Recognition and Recallability of Television Advertised Market Offerings Using Comic versus Serious Messages

Syed Karamatullah Hussainy; Prof. Dr. Rukhsar Ahmed

Syed Karamatullah Hussainy PhD Scholar at Preston University
Prof. Dr. Rukhsar Ahmed Shaheed Zulfiqar Ali Bhutto University of Law

Keywords: Levels of recognition and recovery, market offers, cultural background, types of appeals

Abstract

Advertising is a huge budgeted activity and recovery of this expense is dependent upon the effectiveness of the message at the recognition and recall levels. This study investigates whether the use of comic or serious appeals has any significant difference in impacting the audience at both levels. The findings have revealed a significant impact on the audience at highly sensitive and less sensitive market offering levels. The study is conducted in an urbanized aware market with respondents drawn from the diverse cultural background and the age bracket was between 20-50 years and developed the instrument to investigate the recognition and recall levels. The results have established a significant relationship between the types of appeals and market offerings. The study gives advertisers, marketers, and researchers a comprehensive insight into how respondents behave when exposed to advertisements and opens new windows of future research for investigators involved in consumer behavioral studies.

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Author Biographies

Syed Karamatullah Hussainy, PhD Scholar at Preston University

PhD Scholar at Preston University

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

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

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