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Transformational Advertising Summary

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SUMMARY OF RESEARCH FINDINGS,IMPLICATIONS AND CONCLUSION
SUMMARY OF RESEARCH FINDINGS
Following is the summary of research findings
1. Demographics of the consumers influencing message strategies It is found that transformational advertisements are more effective than informational. The female consumers have more influence than male consumers. The percentage of females watching television advertisements are more than males. The married have more influence than the single consumers.Age groups 21-35 ,36-50,51-60,and above 60 significantly differ with age below 20 with regard to transformational advertisements. Age groups below 20,21-35,51-60 differ with age 36-50 and above 60 with regard to informational advertisement.The educational qualification categorized as UG and Professional differ with Up to HSc and PG with regard to transformational advertisement. HSc and Professional significantly differ with UG and PG with regard to in formational advertisements. Occupation levels categorized as service and …show more content…

Washing machine and Refrigerator are the product categories more watched than AC,TV and others with regard to transformational advertisements. Whirlpool, Samsung, Godrej are watched more than the other brands. There is significant influence between recall and visual devices, auditory devices, commercial structure, commercial format,commercial settings, tone & atmosphere on the consumer durables watched. Washing machine, refrigerator, TV and others significantly differ with AC.with regard to auditory devices. Washing machine,Refrigerator,TV significantly differ with others and AC.with regard to visual devices. Whirlpool, Samsung, Godrej significantly differ with LG, Panasonic and Onida with regard to visual devices. Samsung, LG and Panasonic significantly differ with Whirlpool, Godrej, Onida with regard to auditory devices dimension of message

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