Mart 330 - Marketing

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Research Showcase -1 Attributes of Likeable
Television Commercials in Asia PhD Seminar
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Attributes of Likeable Television Commercials in
Asia
What kind of advertising is liked in each local
market? What kind of advertising is disliked in
each local market? What kind of advertising
should be avoided? What are the drivers of ad
likeability in each local market? What
advertising message is suitable for what product
category and in which local market?
 
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Attributes of Likeable Television Commercials in
Asia
Hypotheses relating to Ad Likeability

• commercials that are liked will receive greater
  exposure
• ads that are liked are given greater mental
  processing effort
• by consumers (liking is a mediator)
• liking is a gatekeeper to whether or not the
  advertisement
• will be processed at all (liking is a
  moderator)
• liking engenders trust (source credibility)
• liking the commercial translates directly to
  liking the brand
• (emotional rub-off)
• liking evokes a gratitude response. Hence
  consumers buy the
• product as reward for creating likeable
  advertising
• (Source Biel and Bridgwater, 1990)

 
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Attributes of Likeable Television Commercials in
Asia
Relevant Study
 
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Attributes of Likeable Television Commercials in
Asia
Why Asia?

• Five Asian countries/cities China (Shanghai),
  HK, Indonesia
• (Jakarta), Thailand (Bangkok) and India (Mumbai)
  were selected
• due to
• a diverse work-related cultural values
• different religion
• homogeneous set of populations
• wide variations of ad spending
• different stages in economic development
• a potentially large market since more than 60
  of the world
• population live in Asia

 
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Attributes of Likeable Television Commercials in
Asia
Research Objectives

• to identify what attributes contribute to ad
  likeability
• and dislikes.
• 2. to identify what kind of television commercial
  is liked and
• what kind of commercial should be avoided in
  each local market
• to identify the drivers of ad likeability and
  dislikes in each
• local market
• to identify what advertising message is suitable
  (and unsuitable)
• for what product category and in which local
  market, and
• 5. to identify the positive effects of liking the
  advertisement.

 
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Attributes of Likeable Television Commercials in
Asia
Research Questions

• Given the differences in cultural dimensions
  between the five
• countries/cities (Hong Kong, Shanghai,
  Jakarta, Bangkok and Mumbai), what
• constitutes a likeable (or disliked)
  television commercial
• attribute and which attribute is more
  dominant between the
• five cities?

• What types and proportions of likeable (disliked)
  commercial
• attributes are evident on the five cities
  television?

 

• Do differences in likeable (or disliked)
  television commercial
• attributes exist between countries/cities
  with a distinct religious
• background?

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Attributes of Likeable Television Commercials in
Asia
Research Questions

• What product categories are associated with which
  likeable
• (or disliked) television commercial
  attributes?

• To what extent, if any, do factors such as
  consumer
• confidence/stress, attitudes towards new
  products/brands,
• attitudes towards advertising in general,
  total number of hours
• watching television per week, and cultural
  outlook and
• perspective contribute to the liking (or
  disliking) of television
• commercials?

 
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Attributes of Likeable Television Commercials in
Asia
Methodology

• Country/City and Target Audience Selection
• Shanghai, Hong Kong, Jakarta, Bangkok, Mumbai
• Modern cities where they have access to
  television sets
• Large working class populations
• Educated and high income
• Age 25-35
• Male/female ratio 100100 (200 in total for each
  city)
• Social class A,B, and C1
• Watch at least 5 hours of TV program a week.
• Simply for Compatibility

 
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Attributes of Likeable Television Commercials in
Asia

• Questionnaire Design
• attitudes towards new products/brands
• what advertisement that comes to mind that you
  like, mention not more than
• three times
• what is or are key reason/s as to why you like
  this ad (many reasons)
• after seeing the ad, have you ever bought/used
  the product/brand? If yes,
• did you buy/use the product more often, less
  often or remain the same
• describe any ad that you dislike and provide
  reasons for dislike
• statements relating to attitudes toward
  advertising in general
• cultural outlook and perspective
• average number of hours watching television a
  week
• questions relating to gender, age, occupation
  income, education and religion

 
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Attributes of Likeable Television Commercials in
Asia

• Sampling and Data Collection Techniques
• work carried out by Lowe Advertising and NFO
  research company
• telephone interviews were carried out by native
  speakers
• semi-structured questions were used
• data are informant driven rather than researcher
  driven
• (respondents were free to air their views)
• respondents were chosen on a loose quota
  control as long as
• they met the criteria ie. male or female, aged
  25-35, spend more
• than 5 hours per week watching tv from social
  class A, B, C1.

 
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Attributes of Likeable Television Commercials in
Asia

• Coding Procedures developing product categories
• 2976 advertisements were mentioned
• HK respondents mentioned 75 products, followed
  by Shanghai (67),
• Bangkok (66), Mumbai (66) and Jakarta (49)
• next step is to eliminate duplicate
  products/brands mentioned by the same
• respondent in order to eliminate bias
• systematically check the second and third
  mention against the first or second
• to eliminate duplication
• finally 2087 ads were cleansed for the next
  step
• 6 independent judges were recruited to develop
  the product categories
• in the end there were seven product categories
  for each liked and disliked
• television commercials segment

 
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Attributes of Likeable Television Commercials in
Asia

• Coding Procedures developing attributes of
  liked and disliked TV commercials
• 6 independent judges were involved in this phase
• a total of 10,725 likeable reasons were
  generated
• after cleaning ie. eliminate duplicate
  reasons, just over 7000 (7049) reasons
• were left
• the 6 judges then went through the 7049 reasons
  and agreed to have 31
• likeable adjectives
• the next phase is to binary code (1present,
  0absent) the 7049 reasons into 31
• adjectives
• established inter-judge reliability scores used
  in this coding procedures were
• applied and achieved by this study
• in the end, the 31 adjectives were reduced to
  7 manageable likeable attributes
• similar procedures were performed for 931
  disliked reasons, which we soon
• developed into 7 disliked adjectives, and
  finally into 1 disliked attribute

 
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Attributes of Likeable Television Commercials in
Asia
Results
What commercials do people like?
 
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Attributes of Likeable Television Commercials in
Asia
Product Category
Service banks, finance companies, insurance,
supermarkets, mobile phone
systems. Durables automobiles, tv, fax, jewelry,
watches, mobile phone, computers,
refrigerators, paint, window blinds,
hardware. Household supplies rice, cooking
oils, milk powder, toys, detergents, glues,
films, magazines. Personal care cosmetics,
facial tissue, skin care, sanitary products, face
cream, band aids,
toiletries, lipsticks, medicine. Drinks coffee,
tea, juice, distilled water, soft drinks, energy
drinks. Foods biscuits, candies, fast foods,
snacks, chocolates, café, noodles. Addictive
products beer, wine, rice wine, cigarette.
 
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Table 1 Frequencies of Liked Product Categories
coded by City Total Five Cities
N2087
Note Cigarette advertising is allowed only in
Jakarta and there were no beer/wine ads
identified by Muslim Indonesia during the survey
period. HK Hong Kong, SH Shanghai, JA
Jakarta, BK Bangkok, MB Mumbai. ?2 Values
530.879, df 24, plt0.01
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Attributes of Likeable Television Commercials in
Asia
Results
How people describe television commercials?
 
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Table 2 Frequencies of Ad Likeability Attributes
in each City A Comparison
Note plt0.05 plt0.01 Percentages may not
total 100 percent because of rounding.
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Attributes of Likeable Television Commercials in
Asia

• Table 3 Ranking based on frequencies of
  Nominations
• HK SH JA BK MB
• Trendy/Modern/Stylish
• - elegant/classical/youth 1 2 1 1 1
• modern/high-tech 3 3 3 3 2
• stylish 2 1 2 2 3
• Status Appeal
• foreign status appeal 3 3 2 3 3
• celebrity endorsements 1 1 1 1 1
• charismatic appeal 2 2 3 2 2
• Strong/Distinctive/Sexy
• beauty 2 1 1 1 1
• masculine 3 3 3 3 3
• unique/special/original 1 2 2 2 2
• HKHong Kong, SHShanghai, JAJakarta,
  BKBangkok, MBMumbai

 
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Attributes of Likeable Television Commercials in
Asia

• Table 4 Ranking based on frequencies of
  Nominations
• HK SH JA BK MB
• Soft Sell
• - emotion 2 2 2 2 2
• - innocence of children 3 3 4 4 4
• - adorable/cute 1 1 1 1 1
• - patriotism 4 4 3 3 3
• Entertaining
• - Interesting 1 2 1 3 1
• amusing 2 5 2 4 2
• funny 3 3 3 1 4
• creative/clever 4 1 4 2 5
• exciting 9 6 5 6 6
• lively 8 4 6 5 3
• unreal/exaggerating 6 7 7 7 7
• silly/weird/surprising 5 9 8 8 8
• fantasy 7 8 9 9 9

 
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Attributes of Likeable Television Commercials in
Asia

• Table 5 Ranking based on frequencies of
  Nominations
• HK SH JA BK MB
• Relevant to Me
• simple/clear/relevant 1 1 1 1 1
• meaningful/believable 2 2 4 2 4
• effective 3 3 2 3 2
• informative 4 4 3 4 3
• Warmth
• affection 2 2 5 3 5
• happy/comfort 1 1 1 2 1
• well-done/appreciation 3 4 2 1 3
• colourful/naturalness 5 3 4 5 4
• refreshing 4 5 3 4 2
• HKHong Kong, SHShanghai, JAJakarta,
  BKBangkok, MBMumbai

 
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Table 6 Summary of Likeable Attributes across
Products Categories
Hong Kong Shanghai Jakarta Bangkok Mumbai
Service Entertaining Entertaining Entertaining Entertaining Entertaining
Durables Warmth Warmth Entertaining Entertaining Entertaining
Household Supplies Entertaining Entertaining Entertaining Entertaining Entertaining
Personal Care Strong/ Distinctive/ Sexy Relevant To Me Entertaining Soft Sell Entertaining
Drinks Entertaining Entertaining Entertaining Entertaining Entertaining
Food Entertaining Soft Sell Entertaining Entertaining Entertaining
Addictive Products Entertaining Entertaining Entertaining Entertaining Entertaining
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Attributes of Likeable Television Commercials in
Asia
Results
Product categories and likeable attributes
 
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Attributes of Likeable Television Commercials in
Asia
Breakdown of Likeable Attributes with Product
Categories across Five Cities
Table 7 - Service Category
Ranking based on frequencies of
Nominations HK SH JA BK MB Trendy/Modern/Styl
ish 6 2 6 7 6 Status Appeal 7 7 7 6 7 Strong/Di
stinctive/Sexy 3 5 3 5 5 Soft Sell 5 3 4 2 4 E
ntertaining 1 1 1 1 1 Relevant to
Me 4 4 5 4 2 Warmth 2 6 2 3 3 HKHong Kong,
SHShanghai, JAJakarta, BKBangkok, MBMumbai
 
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Attributes of Likeable Television Commercials in
Asia
Breakdown of Likeable Attributes with Product
Categories across Five Cities
Table 8 - Durable Category
Ranking based on frequencies of
Nominations HK SH JA BK MB Trendy/Modern/Styl
ish 5 5 6 6 6 Status Appeal 6 7 7 7 7 Strong/Di
stinctive/Sexy 2 4 2 5 5 Soft Sell 4 3 5 3 4 E
ntertaining 3 6 1 1 1 Relevant to
Me 7 2 4 2 2 Warmth 1 1 3 4 3 HKHong Kong,
SHShanghai, JAJakarta, BKBangkok, MBMumbai
 
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Attributes of Likeable Television Commercials in
Asia
Breakdown of Likeable Attributes with Product
Categories across Five Cities
Table 9 - Household Supplies Category
Ranking based on frequencies of
Nominations HK SH JA BK MB Trendy/Modern/Styl
ish 7 7 6 7 6 Status Appeal 5 6 7 6 7 Strong/Di
stinctive/Sexy 3 5 5 5 4 Soft Sell 4 4 2 3 5 E
ntertaining 1 1 1 1 1 Relevant to
Me 6 3 4 4 2 Warmth 2 2 3 2 3 HKHong Kong,
SHShanghai, JAJakarta, BKBangkok, MBMumbai
 
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Attributes of Likeable Television Commercials in
Asia
Breakdown of Likeable Attributes with Product
Categories across Five Cities
Table 10 - Personal Care Category
Ranking based on frequencies of
Nominations HK SH JA BK MB Trendy/Modern/Styl
ish 7 6 6 6 7 Status Appeal 6 7 7 7 6 Strong/Di
stinctive/Sexy 1 4 4 5 5 Soft Sell 5 3 3 1 4 E
ntertaining 2 5 1 4 1 Relevant to
Me 4 1 5 3 2 Warmth 3 2 2 2 3 HKHong Kong,
SHShanghai, JAJakarta, BKBangkok, MBMumbai
 
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Attributes of Likeable Television Commercials in
Asia
Breakdown of Likeable Attributes with Product
Categories across Five Cities
Table 11 - Drinks Category
Ranking based on frequencies of
Nominations HK SH JA BK MB Trendy/Modern/Styl
ish 6 7 6 7 7 Status Appeal 7 6 7 5 4 Strong/Di
stinctive/Sexy 3 3 5 3 5 Soft Sell 4 4 3 4 3 E
ntertaining 1 1 1 1 1 Relevant to
Me 5 5 4 6 6 Warmth 2 2 2 2 2 HKHong Kong,
SHShanghai, JAJakarta, BKBangkok, MBMumbai
 
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Attributes of Likeable Television Commercials in
Asia
Breakdown of Likeable Attributes with Product
Categories across Five Cities
Table 12 - Food Category
Ranking based on frequencies of
Nominations HK SH JA BK MB Trendy/Modern/Styl
ish 6 6 6 6 7 Status Appeal 7 7 7 7 6 Strong/Di
stinctive/Sexy 4 5 5 5 5 Soft Sell 3 1 3 3 2 E
ntertaining 1 2 1 1 1 Relevant to
Me 5 3 4 4 3 Warmth 2 4 2 2 4 HKHong Kong,
SHShanghai, JAJakarta, BKBangkok, MBMumbai
 
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Attributes of Likeable Television Commercials in
Asia
Breakdown of Likeable Attributes with Product
Categories across Five Cities
Table 13 - Addictive Products Category
Ranking based on frequencies of
Nominations HK SH JA BK MB Trendy/Modern/Styl
ish 6 5 6 6 4 Status Appeal 2 7 7 7 0 Strong/Di
stinctive/Sexy 3 6 3 2 0 Soft Sell 5 4 4 4 0 E
ntertaining 1 1 1 1 1 Relevant to
Me 7 3 5 5 3 Warmth 4 2 2 3 2 HKHong Kong,
SHShanghai, JAJakarta, BKBangkok, MBMumbai,
0 no nomination
 
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Attributes of Likeable Television Commercials in
Asia
Results
Ad likeability and Likelihood of Purchase/Try
 
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Table 14 After seeing the commercial, does it
make you want to buy?
HK SH JK BK MB
Entertaining Yes () No () 65 35 (n437) 69 31 (n246) 61 39 (n558) 58 42 (n323) 74 26 (n467)
Warmth Yes () No () 61 39 (n204) 70 30 (n223) 62 38 (n328) 59 41 (n243) 71 29 (n198)
Strong/Distinctive/ Yes () Sexy No () 58 42 (n190) 77 23 (n116) 61 39 (n232) 58 42 (n177) 65 35 (n119)
Soft Sell Yes () No () 47 53 (n130) 65 35 (n194) 62 38 (n247) 59 41 (n219) 68 32 (n169)
Relevant to Yes () Me No () 64 36 (n105) 70 30 (n164) 65 35 (n175) 58 42 (n209) 74 26 (n168)
Status Appeal Yes () No () 49 51 (n74) 72 28 (n39) 61 39 (n39) 67 33 (n46) 77 23 (n71)
Trendy/Modernity/ Yes () Stylish No () 69 31 (n52) 69 31 (n79) 61 39 (n71) 61 39 (n51) 52 48 (n33)
Boring/Worn out Yes () No () 29 71 (n216) 33 67 (n254) 22 78 (n217) 33 67 (n98) 20 80 (n142)
Note Variation in frequency counts between
Tables 2 and 3 are due to missing value. ?2
value is significant at 0.01 level, ?2 value
is significant at 0.05 level.
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Attributes of Likeable Television Commercials in
Asia
Results
Reasons for disliking the commercials?
 
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Table 15 Reasons for Disliking the Commercials
(net number of mentions)
Adjectives Total N931 () HK N214 () SH N253 () JA N222 () BK N98 () MB N144 () ?2 Values
Style 322 (34.6) 72 (33.6) 113 (44.7) 85 (38.3) 20 (20.4) 32 (22.2) 107.09
Meaningless / Difficult to Understand 159 (17.1) 37 (17.3) 32 (12.7) 40 (18.0) 23 (23.5) 27 (18.7) 14.90
Character 101 (10.8) 30 (14.0) 20 (7.9) 32 (14.4) 6 (6.1) 13 (9.0) 30.20
Exaggerated / Unrealistic 150 (16.1) 26 (12.2) 49 (19.4) 28 (12.6) 29 (29.6) 18 (12.5) 23.86
Irresponsible / Negative impact 97 (10.4) 21 (9.8) 8 (3.2) 26 (11.7) 12 (12.2) 30 (20.8) 22.79
Scary / Not decent / Violent 38 (4.1) 27 (12.6) 2 (0.8) 1 (0.4) 6 (6.1) 2 (1.4) 67.58
Feeling bad / Hard-sell 64 (6.9) 1 (0.5) 29 (11.5) 10 (4.5) 2 (2.0) 22 (15.3) 55.55
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Attributes of Likeable Television Commercials in
Asia
Discussion

• Beyond Entertaining The liked attributes are
  uniquely Asians
• for example
• - soft sell
• - strong/distinctive/sexy
• - trendy/modernity/stylish
• - status appeal
• Reasons include
• Culture and religion
• Level of economic developments
• and etc

 
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HONG KONG CONTEXT - LIFE IN THE CITY

• Hearts and Minds
• Make money quickly (status conscious, and
  pressures of cost of living) / materialistic.
• Embrace innovation novelty stimulates /
  refreshes. But adopt, rather than create.
• Time poor / limited attention spans / fads /
  short life cycles.
• Complex relationships not that close or warm /
  feeling that civilization is quite superficial,
  true feelings are hidden.
• Snobbish / selfish / anxious / nervous.

• The dynamic in 2002
• Pace of life is too fast.
• Too much negative news creates anger.
• All about pressure.
• Reality is too tragic / too dull.
• Downtime spent relaxing (attempting to) dont
  want to think too much / avoiding stress /
  dreaming.
• Absence of religion / sought only when they have
  troubles or fearful of evil spirits.

• What makes them happy
• Money! If business is good / win Mark 6.
• If the weather is good.
• If I dont have to work.
• If health of the family is good.

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SHANGHAI CONTEXT - LIFE IN THE CITY

• The dynamic in 2002
• Overworked, dont feel properly compensated for
  what I give / want more time for myself to pursue
  hobbies or spend time with friends and family.
• Large crowded poor air quality rushed
  expensive pressured.
• International and cosmopolitan, but still
  backward people are cold/indifferent rude and
  vulgar treat the environment badly.
• Life dull/repetitive just move between home
  and company.
• Not a good place to take residence or retire,
  but good to work. Paid a cost for rapid
  development. Bitterness behind sweetness.

• Hearts and Minds
• Proud former glory and prosperity of city.
• Shrewd, particularly from a financial
  perspective.
• Adventuroustry new things, would like to travel
  more.
• Less aggressive than some other cities, but
  focused in taking small steps to achieve long
  term goals.
• Recognizant of limits Chinese education places
  on individual creativity and thinking.
• Increasingly open to new ideas / foreign
  influence / traditional religion Buddhism.

• What makes them happy
• Improve living standard make money.
• Health / Personal well being.
• Have a meaningful life.
• Have funat least some everyday.

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JAKARTA CONTEXT - LIFE IN THE CITY

• The dynamic in 2002
• Money is now number 1, and people are easily
  influenced / bribed (Tommy Suharto case).
• Were in a multi-dimensional crisis economic,
  religious and moral crisis.
• Its scary / were friendly people but now we
  fight each other - ethnic and family violence.
• People are more free than 5 years ago they do
  whatever they want.
• Kids age quicker / parents have less time to
  spend looking after them. Eastern culture
  fading.
• Extremes rich getting richer, poor getting
  poorer.
• Our helpful characteristic is not as strong -
  people pretend to not notice each others
  problems.

• Hearts and Minds, and what is important
• Unity in diversity 26 provinces appear as 1.
  We traditionally value co-operating and working
  together.
• Were easily influenced in a social and
  political way its part function of the social
  gap these days.
• Religious values more flexible better
  understanding, previously oppressive. / Religion
  is our guide. We have nothing else but this.
  Indonesias future depends on God. Need to
  return to this as morals are not holding.

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BANGKOK CONTEXT - LIFE IN THE CITY

• Whats important
• The future need to lay a foundation, wouldnt
  want children to struggle / Pursue better quality
  of life.
• To own my own business dont want to be an
  employee forever / get out what I put in /
  personal success.
• Relative importance of family want a warm
  family. Wouldnt put parents in old peoples
  home.
• Religion about letting go, accepting things
  the way they are / dont think too much because
  you cant change it, its about karma.

• Hearts and Minds
• Good natured, placid, kind hearted. Land of
  smiles (although less to smile about these days).
• Religion holds our hearts like our guide as to
  how to live / pulls us together / we all know
  this it is a part of us from early age / when
  troubled we go to the temple.
• National pride. Importance of the King cant
  belittle or demean thisshining example / very
  proud / best King in world.
• Respect evident in our language and the way we
  address elders.
• More nervous and frightened than up-country
  people / they know their neighbours.

• The dynamic in 2002
• Emphasis on convenience. Race against time.
• Economy still so much uncertainty people with
  degrees cant get jobs.
• Too materialistic / children dont know value of
  things, dont know themselves.
• Cant rely on others / too competitive / each to
  himself.
• Renewed focus on religion confidence shaken by
  fakes.

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MUMBAI CONTEXT - LIFE IN THE CITY

• The dynamic in 2002
• Rising cost, and standard, of living cant
  even afford to raise one child.
• Tension and pressure financial commuting time
  sheer heat in Bombay competition choices.
• Less socialisation than in past.
• Day to day routine is very boring / structured.

• Hearts and Minds
• Marriage incredibly important (more, even, than
  marrying the right person. 96 arranged).
• Less satisfied than parents generation despite
  having more too many choices spend your life
  running after money to buy things to make life
  easier.
• Respect everybody.
• Love of family until the end, elders consulted
  about everything - provide guidance. Strong
  family values and moral support.

• Whats important / what makes them happy
• Family / Appreciating relationships / Caring and
  sharing.
• Religion and celebrating festivalspunctuates
  life.
• Making others happy / helping others / thinking
  of others, so you are happy via their
  appreciation.
• Having enough money / not having to commute (2-3
  hrs).

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Conclusion
Is Culture the Root of all Consumptions?
Culture is the root of all consumptions. The
underlying theory is that whatever we consume is
dependent on our cultural values. For instance
what we eat, how much we eat, where we eat, when
we eat, or what we like to read and watch, whom
we want to associate with and how we want to be
seen and etc. have much to do with culture. So
unless we take care of the local culture such as
traditions and customs, values and religions,
there wont be any cultural fit and hence
rendering any commercials ineffective. (Source
K. S. Fam, 2002, p. 115 Attributes of Likeable
Television Commercials in Asia, A Research
Report for Lowe Advertising (HK) Ltd.)