How To Improve Brand Recognition In Television Commercials

How To Improve Brand Recognition In Television Commercials SYEDA FAIZA GILLANI & SHAHNILA YOUSAF MBA Scholar City University of Science & I-T Peshawar Pakistan Email: Gillani1179@yahoo.com Email: Khansheen80@yahoo.com SHAHZAD KHAN Lecturer City University of Science & I-T Peshawar Pakistan Email: Shahzadkhan.lecturer@gmail.com ABSTRACT The main objective of this research study was to discover the key factors that may influence the way to improve brand recognition in television commercials Peshawar Pakistan. There are nine major factors of which two are known from previous studies, while the remaining six are developed from grounded theory. Studies indicate that these nine factors are responsible for brand recognition in television commercials Those factors include brand recognition, brand ambassador, the concept of linkage, conveying the USP (Unique Selling Proposition), the effects of music / sound / voice, humor, emotions and relationships, inspiration, and attitude, campaign rivalry and excitement. A structured questionnaire was developed to collect data. The study population consisted of all consumers in Peshawar Pakistan. In convenient base 150 consumers were attacked in Peshawar Pakistan. The statistical part of the analysis is based on descriptive statistics, correlation and regression analysis. The results were performed by SPSS version 20.Results are designated brand recognition, brand ambassador, the concept of linkage, transmitting the USP (Unique Selling Proposition), the effects of music / sound / voice, humor, emotions and relationships, inspiration and attitude, the campaign exciting rivalry and the main factors that manipulate brand recognition in TV commercials. The results of the study showed that there is a positive and significant relationship between the dependent variable (brand recognition) and independent variables (brand ambassador, the concept of linkage, transmitting the USP (Unique Selling Proposition), the effects of music / sound / voice, humor, emotions and relationships, inspiration and attitude, rivalry and excitement campaign) Keywords: brand recognition in television commercials Peshawar Pakistan European Society for Business and Social Sciences 20

1. INTRODUCTION Television commercials in Pakistan have continued many of them. They are funny, witty, and emotional and inspiring, with great music and sound, and some even managed to have an echo in every ones hearts. Many lasted for a longer period, some came and went quickly, and some do not even lasted for a couple of weeks. Television Ads (TVC) are perhaps one of the best tools for creating awareness among people. According to Neil Kokemuller (2007) Strengthening brand awareness is one of the primary objectives of marketing course for a company or product. Before you build loyalty and repeat purchases, you have to get oriented to acknowledge its existence through a variety of tools and techniques used to achieve brand recognition promotion customers. The following are some points that are essential for inclusion in the TVC and what to avoid and what concept should be used in every situation and on the mark. 2.1 Brand Ambassador 2. LITERATURE REVIEW According tofuggetta, Rob (2012) and Pokuetal (2013). Brand Ambassador mentioned as a person who is a representator or a corporate identity in appearance, behavior, values and ethics. Or a person who is hired by a company or organization to promote their products or services within the activity had known brand. "The keyelement of a brand ambassador lies in its ability to use promotional strategies that strengthen customer-product/service relationship and influence a large audience to buy and consume more" (Low, George S., Fullerton, Ronald A. May 1994). 2.2 CONCEPTLINKAGE Sheinin, D. (2000), linking the brand is defined as the degree to which consumers understand the message of a business and it is for a specific brand of product instead of the product category. Consumers perceive that brands are a major cause of business and consumer long-term relationships (Fournier, 1998). The term "brand" has been shown to understand meanings from two different sources; First, the brand identity as codified and communicated by the initiator of the brand, and secondly, the meaning of the brand from users or consumer environment (Jevons, Gabbott and Chernatony, 2001). This division of meaning between creator and consumer has a number of implications, including the possibility of "drift" between certain organizational sense and meanings perceived by the user (Chernatony and Riley Dall'Olmo [1997]). Drifting between owner and user of brand meanings is accentuated by European Society for Business and Social Sciences 21

Communicative or rich environments such as the Internet, and this increases the importance of understanding the links between forms of brand meanings. 2.3 CONVEYING THE USP The USP states that such campaigns made unique propositions to the customer who convinced them to change brands. The term was developed by the pioneering television advertising Rosser Reeves of Ted Bates & Company. Theodore Levitt, a professor at Harvard Business School, said, "The differentiation is one of the most important strategic and tactical activities in which companies must constantly engage Khan &Bagram (2012). 2.4 HUMOR Humor is the tendency of particular cognitive experiences to provoke laughter and provide amusement. Some companies claim that humor cannot or should not be explained. But (EB White 1989) once said, "Humor can be dissected as a frog can, but the thing dies in the process and the innards are discouraging to any but the pure scientific mind. 2.5 MUSIC / VOICE / SOUND EFFECTS The most important element of advertising is voices that are the heart of the jungle, spoken dialogue and announcements. Similar as music can be used behind the dialogues to create the mood and set the settings. While the sound effects are important for advertising to attract attention and make memorable adds. 2.6 EMOTIONS AND RELATIONSHIPS According Gaulin, Steven JC and Donald H. McBurney (2003) Emotion is often associated with and considered reciprocal influence mood, temperament,personality,disposition, and motivation. Bashir, Zeeshan&Sabbar (2013) Much of the emotions we experience in everyday life arises in the context of our social relationship (Aveill, 2012). 2.7 INSPIRATION AND ATTITUDE Having a positive mental health gives us the motivation to do the best we can and always striving to do better (Murray, Michael &Pizzorno, and Joseph 1998 With good mental health is good emotional health and intellectual, who helpers in solving problems of life events (David 2006). feelings are inspired attitude of a person contagious enthusiasm for something that gives people a new and creative ideas. (Larry, RS, 2010). 2.8 IMPLEMENTATION There are many ways to run any supplements. An execution is how a massage is presented in the advertisement. The creative teams spend hours compare and test various approaches to reach version one feels best delivery strategy European Society for Business and Social Sciences 22

3. THEORETICAL FRAMEWORK This research theoretical framework is showing several factors. Brand recognition is dependent variable while brand Ambassador, Rivalry Campaign, Price, Purchase Decision, Perceived Quality, Store Environment, Design, Promotion, Expiry and conveying USP are operationalized Variables while concept linkage, Music/voice/ sound effects, humor, inspiration and attitude,emotion and relation and execution are independent variables. So brand recognition is affected by these independent variables European Society for Business and Social Sciences 23

4. QUESTIONNAIRE These questions were developed by the. BRAND AMBASSADOR three items, five points each, Likert-type scale Brand ambassador supports a brand? Brand ambassador is necessary for recognizing a brand? Brand ambassador makes you more clearly about a commercial massage? RIVALRY CAMPAIGN three items, five points each, Likert-type scale Rivalry campaigns in TV commercials motivate me to buy a product? I prefer those brands which produce more TV commercials then rivals? Rivalry campaigns help to recognize a brand? CONVEYING THE USP three items, five points each, Likert-type scale USP should be conveyed to customers through ads? Conveying USP through TV commercials improve brand recognition? I focus on USP of brands in T.V commercials? CONCEPT LINKAGE three items, five points each, Likert-type scale If the ads are interesting the product will be interesting? Through TV advertisement a consumer compare the entire product and then select the best one? European Society for Business and Social Sciences 24

TV advertisement influences my brand preference? MUSIC/VOICE/SOUND EFFECTS three items, five points each, Likert-type scale Music/voice/sound effects help to improve brand recognition? Music/voice/sound effect makes a T.V commercial effective? Music/voice/sound effects of commercials reminds brand in customer mind? Music/voice/sound effects are necessary in T.V commercials? HUMOR four items, five points each, Likert-type scale Humor makes an ad attractive? I like humorous T.V commercials? There should be humor in ads depending upon the product? Humorous ads became permanent in minds of consumers? INSPIRATION AND ATTITUDE three items, five points each, Likert-type scale I like ads which inspires human emotions and attitude and help to remind that product during buying? A TV commercial inspires me to recognize a product? A TV commercial inspires me to make a purchase? EMOTIONS AND RELATIONS three items, five points each, Likert-type scale Positive emotions and relations to a brand create a brand loyalty? TV commercials create emotional bonds between customer and product? Emotional ads are effective? European Society for Business and Social Sciences 25

EXECUTION four items, five points each, Likert-type scale A properly executed ad attracts me to make a purchase? If a TV commercial is not executed properly its useless? A commercial whose execution is best than competitors remains in customers minds for long? LOADINGS, RELIABILITY AND VALIDITY OF THE BRAND RECOGNITION S.NO Questions Validity Re liabilit y 1. 1.1 BRAND AMBASSADOR Brand ambassador supports a brand? De termin ant K MO Antiimage.623 a Com munaliti es.455 1.2 Brand ambassador is necessary for recognizing a brand? Brand ambassador makes you more clearly about a commercial massage?.60 9.00 0.548 a.746.53 9 1.3.577 a.575 European Society for Business and Social Sciences 26

2. 2.1 2.2 RIVALRY CAMPAIGN Rivalry campaigns in TV commercials motivate me to buy a product? I prefer those brands which produce more TV commercials then rivals?.36 6.00 0.680 a.672 a.771 a.748.758.659.230 2.3 Rivalry campaigns help to recognize a brand?. 3 CONVEYING THE USP.611 a.639 USP should be conveyed to customers through ads? 3.1 3.2 Conveying USP through TV commercials improve brand recognition?.52 7.00 0.572 a.758.64 2 I focus on USP of brands in T.V commercials?.695 a.503 3.3 European Society for Business and Social Sciences 27

. 4 CONCEPT LINKAGE 4.1 If the ads are interesting the product will be interesting?.634 a.569 Through TV advertisement a consumer compare the entire product and then select the best one?.68 1.00 0.675 a.508.64 2 4.2 TV advertisement influences my brand preference?.599 a.659 4.3. 5 MUSIC/VOICE/SOUND EFFECTS 5.1 Music/voice/sound effects help to improve brand recognition? 817 a.697 Music/voice/sound effect makes a T.V commercial effective? 788 a.760 5 Music/voice/sound effects of commercials reminds brand in customer mind?.16 6.00 0.70 2 European Society for Business and Social Sciences 28

.2 820 a.725 Music/voice/sound effects are necessary in T.V commercials? 5.3 859 a.629 5.4. 6 HUMOR Humor makes an ad attractive?.692 a.681 6.1 I like humorous T.V commercials? 6.2 There should be humor in ads depending upon the product? Humorous ads became permanent in minds of consumers?.39 5.00 0.729 a.706 a.682.708.84 7 6.3 European Society for Business and Social Sciences 29

. 663 a.095 6.4. 7 INSPIRATION AND ATTITUDE 7.1 I like ads which inspires human emotions and attitude and help to remind that product during buying? A TV commercial inspires me to recognize a product?.90 7.00 0.539 a.527 a.450.590.82 7 7.2 A TV commercial inspires me to make a purchase?.570 a.308 7.3. 8 EMOTIONS AND RELATIONS European Society for Business and Social Sciences 30

Positive emotions and relations to a brand create a brand loyalty?.762 a 721 8.1 TV commercials create emotional bonds between customer and product?.30 3.00 0.700 a.777.64 9 Emotional ads are effective? 8.2.711 a.766 8.3. 9 EXECUTION 9.1 A properly executed ad attracts me to make a purchase? If a TV commercial is not executed properly its useless?.723 a.575 9.2 A commercial whose execution is best than competitors remains in customers minds for long?.55 5.00 0.654 a.663.81 4.643 a.678 9.3 European Society for Business and Social Sciences 31

The above table is a summary of Correlation matrix, KMO & Bartley, Anti-image matrix and reliability analysis tests which shows that all the questions were valid and reliable.determinant value of table should be greater than.1 and In the above table all the values of all factors are greater than.1. it shows that all the questions are valid. While in the KMO table the sig value should be less than.05. In this case all the KMO values are less than.05 it shows that the questions are correct and are signifying to the variables. The anti-image table shows that all the diagonal values should be higher than 0.5 and all the values of factors are higher than 0.5 so these tests also prove all the questions are valid. In Communalities test all the externalities value should be greater than.5 or.7 so all the externalities values are according to condition so it is proven that all the questions are valid. 5. HYPOTHESIS These assumptions the ratio of television advertisements with brand recognition is shown. While outs this point the investigation of factors influencing the TV ads with brand recognition. Based on the factors that manipulate the TV ads, which arise subsequent hypothesis H1: There is a significant positive correlation between the brand ambassador and brand recognition. Ha: There is a significant positive correlation between the concept of linkage and brand recognition H2: There is a significant and positive correlation between rivalry campaign and brand recognition Ha: There is a significant and positive correlation between music / sound and voice and brand recognition Hb: There is a significant and positive correlation between humor and brand recognition HC: There is a significant and positive correlation between inspiration and attitude and brand recognition H3: There is a significant and positive correlation between the transmission of the USP and brand recognition Ha: There is a significant positive correlation between emotions and relationships and brand recognition Hb: There is a significant positive correlation between execution and brand recognition European Society for Business and Social Sciences 32

6.1 Research Design 6. RESEARCH METHODOLOGY This examined study is designed at empirically identify how to improve brand recognition in television commercials. For this study we selected the city of Peshawar. This study was conducted by using structured questionnaire. 6.2 Instrument A questionnaire in order to collect data from respondents of the selected areas was developed. The questionnaire consists of two sections: the first section is based on Demo graphs. While the second part of the questionnaire was based on the dependent variable (brand recognition) and independent variables (concept linkage, voice / music and sound effects, humor, inspiration and attitude, emotions and relationships and execution). All statistical figures for the research were made through self-administered questionnaire. This questionnaire was a close-ended questionnaire with five-point Likert scale. Consecutively to obtain adequate data from users. 6.3 Data Collection Procedure The relevant population for our research was all consumers in Peshawar. So for data collection target area was the city of Peshawar. The survey was conducted on a random sample of consumers between "between" 16 and 59. A sample of 150 questionnaires were prepared and distributed to the respondent. Since 129 questionnaires were received, and the remaining 17 were either issued or misplaced. The study was conducted in convenient base because the population was unknown and it was non probability sampling. Sociodemographic profile For the purposes of data analysis researchers used descriptive statistics. Through descriptive statistics the frequency of respondents was measured along with the percentages Table 1: Demographic Factors Meas ures Artic les Frequencies ge Percenta Valid Percent Cumulative Percentage Age 16-24 25-33 70 54.3 54.3 54.3 44 34.1 34.1 88.4 European Society for Business and Social Sciences 33

Valid Male Female Total 34-41 42-50 51-59 Tot al 8 6.2 6.2 94.6 5 3.9 3.9 98.4 2 1.6 1.6 100.0 129 100.0 100.0 64 49.6 49.6 49.6 65 50.4 50.4 100.0 129 100.0 100.0 From the table no 1. The table denotes the age of the respondents, Table 1 explains that 54% of respondents were in the age group 16 to 24, and 34% of respondents were from the age group of 25-33, 34-41, while the age group respondents were taking a percentage of 6 While 3-1% of respondents were from the age group of 42-50 and 51-59. Table 1 also explains the gender of the respondents, which shows that 49% respondents were male while 50% were females. 7.1 Results and Analysis 7. RESULTS AND ANALYSIS The following results have been attained after inserting multiple liner regression Table 1.1: Model Summary concept linkage Model Summary Model R R Square Adjuste d R Square Std. Error of the Estimate 1.38 5 a.14 8.142 1.39432 a. Predictors: (Constant), concept linkage European Society for Business and Social Sciences 34

The above table no 1.1 of model summary represents that R denotes the relationship between independent and dependent variables. R square represents the variance explained by independent variable in the dependent variable. The value of R is.148 which represents that there is 14% relationship between independent variables i-e concept linkage and dependent variable brand recognition. It shows that there is a positive, moderate and highly significant relationship between both of the variables. a(brand recognition & concept linkage) Table 1.2 ANOVA ANOVA a Model Sum of Squares df Mean Square F Sig. 1 Regres sion 43.027 1 43.027 22.13 2.000 al Residu 246.906 1 27 1.944 Total 289.933 1 28 a. Dependent Variable: Brand recognition b. Predictors: (Constant), concept linkage From the above table 1.2 it is evident that there is a positive, moderate and significance correlation among both the variables. It is clear the factors concept linkage is linked to Brand recognition and the association among the factors is considerable as compared to alpha value = 0.05. The value F-statistical is 22.132 and P value of 0.000 shows that the model of study is statistical significant. European Society for Business and Social Sciences 35

a (Brand recognition & concept linkage) Table 1.3 Coefficients Coefficients a Model Unstandardized Coefficients Standar dized Coefficient s t Sig. B Std. Error Beta 1 (Constant) 1.307.476 2.7 44.000 concept linkage.645.137.385 4.7 04.000 a. Dependent Variable: Brand recognition The above table 1.3 of coefficient reflects the β values and t values. The t value is supported by the probability value (p value). Β value represents change in the dependent variable because of change in the independent variable. To decide upon the acceptance and rejection of hypothesis t value is calculated with the p value (significance level) as well. At 5% significance level the tabulated t value is 2.744. So the higher value of t from 1.96 represents the acceptance of hypothesis with p value less than.05. So it shows that hypotheses H1 is accepted. European Society for Business and Social Sciences 36

Table 2.1Model Summary (Brand recognition, inspiration and attitude, rivalry campaign) Model Summary M odel R R Square Adjusted R Square Std. Error of the Estimate 1.6 89 a.448.444 1.12248 2.6 54 b.456.445 1.10206 3.6 87 c.472.464 1.10207 4.6 77 d.462.446 1.10236 a. Predictors: (Constant), rivalry campaign, brand recognition b. Predictors: (Constant), Music/voice/sound effects, rivalry campaign c. Predictors: (Constant),Humor, rivalry campaign d. Predictors: (Constant),inspiration and attitude, rivalry campaign The above table no 2.1 of model summary represents that R denotes the relationship between independent and dependent variables. R square represents the variance explained by independent variable in the dependent variable. It is clear that in model 1 the value of R is.689 which represents that there is 68% relationship between operationalized variable i-e rivalry campaign and the dependent variable brand recognition which shows that there is a positive, moderate and highly significant relationship between these variables. It is clear that in model 2 the value of R is.654 which represents that there is 65% relationship between independent variable i-e Music/voice/sound effects and the European Society for Business and Social Sciences 37

operationalized variable rivalry campaign which shows that there is a positive, moderate and highly significant relationship between these variables. It is clear that in model 3 the value of R is.687 which represents that there is 68% relationship between independent variable i-e Humor and the operationalized variable rivalry campaign which shows that there is a positive, moderate and highly significant relationship between these variables. It is clear that in model 4 the value of R is.677 which represents that there is 67% relationship between independent variable i-e inspiration and attitude and the operationalized variable rivalry campaign which shows that there is a positive, moderate and highly significant relationship between these variables. Table 2.2ANOVAa ( (Brand recognition, inspiration and attitude, rivalry campaign) ANOVA a Model Sum of Squares df Mean Square F Sig. 1 Regre ssion 129.91 8 1 129.91 8 10 3.113.000 Resid ual 160.01 5 12 7 1.260 Total 289.93 3 12 8 2 Regre ssion 136.89 8 2 68.449 56. 357.000 Resid ual 153.03 5 12 6 1.215 Total 289.93 3 12 8 a. Dependent Variable: Brand recognition b. Predictors: (Constant), inspiration and attitude European Society for Business and Social Sciences 38

c. Predictors: (Constant), inspiration and attitude, rivalry campaign From the above table 2.2 it is evident that there is a positive, moderate and significance correlation among both the variables. It is clear the factors Inspiration and attitude and rivalry campaign is linked to Brand recognition and the association among the factors is considerable as compared to alpha value = 0.05. The value F-statistical is 103.113 and P value of 0.000 for inspiration and attitude and for rivalry campaign the value of F-statistical is 68.449 and p value is 0.00 which shows that the model of study is statistical significant for both of the variables. Table 2.3 Coefficients a (Brand recognition, inspiration and attitude, rivalry campaign) Model Unstandardized Coefficients Standar dized Coefficients t Sig. B Std. Error Beta 1 (Constant) 1.799.192 9.362.000 music.455.045.669 2.397.000 2 Humor.442.221.441 27.1.000 Inspiration & attitude.321 1.02.321 22.1.000 Rivalry campaign.237.099.166 10.15 4.000 a. Dependent Variable: Brand recognition The above table 2.3 of coefficient reflects the β values and t values. The t value is supported by the probability value (p value). Β value represents change in the dependent variable because of change in the independent variable. To decide upon the acceptance and rejection of hypothesis t value is calculated with the p value (significance level) as well. At 5% significance level the tabulated t value of Rivalry campaign is 10.154 is so the higher value of t from 1.96 European Society for Business and Social Sciences 39

represents the acceptance of hypothesis with p value less than.05. So it shows that hypotheses H2 is accepted as well as the t value of music is 9.362,Humor is 27.1, Inspiration & attitude is 22.1 so it shows that all the hypothesis Ha, Hb,and Hc are accepted. Table 3.1 Model Summary ( ( Brand recognition, emotions and relations, conveying _USP) Model Summary M odel R R Square Adjusted R Square Std. Error of the Estimate 1.4 93 a.244.238 1.31414 2.5 39 b.291.280 1.27734 3.4 39 b.261.260 1.27633 a. Predictors: (Constant), emotions and relations b. Predictors: (Constant), emotions and relations, conveying _USP c. Predictors: (Constant), execution, conveying _USP The above table no 3.1 of model summary represents that R denotes the relationship between independent and dependent variables. R square represents the variance explained by independent variable in the dependent variable. It is clear that in model 1 the value of R.493 a is which represents that there is 49% relationship between operationalized variable i-e, conveying _USP and the dependent variable brand recognition which shows that there is a positive, moderate and highly significant relationship between these variables. It is clear that in model 2 the value of R is.291b which represents that there is 59% relationship between independent variable i-e emotions and relations and the operationalized variable, conveying _USP which shows that there is a positive, moderate and highly significant relationship between these variables. European Society for Business and Social Sciences 40

It is clear that in model 3 the value of R.439 c is which represents that there is 49% relationship between independent variable i-e execution and the operationalized variable conveying _USP which shows that there is a positive, moderate and highly significant relationship between these variables. Table 3.2ANOVAa ( (Brand recognition), emotionsandrelations, conveying_usp,) ANOVA a Model Sum of Squares df Mean Square F Sig. 1 Regressi on 70.608 1 70.608 40.8 86.000 b Residual 219.325 127 1.727 Total 289.933 128 2 Regressi on 84.353 2 42.176 25.8 50.000 c Residual 205.580 126 1.632 Total 289.933 128 a. Dependent Variable: Brandrecognition b. Predictors: (Constant), emotionsandrelations c. Predictors: (Constant), emotionsandrelations, conveying_usp From the above table3.2 it is evident that there is a positive, moderate and significance correlation among both the variables. It is clear the factorsemotionsandrelations, andconveying_usp is linked to Brand recognition and the association among the factors is considerable as compared to alpha value = 0.05. The value F-statistical is 40.886and P value of 0.000 foremotionsandrelations and for conveying_uspthe value of F-statistical is25.850and p value is 0.00 which shows that the model of study is statistical significant for both of the variables European Society for Business and Social Sciences 41

Table 2.3 Coefficients a (Brand recognition, Emotions and relations, Execution, Conveying _USP) Model Unstandardized Coefficients Standar dized Coefficients t Sig. B Std. Error Beta 1 (Constant).904.418 2.1 61.00 0 Emotions relations and.726.114.493 6.3 94.00 0 Execution.040.148.040.41 7.00 0 Conveying _USP.429.148.238 2.9 02.00 0 The above table 3.3 of coefficient reflects the β values and t values. The t value is supported by the probability value (p value). Β value represents change in the dependent variable because of change in the independent variable. To decide upon the acceptance and rejection of hypothesis t value is calculated with the p value (significance level) as well. At 5% significance level the tabulated t value of conveying _USP is 2.902so the higher value of t from 1.96 represents the acceptance of hypothesis with p value less than.05. So it shows that hypotheses H3 is accepted as well as the t value of Emotions and relations is 6.394,and Execution is4.17, so it shows that all the hypothesis Ha,and Hb are accepted. 8. CONCLUSION The aim of the cram was to investigate thathow to improve brand recognition in television commercials. The results of the study have witnessed that. Brand recognition is dependent variable while brand Ambassador, Rivalry Campaign, Price, Purchase Decision, Perceived Quality, Store Environment, Design, Promotion, Expiry and conveying USP are operationalized Variables while concept linkage, Music/voice/ sound effects, humor, inspiration and attitude, emotion and relation and execution are independent variables. So brand recognition is affected European Society for Business and Social Sciences 42

by these independent variables then it is very obvious that companies should always maintain and emphasize on these factors REFERENCES [1]. AneelKarnani (2007) * Issue Strategic Management JournalVolume 28, Issue 13, pages 1351 1357 [2]. Bagram, M.M.M. & Khan, S. (2012). Attaining consumer loyalty.the role of consumer attitude and consumer behaviour.international Review of Management and Business Research. 1 (1), 1-8 [3]. Bashir, S., Zeeshan, M., &Sabbar, S. 2013. Impact of Cultural Values and Life Style on Impulse Buying Behavior: A case study of Pakistan. International Review of Management and Business Research.Vol. 2 Issue.1. Retrieved, Oct 31, 2013, from www.irmbrjournal.com E.B. White (1989) Verbal humor and variation in English: Sociolinguistic notes on a variety of jokes Journal of Political Philosophy (Blackwell Publishing Ltd), Vol. 7 (No. 4) [4]. Fournier, S. (1998), Consumers and Their Brands: Developing Relationship Theory in Consumer Research, Journal of Consumer Research, Vol. 24, pp. 343-373. [5]. Fuggetta, Rob (2012). Brand Advocates: Turning Enthusiastic Customers into a Powerful Marketing Force. Hoboken, New Jersey: John, Wiley & Sons, Inc. p. 1. [6]. Gardner, B. B. and Levy, S. J. (1955), The Product and the Brand, Harvard Business Review, pp. 33-39 [7]. Gaulin, Steven J. C. and Donald H. McBurney.Evolutionary Psychology.Prentice Hall. 2003, Chapter 6, p 121-142 [8]. Jevons, C., Gabbott, M., and de Chernatony, L. (2001), Internet noise and its effects on brand management, paper submitted to European Journal of Marketing [9]. Low, George S.; Fullerton, Ronald A. (May 1994). "Brands, Brand Management, and the Brand Manager System: A Critical-Historical Evaluation". Journal of Marketing Research31 (2): 173 190 [10]. Larry, R. S. (2010). "Exploring the relationships between perceived health self-efficacy, coping and health-promoting behaviors among non-substance abusing vs. substance abusing patients with HIV disease".dissertation Abstracts International: Section B: The Sciences and Engineering71 (1-B): 661. [11]. Murray, Michael &Pizzorno, and Joseph 1998): Encyclopedia of Natural Medicine (1998)(pgs. 17-19)(Revised 2nd Edition); Three River Press, New York.). European Society for Business and Social Sciences 43

[12]. Neil Kokemuller. (2007) The New York Times: Brand Recognition is the Issue [13]. Sheinin, D. (2000), The Effects of Experience with Brand Extensions on Parent Brand Knowledge, Journal of Business Research, Vol. 49, pp. 47-55 [14]. POKU, K., ZAKARI, M., & SOALI, A (2013). Impact of Service Quality on Customer Loyalty in the Hotel Industry: An Empirical Study from Ghana. International Review of Management and Business Research volume 2 Issue 2 pp 600-609. [15]. Schweingruber, David (Winter 2006). "Success through a Positive Mental Attitude?: The Role of Positive Thinking in Door- European Society for Business and Social Sciences 44

8. QUESTIONNAIRE HOW TO IMPROVE BRAND RECOGNITION IN TELEVISION COMMERCIALS We are the students of MBA (MKT) at city University of science and information Technology, Peshawar. We are conducting research on HOW TO IMPROVE BRAND RECOGNITION IN TELEVISION COMMERCIALS. Your cooperation in this regard will be highly appreciated. INSTRUCTION The questionnaire is designed on the likert scale. The scales are (1) Strongly disagree. (2) Disagree. (3) Neither Agree, nor disagree. (4) Agree. (5) Strongly Agree. Note Please read the instructions carefully Please don t crumble the questionnaire Please read each and every question carefully Answer these questions honestly Age European Society for Business and Social Sciences 45

Gender O S.N Items Responses S-Disagree-S. Agree 1 BRAND AMBASSADOR 1 2 3 4 5 1.1.Brand ambassador supports a brand. 1.2 Brand ambassador is necessary for recognizing a brand. 1.3 Brand ambassador makes you more clear about a commercial massage. 2 CONCEPT LINKAGE 1 2 3 4 5 2.1 If the ads are interesting the product will be interesting. 2.2 Through TV advertisement a consumer compare the entire product and then select the best one. 2.3.TV advertisement influence my brand preference 3 CONVEYING THE USP 1 2 3 4 5 3.1 USP should be conveyed to customers through ads. 3.2 Conveying USP through TV commercials improve brand recognition. 3.3 I focus on USP of brands in T.V commercials. 4 MUSIC/VOICE/SOUND EFFECTS 1 2 3 4 5 4.1 Music/voice/sound effects help to improve brand recognition. 4.2 Music/voice/sound effect makes a T.V commercial effective. 4.3 Music/voice/sound effects of commercials reminds brand in customer mind. 4.4 Music/voice/sound effects are necessary in T.V commercials. 5 HUMOR 1 2 3 4 5 European Society for Business and Social Sciences 46

5.1 Humor makes an ad attractive. 5.2 I like humorous T.V commercials. 5.3 There should be humor in ads depending upon the product. 5.4 Humorous ads became permanent in minds of consumers. 6 EMOTIONS AND RELATIONS 1 2 3 4 5 6.1 Positive emotions and relations to a brand create a brand loyalty. 6.2 TV commercials create emotional bonds between customer and product. 6.3 Emotional ads are effective. 7 INSPIRATION AND ATTITUDE 1 2 3 4 5 7.1 I like ads which inspires human emotions and attitude and help to remind that product during buying. 7.2 A TV commercial inspires me to recognize a product. 7.3 A TV commercial inspires me to make a purchase. 8 RIVALRY CAMPAIGN 1 2 3 4 5 8.1 Rivalry campaigns in TV commercials motivate me to buy a product. 8.2 I prefer those brands which produce more TV commercials then rivals 8.3 Rivalry campaigns help to recognize a brand. 9 EXECUTION 1 2 3 4 5 9.1 A properly executed ad attracts me to make a purchase. 9.2 If a TV commercial is not executed properly its useless. 9.3 A commercial whose execution is best than competitors remains in customers minds for long. European Society for Business and Social Sciences 47