisements.
FAMILARITY WITH PRODUCT: 30

(KUBS)
TABLE 9
You are familiar with

advertisement of
which product?
Confectionar
ies
Noodles
Energy
drinks
Ice cream
5 10 YEARS
Count
Column
N%
69
72.6%
11 15 YEARS
Count Column
N%
22
28.9%
14
8
14.7%
8.4%
34
11
44.7%
14.5%
4.2%
11.8%
80
70
60
50
40
Confectionaries
Noodles
Energy drinks
Ice cream
30
20
10
0
5-10 YEARS
11-15 YEARS
Figure 10
ANALYSIS:
The above bar chart shows confectionaries and noodles
advertisements are more familiar to children as compared to other
products. 72.6% of 5-10 years are familiar with confectionaries
advertisement and 44.7% of 11-15 years are familiar with noodles
advertisements
PURCHASE OF PRODUCT:
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TABLE 10
After watching your favorite
advertisements have you
purchased that product?
Yes
No
Count
Column N
%
163
8
95.3%
4.7%
5%
Yes
No
95%
Figure 11
ANALYSIS:
The above pie chart shows that 95.3% of children have purchased
the product after watching its advertisement. This shows how
children are influenced by advertisements impacting their purchase
decision.
PURCHASE DECISION:-32
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TABLE 11
Count
How often you insist your

parents to purchase product
after watching advertisement of
the same?
Always
Sometimes
Usually
Rarely
Not at all
26
43
78
16
8
Column N
%
15.2%
25.1%
45.6%
9.4%
4.7%
90
80
70
60
50
40
30
20
10
0
Always
Sometimes
Usually
Rarely
Not at all
ANALYSIS:
The above bar chart shows that there are majority of children 45.6%
who usually insist their parents to purchase products after watching
its advertisements. Children who do not insist their parents are very
less. This shows powerful impact of animated advertisements on
children
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KEY FINDINGS: The animated ads being liked children shows 95% effect on
animated ads on children
The age group of 5-10 years likes 56% whereas the age group
of 11-15 years likes 45%.
Then the number of recalls to an ad favored by 35 children is 3
times & among 5-10 years age & among 11-15 years favored
by 39 children.
The kind of ads children like the most is on TV, ABOUT 69%.
The children of age 5-10 years like the ad of Ding Dong are
more than children of 11-15 years age.
The children love to watch their favorite ads again & again.
Children are mostly attracted by the animated characters.
Children also like the colorful TVC.
The children of age 5-10 years familiar with confectioneries
product, whereas the children of 11-15 age.
RECOMMENDATIONS:A similar research focusing on relation between consumer and

celebrity / character match up hypothesis should be conducted
.future studies on animated advertisements should include all of
this
There is also a concern about respondents, exclusively children of
age 5-15 years who might respond to animated advertisements
differently than people in other consumers segments. Therefore it
would be valuable to replicate this study with a larger and more
representative sample
Novelty effect should be considered in the similar study when using
novel advertisements and stimuli . Advertisers should present a
realistic picture instead of fantasy world.
Public service messages should be given along with just
advertisements animated advertisements should increase the level
of understanding instead of just entertaining
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CONCLUSION:Children play an important role in as consumers of products which

have animated advertisements especially of confectionery products
At the time of shopping, the first thing that comes into children
minds is to buy the animated advertised product and therefore
producers of animated advertisements has a strong effect on
children likeness and perception
After research it was found that as far as confectionery and noodles
are concerned children USUALLY insist their parents to purchase
hose products
Childrens age is also an important to understand the animated
advertisement. Their level of understanding and comprehensioning
increases as age increases.
Last and the most important likeness towards animated
advertisements does not depend on the hours children spend on
watching TV.
Children who watch TV for either half an hour or more than three
hour they have same level of influence towards likeness of animated
advertisements.
TOTAL COST ASSOCIATED WITH THE RESEARCH:Printing and stationery:

Transportation cost:
Photocopy cost:
Time cost:
Other cost:
PRs 1800
PRs2850
PRs 1990
Minimum two hours daily

PRs
2550
OVERALL EXPERIENCE WITH THE REPORT:The formation of this report proved to be a great source of learning
for the practical aspects of market research. Me Humera M Hanif
as a group leader tried my level best to practice all the leadership
skills to lead and guide my team. Throughout this report my
endeavor was to motivate and encourage both the team members.
35
(KUBS)
On the other hand, preparing and compiling this comprehensive

report was impossible with the coordination of my team members
Miss Madiha Razzaque & Miss Ameera Jahangir
In the periods of difficulties especially with time constraints they
both worked beyond their capacities and put maximum efforts for
the success of this report which is truly incredible and no doubt
highly praiseworthy.
BIBLIOGRAPHY:http:/www.slideshare.net/mobile/BabasabPatel/affectofadvertisement
http:/www.slideshare.net/mobile/nkthi-6032/affectofadvertisement
www.animation-WP-o60105.pdf
www.animationjinn-c-pdf.com
36
(KUBS)
A
P
P
E
N
D
I
X
rESPONSE OF MR KAMAL JAFFERY (SPECTRUM Y&R)

37
(KUBS)
Animation for the film and television industry sector is the backbone
of Pakistan film industry 3D is mostly associated with movies and
animation; however its scope isnt limited to entertainment industry
only. It is extensively used in advertising industries around the
world to promote brands on billboards, commercials, magazine ads.
3D animation also plays a strong role in automobiles and
architectural industry to visualize the future projects.
The role of 3D in Pakistans advertising began with Ding Dong
bubbles animated TVC that received mass appreciation and soon
thereafter, every other brand started using 2D animation to acquire
high perception among their consumers.
However, P&Gs health care brand Safeguard stepped outside of the
norms, and did something remarkably creative and introduced
Pakistans very own animated superhero named Commander
Safeguard.
As always, a trend started and every other brand caught on the
bandwagon to create superhero for their product. Lifebuoy Germ
Busters, Milkateers, Dettol Warriors, Baankay Miyaan and Burka
Avengers are few of the notable examples.
Unfortunately, the circumstances of our country are getting worse
day by day. If you want to learn 3D you cant just read theoretical
books or listen to podcasts on your mobile. You need to have a
computer in your access, and that requires proper electricity and
high speed internet connection. You cant just rely on the training
given by Pakistani institutes, you have to extend your knowledge
according to the latest versions of the software and for that a fast
internet connection is a pre-requisite. Unfortunately Pakistans
government has failed to fulfil these two essential requirements."
The process of creating a 3D artwork involves a work flow from
concept to completion. It includes various aspects, theories and
concept of traditional art. Such as form, color theory, sculpture,
architecture, texture, lighting and composition. 3D is an evolving art
and the techniques we use will soon become outdated as new
robust methods and softwares emerge.
38
(KUBS)
For 3D industry to flourish in Pakistan, we need high quality

internationally affiliated institutions, well-established 3D production
studios, efficient production pipeline and dedicated tech savvy 3D
artists.
39
(KUBS)

Market Resarch Report On Impact of Animated Advertisements On Consemers

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INTRODUCTION:

Animation has become the new creative advertising trend in todays

ANIMATION HAS BECOME AN EFFECTIVE TOOL IN

With a brand identity and to desire to become a part of that identity

form and animated characters have been used to sell everything

ANIMATED COMMERCIAL AS A NEW CREATIVE

RELAITON OF CONSUMERS AND ANIMAED

ADVANTAGES OF ANIMATION IN ADVERTISING:

traditional fluid aesthetic style of Disney. They employed jagged and

Animation of figures created of plasticize , clay,

Cartoon animation: Successful at engaging its audience; even the

Silhouette animation: Generally animation in which the animated

Puppet animation: Animation of puppets (or other objects)

Pixilation : Used to describe the process of animating live objects

Drawn animation: Animation consisting of images drawn on paper

Direct-on-film animation: Animation made by painting, etching, or

Cut-out animation: Animation in which the animated figures are

CGI animation: Animation of computer generated images in which

NEED OF THE STUDY:

SCOPE OF THE STUDY:

OBJECTIVES OF THE STUDY:

LITERATURE REVIEW:Animation, which offers entertainment as a form of visual art, has

Advertisers can strongly influence the purchase decision of

STATEMENT OF THE PROBLEM:

Primary data ----------- Questionnaires and

Secondary data --------- Research reports,

Market Research report On impact of Animated Advertisements On Consumers

internet, Newspaper articles and other published

Comments on research instrument:

Both the research instruments of Questionnaire and

Because our respondents were children so it was the most

Structured interview from agency provided us a detailed

Most of the Children were not aware of the meaning of the

Sampling criteria:Sampling technique: Simple random sampling

1 for children of age 5-10 years (55.6%)

EXPECTED CONTRIBUTION OF THE STUDY:

1. Time limitation :For a researcher time has always worked as a barrier to

2. Financial and budgetary limitation

3. The volume and statistical analysis and interpretation of data

SPSS CALCULATIONS AND

REGRESSION ANALYSIS THROUGH

Spss output:Variables Entered

a. All requested variables entered.

Std. Error of the

a. Predictors: (Constant), hours_spent

a. All requested variables entered.

Std. Error of the

a. Dependent Variable: ani_mation

F Test (F-Cal) 16.327; p value (0.000)

Market Research report On impact of Animated Advertisements On Consumers

Hence level of consumers influence Does Not depend on the time

CHI SQUARE TEST OF INDEPENDENCE

Asymp. Sig. (2-sided)

a. The minimum expected count is .05.

Ho: TV watching hours and likeness of animated

Alternate Hypothesis: HA: TV watching hours and likeness of

Test statistic: Pearson chi square; p value (0.449)

hours spent * animated feature Cross tabulation

more than_ three

NUMBER OF RECALLING ADVERTISEMENTS:

More than three

More than three

ANALYSIS: The bar chart presents that 36.8% children of 5-10