Public Attitude towards Advertising

PUBLIC ATTITUDE TOWARDS ADVERTISING

Version 1.331st December, 2009

a joint research studyFEBRUARY 2010

SLIDE #RESEARCH OBJECTIVE 3

SCOPE OF WORK 4

METHODOLOGY 5

KEY FINDS 6 - 33 Analysis Flow 7 Attitude Towards Advertisements 8 – 15 Drivers of Positive Attitudes Towards Advt. 16 – 19 Selected Beliefs Towards Advertising 20 – 25 Advertisement Habits 26 – 33

APPENDIX 34 - 76 Literature Reviewed 35 Advanced Analysis (Factor Analysis) 36 - 40 Belief Measurements (Detailed analysis) 41 – 64 Attitude Measurements (Detailed analysis) 65 - 75 CO

NTE

NT

To examine general populationsperception and attitude

towards advertising

RESEARCH OBJECTIVE

Fieldwork Start: 2nd November, 2009

Fieldwork End: 9th November, 2009WHEN ?

Karachi Lahore Rawalpindi / Islamabad Peshawar Quetta

WHERE ?

464 F2F, D2D interviews 25 minutes pen/paper based interview

WHAT ?

16 – 45 years old males & females

SEC A – DWHO?

SCOPE OF STUDY

Key Findings

THE END

The presentation will provide the answers to the following questions:

1. Attitude towards advertisements

2. Drivers of positive attitude towards advertising

3. Selected aspects of belief towards advertisement

4. Habits towards TV commercials

ANALYSIS FLOW

ATITUDE TOWARDSADVERTISEMENTS

7

12

10

53

17Don't like Advertisements at all

Somewhat don't like advertisements

Neither like nor dislike Advertisements

Somewhat like Advertisements

Like advertisements a lot

(Top 2 boxes) 76DE

70DE

73DE 43 28 63 79

F

Overall Likeability (%) KHI A

LHRB

RWP/ISD

CQUT

DPSW

E Male F FemaleG

(Mean )3.74DE 3.56

E3.63

E 3.30 2.95 3.39 3.89F

Mean: 3.62

70%

OVERALL AD LIKEABILITY

10

10

19

41

21Completely Disagree

Somewhat Disagree

Neither Agree nor Disagree

Somewhat Agree

Completely Agree

Overall, I feel that I can trust advertisements (%)

KHI A

LHRB

RWP/ISD

CQUT

DPSW

E Male F FemaleG

(Top 2 boxes) 66DE

60DE

64DE 38 38 59 64

(Mean) 3.67BDE 3.33 3.64

DE 3.20 3.13 3.38 3.70F

TRUST ON ADVERTISEMENTS

Mean: 3.53

ENJOY WATCHING ADVERTISEMENTS

9

12

16

37


Somewhat Disagree


Somewhat Agree

Completely Agree

I enjoy watching advertisements (%)

KHI A

LHRB

RWP/ISD

CQUT

DPSW

E Male F FemaleG

(Top 2 boxes) 66DE

65DE

66DE 33 38 60 67

(Mean) 3.74DE

3.49D

3.70DE 2.90 3.20 3.44 3.81

F

Mean: 3.61

ADVERTISEMENTS ALLOW GOOD BARGAIN

8

14

17

36

25 Completely Disagree

Somewhat Disagree


Somewhat Agree

Completely Agree

I refer to advertising because it allows me to enjoy the best deal out of the competing products advertised (%)

KHI A

LHRB

RWP/ISD

CQUT

DPSW

EMale

FFemale

G

(Top 2 boxes) 70BDE

56DE

56E

38E 19 53 69

F

(Mean) 3.83BCDE

3.31E

3.42E 3.05 2.77 3.29 3.85

F

Mean: 3.55

SAME TREND OBSERVED IN …

10

15

17

32

25

Completely Disagree Somewhat Disagree Neither Agree nor Disagree Somewhat Agree Completely Agree

511

21

36

27

7

10

27

35

21

Support for Advertisements

57%

Positive opinion about Advertisements

63%

Trust in advertised vs. non-advertised products

56%

ATTITUDE TOWARDS ADVERTISING

2.943.21

3.493.553.573.693.723.78

Grand Mean 3.570%

ATTITUDE TOWARDS ADVERTISING

1 2 3 4 5

Below Average 46.2%

Above Average 53.8%

Mean = 3.5

24.3% 41.1%6.5% 28.1%

DRIVERS OF POSITIVE ATTITUDE TOWARDS ADVERTISING

FACTOR ANALYSIS – BELIEF MEASUREMENT

Description Factor Label

Ads are important because they provide information in an entertaining manner that brings competition in the market to give benefit to both consumers and the overall economy

Beneficial Infotainment27%

Ads are insulting average consumers to purchase unaffordable and flamboyant products resulting in distorted values

Consumer Manipulation19%

Damaging society, both financially & socially Socially & Financially Damaging24%

Ads persuade people to live in a fantasy world resulting in purchase of unnecessary products, which is usually bad for the society

Materialism22%

Enjoyable & exciting ads which teach fashion, so as to influence others

Hedonic30%

Click here for factor attributes

DIMENSIONS* OF ADVERTISING BELIEFS

Consumer manipulation

Materialism

Socially & Financially damaging

Beneficial infotainment

Hedonic

19%

22%

24%

27%

30%

*Those who either agree or strongly agree

SELECTED BELIEFSTOWARDS ADVERTISEMENTS

43%41%

10%

4%2%

Information Education Entertainment Controlling Anti Social Behavior Balancing Social Norms

TOP PRIORITY IN ADVERTISEMENTS

Cumulative: 100%

DO ADVERTISEMENTS BENEFIT BUYER?

8

12

19

32


Somewhat Disagree


Somewhat Agree

Completely Agree

In General, Advertising Promotes Competition Which Benefits The Consumer (%)

KHI A

LHRB

RWP/ISD

CQUT

DPSW

EMale

FFemale

G

(Top 2 boxes) 61E

69E

59E

58E 16 52 70

F

(Mean) 3.69E

3.66E

3.42E

3.63E 2.88 3.36 3.88

F

Mean: 3.60

DO ADVERTISEMENTS CREATE JOBS?

12

13

18

32

25 Completely Disagree

Somewhat Disagree


Somewhat Agree

Completely Agree

Advertising Provides Employment Opportunities (%)

KHI A

LHRB

RWP/ISD

CQUT

DPSW

E Male F FemaleG

(Top 2 boxes) 59DE

59DE

61DE 38 25 48 68

F

(Mean) 3.64BDE 3.26 3.45

DE 2.80 2.89 3.08 3.86F

Mean: 3.45

DO ADS HELP IN CREATION OF A HEALTHY SOCIETY?

7

12

21

37


Somewhat Disagree


Somewhat Agree

Completely Agree

On The Basis Of Information, Advertising Develops A Healthy Society (%)

KHI A

LHRB

RWP/ISD

CQUT

DPSW

EMale

FFemale

G

(Top 2 boxes) 68BCDE

55E

53E

48E 22 60 59

(Mean) 3.78BE 3.27 3.50

E3.45

E 2.97 3.40 3.72F

Mean: 3.55

ADVERTISED VS. UN-ADVERTISED PRODUCTS

7

10

27

35

21 Complete Disagree

Somewhat Disagree


Somewhat Agree

Completely Agree

I trust in products that are advertised more than those not advertised (%)

KHI A

LHRB

RWP/ISD C

QUTD

PSWE

Male F

FemaleG

(Top 2 boxes) 62CDE 51 45 45 39 52 60

(Mean) 3.74BCDE 3.29 3.34 3.15 3.11 3.36 3.69

F

Mean: 3.51

ADVERTISEMENT HABBITS

ADS SEEN ON DIFFERENT MEDIA

TV Signage Newspapers Malls Magazines Radio Cellular Internet Cinema

98

75

59

47

2821 17

72

83

32

168

3 3 7 50

Within Week Within 24 hrs

NUMBERS OF HOURS SPENT ON TELEVISION

Number of Hours Spent on TVOverall

(%)KHI (%)A

LHR(%)B

RWP/ISD (%)C

QUT(%)D

PSW(%)E

Male (%)F

Female(%)G

Less then one hour 9 6 12 9 8 34ABCD 7 11

From 1 hour to 2 hours 33 30 36 41 25 34 35 30

From 2 hours to 3 hours 26 30E 21 27 23 13 20 33

F

From 3 hours to 4 hours 17 19 16 13 13 9 18 15

From 4 hours to 5 hours 10 12 10 5 18CE 5 13 7

From 5 hours to 6 hours 3 3 3 3 10A 2 5

G 1

From 6 hours to 7 hours 1 - 2A

3A

3A - * 2

F

From 7 hours to 8 hours 1 1 - - 3B

3B 1 -

Average (Hours) 2.5 2.6 2.5 2.3 3.1 1.9 2.6 2.4

A/B/C/D/E/F/G = Sig test

WHAT DO VIEWERS DO DURING AD BREAK

39

18

17

7

6

6

6Watch few of the Ads

Watch all the Ads

Change the channel

Start working something else

Make the TV mute /decrease its volume

Besides working on other things watch all the ads

Others

NO. OF BREAKS DURING A 1-HOUR PROGRAM

Number of Breaks Overall(%)

KHI (%)A

LHR(%)B

RWP/ISD (%)C

QUT(%)D

PSW(%)E

Male (%)

F

Female(%)G

One 24 26B 14 28

B 23 41AB 26 21

Two 43 43 37 56B 38 39 40 46

Three 21 17C

36ACDE 6 13 19

C 17 26F

Four 6 9E 5 2 8

E - 9G 2

More then five 2 - 5A

3A

8AE - 4

G -

No AD 1 1 - 2 3B - 1 *

Others 3 3 2 2 10BC 2 3 3

Average (Breaks) 2.14 2.08 2.48 1.90 2.31 1.78 2.21 2.06

A/B/C/D/E/F/G = Sig test

LENGTH OF BREAKS

Length of Breaks Overall(%)

KHI (%)A

LHR(%)B

RWP/ISD (%)C

QUT(%)D

PSW(%)E

Male (%)F

Female(%)G

Less then one minute 17 23BC 9 5 23

BC36

ABC 17 18

From 1 minute to 2 minutes 38 46B 17 42

B48B

44B 34 42

From 2 minutes to 3 minutes 19 18D

25DE

20D 3 9 20 19

From 3 minutes to 4 minutes 5 2 9A

13A 3 6

A 5 6

From 4 minutes to 5 minutes 10 5 23ACDE 9 3 5 9 12

From 5 minutes to 6 minutes 3 2 4 5 10AE - 4 1

From 6 minutes to 7 minutes 2 1 3 2 5A - 3

G -

From 9 minutes to 10 minutes 2 1 4A 2 3 - 2 1

More than 10 minutes 1 1 2 2 - - 2 *

No AD break 2 3 2 2 5 - 3 2

Average (Minutes) 2.39 1.83 3.50 2.74 2.32 1.50 2.58 2.17

1. Key driver for driving attitude towards advertisements is “beneficial infotainment”.

2. Overall viewers are in favor of advertisement and have positive opinions that they are enjoy watching advertisement and they have also shown trust in it.

3. Viewers also believe that advertisement creates jobs, and makes society healthy which benefits the buyer. Advertisement creates competition which benefits consumers.

4. However, Peshawar and Quetta consumers are mostly at odds with Metro consumers. This may be due to a more conservative culture, or other aspects that may require exploration.

5. Peshawar and Quetta have ranked Education 1st, and Information 2nd. These elements could play a positive role in improving the attitude towards advertisements of these two cities.

SUM-UP

APPENDIX

LITERATURE REVIEWED

Public Attitudes Towards Advertising - an Empirical Investigation (Hristo, Economic Alternatives, Issue 1 2007)

Attitude towards advertising among students at private higher learning institutions in Selangor (Jayarman, Wong, UNITAR E-Journal, January 2007)

Public Attitudes Towards Advertising - More favorable than you might think (Shavitt et al, Journal of Advertising Research, July – August 1998)

Why do they hate us? International attitudes towards America, American brands and advertising (Fullerton, Place Branding, Vol. 1, 2 2005)

Attitudes and perception changes in the process of internationalization, A Chinese case study (Wen-Ling, APEC)

ADVANCE ANALYSISFACTOR ANALYSIS

A NON-TECHNICAL ANALOGY:

A mother sees various bumps and shapes under a blanket at the bottom of a bed.

When one shape moves toward the top of the bed, all the other bumps and shapes

move toward the top also, so the mother concludes that what is under the blanket is a

single thing, most likely her child. Similarly, factor analysis takes as input a number

of measures and tests, analogous to the bumps and shapes. Those that move together

are considered a single thing, which it labels a factor. That is, in factor analysis the

researcher is assuming that there is a "child" out there in the form of an underlying

factor, and he or she takes simultaneous movement (correlation) as evidence of its

existence

WHAT IS FACTOR ANALYSIS?

Factor analysis is used to uncover the latent structure (dimensions) of a set of

variables. It reduces attribute space from a larger number of variables to a smaller

number of factors and as such is a "non-dependent" procedure (that is, it does not

assume a dependent variable is specified).

FACTOR ANALYSIS Factor analysis was run on the following questions to reduce data and also

to find out the underlying dimensions– Beliefs towards advertising– Attitude towards advertising

Beliefs towards Advertising– Total 25 variables were used in factor (these were replicate from a study in

Malaysia) – 5 factor solution was produced(number of factor was determined via Scree plot) – 3 attributes were eliminated during analysis due to low/cross loading.– Cronbach's Alpha was used to measure the reliability of factor analysis the value

varies between 0.6 to 0.9

Attitude towards Advertising– Total 10 variables were used in factor analysis– Factor analysis was used to find out single dependent variable– Two attributes were eliminated due to low loading

FACTOR ANALYSIS – BELIEF MEASUREMENT*H3_3 : Keeps updated about products/services

H3_1 : Valuable source of sales informationH2_1 : Helps economyH1_5 : Funny & enjoyable charactersH2_5 : Results in better productsH1_1 : Amusing and entertainingH7_5 : Wear branded goods because of advertisingH3_2 : Advertising tells which brands have featuresH2.3 : Promotes competition for consumer benefitsH6_2 : Insults intelligence of average consumers.H7_3 : Makes people buy unaffordable products to showoffH5_2 : Distorts the values of youth.H5_1 : Promotes undesirable valuesH2_2 : Wasteful for economic resourcesH6_1 : Persuade people unnecessarily to buy thingsH6_3 : People buy a lot of things unnecessarilyH7_1 : Live in fantasy worldH5_3 : promoted products bad for societyH1_3 : Take pleasure to think about advertising contentH1_4 : Contains excitement and surprisesH7_4 : Helps in learning fashion to impress othersH1_2 : More enjoyable than other contents

*Those who either agree or strongly agree

BELIEFS MEASUREMENT

HEDONIC/PLEASURE

Advertising Is Amusing And Entertaining

Advertising Contains Funny Characters And Is En-joyable

Advertising Contains Excitement And Surprises

Take Pleasure In Thinking About What I Saw Or Heard In Advertisements

Even More Enjoyable than other content In Media

70

68

65

59

58

10

17

15

18

18

17

15

20

23

25

Strongly Agree/Agree Neutral Strongly Disagree/Disagree

Mean

3.78

3.80

3.64

3.49

3.43

Majority of the respondents find advertising entertaining. However, the long term impact seems to fade away, as only 59% of the respondents take pleasure in recalling ads.

Only 58% seem to enjoy ads more than other content on media.

HEDONIC/PLEASURE

Hedonic/PleasuresKHI (%)A

LHR(%)B

RWP/ISD (%)C

QUT(%)D

PSW (%)E

Male (%)

F

Female (%)G

Teen (%)H

Young Adult

(%)I

Adult (%)

J

Mature (%)K

Sometimes Advertisements Are Even More Enjoyable Than Contents In Media i.e. TV, Radio, Magazines & Newspapers

63BE

48E

72BDE

53E 23 53 62 66

K66K

60K 46

Sometimes I Take Pleasure In Thinking About What I Saw Or Heard In Advertisements

63DE

55E

61E 45 30 51 67

F 63 62 61 52

Advertising Contains A Lot Of Excitement And Surprises

69DE

68DE

59E 45 34 57 74

F 60 65 68 63

Most Of The Time Advertising Contains Funny Characters And Is Enjoyable

71CDE

73CDE 55 48 48 63 73 70 76 66 63

Quite Often, Advertising Is Amusing And Entertaining

76DE

67E

70E

55E

28 63 77F 73 72 68 69

HEDONIC/PLEASURE

Hedonic/Pleasure KHI A

LHRB

RWP/ISD

CQUT

DPSW

EMale

FFemale

GTeen

HYoung Adult

IAdult

JMature

K

Sometimes Advertisements Are Even More Enjoyable Than Contents In Media i.e. TV, Radio, Magazines & Newspapers

3.61BE 3.06 3.84

BE3.48E 2.70 3.31 3.58

F 3.55 3.53K

3.55K 3.18

Sometimes I Take Pleasure In Thinking About What I Saw Or Heard In Advertisements

3.68BDE 3.25 3.52

E 3.13 3.02 3.23 3.78F 3.58 3.53 3.54 3.36

Advertising Contains A Lot Of Excitement And Surprises

3.77DE

3.64E

3.47E 3.27 3.06 3.35 3.98

F 3.58 3.60 3.72 3.61

Most Of The Time Advertising Contains Funny Characters And Is Enjoyable

3.99CDE

3.74DE 3.47 3.27 3.27 3.63 3.99

F 3.83 3.91 3.78 3.72

Quite Often, Advertising Is Amusing And Entertaining

4.02BE

3.57E

3.72E

3.63E 2.61 3.59 3.99

F 3.71 3.78 3.78 3.80

GOOD FOR ECONOMY/ECONOMIC ROLE

Advertising Results In Better Products In The Market

Advertising Helps Our Nation's Economy

Advertising Promotes Competition Which Benefits The Consumer

Advertising Helps Raise Our Standard Of Living

Advertising Provides Employment Opportunities

Advertising Is Wasteful Of Money

Advertising Is Wasteful Of Our Economic Resources

67

66

61

61

57

38

36

15

16

19

20

18

19

20

18

18

20

19

25

43

44


Mean

3.76

3.60

3.63

2.88

2.86

3.45

3.69

More than half the respondents believe that advertising is good in terms of economic aspects in one way or the other, from better products in the market to providing employment opportunities.

The opinion on advertising as a waste of money and resources is largely divided; the advertising industry as a whole should ensure that proof of positive economic role of advertising is conveyed to the consumers by an independent source.

Good for Economy and Economy Roll

KHI (%)A

LHR(%)B

RWP/ISD (%)C

QUT(%)D

PSW (%)E

Male (%)F

Female (%)G

Teen (%)H

Young Adult (%)

I

Adult (%)

J

Mature (%)K


38B

2458ABE

43B

28 38 34 43 40 34 33

In General, Advertising Promotes Competition Which Benefits The Consumer

61E

69E

59E

58E

16 5270F

55 59 66 57


65DE

61DE

61DE

38 38 5568F

59 64 62 59


75CED

69CDE

53E

38 25 6273F

73 71 70 58

In General, Advertising Helps Our Nations Economy

69DE

64E

75DE

50E

30 5973F

63 69 65 64

GOOD FOR ECONOMY AND ECONOMY ROLL

Advertising Is Wasteful Of Money 34E

42E

48AE

48E

1746G

27 32 35 37 41


59DE

59DE

61DE

38 25 4868F

59 60 57 55

Good for Economy and Economy Roll

KHI A

LHRB

RWP/ISD

CQUT

DPSW

EMale

FFemale

GTeen

HYoung Adult

IAdult

JMature

K


2.92B 2.55 3.31

ADE 2.85 2.75 2.89 2.82 3.10 2.94 2.85 2.72

In General, Advertising Promotes Competition Which Benefits The Consumer

3.69E

3.66E

3.42E

3.63E 2.88 3.36 3.88

F 3.41 3.63 3.69 3.55


3.84BDE

3.45E

3.56DE 3.10 2.98 3.35 3.96

F 3.53 3.68 3.65 3.61


4.05BCDE

3.62DE 3.38 2.95 3.02 3.58 3.95

F 3.83 3.91 3.76 3.62

In General, Advertising Helps Our Nations Economy

3.87BDE

3.50E

3.80DE 3.20 2.86 3.53 3.88

F 3.59 3.72 3.68 3.71

GOOD FOR ECONOMY AND ECONOMY ROLL

Advertising Is Wasteful Of Money 2.76 2.98 3.11 3.20E 2.75 3.06

G 2.67 2.95 2.80 2.84 2.96


3.64BDE 3.26 3.45

DE 2.80 2.89 3.08 3.86F 3.53 3.50 3.47 3.34

PRODUCT INFORMATION/CONSUMER BENEFITS

Advertising Keeps Me Up To Date About Products/ Services Available In The Marketplace

Advertising is a Valuable Source Of Information About Sales

Advertising tells Me Which Brands Have The Features I Am Looking For

Advertising Helps Me Know which Products Will Or Will Not Reflect The Sort Of Person I am

74

71

61

57

14

14

20

19

13

14

19

24


Mean

3.99

3.91

3.64

3.49

The informational aspect of advertising seems to have a strong impact on consumers psyche. Majority perceive advertisements as a valuable source of information about products/services and their features.

However, advertisements providing self-imagery still seem to be lacking. Only 57% of the consumers could relate themselves to the products advertised on different media.

Product Information & Consumer Benefits

KHI (%)A

LHR(%)B

RWP/ISD (%)C

QUT(%)D

PSW (%)E

Male (%)

F

Female (%)G

Teen (%)H

Young Adult

(%)I

Adult (%)

J

Mature (%)K

Advertising Tells Me Which Brands Have The Features I Am Looking For

66E

60E

58E

55E

31 5767F

60 6170K

53


82BCDE

70DE

70E

53E

30 71 77 72 76 77 69

Advertising Helps Me Know Which Products Will Or Will Not Reflect The Sort Of Person

66BCE

49E

52E

50E

25 4867F

55 61 58 53

Advertising Is A Valuable Source Of Information About Sales

75DE

67E

81BDE

55 42 6282F

74 73 72 68


Product Information & Consumer Benefits

KHI A

LHRB

RWP/ISD

CQUT

DPSW

EMale

FFemale

GTeen

HYoung Adult

IAdult

JMature

K

Advertising Tells Me Which Brands Have The Features I Am Looking For

3.82BE

3.43E

3.66E

3.65E 2.98 3.44 3.87

F 3.63 3.66 3.74 3.52


4.27BDE 3.72 4.00 3.30 3.03 3.83 4.17 3.97 4.06 4.09 3.84

Advertising Helps Me Know Which Products Will Or Will Not Reflect The Sort Of Person

3.75BCE

3.20E

3.33DE

3.42E 2.95 3.23 3.79

F 3.41 3.53 3.57 3.40

Advertising Is A Valuable Source Of Information About Sales

4.10BDE

3.65E

4.14BDE 3.52 3.11 3.61 4.26

F 3.94 3.94 3.93 3.87


VALUES CORRUPTION

Need To Decrease The Trend Of Obscenity In Advertis-ing

Should Be A Ban On Advertising Of Harmful Or Dangerous Products

Has Bad Influence On Adults As Well As Kids

Promotes Undesirable Values In Our Society

Some Products/Services Promoted In Advertising Are Bad For Our Society

Most Of The Advertising Distorts The Values Of Our Youth

74

73

47

46

45

44

13

11

16

24

21

20

14

16

37

30

34

37


Mean

4.03

3.10

3.23

3.07

3.16

3.98

Consumers seem to have an idea of the power of advertisements to mold society. Majority disliked the idea of any obscenity or advertisements of harmful/dangerous products on the media.

However, the opinion is largely divided whether current advertising has any bad influence on the society. Only 44 – 46% of the people believe that advertising plays a +ve role in distorting our values.

Value CorruptionKHI (%)A

LHR(%)B

RWP/ISD (%)C

QUT(%)D

PSW (%)E

Male (%)

F

Female (%)G

Teen (%)H

Young Adult

(%)I

Adult (%)

J

Mature (%)K

Most Of The Advertising Distorts The Values Of Our Youth 34

54ADE

73ABDE

33 22 44 43 48 35 45 46


38E

60ADE

58ADE

38E

13 45 45 43 42 48 46

Advertising Has Bad Influence On Adults As Well As Kids

42E

54ADE

63ADE

35 22 49 44 43 42 50 47

Advertising Is Making Us A Nation Of Conformists - Everyone Acting The Same Way And Liking The Same Things.

61E

72E

77ADE

58E

25 67 61 69 63 66 60

Advertising Promotes Undesirable Values In Our Society

41E

55ADE

58ADE

33 20 46 46 40 49 42 49

There Is A Need To Decrease The Trend Of Obscenity In Advertising

76DE

80DE

70E

60E

30 6978F

6077H

81HK

67

There Should Be A Ban On Advertising Of Harmful Or Dangerous Products.

74DE

74DE

81DE

48 50 69 76 79 77 75 65

VALUES CORRUPTION

Value Corruption KHI A

LHRB

RWP/ISD

CQUT

DPSW

EMale

FFemale

GTeen

HYoung Adult

IAdult

JMature

K

Most Of The Advertising Distorts The Values Of Our Youth

2.79ADE

3.26ABDE 3.95 2.77 2.70 3.11 3.01 3.10 2.94 3.11 3.09


2.99E

3.44AE

3.52AE

3.13E 2.50 3.17 3.16 3.13 3.05 3.18 3.24

Advertising Has Bad Influence On Adults As Well As Kids 2.88 3.38

ADE3.64ADE 2.80 2.55 3.13 3.06 2.81 2.97 3.20 3.18

Advertising Is Making Us A Nation Of Conformists - Everyone Acting The Same Way And Liking The Same Things.

3.58E

3.89AE

4.27ABDE

3.48E 2.78 3.75 3.67 3.66 3.87 3.69 3.65

Advertising Promotes Undesirable Values In Our Society 3.13 3.36

DE3.64ADE 2.83 2.81 3.24 3.23 3.19 3.34 3.17 3.25

There Is A Need To Decrease The Trend Of Obscenity In Advertising

4.18CDE

4.10DE

3.81E

3.63E 2.91 3.85 4.24

F 3.78 4.08 4.24HK 3.84

There Should Be A Ban On Advertising Of Harmful Or Dangerous Products.

4.03DE

3.95DE

4.31BDE 3.10 3.39 3.75 4.25

F 4.02 4.18K 4.02 3.78

VALUES CORRUPTION

CONSUMER MANIPULATION

Too Much Of Today's Advertising Is Based On Ex-aggeration

Influences Consumers Choice & Opinions By Present-ing Celebrities

Creates Trivial Difference Between Products That Are Identical Or Similar In Composition

Tends To Confuse People With Bewildering Choices

Persuades People To Buy Things That They Should Not Buy

People Buy A Lot Of Things That They Do Not Really Need

Insults The Intelligence Of The Average Consumers

74

63

58

56

54

52

34

15

15

23

17

20

21

24

11

21

18

27

26

27

42


Mean

4.04

3.60

3.39

3.32

2.78

3.38

3.63

While values corruption is not seen much of an issue, however, majority believe that advertising is manipulative, and influences consumers into buying products that they do not need.

Majority disagree with the statement that advertising insults the intelligence of average consumers.

Consumer ManipulationKHI (%)A

LHR(%)B

RWP/ISD (%)C

QUT(%)D

PSW (%)E

Male (%)

F

Female (%)G

Teen (%)H

Young Adult

(%)I

Adult (%)

J

Mature (%)K

Advertising Insults The Intelligence Of The Average Consumers

24A

42ADE

55 33 3341G

26 38 33 34 32

Because Of Advertising, People Buy A Lot Of Things That They Do Not Really Need

47E

60ADE

69ADE

35 25 48 56 62 46 50 54

Too Much Of Today's Advertising Is Based On Exaggeration

78DE

74E

73E

60E

39 70 78 78 76 72 72

Advertising Just Tends To Confuse People With Bewildering Choices

51E

59E

78ABDE

58E

27 4766F

60 61 56 50

Advertising Persuades People To Buy Things That They Should Not Buy

46E

64ADE

77ADE

43E

22 52 55 54 50 54 55

Advertising Influences Consumers Choice & Opinions By Presenting Celebrities

61DE

72DE

69DE

43 39 5969F

59 65 65 62

Too Many Of Today's Advertisements Attempt To Create A Trivial Or Imaginary Difference Between Products That Are Actually Identical Or Very Similar In Composition

57E

64DE

72ADE

40E

22 5067F

54 62 58 57


Consumer Manipulation KHI A

LHRB

RWP/ISD

CQUT

DPSW

EMale

FFemale

GTeen

HYoung Adult

IAdult

JMature

K

Advertising Insults The Intelligence Of The Average Consumers 2.51 2.92

A3.52ABDE 2.73 2.97

A2.96G 2.58 2.79 2.91 2.75 2.73

Because Of Advertising, People Buy A Lot Of Things That They Do Not Really Need 3.24 3.33

E3.91ABDE 2.92 2.91 3.25 3.41 3.59 3.15 3.30 3.39

Too Much Of Today's Advertising Is Based On Exaggeration

4.19BDE

3.92E

4.09E 3.67 3.23 3.93 4.16

F4.29K 4.11 4.07 3.86

Advertising Just Tends To Confuse People With Bewildering Choices 3.31 3.31

E4.03ABDE

3.45E 2.94 3.19 3.61

F 3.41 3.40 3.48 3.26

Advertising Persuades People To Buy Things That They Should Not Buy

3.23E

3.50E

4.03ABDE 3.10 2.78 3.37 3.39 3.40 3.32 3.33 3.47

Advertising Influences Consumers Choice & Opinions By Presenting Celebrities

3.55E

3.80DE

3.89DE 3.13 3.14 3.39 3.90

F 3.61 3.65 3.71 3.52

Too Many Of Today's Advertisements Attempt To Create A Trivial Or Imaginary Difference Between Products That Are Actually Identical Or Very Similar In Composition

3.62E

3.56E

3.97ABDE

3.30E 2.84 3.35 3.89

F 3.48 3.68 3.58 3.60


MATERIALISM

People Wear Branded Goods Because Of Advertising

Tends To Make People Live In A World Of Fantasy

Making Us A Nation Of Conformists - Everyone Acting The Same Way And Liking The Same Things

Needs To Be Close to Reality

Making Us A Materialistic Society

From Advertising, I Learn About Fashions To Impress Others

Makes People Buy Unaffordable Products Just To Show Off

Fosters Monopolies

Results In Lowering Prices Of Consumer Products

70

64

64

57

55

53

49

49

46

13

14

16

19

22

19

20

28

16

16

22

20

24

23

28

31

23

38


Mean

3.86

3.71

3.48

3.14

3.05

3.31

3.63

3.44

3.38

By parading an endless array of material goods in an enticing way, more than half the respondents believe that advertising is preoccupying consumers with commercial concerns.

MaterialismKHI (%)A

LHR(%)B

RWP/ISD (%)C

QUT(%)D

PSW (%)E

Male (%)

F

Female (%)G

Teen (%)H

Young Adult

(%)I

Adult (%)

J

Mature (%)K

Advertising Is Making Us A Materialistic Society--Overly Interested In Buying And Owning Things

55DE

54E

69BDE

38 30 52 58 64 4961K

48

Advertising Makes People Buy Unaffordable Products Just To Show Off 37

60AE

78ABDE

50E

2854G

43 49 42 55 45


62BDE

44 50 33 34 4562F

53 57 55 48


75DE

69DE

77DE

48 33 67 75 66 71 76 65

Advertising Tends To Make People Live In A World Of Fantasy

66DE

67DE

70DE

35 36 6069F

75K

6070K

56

Advertising Needs To Be Closed With Reality

58DE

59DE

72ADE

25 30 4967F

64 59 55 56

Advertising Fosters Monopolies 49DE

50DE

59DE

25 30 45 53 58 48 47 48

MATERIALISM

Advertising Results In Lowering Prices Of Consumer Products 45

55CDE

38 35 33 4053F

35 49 43 50

Materialism KHI A

LHRB

RWP/ISD

CQUT

DPSW

EMale

FFemale

GTeen

HYoung Adult

IAdult

JMature

K

Advertising Is Making Us A Materialistic Society--Overly Interested In Buying And Owning Things

3.49E 3.35 3.69

DE 3.10 3.03 3.34 3.55 3.52 3.28 3.60 3.33

Advertising Makes People Buy Unaffordable Products Just To Show Off 2.80 3.40

AE4.00ABDE 3.20 2.86 3.30

G 2.95 2.96 2.97 3.26 3.17


3.62BCDE

2.91 3.20D 2.70 2.97 3.01 3.64

F 3.38 3.44 3.34 3.14


4.05BDE

3.71DE

3.94DE 3.13 2.97 3.71 4.03

F 3.80 3.87 3.96 3.75

Advertising Tends To Make People Live In A World Of Fantasy

3.78BDE

3.45DE

3.86BDE 2.95 3.02 3.44 3.86

F3.97IK 3.41 3.82

IK 3.44

Advertising Needs To Be Closed With Reality

3.56DE

3.31D

3.89BDE 2.70 3.05 3.22 3.77

F 3.54 3.46 3.52 3.42

Advertising Fosters Monopolies 3.41DE 3.29 3.73

BDE 2.88 3.03 3.12 3.69F 3.56 3.37 3.36 3.36

MATERIALISM

Advertising Results In Lowering Prices Of Consumer Products 3.06 3.23

CE 2.78 2.85 2.81 2.80 3.34F 2.92 3.11 2.89 3.25

J

MISCELLANEOUS

Rules For Advertising Should Be Developed By The Advertising Association Rather Than Government

On The Basis Of Information, Advertising Develops A Healthy Society

Advertising Gives Less Expensive & Free Content

Advertized Things Fulfilled The Claims Promoted Via Advertisings

60

59

48

43

23

21

28

24

17

20

24

33


Mean

3.60

3.15

3.55

3.34

Public opinion suggests that advertising should be regulated by advertising association rather than the government.

However, credibility is a major issue and only 43% of the opinion is in favor of products matching the claims made in advertisements.

Regulation of Advertisement & Credibility

KHI (%)A

LHR(%)B

RWP/ISD (%)C

QUT(%)D

PSW (%)E

Male (%)

F

Female (%)G

Teen (%)H

Young Adult

(%)I

Adult (%)

J

Mature (%)K


51BE

3341E

45E

22 43 43 40 39 46 44


68BCDE

55E

53E

48E

22 60 59 55 62 59 60

Advertising Gives Less Expensive & Free Contends On Different Media Vehicle

54DE

47DE

42DE

20 25 41 57 46 51 48 47


63E

58E

67DE

48 30 57 64 63 59 65 53

MISCELLANEOUS

Regulation of Advertisement & Credibility

KHI A

LHRB

RWP/ISD

CQUT

DPSW

EMale

FFemale

GTeen

HYoung Adult

IAdult

JMature

K


3.46BCE

2.74 2.92 3.05 2.83 3.07 3.23 3.05 3.13 3.13 3.21


3.78BE

3.273.50E

3.45E

2.97 3.403.72F

3.58 3.60 3.51 3.56

Advertising Gives Less Expensive & Free Contends On Different Media Vehicle

3.58BCDE

3.17D

3.16D

2.382.91D

3.013.72F

3.24 3.53 3.30 3.29


3.63E

3.48E

3.95BDE

3.35 3.13 3.463.76F

3.62 3.54 3.68 3.54

MISCELLANEOUS

SUPPORT FOR ADS

10

15

17

32


Somewhat Disagree


Somewhat Agree

Completely Agree

I support advertisements because they play an important role in my buying decisions (%)

KHI A

LHRB

RWP/ISD

CQUT

DPSW

EMale

FFemale

G

(Top 2 boxes) 63E

52E

61E

50E 30 52 65

F

(Mean) 3.63BE 3.26 3.66

BDE 3.17 2.98 3.29 3.71F

Mean: 3.49

POSITIVE OPINION ABOUT ADVERTISEMENTS

5

11

21

36


Somewhat Disagree


Somewhat Agree

Completely Agree

My general opinion of advertising is positive. (%) KHI

ALHR

BRWP/ISD

CQUT

DPSW

EMale

FFemale

G

(Top 2 boxes) 61DE

72ADE

73DE 40 27 58 69

F

(Mean) 3.71DE

3.68DE

4.05BDE 2.92 2.98 3.57 3.82

F

Mean: 3.69

ATTITUDE MEASUREMENT


Through Advertising I Got To Know More Innovative Ideas

I Consider Advertising Useful As It Promotes The Latest Technology

My General Opinion Of Advertising Is Favorable I Refer To Advertising Because It Allows Me To Enjoy The Best Deal Out Of The Competing Products Adver-

tised I Support Advertising Because It Is Where Creativity Is

Highly Appreciated I Support Advertising Because It Plays An Important

Part In My Buying Decisions I Avoid Advertising Because It Does Not Provide A

True Picture Of The Product Advertised I Like Advertising Because It Never Offends Any Part

Of Society I Evade Advertising Because Most Of The Adver-

tisement Is Misleading I Thank Advertising As It Results In Lower Prices Of

Electronic Products

68

67

63

61

60

58

47

46

43

42

15

14

21

17

21

17

20

24

16

17

17

18

16

22

19

25

33

30

41

41


Mean

3.69

3.57

3.49

2.94

2.94

3.21

3.55

3.17

3.78

3.72

Section Parked for time being.

KHI (%)A

LHR(%)B

RWP/ISD (%)C

QUT(%)D

PSW (%)E

Male (%)

F

Female (%)G

Teen (%)H

Young Adult

(%)I

Adult (%)

J

Mature (%)K


72DE

64DE

86ABDE

45E 23 59 79

F 64 71 74K 60

I Refer To Advertising Because It Allows Me To Enjoy The Best Deal Out Of The Competing Products Advertised

70BDE

56DE

56E

38E 19 53 69

F 68 62 65K 51

I Like Advertising Because It Never Offends Any Part Of Society

53CDE

47E 33 30 17 43 50 35 54

H 48 42

I Support Advertising Because It Is Where Creativity Is Highly Appreciated

64DE

59DE

69DE 30 25 51 70

F 65 63 61 55


75BDE

57E

81BDE

48E 25 58 78

F77K

72K

73K 54

I Thank Advertising As It Results In Lower Prices Of Electronic Products 42 45

D 44 28 33 38 46 37 46 44 40

I Avoid Advertising Because It Does Not Provide A True Picture Of The Product Advertised

42E

57AE

55E

50E 23 48 46 64

JK 48 44 43


I Evade Advertising Because Most Of The Advertisement Is Misleading 38 51

AE47E 40 28 48

G 36 45 40 44 42

My General Opinion Of Advertising Is Favorable

61DE

72ADE

73DE 40 27 58 69

F 61 62 64 63

I Support Advertising Because It Plays An Important Part In My Buying Decisions

63E

52E

61E

50E 30 52 65

F 56 64 57 55

KHI A

LHRB

RWP/ISD

CQUT

DPSW

EMale

FFemale

GTeen

HYoung Adult

IAdult

JMature

K


3.99BDE

3.50E

3.98BDE

3.40E 2.80 3.54 4.05

F 3.70 3.84K

3.99K 3.51

I Refer To Advertising Because It Allows Me To Enjoy The Best Deal Out Of The Competing Products Advertised

3.83BCDE

3.31E

3.42E 3.05 2.77 3.29 3.85

F 3.65 3.66 3.66K 3.31

I Like Advertising Because It Never Offends Any Part Of Society

3.47BCDE

3.11C 2.64 2.85 2.81 3.07 3.37

F 3.05 3.32 3.26 3.13

I Support Advertising Because It Is Where Creativity Is Highly Appreciated

3.78BDE

3.31DE

3.72BDE 2.83 2.89 3.25 3.93

F 3.61 3.59 3.62 3.48


3.99BDE

3.27E

4.13BDE

3.25E 2.69 3.45 4.03

F3.97K

3.82K

3.88K 3.37

I Thank Advertising As It Results In Lower Prices Of Electronic Products 2.95 3.02 2.84 2.77 2.81 2.78 3.13

F 2.65 3.06 3.00 2.90

I Avoid Advertising Because It Does Not Provide A True Picture Of The Product Advertised

3.05 3.37AE

3.30E 3.30 2.89 3.24 3.09 3.58

K 3.12 3.16 3.07


I Evade Advertising Because Most Of The Advertisement Is Misleading 2.75 3.29

AE 3.02 3.08 2.67 3.13G 2.73 2.97 2.88 2.96 2.95

My General Opinion Of Advertising Is Favorable

3.71DE

3.68DE

4.05BDE 2.92 2.98 3.57 3.82

F 3.64 3.62 3.73 3.70

I Support Advertising Because It Plays An Important Part In My Buying Decisions

3.63BE 3.26 3.66

BDE 3.17 2.98 3.29 3.71F 3.44 3.69 3.43 3.43


Whenever I Find Any Ad I See It

I Enjoy Watching Advertising

I Give Attention In Watching Advertising

I Often Consider That I Could Trust In Advertising

I Trust In The Products Who Advertized More Than Those Who Don't

Sometime Advertising Annoys Me

Advertising Does Not Hold Anything New For Me

63

63

62

61

55

44

35

17

16

17

19

27

18

16

20

20

21

19

18

38

49


Mean

3.53

2.71

2.98

3.59

3.51

3.61

3.60

Section Parked for time being.

KHI (%)A

LHR(%)B

RWP/ISD (%)C

QUT(%)D

PSW (%)E

Male (%)

F

Female (%)G

Teen (%)H

Young Adult

(%)I

Adult (%)

J

Mature (%)K

Advertising Does Not Hold Anything New For Me 32

44AC

2545C

3043G

25 29 34 31 41

Sometime Advertising Annoys Me 39E

61ACDE

39E

25 2251G

36 41 50 43 42

Whenever I Find Any Ad I See It 65DE

68DE

67DE

30 23 63 63 64 62 62 65

I Enjoy Watching Advertising 66DE

65DE

66DE

33 38 60 67 66 67 66 57

I Give Attention In Watching Advertising 69BDE

55DE

72BDE

30 30 60 64 68 57 65 60


66DE

60DE

64DE

38 38 59 64 59 65 63 58


62CDE

51 45 45 39 52 60 59 61 54 52


KHI (%)A

LHR(%)B

RWP/ISD (%)C

QUT(%)D

PSW (%)E

Male (%)

F

Female (%)G

Teen (%)H

Young Adult

(%)I

Adult (%)

J

Mature (%)K

Advertising Does Not Hold Anything New For Me 2.62 2.93

C 2.50 2.95 2.81 2.97G 2.41 2.59 2.79 2.58 2.86

Sometime Advertising Annoys Me 2.80 3.46ACDE 2.78 2.83 2.69 3.19

G 2.74 2.82 3.17 2.95 2.93

Whenever I Find Any Ad I See It 3.65DE

3.65DE

3.77DE 2.88 2.89 3.53 3.69 3.48 3.64 3.59 3.64

I Enjoy Watching Advertising 3.74DE

3.49D

3.70DE 2.90 3.20 3.44 3.81

F 3.71 3.69 3.70 3.42

I Give Attention In Watching Advertising 3.73DE

3.44DE

3.72DE 2.83 3.05 3.45 3.74

F 3.70 3.47 3.69 3.50


3.67BDE 3.33 3.64

DE 3.20 3.13 3.38 3.70F 3.47 3.58 3.55 3.49


3.74BCDE 3.29 3.34 3.15 3.11 3.36 3.69

F 3.50 3.62 3.47 3.48


ELEMENTS IN THE AD

Information Education Entertainment Controlling Anti Social Behavior

Balancing Social Norms

43 41

104 2

3438

20

63

16 16

45

16

8

Rank-1 Rank-2 Rank-3

Overall



50

32

13

3 1

31

42

22

4 1

14

23

47

9 7

Karachi

ELEMENTS IN THE AD



32

58

4 51

3830

20

7 6

21

7

41

21

9


Lahore



42 45

82 3

4136

14

5 511 13

48

25

3ISD/RWP

ELEMENTS IN THE AD



34 31

11 149

20

48

14 135

19

8

38

17 19


Peshaw

ar



53

25

38

13

30

45

513

813 13

38

28

10

Quetta

RESPONDENT EDUCATION AND OCCUPATION

Illiterate7%

Pri-mary

3%

Middle14%

Ma-tric26%

In-ter-me-diate26%

Graduate16%

Post Graduate8%

OCCUPATION OVERALL

Housewives 39%

Student 15%

Skilled Labor 10%

Small Traders 9%

Supervisor Level 7%

Non-Executive Staff 6%

Lower/Middle Executive 5%

Self Employed Professional 3%

Medium Traders 2%

Senior Executive 1%

Factory Owners/Big Traders 1%

PUBLIC ATTITUDE TOWARDS ADVERTISING

Version 1.331st December, 2009

THE END

Career

Public Attitude towards Advertising