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Market Research report On impact of Animated Advertisements On Consumers (KUBS)
INTRODUCTION:
Animation has become the new creative advertising trend in today’s entertainment industry.
As a character-based business, animation can expand the design of advertisement by
applying digital content to different media, such as Internet, mobile, phone technology and
television. However, little research has been conducted on animated ads and animated ads as
spokesperson that identifies whether or not they prove more effective at building consumer
awareness about a product or service. Some research suggest that animated commercials can
effectively provide visual demonstrations and verbal testimonies for a wide variety of
products, while studies on motion, have focused on the relationship between size and speed
and emotional response, as well as explored animated object on the internet.
The classical conditioning paradigm has been applied to the field of consumer behavior. Many
researchers have studied its implications on consumer behavior, and it has been adopted as a
process relevant to advertising. Classical conditioning suggests that positive attitude towards
an advertised product might develop through a product association in a commercial with
other positive stimuli.
Attractive colors, jingles, pleasant music, interesting characters and humorare the example
of potential unconditioned stimuli used in commercials ads and had a deep influence on
consumer
ANIMATIONHAS BECOMEAN EFFECTIVETOOL IN
ADVERTISING: -
The answer to this question lies within the concept of brand and brand identity. If the aim of
the advertiser is to communicate the identity of a given brand as quickly and as succinctly as
possible, then animation is an ideal medium.
With a brand identity and to desire to become a part of that identity can be extenuated
through the use of a brand character. Animated form and animated characters have been
used to sell everything from children’s toys to cigarettes. These characters are intrinsically
linked to the qualities of the product that they are selling.
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Market Research report On impact of Animated Advertisements On Consumers (KUBS)
ANIMATEDCOMMERCIAL AS ANEW CREATIVE PLATFORM:
Animation process results in motion pictures that are created by recording a series of still
images-drawings, object, or people in various positions of incremental movement, to produce
the illusion of unbroken motion.
Some researchers emphasize that animation is a highly effective design tool forcapturing
viewer interest and attention Animation usually classified into different categories including
CGI [Computer Graphic Image] animation, clay animation [ clay motion], Cartoon animation,
film animation, drawn animation, pixilation, puppet animation and silhouette animation.
There are thirteen different types of animated commercials, which fall intoseveral functional
categories; explanation, demonstration, big model, slice of life, documentary, comparison,
image building, symbol, spectacular, production, commercial, and humor.
The most common type of animation is drawn on cells and is 2-d. It is a traditional design
technique. Advanced technology can create a new style animation. The three-dimensional
animation of clay animation is created. In current entertainment industry, clay animation and
computer generated animation have become the most popular type of animation in films and
televisions commercials.
Currently, animated cartoons have become tools to influence people’s opinion in society.
Clay animation, computer generated animation, puppet animation are the most popular
animation types in today’s animation industry. Puppet animation uses 3-d figures that moved
incrementally for each frame of film. Pixilation is animation made by using humans and other
live subject filmed incrementally in various poses.
RELAITONOF CONSUMERS AND ANIMAED
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Market Research report On impact of Animated Advertisements On Consumers (KUBS)
ADVERTISEMENTS:
Brand familiarity is the primary focus in consumer behavior studies. First, a consumer’s
familiarity with a product orbrand influences concepts as consumer adaptation, self-image,
and compliance, and identification.
Similar studies should focus on the relationships between brand familiarity, consumer
confidence in brand evaluations, consumer attitudes toward brands, and intentions. In term
of brand preference, brand choice, and, consumercreate meaning to strengthen their
identities through brand preference.
ADVANTAGES OF ANIMATIONINADVERTISING:
One of the main advantages of using animation in advertising is the ability of animators to
create environments and worlds that could not be accessed or reproduced by a live action
camera crew. These artificial environments can be used to stimulate imagination and desire,
to create a fantastical world of possibility, which can then be realized by the purchase of a
given product. Coco-pops are advertised by a variety of jungle characters that inhabit a
fantastical world of imagination and fun that is extremely appealing toyoung children.
Animation can also be a relatively inexpensive process. Pioneers such as Peter Sachs of Larkin
studios and Bob Godfrey of biographic, found quicker cheaper animation methods than the
traditional fluid aestheticstyle of Disney. They employed jagged and rough styling that
borrowed from German expressionism. The theory being, to use limited animation to
maximum effect. (Thread Gould, 2005) By emphasizing certain details advertisers can allude
to certain qualities that can be associated with the product.
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Market Research report On impact of Animated Advertisements On Consumers (KUBS)
TYPES OF ANIMATION:-
 Clay animation: Animation of figures created of plasticize , clay, or other
malleable materials
 Cartoon animation: Successful at engaging its audience; even the most bizarre
events are easily comprehended
 Silhouette animation: Generally animation in which the animated figures are
Cut-out Silhouettes of the “actual” figures.
 Puppet animation: Animation of puppets (or other objects) constructed of
wood and other materials
 Pixilation : Used to describe the process of animating live objects
( usually People) by photographing them one frame at a time
 Drawn animation: Animation consisting of images drawn on paper or some
Other medium; some specialized forms of drawn animation
such as cut-o out animation or direct-on-film animation are
separately
 Direct-on-film animation: Animation made by painting, etching, or otherwise
Altering raw Film -stock.
 Cut-out animation: Animation in which the animated figures are paper
puppet With hinged limbs.
 CGI animation: Animation of computer generated images in which the
animation is created by the manipulation of computer software.
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Market Research report On impact of Animated Advertisements On Consumers (KUBS)
NEEDOF THESTUDY:
This study aims to examine the effects of animation and its relationship to human cognitive
and affective process. Furthermore, it motives the readers to gain better understanding why
animated ads influence and impact consumer’s cognition, affection and conation response.
Psychological studies on animated ads and emotional response typically identify the form and
content of advertisement as critical factor in research.
Finding of the study helps advertising agencies to know whether they should repeat ads or
bring some modification to increase the satisfaction level of their present and future
consumers.
SCOPEOF THESTUDY:
This research is conducted in Karachi city for the period of three months only. Information is
generated through questionnaire from advertising agency representatives, different experts
and members of creative department and by structured interview from respondents.
We have also taken the expert opinion from Mr.Tashfeen, who has worked with several
advertising agencies and currently working at” Time and Space “.
OBJECTIVES OF THESTUDY:
The subject matter for this research work is to study the influence of animated ads on
children. Following are the main objectives of this report.
 To know the impact of animated ads of different products on children.
 To know the children’s awareness of animated commercials.
 To know whether is there any connection between watching habits of children TV
commercials and their medium of study or not
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Market Research report On impact of Animated Advertisements On Consumers (KUBS)
LITERATUREREVIEW:-
Animation, which offers entertainment as a form of visual art, has evolved in to character-
based business with the potential to expand its base by offering digital content tomedia such
as internet or mobile phones .In addition, the animation market has potential benefit,
including the production of animated TV shows and movies, video title sales, and
merchandise sales featuring animated characters. The advent of advanced technology in the
21st century has led to more developed computer graphics that allow animation to extend
into computer games, TV, commercials, and blockbusterfilms.
Originally, animation terminology referred to its medium as a means of creating a complete
representation of reality because animation can create the true nature of what we are seeing
in movies and TV because of its ability to fill the gaps when reality simply doesn’t lookreal
enough. Many research studies are conducted previously by many researchers including both
the local and foreign.
some researches previously conducted are discussed below;
Animation is the process of linking a series of slightly different drawing together to simulate
movement [Wilson 2005]. Animation can be recognized as it mean to be produced the world
beyond all imagination. Many advertising practitioners have recognized animation as a new
advertising design tool and a form of visual art in the current entertainment industry.
The greater part of marketers use mass media for their mass marketing and the choice of
media is dependent on the type of message to be conveyed ( ERICK GARWIN; 2009)
Reactions over TV advertisements seems to be stronger over print media specially for
animated advertisements (SHAH &D’SOUZA 2010)
Advertisers can strongly influence the purchase decision of consumers especially of animated
advertisements (Ms.URSHELLA RIAZ; student of Karachi school of arts and technology 2012)
Animated advertisements are the cost effective mean to advertise a product or tocreate
awareness regarding any issue (Mr.OMAIR; LUMS Pakistan 2013)
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Market Research report On impact of Animated Advertisements On Consumers (KUBS)
STATEMENT OF THEPROBLEM:
Through this report we want to find out the influence of animated ads on consumers, so the
statement of the problem would be ‘‘Why Consumers Are Influenced by the Animated Ads on
Electronic Media’’.
RESEARCH METHODOLOGY:-
 Research Design: The research design selected for this report is Descriptive
research studies. Descriptive statistics of independent variables i.e: colors, cartoon
characters, jingles, pleasant music is tabled to show the dependent variable i.e.:
impact of children on electronic -media.
 Data Collection Method :-
The required data was collected by both primary and secondary sources. The data
objectives are described from the research objectives and their determination rests
mainly on the research
Primary data ----------- Questionnaires and structured interview
From representative of ‘‘Time & space Pvt Ltd ’’ Mr.Tashfeen Arshad
(director media strategy) .
The structured interview was also carried out from the children of 5 – 15
years age.
Secondary data --------- Research reports, published articles and
internet. It is collected from the research report conducted by Karachi
School of Arts, but their subject matter targeted consumer at large.
Other sources include specific industrialdata, internet, Newspaper
articles and other published research papers.
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Market Research report On impact of Animated Advertisements On Consumers (KUBS)
RESEARCH INSTRUMENT:
Instrument : Questionnaire (personal administered) & Structured interview.
Instrument design: Both open and close ended questions in questionnaire.
Commentson research instrument:-
 Both the research instruments of “Questionnaire and Structured interview” proved to
be quite satisfactory as we got fruitful results
 Because our respondents were children so it was the most appropriate option toask
targeted questions in the form of questionnaire
 Structured interview from agency provided us a detailed information regarding our
research study and that was exactly we desired.
Problemsencountered:-
 Most of the Children were not aware of the meaning of the word of animated
advertisements
 Some were aware but their attitude was irresponsible.
 Due to the final exams of children delayed responses w and some were returned
blank
 On the agency “spectrum Y & R “ did not acknowledged our visit due to company’s
policy
 Mr.Tashfeen (time &space) also did not approved ourvisit however we made online
conversation with him through conference and skype call.
MEASUREMENT SCALEUSED:-
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Market Research report On impact of Animated Advertisements On Consumers (KUBS)
The measurement scale used was “nominal scale” because the research is qualitative and we
found the perception of children of different age groups and their attitude towards likeness
or dislikeness of product in relation to animated advertisements.
SAMPLINGMETHOD:
Two types of sampling are being used by the marketers:
 Probability sampling
 Non probability sampling
Probability sampling is a method for drawing a sample from the population such that
all the possible samples have a known and specified probability of being known.
Non –probability sampling is a sampling procedure in which the selection of
population elements is based on the part of judgment of the researcher or field
interviewer.
The sampling method for this report was probability sampling because here each
sample has an equal chance of being selected and again it would simple random
sampling.
Sampling criteria:-
 Sampling technique: Simple random sampling
 Sample size: 171 respondents
 Sample unit : within Karachi city
 Target population: 200
 Sampling type : Probabilistic (stratified)
 Time dimension : Cross sectional (frommarch 20th till may 08th may )
 Stratified Sampling : We used stratified sampling therefore we assigned two
Consecutive number for each strata;
“1” for children of age 5-10 years (55.6%)
“2 “for children of age 11 -15 years (44.4 %)
 Response Rate : 85%
 Valid response : 171
 Invalid responses : 29
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Market Research report On impact of Animated Advertisements On Consumers (KUBS)
PERIOD OF STUDY:
The research is cross-sectional which is carried out for 2 months.
EXPECTEDCONTRIBUTION OF THESTUDY:
The research will help to understand why children are influenced by the animated ads on
electronic media.
BENEFICIARIES:
Beneficiaries of this research would be:
 Advertising agency
 Students
 Karachi University of Business School (KUBS)
 Prospective researchers
LIMITATIONS:
The major barriers in conducting the survey were:
1. Time limitation :-
For a researcher time has always worked as a barrier to the research process.
As we took interview from the children aging 5 to 15 years’ time has always
worked as a limitation in our research process. Lack of time availability of
facilitators of ad agency and experts also add to this limitation.
2. Financial and budgetary limitation
Another limitation for this study was lack of finance. We facing the problem of exceeded
Research cost to our budgeted cost as we allocated in our RFP.
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Market Research report On impact of Animated Advertisements On Consumers (KUBS)
3. The volume and statistical analysis and interpretation of data was time consuming.
4. Issue of confidentiality by agencies created problems when presenting findings
5. collection of qualitative data was more time consuming
6. Because sample size was comparatively small it was not possible to generalize results
on overall population.
7. Unpredictable behaviorof respondents
SPSS CALCULATIONS AND
OUTPUTS:-
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Market Research report On impact of Animated Advertisements On Consumers (KUBS)
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Market Research report On impact of Animated Advertisements On Consumers (KUBS)
“REGRESSION ANALYSIS THROUGH
HYPOTHESIS TESTING“
Spss output:-
VariablesEntered
Model Variables Entered
Variables
Removed Method
1 hours_spenta
. Enter
a. All requestedvariablesentered.
b. DependentVariable:ani_mation
Model Summary
Model R R Square Adjusted R Square Std. Error of the Estimate
1 .297a
.088 .083 .21683
a. Predictors: (Constant), hours_spent
ANOVA
Model Sum of Squares df Mean Square F Sig.
1 Regression .768 1 .768 16.327 .000a
Residual 7.946 169 .047
Total 8.713 170
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Market Research report On impact of Animated Advertisements On Consumers (KUBS)
VariablesEntered
Model Variables Entered
Variables
Removed Method
1 hours_spenta
. Enter
Coefficients
Model
Unstandardized Coefficients
Standardized
Coefficients
t Sig.B Std. Error Beta
1 (Constant) .724 .080 9.028 .000
hours_spent .149 .037 .297 4.041 .000
a. DependentVariable:ani_mation
Hypothesis testing
Null hypothesis: Ho: level of consumers influence Depends on No of hours they
spent on watching animated advertisements
Alternate Hypothesis:HA: Consumers influence DOES NOT depend on No .of
hours they spent on watching animated advertisements
Level of significance: α = 0.05
Test statistic: F Test (F-Cal) 16.327; p value (0.000)
Decision rule:- F-value (16.327); 0.000 is <α (0.05), therefore we reject Ho and
Conclude that our model is “significant”.
Hence level of consumer’s influence “Does Not” depend on the time they spent on watching
animated advertisement
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Market Research report On impact of Animated Advertisements On Consumers (KUBS)
“CHI SQUARE TEST OF INDEPENDENCE”
SPSS output
Hypothesis testing
Null hypothesis: Ho: TV watching hours and likeness of animated advertisements are
independent
Alternate Hypothesis: HA: TV watching hours and likeness of animated advertisements are
dependent
Level of significance:α = 0.05
Test statistic:Pearson chi square; p value (0.449)
Rejection rule: Reject Ho if p calculated is less than o.005
Decision rule: - Since p value(O.449) is greater than 0.005 we accept Ho and conclude
that both the variables are independence
Chi-Square Tests
Value df Asymp. Sig. (2-sided)
Pearson Chi-Square 2.648a 3 .449
Likelihood Ratio 1.784 3 .618
Linear-by-Linear Association .668 1 .414
N of Valid Cases 171
a. The minimum expected countis .05.
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Market Research report On impact of Animated Advertisements On Consumers (KUBS)
hours spent * animated feature Cross tabulation
animated feature
Totallike dislike
hours spent half_hour Count 3 0 3
Expected Count 2.9 .1 3.0
% within hours spent 100.0% .0% 100.0%
two-hour Count 147 2 149
Expected Count 146.4 2.6 149.0
% within hours spent 98.7% 1.3% 100.0%
three-hour Count 13 1 14
Expected Count 13.8 .2 14.0
% within hours spent 92.9% 7.1% 100.0%
more than_ three
hours
Count 5 0 5
Expected Count 4.9 .1 5.0
% within hours spent 100.0% .0% 100.0%
Total Count 168 3 171
Expected Count 168.0 3.0 171.0
% within hours spent 98.2% 1.8% 100.0%
INTERPRETATION:-
The major difference is shown by row “two hour” out of total 149 respondents only “2’ dislike
the animated advertisements whereas 147 like the animated advertisement watching TV for
two 92) hours
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Market Research report On impact of Animated Advertisements On Consumers (KUBS)
“GRAPHSAND CHARTS”:-
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Market Research report On impact of Animated Advertisements On Consumers (KUBS)
ANIMATED ADVERTISEMENTS
FREQUENCY PERCENT VALID PERCENT CUMULATIVE PERCENT
VALID LIKE 163 95.3 95.3 95.3
DISLIKE 8 4.7 4.7 100.0
TOTAL 171 100.0 100.0
Figure 1
ANALYSIS:
The above pie chart shows that 95% of children liked animated advertisements and 5%
disliked animated advertisements. This shows that children are influenced by animated
advertisements
95%
5%
LIKE
DISLIKE
ANIMATED ADVERTISEMENTS
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Market Research report On impact of Animated Advertisements On Consumers (KUBS)
AGE GROUPS
Figure 2
ANALYSIS:
The above pie chart shows our survey was based on 56% of 5-10 years age children and 44%
of 11-15 years age.
56%
44%
5-10 YEARS
11-15 YEARS
AGE GROUPS
FREQUENCY PERCENT
VALID
PERCENT
CUMULATIVE
PERCENT
VALID 5-10 YEARS 95 55.6 55.6 55.6
11-15 YEARS 76 44.4 44.4 100.0
TOTAL 171 100.0 100.0
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Market Research report On impact of Animated Advertisements On Consumers (KUBS)
0
5
10
15
20
25
30
35
40
45
5-10 YEARS 11-15 YEARS
One
Two
Three
More than three
How many
advertisements
can you recall?
NUMBEROF RECALLINGADVERTISEMENTS:
Figure 3
ANALYSIS: The bar chart presents that 36.8% children of 5-10 years and 51.3% of 11-15
years can recall 3 advertisements which shows that the majority of children can easily
remember animated advertisements.
TABLE 2
5-10 years 11-15 years
Count Column N % Count Column N %
How many
advertisements can you
recall?
One 23 24.2% 8 10.5%
Two 30 31.6% 18 23.7%
Three 35 36.8% 39 51.3%
More than three 7 7.4% 11 14.5%
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Market Research report On impact of Animated Advertisements On Consumers (KUBS)
MOST FAVOURITEADVERTISEMENT:-
TABLE 3 Count Column N %
Whichkind of
advertisementsyoulike the
most?
Magazine 16 9.4%
Radio 9 5.3%
Newspaper 24 14.0%
Television 118 69.0%
Others 4 2.3%
Figure 4
ANALYSIS: The above pie chart shows that children like to watch TV advertisements rather
than other medium of advertising. Responses show 69.0% children watch TV advertisements
as they effectively show both audioand videoeffect
10%
5%
14%
69%
2%
Magazine
Radio
Newspaper
Television
Others
Which kind of
advertisement you like
the most?
22
Market Research report On impact of Animated Advertisements On Consumers (KUBS)
MOST FAVOURITE ADVERTISEMENT IN TERMS OF PRODUCT:--
TABLE 4 5 – 10 YEARS 11 – 15 YEARS
Count Column N
%
Count Column N
%
Whichanimated
advertisementyoulike the
most?
Safeguard 14 14.7% 29 38.1%
Cocomo 16 16.8% 5 6.6%
Paddle pop 6 6.3% 17 22.4%
Ding dong 59 62.1% 25 32.9%
Figure 5
0
10
20
30
40
50
60
70
5-10 YEARS 11-15 YEARS
Safeguard
Cocomo
Paddle pop
Ding dong
Which animated
advertisements you like
the most?
23
Market Research report On impact of Animated Advertisements On Consumers (KUBS)
ANALYSIS:
The above bar chart shows 62.1% of 5-10 years children like animated advertisement of Ding
Dong mostly and among 11-15 years majority 38.1% like animated advertisement of
safeguard
FREQUENCY OF WATCHINGADVERTISEMENTS:-
Figure 6
0
20
40
60
80
100
120
One time/day Two times/day Three times/day More than three
times/day
How frequently you
want to watch your
most favorite
animated
advertisement?
TABLE 5 Count Column N %
How frequentlyyou want to watch
your most favorite animated
advertisement?
One time/day 6 3.5%
Two times/day 18 1.5%
Three times/day 42 24.6%
More than three
times/day
105 61.4%
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Market Research report On impact of Animated Advertisements On Consumers (KUBS)
ANALYSIS:
The above bar chart shows that 61.4% children watch their most favorite animated
advertisement more than three times a day, this shows their high level of influence towards
animated advertisements.
ATTRACTIVE FACTORINADVERTISEMENT:-
Figure 7
88%
5%
2%
1.8%
3%
Animated character
Color
Design
Image
Graphics
What attracts you to
look at an
advertisement?
TABLE 6 Count Column N %
What attracts you to lookat an
advertisement?
Animatedcharacter 150 87.7%
Color 9 5.3%
Design 4 2.3%
Image 3 1.8%
Graphics 5 2.9%
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Market Research report On impact of Animated Advertisements On Consumers (KUBS)
ANALYSIS:
The above pie chart shows that children find animated character as the main attraction in
animated advertisement. 88% children are influenced by animated character rather than
color design and images. This shows that animated characters have high influence over other
attributes of advertisements
ANIMATEDCHARACTERISTIC:-
ANALYSIS:
0
10
20
30
40
50
60
70
80
Yes No A lot Not much
Series1
Do you like
advertisements
that have
animated
characters?
TABLE 7 Count Column N %
Do you like advertisements
that have animated
characters?
Yes 68 39.8%
No 11 6.4%
A lot 74 43.3%
Not much 18 10.5%
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Market Research report On impact of Animated Advertisements On Consumers (KUBS)
The above bar chart shows 39.8% children like advertisements that have animated characters
in them but 43.3% like them a lot, this presents animated characters as an inspiration to
children.
MOST FAVOURITEELEMENT:-
TABLE 8 Count Column N %
Image 31 18.1%
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Market Research report On impact of Animated Advertisements On Consumers (KUBS)
What elementsinan animated
advertisementyoulike the most?
Color 59 34.5%
Font 9 5.3%
Graphics 25 14.6%
Music (jingles) 47 27.5%
Figure 9
ANALYSIS:
The above pie chart shows that color is the main element that children mostly like in
animated advertisement, 34.5% children like colorin animated advertisements.
FAMILARITYWITH PRODUCT: -
TABLE 9 5 – 10 YEARS 11 – 15 YEARS
18%
35%
5%
15%
27% Image
Color
Font
Graphics
Music (jingles)
What elements in an
animated advertising
you like most?
28
Market Research report On impact of Animated Advertisements On Consumers (KUBS)
Count Column N
%
Count Column N
%
You are familiarwith
advertisementofwhich
product?
Confectionaries 69 72.6% 22 28.9%
Noodles 14 14.7% 34 44.7%
Energy drinks 8 8.4% 11 14.5%
Ice cream 4 4.2% 9 11.8%
Figure 10
ANALYSIS:
The above bar chart shows confectionaries and noodles advertisements are more familiar to
children as compared to other products. 72.6% of 5-10 years are familiar with confectionaries
advertisement and 44.7% of 11-15 years are familiar with noodles advertisements
PURCHASEOF PRODUCT:
0
10
20
30
40
50
60
70
80
5-10 YEARS 11-15 YEARS
Confectionaries
Noodles
Energy drinks
Ice cream
You are familiarwith
advertisement of
which product?
TABLE 10 Count Column N %
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Market Research report On impact of Animated Advertisements On Consumers (KUBS)
Figure 11
ANALYSIS:
The above pie chart shows that 95.3% of children have purchased the product after watching
its advertisement. This shows how children are influenced by advertisements impacting their
purchase decision.
PURCHASEDECISION:--
95%
5%
Yes
No
After watching your
favorite
advertisement have
you purchased
product?
After watching your favorite advertisements
have you purchasedthat product?
Yes 163 95.3%
No 8 4.7%
TABLE 11 Count Column N %
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Market Research report On impact of Animated Advertisements On Consumers (KUBS)
ANALYSIS:
The above bar chart shows that there are majority of children 45.6% who usually insist their
parents to purchase products after watching its advertisements. Children who do not insist
their parents are very less. This shows powerful impact of animated advertisements on
children
0
10
20
30
40
50
60
70
80
90
Always Sometimes Usually Rarely Not at all
Series1
How often you
insist your
parents to
purchase the
product?
How often you insistyour parents to
purchase product after watching
advertisementofthe same?
Always 26 15.2%
Sometimes 43 25.1%
Usually 78 45.6%
Rarely 16 9.4%
Not at all 8 4.7%
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Market Research report On impact of Animated Advertisements On Consumers (KUBS)
KEY FINDINGS:-
 The animated ads being liked children shows 95% effect on animated ads on children
 The age group of 5-10 years likes 56% whereas the age group of 11-15 years likes
45%.
 Then the number of recalls to an ad favored by 35 children is 3 times & among 5-10
years age & among 11-15 years favored by 39 children.
 The kind of ads children like the most is on TV, ABOUT 69%.
 The children of age 5-10 years like the ad of Ding Dong are more than children of 11-15
years age.
 The children love to watch their favorite ads again & again.
 Children are mostly attracted by the animated characters.
 Children also like the colorful TVC.
 The children of age 5-10 years familiar with confectioneries product, whereas the
children of 11-15 age.
RECOMMENDATIONS:-
A similar research focusing on relation between consumerand celebrity / character “match –
up hypothesis “ should be conducted .future studies on animated advertisements should
include all of this
There is also a concern about respondents, exclusively children of age 5-15 years who might
respond to animated advertisements differently than people in other consumer’s segments.
Therefore it would be valuable to replicate this study with a larger and more representative
sample
Novelty effect should be considered in the similar study when using novel advertisements
and stimuli . Advertisers should present a realistic picture instead of fantasy world.
Public service messages should be given along with just advertisements animated
advertisements should increase the level of understanding instead of just entertaining
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Market Research report On impact of Animated Advertisements On Consumers (KUBS)
CONCLUSION:-
Children play an important role in as consumers of products which have animated
advertisements especially of confectionery products
At the time of shopping, the first thing that comes into children minds is to buy the animated
advertised product and therefore producers of animated advertisements has a strong effect
on children likeness and perception
After research it was found that as far as confectionery and noodles are concerned children
“USUALLY” insist their parents to purchase hose products
Children’s age is also an important to understand the animated advertisement. Their level of
understanding and comprehensioning increases as age increases.
Last and the most important likeness towards animated advertisements does not depend on
the hours children spend on watching TV.
Children who watch TV for either “half an hour “ or more than three hour they have same
level of influence towards likeness of animated advertisements.
TOTAL COST ASSOCIATEDWITHTHERESEARCH:-
Printing and stationery: PRs 1800
Transportation cost: PRs2850
Photocopy cost: PRs 1990
Time cost: Minimum two hours daily
Other cost: PRs 2550
OVERALL EXPERIENCEWITHTHEREPORT:-
The formation of this report proved to be a great source of learning for the practical aspects
of market research. Me “Humera M Hanif” as a group leader tried my level best to practice all
the leadership skills to lead and guide my team. Throughout this report my endeavor was to
motivate and encourage both the team members.
On the other hand, preparing and compiling this comprehensive report was impossible with
the coordination of my team members “Miss Madiha Razzaque” & “Miss Ameera Jahangir
In the periods of difficulties especially with time constraints they both worked beyond their
capacities and put maximum efforts for the success of this report which is truly incredible and
no doubt highly praiseworthy.
33
Market Research report On impact of Animated Advertisements On Consumers (KUBS)
BIBLIOGRAPHY:-
http:/www.slideshare.net/mobile/BabasabPatel/affectofadvertisement
http:/www.slideshare.net/mobile/nkthi-6032/affectofadvertisement
www.animation-WP-o60105.pdf
www.animationjinn-c-pdf.com
34
Market Research report On impact of Animated Advertisements On Consumers (KUBS)
A
P
P
E
N
D
I
X
rESPONSEOF MR KAMAL JAFFERY(SPECTRUM Y&R)
35
Market Research report On impact of Animated Advertisements On Consumers (KUBS)
Animation for the film and television industry sectoris the backbone of Pakistan film industry
3D is mostly associated with movies and animation; however its scope isn’t limited to
entertainment industry only. It is extensively used in advertising industries around the world
to promote brands on billboards, commercials, magazine ads. 3D animation also plays a
strong role in automobiles and architectural industry to visualize the future projects.
The role of 3D in Pakistan’s advertising began with Ding Dong bubble’s animated TVC that
received mass appreciation and soon thereafter, every other brand started using 2D animation
to acquire high perception among their consumers.
However,P&G’s healthcarebrandSafeguardsteppedoutsideofthenorms,anddidsomething
remarkably creative and introduced Pakistan’s very own animated superhero named
Commander Safeguard.
As always,a trendstartedandeveryotherbrandcaught onthebandwagontocreatesuperhero
for their product. Lifebuoy Germ Busters, Milkateers, Dettol Warriors, Baankay Miyaan and
Burka Avengers are few of the notable examples.
Unfortunately, the circumstances of our country are getting worse day by day. If you want to
learn 3D you can’t just read theoretical books or listen to podcasts on your mobile. You need
to have a computer in your access, and that requires properelectricity and high speed
internet connection.” “You can’t just rely on the training given by Pakistani institutes, you
have to extend your knowledge according to the latest versions of the software and for that a
fast internet connection is a pre-requisite. Unfortunately Pakistan’s government has failed to
fulfil these two essential requirements."
The process of creating a 3D artwork involves a work flow from concept to completion. It
includes various aspects, theories and concept of traditional art. Such as form, color theory,
sculpture, architecture, texture, lighting and composition. 3D is an evolving art and the
techniquesweuse will soon becomeoutdatedasnewrobust methodsandsoftware’s emerge.
For 3D industry to flourish in Pakistan, we need high quality internationally affiliated
institutions, well-established 3D production studios, efficient production pipeline and
dedicated tech savvy 3D artists.

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Market resarch report on impact of animated advertisements on consemers

  • 1. 1 Market Research report On impact of Animated Advertisements On Consumers (KUBS) INTRODUCTION: Animation has become the new creative advertising trend in today’s entertainment industry. As a character-based business, animation can expand the design of advertisement by applying digital content to different media, such as Internet, mobile, phone technology and television. However, little research has been conducted on animated ads and animated ads as spokesperson that identifies whether or not they prove more effective at building consumer awareness about a product or service. Some research suggest that animated commercials can effectively provide visual demonstrations and verbal testimonies for a wide variety of products, while studies on motion, have focused on the relationship between size and speed and emotional response, as well as explored animated object on the internet. The classical conditioning paradigm has been applied to the field of consumer behavior. Many researchers have studied its implications on consumer behavior, and it has been adopted as a process relevant to advertising. Classical conditioning suggests that positive attitude towards an advertised product might develop through a product association in a commercial with other positive stimuli. Attractive colors, jingles, pleasant music, interesting characters and humorare the example of potential unconditioned stimuli used in commercials ads and had a deep influence on consumer ANIMATIONHAS BECOMEAN EFFECTIVETOOL IN ADVERTISING: - The answer to this question lies within the concept of brand and brand identity. If the aim of the advertiser is to communicate the identity of a given brand as quickly and as succinctly as possible, then animation is an ideal medium. With a brand identity and to desire to become a part of that identity can be extenuated through the use of a brand character. Animated form and animated characters have been used to sell everything from children’s toys to cigarettes. These characters are intrinsically linked to the qualities of the product that they are selling.
  • 2. 2 Market Research report On impact of Animated Advertisements On Consumers (KUBS) ANIMATEDCOMMERCIAL AS ANEW CREATIVE PLATFORM: Animation process results in motion pictures that are created by recording a series of still images-drawings, object, or people in various positions of incremental movement, to produce the illusion of unbroken motion. Some researchers emphasize that animation is a highly effective design tool forcapturing viewer interest and attention Animation usually classified into different categories including CGI [Computer Graphic Image] animation, clay animation [ clay motion], Cartoon animation, film animation, drawn animation, pixilation, puppet animation and silhouette animation. There are thirteen different types of animated commercials, which fall intoseveral functional categories; explanation, demonstration, big model, slice of life, documentary, comparison, image building, symbol, spectacular, production, commercial, and humor. The most common type of animation is drawn on cells and is 2-d. It is a traditional design technique. Advanced technology can create a new style animation. The three-dimensional animation of clay animation is created. In current entertainment industry, clay animation and computer generated animation have become the most popular type of animation in films and televisions commercials. Currently, animated cartoons have become tools to influence people’s opinion in society. Clay animation, computer generated animation, puppet animation are the most popular animation types in today’s animation industry. Puppet animation uses 3-d figures that moved incrementally for each frame of film. Pixilation is animation made by using humans and other live subject filmed incrementally in various poses. RELAITONOF CONSUMERS AND ANIMAED
  • 3. 3 Market Research report On impact of Animated Advertisements On Consumers (KUBS) ADVERTISEMENTS: Brand familiarity is the primary focus in consumer behavior studies. First, a consumer’s familiarity with a product orbrand influences concepts as consumer adaptation, self-image, and compliance, and identification. Similar studies should focus on the relationships between brand familiarity, consumer confidence in brand evaluations, consumer attitudes toward brands, and intentions. In term of brand preference, brand choice, and, consumercreate meaning to strengthen their identities through brand preference. ADVANTAGES OF ANIMATIONINADVERTISING: One of the main advantages of using animation in advertising is the ability of animators to create environments and worlds that could not be accessed or reproduced by a live action camera crew. These artificial environments can be used to stimulate imagination and desire, to create a fantastical world of possibility, which can then be realized by the purchase of a given product. Coco-pops are advertised by a variety of jungle characters that inhabit a fantastical world of imagination and fun that is extremely appealing toyoung children. Animation can also be a relatively inexpensive process. Pioneers such as Peter Sachs of Larkin studios and Bob Godfrey of biographic, found quicker cheaper animation methods than the traditional fluid aestheticstyle of Disney. They employed jagged and rough styling that borrowed from German expressionism. The theory being, to use limited animation to maximum effect. (Thread Gould, 2005) By emphasizing certain details advertisers can allude to certain qualities that can be associated with the product.
  • 4. 4 Market Research report On impact of Animated Advertisements On Consumers (KUBS) TYPES OF ANIMATION:-  Clay animation: Animation of figures created of plasticize , clay, or other malleable materials  Cartoon animation: Successful at engaging its audience; even the most bizarre events are easily comprehended  Silhouette animation: Generally animation in which the animated figures are Cut-out Silhouettes of the “actual” figures.  Puppet animation: Animation of puppets (or other objects) constructed of wood and other materials  Pixilation : Used to describe the process of animating live objects ( usually People) by photographing them one frame at a time  Drawn animation: Animation consisting of images drawn on paper or some Other medium; some specialized forms of drawn animation such as cut-o out animation or direct-on-film animation are separately  Direct-on-film animation: Animation made by painting, etching, or otherwise Altering raw Film -stock.  Cut-out animation: Animation in which the animated figures are paper puppet With hinged limbs.  CGI animation: Animation of computer generated images in which the animation is created by the manipulation of computer software.
  • 5. 5 Market Research report On impact of Animated Advertisements On Consumers (KUBS) NEEDOF THESTUDY: This study aims to examine the effects of animation and its relationship to human cognitive and affective process. Furthermore, it motives the readers to gain better understanding why animated ads influence and impact consumer’s cognition, affection and conation response. Psychological studies on animated ads and emotional response typically identify the form and content of advertisement as critical factor in research. Finding of the study helps advertising agencies to know whether they should repeat ads or bring some modification to increase the satisfaction level of their present and future consumers. SCOPEOF THESTUDY: This research is conducted in Karachi city for the period of three months only. Information is generated through questionnaire from advertising agency representatives, different experts and members of creative department and by structured interview from respondents. We have also taken the expert opinion from Mr.Tashfeen, who has worked with several advertising agencies and currently working at” Time and Space “. OBJECTIVES OF THESTUDY: The subject matter for this research work is to study the influence of animated ads on children. Following are the main objectives of this report.  To know the impact of animated ads of different products on children.  To know the children’s awareness of animated commercials.  To know whether is there any connection between watching habits of children TV commercials and their medium of study or not
  • 6. 6 Market Research report On impact of Animated Advertisements On Consumers (KUBS) LITERATUREREVIEW:- Animation, which offers entertainment as a form of visual art, has evolved in to character- based business with the potential to expand its base by offering digital content tomedia such as internet or mobile phones .In addition, the animation market has potential benefit, including the production of animated TV shows and movies, video title sales, and merchandise sales featuring animated characters. The advent of advanced technology in the 21st century has led to more developed computer graphics that allow animation to extend into computer games, TV, commercials, and blockbusterfilms. Originally, animation terminology referred to its medium as a means of creating a complete representation of reality because animation can create the true nature of what we are seeing in movies and TV because of its ability to fill the gaps when reality simply doesn’t lookreal enough. Many research studies are conducted previously by many researchers including both the local and foreign. some researches previously conducted are discussed below; Animation is the process of linking a series of slightly different drawing together to simulate movement [Wilson 2005]. Animation can be recognized as it mean to be produced the world beyond all imagination. Many advertising practitioners have recognized animation as a new advertising design tool and a form of visual art in the current entertainment industry. The greater part of marketers use mass media for their mass marketing and the choice of media is dependent on the type of message to be conveyed ( ERICK GARWIN; 2009) Reactions over TV advertisements seems to be stronger over print media specially for animated advertisements (SHAH &D’SOUZA 2010) Advertisers can strongly influence the purchase decision of consumers especially of animated advertisements (Ms.URSHELLA RIAZ; student of Karachi school of arts and technology 2012) Animated advertisements are the cost effective mean to advertise a product or tocreate awareness regarding any issue (Mr.OMAIR; LUMS Pakistan 2013)
  • 7. 7 Market Research report On impact of Animated Advertisements On Consumers (KUBS) STATEMENT OF THEPROBLEM: Through this report we want to find out the influence of animated ads on consumers, so the statement of the problem would be ‘‘Why Consumers Are Influenced by the Animated Ads on Electronic Media’’. RESEARCH METHODOLOGY:-  Research Design: The research design selected for this report is Descriptive research studies. Descriptive statistics of independent variables i.e: colors, cartoon characters, jingles, pleasant music is tabled to show the dependent variable i.e.: impact of children on electronic -media.  Data Collection Method :- The required data was collected by both primary and secondary sources. The data objectives are described from the research objectives and their determination rests mainly on the research Primary data ----------- Questionnaires and structured interview From representative of ‘‘Time & space Pvt Ltd ’’ Mr.Tashfeen Arshad (director media strategy) . The structured interview was also carried out from the children of 5 – 15 years age. Secondary data --------- Research reports, published articles and internet. It is collected from the research report conducted by Karachi School of Arts, but their subject matter targeted consumer at large. Other sources include specific industrialdata, internet, Newspaper articles and other published research papers.
  • 8. 8 Market Research report On impact of Animated Advertisements On Consumers (KUBS) RESEARCH INSTRUMENT: Instrument : Questionnaire (personal administered) & Structured interview. Instrument design: Both open and close ended questions in questionnaire. Commentson research instrument:-  Both the research instruments of “Questionnaire and Structured interview” proved to be quite satisfactory as we got fruitful results  Because our respondents were children so it was the most appropriate option toask targeted questions in the form of questionnaire  Structured interview from agency provided us a detailed information regarding our research study and that was exactly we desired. Problemsencountered:-  Most of the Children were not aware of the meaning of the word of animated advertisements  Some were aware but their attitude was irresponsible.  Due to the final exams of children delayed responses w and some were returned blank  On the agency “spectrum Y & R “ did not acknowledged our visit due to company’s policy  Mr.Tashfeen (time &space) also did not approved ourvisit however we made online conversation with him through conference and skype call. MEASUREMENT SCALEUSED:-
  • 9. 9 Market Research report On impact of Animated Advertisements On Consumers (KUBS) The measurement scale used was “nominal scale” because the research is qualitative and we found the perception of children of different age groups and their attitude towards likeness or dislikeness of product in relation to animated advertisements. SAMPLINGMETHOD: Two types of sampling are being used by the marketers:  Probability sampling  Non probability sampling Probability sampling is a method for drawing a sample from the population such that all the possible samples have a known and specified probability of being known. Non –probability sampling is a sampling procedure in which the selection of population elements is based on the part of judgment of the researcher or field interviewer. The sampling method for this report was probability sampling because here each sample has an equal chance of being selected and again it would simple random sampling. Sampling criteria:-  Sampling technique: Simple random sampling  Sample size: 171 respondents  Sample unit : within Karachi city  Target population: 200  Sampling type : Probabilistic (stratified)  Time dimension : Cross sectional (frommarch 20th till may 08th may )  Stratified Sampling : We used stratified sampling therefore we assigned two Consecutive number for each strata; “1” for children of age 5-10 years (55.6%) “2 “for children of age 11 -15 years (44.4 %)  Response Rate : 85%  Valid response : 171  Invalid responses : 29
  • 10. 10 Market Research report On impact of Animated Advertisements On Consumers (KUBS) PERIOD OF STUDY: The research is cross-sectional which is carried out for 2 months. EXPECTEDCONTRIBUTION OF THESTUDY: The research will help to understand why children are influenced by the animated ads on electronic media. BENEFICIARIES: Beneficiaries of this research would be:  Advertising agency  Students  Karachi University of Business School (KUBS)  Prospective researchers LIMITATIONS: The major barriers in conducting the survey were: 1. Time limitation :- For a researcher time has always worked as a barrier to the research process. As we took interview from the children aging 5 to 15 years’ time has always worked as a limitation in our research process. Lack of time availability of facilitators of ad agency and experts also add to this limitation. 2. Financial and budgetary limitation Another limitation for this study was lack of finance. We facing the problem of exceeded Research cost to our budgeted cost as we allocated in our RFP.
  • 11. 11 Market Research report On impact of Animated Advertisements On Consumers (KUBS) 3. The volume and statistical analysis and interpretation of data was time consuming. 4. Issue of confidentiality by agencies created problems when presenting findings 5. collection of qualitative data was more time consuming 6. Because sample size was comparatively small it was not possible to generalize results on overall population. 7. Unpredictable behaviorof respondents SPSS CALCULATIONS AND OUTPUTS:-
  • 12. 12 Market Research report On impact of Animated Advertisements On Consumers (KUBS)
  • 13. 13 Market Research report On impact of Animated Advertisements On Consumers (KUBS) “REGRESSION ANALYSIS THROUGH HYPOTHESIS TESTING“ Spss output:- VariablesEntered Model Variables Entered Variables Removed Method 1 hours_spenta . Enter a. All requestedvariablesentered. b. DependentVariable:ani_mation Model Summary Model R R Square Adjusted R Square Std. Error of the Estimate 1 .297a .088 .083 .21683 a. Predictors: (Constant), hours_spent ANOVA Model Sum of Squares df Mean Square F Sig. 1 Regression .768 1 .768 16.327 .000a Residual 7.946 169 .047 Total 8.713 170
  • 14. 14 Market Research report On impact of Animated Advertisements On Consumers (KUBS) VariablesEntered Model Variables Entered Variables Removed Method 1 hours_spenta . Enter Coefficients Model Unstandardized Coefficients Standardized Coefficients t Sig.B Std. Error Beta 1 (Constant) .724 .080 9.028 .000 hours_spent .149 .037 .297 4.041 .000 a. DependentVariable:ani_mation Hypothesis testing Null hypothesis: Ho: level of consumers influence Depends on No of hours they spent on watching animated advertisements Alternate Hypothesis:HA: Consumers influence DOES NOT depend on No .of hours they spent on watching animated advertisements Level of significance: α = 0.05 Test statistic: F Test (F-Cal) 16.327; p value (0.000) Decision rule:- F-value (16.327); 0.000 is <α (0.05), therefore we reject Ho and Conclude that our model is “significant”. Hence level of consumer’s influence “Does Not” depend on the time they spent on watching animated advertisement
  • 15. 15 Market Research report On impact of Animated Advertisements On Consumers (KUBS) “CHI SQUARE TEST OF INDEPENDENCE” SPSS output Hypothesis testing Null hypothesis: Ho: TV watching hours and likeness of animated advertisements are independent Alternate Hypothesis: HA: TV watching hours and likeness of animated advertisements are dependent Level of significance:α = 0.05 Test statistic:Pearson chi square; p value (0.449) Rejection rule: Reject Ho if p calculated is less than o.005 Decision rule: - Since p value(O.449) is greater than 0.005 we accept Ho and conclude that both the variables are independence Chi-Square Tests Value df Asymp. Sig. (2-sided) Pearson Chi-Square 2.648a 3 .449 Likelihood Ratio 1.784 3 .618 Linear-by-Linear Association .668 1 .414 N of Valid Cases 171 a. The minimum expected countis .05.
  • 16. 16 Market Research report On impact of Animated Advertisements On Consumers (KUBS) hours spent * animated feature Cross tabulation animated feature Totallike dislike hours spent half_hour Count 3 0 3 Expected Count 2.9 .1 3.0 % within hours spent 100.0% .0% 100.0% two-hour Count 147 2 149 Expected Count 146.4 2.6 149.0 % within hours spent 98.7% 1.3% 100.0% three-hour Count 13 1 14 Expected Count 13.8 .2 14.0 % within hours spent 92.9% 7.1% 100.0% more than_ three hours Count 5 0 5 Expected Count 4.9 .1 5.0 % within hours spent 100.0% .0% 100.0% Total Count 168 3 171 Expected Count 168.0 3.0 171.0 % within hours spent 98.2% 1.8% 100.0% INTERPRETATION:- The major difference is shown by row “two hour” out of total 149 respondents only “2’ dislike the animated advertisements whereas 147 like the animated advertisement watching TV for two 92) hours
  • 17. 17 Market Research report On impact of Animated Advertisements On Consumers (KUBS) “GRAPHSAND CHARTS”:-
  • 18. 18 Market Research report On impact of Animated Advertisements On Consumers (KUBS) ANIMATED ADVERTISEMENTS FREQUENCY PERCENT VALID PERCENT CUMULATIVE PERCENT VALID LIKE 163 95.3 95.3 95.3 DISLIKE 8 4.7 4.7 100.0 TOTAL 171 100.0 100.0 Figure 1 ANALYSIS: The above pie chart shows that 95% of children liked animated advertisements and 5% disliked animated advertisements. This shows that children are influenced by animated advertisements 95% 5% LIKE DISLIKE ANIMATED ADVERTISEMENTS
  • 19. 19 Market Research report On impact of Animated Advertisements On Consumers (KUBS) AGE GROUPS Figure 2 ANALYSIS: The above pie chart shows our survey was based on 56% of 5-10 years age children and 44% of 11-15 years age. 56% 44% 5-10 YEARS 11-15 YEARS AGE GROUPS FREQUENCY PERCENT VALID PERCENT CUMULATIVE PERCENT VALID 5-10 YEARS 95 55.6 55.6 55.6 11-15 YEARS 76 44.4 44.4 100.0 TOTAL 171 100.0 100.0
  • 20. 20 Market Research report On impact of Animated Advertisements On Consumers (KUBS) 0 5 10 15 20 25 30 35 40 45 5-10 YEARS 11-15 YEARS One Two Three More than three How many advertisements can you recall? NUMBEROF RECALLINGADVERTISEMENTS: Figure 3 ANALYSIS: The bar chart presents that 36.8% children of 5-10 years and 51.3% of 11-15 years can recall 3 advertisements which shows that the majority of children can easily remember animated advertisements. TABLE 2 5-10 years 11-15 years Count Column N % Count Column N % How many advertisements can you recall? One 23 24.2% 8 10.5% Two 30 31.6% 18 23.7% Three 35 36.8% 39 51.3% More than three 7 7.4% 11 14.5%
  • 21. 21 Market Research report On impact of Animated Advertisements On Consumers (KUBS) MOST FAVOURITEADVERTISEMENT:- TABLE 3 Count Column N % Whichkind of advertisementsyoulike the most? Magazine 16 9.4% Radio 9 5.3% Newspaper 24 14.0% Television 118 69.0% Others 4 2.3% Figure 4 ANALYSIS: The above pie chart shows that children like to watch TV advertisements rather than other medium of advertising. Responses show 69.0% children watch TV advertisements as they effectively show both audioand videoeffect 10% 5% 14% 69% 2% Magazine Radio Newspaper Television Others Which kind of advertisement you like the most?
  • 22. 22 Market Research report On impact of Animated Advertisements On Consumers (KUBS) MOST FAVOURITE ADVERTISEMENT IN TERMS OF PRODUCT:-- TABLE 4 5 – 10 YEARS 11 – 15 YEARS Count Column N % Count Column N % Whichanimated advertisementyoulike the most? Safeguard 14 14.7% 29 38.1% Cocomo 16 16.8% 5 6.6% Paddle pop 6 6.3% 17 22.4% Ding dong 59 62.1% 25 32.9% Figure 5 0 10 20 30 40 50 60 70 5-10 YEARS 11-15 YEARS Safeguard Cocomo Paddle pop Ding dong Which animated advertisements you like the most?
  • 23. 23 Market Research report On impact of Animated Advertisements On Consumers (KUBS) ANALYSIS: The above bar chart shows 62.1% of 5-10 years children like animated advertisement of Ding Dong mostly and among 11-15 years majority 38.1% like animated advertisement of safeguard FREQUENCY OF WATCHINGADVERTISEMENTS:- Figure 6 0 20 40 60 80 100 120 One time/day Two times/day Three times/day More than three times/day How frequently you want to watch your most favorite animated advertisement? TABLE 5 Count Column N % How frequentlyyou want to watch your most favorite animated advertisement? One time/day 6 3.5% Two times/day 18 1.5% Three times/day 42 24.6% More than three times/day 105 61.4%
  • 24. 24 Market Research report On impact of Animated Advertisements On Consumers (KUBS) ANALYSIS: The above bar chart shows that 61.4% children watch their most favorite animated advertisement more than three times a day, this shows their high level of influence towards animated advertisements. ATTRACTIVE FACTORINADVERTISEMENT:- Figure 7 88% 5% 2% 1.8% 3% Animated character Color Design Image Graphics What attracts you to look at an advertisement? TABLE 6 Count Column N % What attracts you to lookat an advertisement? Animatedcharacter 150 87.7% Color 9 5.3% Design 4 2.3% Image 3 1.8% Graphics 5 2.9%
  • 25. 25 Market Research report On impact of Animated Advertisements On Consumers (KUBS) ANALYSIS: The above pie chart shows that children find animated character as the main attraction in animated advertisement. 88% children are influenced by animated character rather than color design and images. This shows that animated characters have high influence over other attributes of advertisements ANIMATEDCHARACTERISTIC:- ANALYSIS: 0 10 20 30 40 50 60 70 80 Yes No A lot Not much Series1 Do you like advertisements that have animated characters? TABLE 7 Count Column N % Do you like advertisements that have animated characters? Yes 68 39.8% No 11 6.4% A lot 74 43.3% Not much 18 10.5%
  • 26. 26 Market Research report On impact of Animated Advertisements On Consumers (KUBS) The above bar chart shows 39.8% children like advertisements that have animated characters in them but 43.3% like them a lot, this presents animated characters as an inspiration to children. MOST FAVOURITEELEMENT:- TABLE 8 Count Column N % Image 31 18.1%
  • 27. 27 Market Research report On impact of Animated Advertisements On Consumers (KUBS) What elementsinan animated advertisementyoulike the most? Color 59 34.5% Font 9 5.3% Graphics 25 14.6% Music (jingles) 47 27.5% Figure 9 ANALYSIS: The above pie chart shows that color is the main element that children mostly like in animated advertisement, 34.5% children like colorin animated advertisements. FAMILARITYWITH PRODUCT: - TABLE 9 5 – 10 YEARS 11 – 15 YEARS 18% 35% 5% 15% 27% Image Color Font Graphics Music (jingles) What elements in an animated advertising you like most?
  • 28. 28 Market Research report On impact of Animated Advertisements On Consumers (KUBS) Count Column N % Count Column N % You are familiarwith advertisementofwhich product? Confectionaries 69 72.6% 22 28.9% Noodles 14 14.7% 34 44.7% Energy drinks 8 8.4% 11 14.5% Ice cream 4 4.2% 9 11.8% Figure 10 ANALYSIS: The above bar chart shows confectionaries and noodles advertisements are more familiar to children as compared to other products. 72.6% of 5-10 years are familiar with confectionaries advertisement and 44.7% of 11-15 years are familiar with noodles advertisements PURCHASEOF PRODUCT: 0 10 20 30 40 50 60 70 80 5-10 YEARS 11-15 YEARS Confectionaries Noodles Energy drinks Ice cream You are familiarwith advertisement of which product? TABLE 10 Count Column N %
  • 29. 29 Market Research report On impact of Animated Advertisements On Consumers (KUBS) Figure 11 ANALYSIS: The above pie chart shows that 95.3% of children have purchased the product after watching its advertisement. This shows how children are influenced by advertisements impacting their purchase decision. PURCHASEDECISION:-- 95% 5% Yes No After watching your favorite advertisement have you purchased product? After watching your favorite advertisements have you purchasedthat product? Yes 163 95.3% No 8 4.7% TABLE 11 Count Column N %
  • 30. 30 Market Research report On impact of Animated Advertisements On Consumers (KUBS) ANALYSIS: The above bar chart shows that there are majority of children 45.6% who usually insist their parents to purchase products after watching its advertisements. Children who do not insist their parents are very less. This shows powerful impact of animated advertisements on children 0 10 20 30 40 50 60 70 80 90 Always Sometimes Usually Rarely Not at all Series1 How often you insist your parents to purchase the product? How often you insistyour parents to purchase product after watching advertisementofthe same? Always 26 15.2% Sometimes 43 25.1% Usually 78 45.6% Rarely 16 9.4% Not at all 8 4.7%
  • 31. 31 Market Research report On impact of Animated Advertisements On Consumers (KUBS) KEY FINDINGS:-  The animated ads being liked children shows 95% effect on animated ads on children  The age group of 5-10 years likes 56% whereas the age group of 11-15 years likes 45%.  Then the number of recalls to an ad favored by 35 children is 3 times & among 5-10 years age & among 11-15 years favored by 39 children.  The kind of ads children like the most is on TV, ABOUT 69%.  The children of age 5-10 years like the ad of Ding Dong are more than children of 11-15 years age.  The children love to watch their favorite ads again & again.  Children are mostly attracted by the animated characters.  Children also like the colorful TVC.  The children of age 5-10 years familiar with confectioneries product, whereas the children of 11-15 age. RECOMMENDATIONS:- A similar research focusing on relation between consumerand celebrity / character “match – up hypothesis “ should be conducted .future studies on animated advertisements should include all of this There is also a concern about respondents, exclusively children of age 5-15 years who might respond to animated advertisements differently than people in other consumer’s segments. Therefore it would be valuable to replicate this study with a larger and more representative sample Novelty effect should be considered in the similar study when using novel advertisements and stimuli . Advertisers should present a realistic picture instead of fantasy world. Public service messages should be given along with just advertisements animated advertisements should increase the level of understanding instead of just entertaining
  • 32. 32 Market Research report On impact of Animated Advertisements On Consumers (KUBS) CONCLUSION:- Children play an important role in as consumers of products which have animated advertisements especially of confectionery products At the time of shopping, the first thing that comes into children minds is to buy the animated advertised product and therefore producers of animated advertisements has a strong effect on children likeness and perception After research it was found that as far as confectionery and noodles are concerned children “USUALLY” insist their parents to purchase hose products Children’s age is also an important to understand the animated advertisement. Their level of understanding and comprehensioning increases as age increases. Last and the most important likeness towards animated advertisements does not depend on the hours children spend on watching TV. Children who watch TV for either “half an hour “ or more than three hour they have same level of influence towards likeness of animated advertisements. TOTAL COST ASSOCIATEDWITHTHERESEARCH:- Printing and stationery: PRs 1800 Transportation cost: PRs2850 Photocopy cost: PRs 1990 Time cost: Minimum two hours daily Other cost: PRs 2550 OVERALL EXPERIENCEWITHTHEREPORT:- The formation of this report proved to be a great source of learning for the practical aspects of market research. Me “Humera M Hanif” as a group leader tried my level best to practice all the leadership skills to lead and guide my team. Throughout this report my endeavor was to motivate and encourage both the team members. On the other hand, preparing and compiling this comprehensive report was impossible with the coordination of my team members “Miss Madiha Razzaque” & “Miss Ameera Jahangir In the periods of difficulties especially with time constraints they both worked beyond their capacities and put maximum efforts for the success of this report which is truly incredible and no doubt highly praiseworthy.
  • 33. 33 Market Research report On impact of Animated Advertisements On Consumers (KUBS) BIBLIOGRAPHY:- http:/www.slideshare.net/mobile/BabasabPatel/affectofadvertisement http:/www.slideshare.net/mobile/nkthi-6032/affectofadvertisement www.animation-WP-o60105.pdf www.animationjinn-c-pdf.com
  • 34. 34 Market Research report On impact of Animated Advertisements On Consumers (KUBS) A P P E N D I X rESPONSEOF MR KAMAL JAFFERY(SPECTRUM Y&R)
  • 35. 35 Market Research report On impact of Animated Advertisements On Consumers (KUBS) Animation for the film and television industry sectoris the backbone of Pakistan film industry 3D is mostly associated with movies and animation; however its scope isn’t limited to entertainment industry only. It is extensively used in advertising industries around the world to promote brands on billboards, commercials, magazine ads. 3D animation also plays a strong role in automobiles and architectural industry to visualize the future projects. The role of 3D in Pakistan’s advertising began with Ding Dong bubble’s animated TVC that received mass appreciation and soon thereafter, every other brand started using 2D animation to acquire high perception among their consumers. However,P&G’s healthcarebrandSafeguardsteppedoutsideofthenorms,anddidsomething remarkably creative and introduced Pakistan’s very own animated superhero named Commander Safeguard. As always,a trendstartedandeveryotherbrandcaught onthebandwagontocreatesuperhero for their product. Lifebuoy Germ Busters, Milkateers, Dettol Warriors, Baankay Miyaan and Burka Avengers are few of the notable examples. Unfortunately, the circumstances of our country are getting worse day by day. If you want to learn 3D you can’t just read theoretical books or listen to podcasts on your mobile. You need to have a computer in your access, and that requires properelectricity and high speed internet connection.” “You can’t just rely on the training given by Pakistani institutes, you have to extend your knowledge according to the latest versions of the software and for that a fast internet connection is a pre-requisite. Unfortunately Pakistan’s government has failed to fulfil these two essential requirements." The process of creating a 3D artwork involves a work flow from concept to completion. It includes various aspects, theories and concept of traditional art. Such as form, color theory, sculpture, architecture, texture, lighting and composition. 3D is an evolving art and the techniquesweuse will soon becomeoutdatedasnewrobust methodsandsoftware’s emerge. For 3D industry to flourish in Pakistan, we need high quality internationally affiliated institutions, well-established 3D production studios, efficient production pipeline and dedicated tech savvy 3D artists.