Ufone persona – Impact of content and context of advertisement

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Topic :

U fone per sona Impact of content and contextof 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 partialfulfillment of the requirements for the degree of Bachelors of Business Administration.

Approval committee:

Sir Raheel Haider Sir Adnan Anwar

(Supervisor) (Director Academics)


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LETTER OF AUTHORIZATION

June 30 th13

Mehwish Aqeel 4239 and Muhammad Taimoor Khan 4147

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

Sir Raheel Haider

(Supervisor)


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LETTER OF TRANSMITTAL

June 30 th13

Sir Raheel Haider

Project supervisor

PAF-KIET

Respected Sir,

I am submitting the final project report on Ufone persona Impact of content and contextof 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 havenot been completed.

Yours sincerely,



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ACKNOWLEDGEMENTS

All praises and thanks to Allah Almighty by whose powers and glory all good things areaccomplished. 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 SirRaheel 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 disciplinedtraining 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 The problem 12-21

02 Review of literature 22-25

03 Research design and methodology 26-29

04 Analysis of data and interpretation of results 30-40

05 Discussion, Summary, Conclusion and Recommendation 41-43

- Bibliography 44

- Appendices: Questionnaire 45-46


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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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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 becameinvestment. Therefore, the objective of this research is to identify the customer loyalty andretention due to advertisements. To work on accuracy and more precisely I have selectedUfone and its advertisements campaign . Advertisements are the most important tool ofMARCOM (marketing communication).

Introduction to the problem

TV ads engage in recreation an important role in introduce a product, strengthen its corecompetitiveness, mention the familiarity, and highlight the benefits, gives concise butaccurate knowledge of the product and also persuade to try the product. This researchfacilitates to uncover the consequence of customer preference criteria like why they use thespecific product, reasons and retention. Companies are involved in spending large amount oftheir revenue it advertisement campaign. Thing is that if they failed in building goodreputation in the eyes of their customer not only they lost their investment but also lose theircustomer. 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 muchconstructive 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 thatcustomer will remind the product and potentially try it. So TV ads have greater impact oncustomer preferences this research is going to conclude it and provide concrete evidence withthe 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 advertisementduring the breaks for their need. The childrens and the youth get more affected from the T.Vadvertisements if they product is merely mend for their demographic. The brands whoadvertise their product on the television have a larger customer base than the brand that usesother 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 thesale as well as the brand loyalty of the brand.

The scope of the problem is to determine the degree of satisfaction among consumer aboutthe 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 isalso 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 anyadvertisement. I have taking it from Ufone perspective:

Category Dimensions Commercial format Anchor

Lifestyle and trendsCelebrity endorsementIssue stagingSuspense

Rhetorical style Revealing

Production technique Amalgamation

Setting of ad Outside - generalOutside romanceInside-homeConcert setting

Speaker Anonymous announcer

Voice-over Male

Dress Formal/Informal suit


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Emphasis of ad Current issues

Use of content appeals Personality characteristics

Commercial structure Front-end surpriseMiddle surpriseEnd surpriseHilarious end

Primary product benefit Reliable service

Trouble-free

Secondary benefits Quick serviceOne stop solution

Type of selling proposition EaseFast service

Commercial tone HumorousEntertainingComical

Type of brand identification Telecommunication services

Musical elements Soft / Hard catchy toneMelodiousRhythm

Commercial characters Faisal Qureshi and teamModelsPakistani CricketersSingers

Product Introduction In the end of the advertisement

Commercial Approach EmotionCrazinessHigh recall due to current issues


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Content and Context Analysis of UfoneAdvertisements

Category: Commer cial F ormat

This category deals with the format of the commercial.

A n c h o r : In the end of the commercial, a male announcer uses his voicenarration to elaborate about the product/service benefits other than story.

L if esty le and t r end: The commercial not uses the particular lifestyle of anycharacter but uses new trends and sometimes traditional ones.

Cel ebr i ty endor sement: Other then Faisal Qureshi and his team Ufone ads usesnew singers like Ali Gul Pir (Track: Saeen to Saeen) and Wasim Akram etc.

Suspense: The plot of each advertisement is based upon an emerging issues insuspicious manners.

Categor y: Rhetor i cal styl e

This category deals with the loom of the commercial. What are its drive andwhat the commercial is trying to achieve.

Revealing : The commercial is basically every time reveals the new packages,offers and information.

Category: Producti on techni que

This category is about the production technique used in the commercial. Thevoice narration in the background along with the character s appeal in theadvertisements.

Amalgamation : Ufones commercial is a combination of both voice narration inthe background explaining about the product/service along with the characteracting out in the commercial with story.

Categor y: Setti ng 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 thecharacter is traveling to places and using the product/service (e.g: Dhakkan, Saafawaz Teri meharbani, Prison break, Special number etc)

I ns ide-home: Commercials had a home based ambiance (e.g: Paisa IDD, Fulltime 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 setti ng: Commercials had a store ambiance setting (e.g: Tum he hoSaeen, Kolavari Corrolla gari etc)

Categor y: Speaker

This category tells us about the speaker in the commercials.

An onymous announ cer : In the end of every ad male voice narration in the ba ckg round to de scri be ab ou t th e pr oduct /serv ice be ne fi ts an d it s us es .

Categor y: Voi ce-over

This category tells us about the voice over used in the commercials

Ma le : A male voice-over was used in all of the commercials.

Categor y: Dr ess

This category tells us about the dressing style in the commercials.

F o r m al / I n f o r m a l su i t : Dressing depends on the story of ads.

Categor y: E mphasis of ad

This category would tell us about the emphasis in the commercials. What is the basis of each ad ver tisem ent and wh at co ncl us io ns are dr aw n from it .

Cur r ent i ssues: Each commercial basically must present Faisal Qureshi in theend. Also most of the ads highlights the current issues for example in the da ys ofmatches ads present Wasim Akram, in the days of election Ufone on air its adname Ufone Leader


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Categor y: 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: Commer cial Str uctur e

This category refers to the use of surprise and unexpected elements in theadvertisements.

Surprises: Any part one he ad may be the surprised one its depends and variesfrom ad to ad

H i la r i o u s en d : The last part of every ads its the most hilarious one becauseFaisal Qureshi come and done some idiotic and funny part.

Categor y: Pr i mar y and Secondar y pr oduct benefi ts

This category tells us about the primary and secondary product benefits in thecommercial. Primary selling benefit receives the greatest amount of emphasis in

a commercial. Secondary benefits may also be mentioned along with its primary benef its. The fou r di me ns ions us ed in this pa rtic ul ar ca tegory are given be low.

Easy: The commercial focuses on the easy service provided by the company.

Reliable service: The main focus of the commercial is to motivate thecustomers about the easy and reliable service.

F ast ser vice: The commercial also offers quick and faster s ervice solutions.

One stop solu ti on: The commercial also offer one stop solution in telecom

sector.

Category: Type of sel l i ng pr oposi ti on

This category would tell us that what type of selling proposition brand is used tocommunicate.

Ease and qu i ck ser vice: As compared to other networks


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Category: Commer cial tone

This category would tell us about the commercial tone in the advertisement. Allcommercials are humorous, amusing and comical in nature which revolvesaround the current scenarios.

Category: T ype of br and identi f i cation

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

Categor y: M usical elements

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

Categor y: Commer cial ch ar acter s

Commercial characters changes but other than Faisal Qureshi which means he is

the brand ambassador.

Categor y: Pr oduct I ntr oduct ion

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

Category: Commer cial Appr oach

This category tells us about the commercial approach.

Approach: All the ads are humorous which is based on emotions or sometimesillogical 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 magnitudeof 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 LITERATUREREVIEW


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Empirical studies summary

Summary # 01

Consumer behavior is based on two aspects, when we are talking about any product or brandlike hood that are Context and Content. Context is basically the situation and perspectivethrough which we decide either to purchase (use) it or not. Content is basically is the ease andcomfortable 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 positiveor negative. Being a marketer is important to highlight the core of the two concepts becausethese 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 thingis the best use of it to gain positive outcome. In other words, companies are investing toomuch amount to promote their product via celebrity because of the media boom. As perresearch and past performance it is concluded that celebrity are the icon of our generationthey consider them as their role model. People prefer to use that product or at least give it atry if their favorite celebrity appears on the advertisement. They have positive persona aboutthem. Therefore customer retention on particular brand can be possibly is due to celebrityendorsement 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 welisten, we can judge the things but when we see we have some mindset or perception aboutthat. 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 valuab le thats why its onair 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 differentofferings 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 whenwe 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 greatimportance 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 ofadvertisements on customer choices and buying pattern. This literature review providesauthentic description about impact of advertisements on customer choices and preference.

Literature review

(Tauseef, 2012)Researched that behavior of customer changed in two contexts first whateverhe listen and whatever he see. When we talk about TV ADVERTISEMENT customers arenot only listen and see but also feels and perceive the ads. When any one pays attention onTV advertisement it portrays some image of the offering either positive or negative. If theadvertising 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 thecustomer behavior. They also added that TV advertisement is the form of interaction betweencompany and customer like for example when you interact someone it will change your moodin positive or in negative in rare cases you have no impact on interaction similarly if theadvertisements are fruitful customer will have the positive impact of it.

(Mukerjee, 2009)Writes in his research that celebrity endorsement has the greater impact nowdays because people treat them as their icon and their favorite symbol, attracted by their styleand personality. Advertisement with celeb endorsement is seen as playing a manipulative rolein the emerging brand, seeking to transform customers into the personification of brandidentity. Celebrity endorsement has become the brand building formula and most of thecompany builds their brands via celebrity endorsement. He also added that viewers pay moreattention than their favorite celebrity appears in any advertisements and at least they give atrial 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 greaterimpact on customer psyche.

(Manchanda, 2002) wrote digital environment is the best mechanism to communicate withyour customer. They not only know about what you are selling but they see, listen and insome 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 themor 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 getmore 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 theadvertisement of their product. There is a perception is the mind of consumer that if theadvertisement 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 retentionand preference but also mobile marketing or mobile advertisements retain the customers. Toachieve this, comparing to direct voice communication with mobile phones, a less disturbingcommunication channel is used, namely text messaging (including mobile email). In otherwords, mobile marketing uses primarily the text messaging technology which gives theawareness 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 ANDMETHODOLOGY


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VariablesAs we know there are four types of variables including; dependent, independent, moderating andintervening but as far as my research is concerned I am using only dependent and independentvariables 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 modelThe study model is based on to find:

To determine the degree of satisfaction among consumer about the effects of Ufoneadvertisement.

To find out the effects of Ufone advertisement on customers. Content and Context analysis of Ufone ads.

IntroductionQuantitative data are used for conducting research.

Research designTo know Ufone persona content and context of advertisement I will take followingmeasures:

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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InstrumentationI am using questionnaire as research instrument.

Sampling

Random sample of sample size 100.

Questionnaire Respondents AgeRating scale / Likert scale Male 50 Below 40 Above 18

Female 50 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 ResearchQuestions

Develop Hypothesis

Specify SamplingPlan

Run result on

SPSS

Select respondents Ask qustions


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Chapter # 04

ANALYSIS OF DATA ANDINTERPRETATION OF

RESULT


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Frequencies

All the frequencies, table are self explanatory due to the presence of graphs.

Product value Product value Product value Product value Product value

N Valid 100 100 100 100 100

Missing 0 0 0 0 0

Mean 1.48 1.72 3.16 2.52 2.48

Median 1.00 2.00 4.00 2.00 2.00

Mode 1 2 4 2 2

Std. Deviation .577 .451 1.412 .577 1.243

Variance .333 .204 1.994 .333 1.545

Skewness .723 -.995 -.202 .565 1.206

Std. Error of Skewness .241 .241 .241 .241 .241

Range 2 1 4 2 4

Minimum 1 1 1 2 1

Maximum 3 2 5 4 5

Sum 148 172 316 252 248

Statistics

Consumer

mood

Consumer

mood

Consumer

mood

Consumer

mood

Consumer

mood

Consumer

mood

N Valid 100 100 100 100 100 100

Missing 0 0 0 0 0 0

Mean 1.32 1.40 1.08 1.40 1.52 1.88

Median 1.00 1.00 1.00 1.00 1.00 2.00

Mode 1 1 1 1 1 1

Std. Deviation .618 .492 .273 .569 .904 1.183

Variance .381 .242 .074 .323 .818 1.400

Skewness 1.771 .414 3.144 1.077 2.448 1.581

Std. Error of

Skewness

.241 .241 .241 .241 .241 .241

Range 2 1 1 2 4 4

Minimum 1 1 1 1 1 1

Maximum 3 2 2 3 5 5

Sum 132 140 108 140 152 188


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Ufone packages Freque

ncy

Perce

nt

Valid

Percent

Cumulativ

e Percent

Va

lid

1 28 28.0 28.0 28.0

2 72 72.0 72.0 100.0

To

tal

100 100.0 100.0

Ufone services Frequency Percent Valid Percent Cumulative

Percent

Vali

d

1 16 16.0 16.0 16.0

2 24 24.0 24.0 40.0

3 8 8.0 8.0 48.0

4 32 32.0 32.0 80.0

5 20 20.0 20.0 100.0

Tota

l

100 100.0 100.0

Ufone as contrast to other network

Freque

ncy

Perce

nt

Valid

Percent

Cumulativ

e Percent

Va

lid

1 56 56.0 56.0 56.0

2 40 40.0 40.0 96.0

3 4 4.0 4.0 100.0To

tal

100 100.0 100.0


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Ufone loyalty

Freque

ncy

Perce

nt

Valid

Percent

Cumulativ

e Percent

Va

lid

2 52 52.0 52.0 52.0

3 44 44.0 44.0 96.0

4 4 4.0 4.0 100.0

To

tal

100 100.0 100.0

Recommendation Frequency Percent Valid Percent Cumulative

Percent

Vali

d

1 12 12.0 12.0 12.0

2 64 64.0 64.0 76.0

3 4 4.0 4.0 80.0

4 4 4.0 4.0 84.0

5 16 16.0 16.0 100.0

Total 100 100.0 100.0


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Preference to watch new advertisements Frequency Percent Valid Percent Cumulative

Percent

Vali

d

1 76 76.0 76.0 76.0

2 16 16.0 16.0 92.03 8 8.0 8.0 100.0

Total 100 100.0 100.0

Like hood of humorous advertisements Frequency Percent Valid Percent Cumulative

Percent

Vali

d

1 60 60.0 60.0 60.0

2 40 40.0 40.0 100.0

Total 100 100.0 100.0


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Trial due to advertisements Frequency Percent Valid Percent Cumulative

Percent

Vali

d

1 92 92.0 92.0 92.0

2 8 8.0 8.0 100.0Total 100 100.0 100.0

Understandability due to advertisements Frequency Percent Valid Percent Cumulative

Percent

Vali

d

1 64 64.0 64.0 64.0

2 32 32.0 32.0 96.0

3 4 4.0 4.0 100.0Total 100 100.0 100.0


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Advertisement campaign like hood Frequency Percent Valid Percent Cumulative

Percent

Vali

d

1 64 64.0 64.0 64.0

2 28 28.0 28.0 92.03 4 4.0 4.0 96.0

5 4 4.0 4.0 100.0

Total 100 100.0 100.0

Customer retention due to advertisements Frequency Percent Valid Percent Cumulative

Percent

Vali

d

1 48 48.0 48.0 48.0

2 36 36.0 36.0 84.0

3 4 4.0 4.0 88.0

4 4 4.0 4.0 92.0

5 8 8.0 8.0 100.0

Total 100 100.0 100.0


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Correlation overallCorrelations

Pd

Value

Pd

Value

Pd

Value

Pd

Value

Pd

Value

Mood Mood Mood Mood Mood Moo

d

Product

value

Pearson

Correlat

ion

1 -

.25

4*

-

.34

3**

-

.15

0

.07

0

.13

2

.59

7 **

.01

0

.51

7**

.13

6

-

.03

3

Sig. (2-

tailed)

.01

1

.00

0

.13

5

.49

0

.19

2

.00

0

.91

9

.00

0

.17

6

.74

3

N 100 100 100 100 100 100 100 100 100 100 10

0

Product

value

Pearson

Correlat

ion

-

.25

4*

1 .38

8**

.41

0**

.38

6**

.03

5

-

.21

8*

-

.14

4

-

.18

9

.16

2

-

.06

4

Sig. (2-

tailed)

.01

1

.00

0

.00

0

.00

0

.73

1

.02

9

.15

2

.06

0

.10

7

.53

0

N 100 100 100 100 100 100 100 100 100 100 10

0

Product

value

Pearson

Correlat

ion

-

.34

3**

.38

8**

1 .04

6

.14

0

.03

3

-

.32

5 **

-

.34

8**

-

.13

1

-

.28

7**

.03

6

Sig. (2-

tailed)

.00

0

.00

0

.65

2

.16

5

.74

2

.00

1

.00

0

.19

4

.00

4

.72

4

N 100 100 100 100 100 100 100 100 100 100 10

0

Product

value

Pearson

Correlat

ion

-

.15

0

.41

0**

.04

6

1 -

.35

2**

.09

5

.11

4

-

.01

0

.09

9

.32

8**

-

.20

4*

Sig. (2-

tailed)

.13

5

.00

0

.65

2

.00

0

.34

6

.26

0

.91

9

.32

9

.00

1

.04

2

N 100 100 100 100 100 100 100 100 100 100 10

0

Product

value

Pearson

Correlat

ion

.07

0

.38

6**

.14

0

-

.35

2**

1 -

.09

7

-

.18

5

-

.11

4

-

.16

0

-

.11

6

-

.15

3

Sig. (2-

tailed)

.49

0

.00

0

.16

5

.00

0

.33

8

.06

6

.25

7

.11

2

.24

9

.12

9

N 100 100 100 100 100 100 100 100 100 100 10

0

Consu

mermood

Pearson

Correlation

.13

2

.03

5

.03

3

.09

5

-

.097

1 .63

8 **

.08

6

.66

7**

.06

1

-

.168


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Page 38 of 46

Sig. (2-

tailed)

.19

2

.73

1

.74

2

.34

6

.33

8

.00

0

.39

3

.00

0

.54

8

.09

5

N 100 100 100 100 100 100 100 100 100 100 10

0

Consu

mer

mood

Pearson

Correlat

ion

.59

7**

-

.21

8*

-

.32

5**

.11

4

-

.18

5

.63

8 **

1 .06

0

.86

6**

.16

3

-

.05

5

Sig. (2-

tailed)

.00

0

.02

9

.00

1

.26

0

.06

6

.00

0

.55

2

.00

0

.10

4

.58

3

N 100 100 100 100 100 100 100 100 100 100 10

0

Consu

mer

mood

Pearson

Correlat

ion

.01

0

-

.14

4

-

.34

8**

-

.01

0

-

.11

4

.08

6

.06

0

1 .05

2

.81

3**

-

.09

5Sig. (2-

tailed)

.91

9

.15

2

.00

0

.91

9

.25

7

.39

3

.55

2

.60

6

.00

0

.34

6

N 100 100 100 100 100 100 100 100 100 100 10

0

Consu

mer

mood

Pearson

Correlat

ion

.51

7**

-

.18

9

-

.13

1

.09

9

-

.16

0

.66

7 **

.86

6 **

.05

2

1 .14

1

-

.04

8

Sig. (2-

tailed)

.00

0

.06

0

.19

4

.32

9

.11

2

.00

0

.00

0

.60

6

.16

0

.63

5N 100 100 100 100 100 100 100 100 100 100 10

0

Consu

mer

mood

Pearson

Correlat

ion

.13

6

.16

2

-

.28

7**

.32

8**

-

.11

6

.06

1

.16

3

.81

3**

.14

1

1 -

.16

8

Sig. (2-

tailed)

.17

6

.10

7

.00

4

.00

1

.24

9

.54

8

.10

4

.00

0

.16

0

.09

5

N 100 100 100 100 100 100 100 100 100 100 10

0Consu

mer

mood

Pearson

Correlat

ion

-

.03

3

-

.06

4

.03

6

-

.20

4*

-

.15

3

-

.16

8

-

.05

5

-

.09

5

-

.04

8

-

.16

8

1

Sig. (2-

tailed)

.74

3

.53

0

.72

4

.04

2

.12

9

.09

5

.58

3

.34

6

.63

5

.09

5

N 100 100 100 100 100 100 100 100 100 100 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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Page 39 of 46

I n terpr eta t ion : Accepted .

Because: The p-value, (p robability 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

H 1: 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

N

Product

value

1.48 .577 100

Content 1.08 .273 100

Conclusion:

Hypothesis accepted because Pearson correlation value is 95%


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Page 40 of 46

H 2: 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

N

Consumer 1.40 .492 100

Context 1.88 1.183 100

Conclusion:

Hypothesis accepted because Pearson correlation value is equal to 99%


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Page 41 of 46

Chapter # 05

DISCUSSION, SUMMARY,CONCLUSION, AND

RECOMMENDATION


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Page 42 of 46

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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Page 43 of 46

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)

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


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Page 45 of 46

Appendix A

Questionnaire l ik er t scal e

Tick ) the desirable statement, consider the following parameter:

Product value

1. I prefer Ufone as contrast to other network

2. I prefer Ufone due to its packages

3. I prefer Ufone due to its services

4. I show loyalty with Ufone

5. I recommend Ufone to my friends

Consumer mood

6. I mostly prefer to watch new advertisements

7. Humorous advertisements are much attractive as compared to tradition ones

8. I mostly try new product / services due to advertisements

i. ii. iii. iv. v. StronglyAgree

Agree Undecided Disagree StronglyDisagree

S.A A Nil D S.D

S.A A Nil D S.D

S.A A Nil D S.D

S.A A Nil D S.D

S.A A Nil D S.D

S.A A Nil D S.D

S.A A Nil D S.D

S.A A Nil D S.D


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9. Due to advertisement product knowledge is easily understandable

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

advertisement

11. Advertisements are essential in customer retention

S.A A Nil D S.D

S.A A Nil D S.D

S.A A Nil D S.D

Documents

Ufone persona – Impact of content and context of advertisement