Capturing attention through brand elements in televised commercials

Kashif Riaz; Prof. Dr. Rukhsar Ahmed

Kashif Riaz Preston University, Karachi, Pakistan
Prof. Dr. Rukhsar Ahmed Shaheed Zulfiqar Ali Bhutto University of Law

Keywords: Attention, brand elements, communication effectiveness, consumer psychology, televised advertised.

Abstract

The aim of this research is to determine whether using brand elements prominently in televised commercials influences viewers’ attention level towards the advertisement. It also negates the theory curiosity driven cognition which entails that brand elements should be displayed at the very end of an advertisements. This study has considered various products and have taken advertisements that vary in length and production creativity. Brand elements were also compared in order to determine their individual impact on viewers’ attention by this study. This is a validation and extension of The Network Model of Memory in the context of displaying brand element prominently in televised commercials to capture viewers’ attention. This study follows a quantitative research method technique and gathered data by using an adopted structured questionnaire. Sample were carefully selected by using simple random technique and groups of different sizes were formed for experimentation. Sample were exposed to advertisements that varied in length and production creativity. Wilcoxon and Logit regression techniques were used to measure and test the models. Data from all groups that were used in experimentations were compared and the obtained results derived through statistical techniques provided support for the alternate hypotheses thus empirically supports the prominent display of brand elements from the start of the advertisement in order to capture viewers’ attention. Results and findings have been discussed and are presented accordingly. This study provides an insight to the policy makers as to how to make advertising more effective and reduce marketing expenditures. Further areas of research in this field is also suggested.

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Author Biographies

Kashif Riaz, Preston University, Karachi, Pakistan

PhD Scholar at Preston University, Karachi, Pakistan

Prof. Dr. Rukhsar Ahmed, Shaheed Zulfiqar Ali Bhutto University of Law

PhD Supervisor and Professor at Shaheed Zulfiqar Ali Bhutto University of Law

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