Market Research Report On Impact of Animated Advertisements On Consumers

I NTRODUCTION:
Animation has become the new creative advertising trend in todays 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 humor are the example
of potential unconditioned stimuli used in commercials ads and had a deep influence on
consumer
ANI MATION HAS BECOME AN EFFECTIVE TOOL 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 childrens 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)
ANI MATED COMMERCIAL AS A NEW 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 for capturing
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 into several 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 peoples opinion in society.
Clay animation, computer generated animation, puppet animation are the most popular
animation types in todays 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.
RELAITON OF CONSUMERS AND ANIMAED
2
ADVERTISEMENTS:
Brand familiarity is the primary focus in consumer behavior studies. First, a consumers
familiarity with a product or brand 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, consumer create meaning to strengthen their
identities through brand preference.
ADVANTAGES OF ANIMATION IN ADVERTISING:
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 to young 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 aesthetic style 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.
3
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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NEED OF THE STUDY:
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 consumers 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.
SCOPE OF THE STUDY:

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 THE STUDY:
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 childrens 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
5
LITERATURE REVIEW:-
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 to media 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 blockbuster films.
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 doesnt look real
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 &DSOUZA 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 to create
awareness regarding any issue (Mr.OMAIR; LUMS Pakistan 2013)
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ST ATEMENT OF THE PROBLEM:
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 industrial data, internet, Newspaper
articles and other published research papers.
7
RESEARCH INSTRUMENT :
Instrument : Questionnaire (personal administered) & Structured interview.
Instrument design: Both open and close ended questions in questionnaire.
Comments on 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 to ask
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.
Problems encountered:-
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 companys
policy
Mr.Tashfeen (time &space) also did not approved our visit however we made online
conversation with him through conference and skype call.
MEASUREMENT SCALE USED:-
8
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.
SAMPLING METHOD:
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 (from march 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
I nvalid responses : 29
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PERIOD OF STUDY:
The research is cross-sectional which is carried out for 2 months.
EXPECTED CONTRIBUTION OF THE STUDY:
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
LI MITATIONS:
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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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 behavior of respondents
SPSS CALCULATIONS AND

OUTPUTS:-
11
12
REGRESSION ANALYSIS THROUGH
HYPOTHESIS TESTING
Spss output:-
Variables Entered
Variables
Model Variables Entered Removed Method
1 hours_spenta . Enter
a. All requested variables entered.
b. Dependent Variable: 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
13
Variables Entered
Variables
Model Variables Entered Removed Method
1 hours_spenta . Enter
Coefficients
Standardized
Unstandardized Coefficients Coefficients
Model B Std. Error Beta t Sig.
1 (Constant) .724 .080 9.028 .000
hours_spent .149 .037 .297 4.041 .000
a. Dependent Variable: 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: = 0.05
Test statistic : F Test (F-Cal) 16.327; p value (0.000)
Decision rule:- F-value (16.327); 0.000 is < (0.05), therefore we reject Ho and
Conclude that our model is significant.
Hence level of consumers influence Does Not depend on the time they spent on watching
animated advertisement
14
CHI SQUARE TEST OF INDEPENDENCE
SPSS output
Chi-Square Tests
Value df Asymp. Sig. (2-sided)
P earson Chi-Square 2 .648 a 3 .4 49

Likelihood Ratio 1 .784 3 .6 18
Linear-by-Linear Association .6 68 1 .4 14
N of Valid Cases 171
a. The minimum expected count is .05.
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: = 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
15
hours spent * animated feature Cross tabulation
animated feature
like dislike Total
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
more than_ three Count 5 0 5

hours 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
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
16
GRAPHS AND CHARTS:-
17
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
ANIMATED ADVERTISEMENTS
LIKE
5% DISLIKE
95%
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
18
AGE GROUPS
VALID CUMULATIVE
FREQUENCY PERCENT PERCENT 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
AGE GROUPS 5-10 YEARS

11-15 YEARS
44%
56%
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.
19
NUMBER OF RECALLING ADVERTISEMENTS:
5 -1 0 years 1 1 -1 5 years
TABLE 2 Count Column N % Count Column N %
One 23 24.2% 8 10.5%
Two 30 31.6% 18 23.7%

How many
advertisements can you Three 35 36.8% 39 51.3%
recall?
More than three 7 7.4% 11 14.5%
45
How many
advertisements
40 c an you recall?
35
One
Two
30 Three
More than three
25
20
15
10
0
5-10 YEARS 11-15 YEARS
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.
20
MOST FAVOURITE ADVERTISEMENT:-
TABLE 3 Count Column N %
Magazine 16 9.4%
Which kind of Radio 9 5.3%
advertisements you like the Newspaper 24 14.0%
most? Television 118 69.0%
Others 4 2.3%
Which kind of
2% advertisement you like
10% the most?
5%
Magazine
Radio
Newspaper
Television
14% Others
69%
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 audio and video effect
21
MOST FAVOURIT E ADVERT ISEMENT IN T ERMS OF PRODUCT : - -
TABLE 4 5 10 YEARS 11 15 YEARS

Count Column N Count Column N
% %
Which animated Safeguard 14 14.7% 29 38.1%
advertisement you like the Cocomo 16 16.8% 5 6.6%
most? Paddle pop 6 6.3% 17 22.4%
Ding dong 59 62.1% 25 32.9%
Which animated
advertisements you like
the most?
70
Safeguard
Cocomo
60 Paddle pop
Ding dong
50
40
30
20
10
0
Figure 5
22
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 WATCHING ADVERTISEMENTS:-
One time/day 6 3.5%

How frequently you want to watch Two times/day 18 1.5%
your most favorite animated Three times/day 42 24.6%
advertisement? More than three 105 61.4%
times/day
How frequently you

120 want to watch your
most favorite
animated
advertisement?
100
80
60
40
20
0
One time/day Two times/day Three times/day More than three
times/day
Figure 6
23
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.
AT TRACTIVE FACTOR IN ADVERTISEMENT:-
Animated character 150 87.7%

What attracts you to look at an Color 9 5.3%
advertisement? Design 4 2.3%
Image 3 1.8%
Graphics 5 2.9%
What attracts you to

1.8%
2% look at an
3% advertisement?
Animated character
5%
Color
Design
Image
Graphics
88%
Figure 7
24
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
ANI MATED CHARACTERISTIC:-
Do you like advertisements Yes 68 39.8%

that have animated No 11 6.4%
characters?
A lot 74 43.3%
Not much 18 10.5%
80
Do you like
advertisements
70
that have
animated
60 characters?
50 Series1
40
30
20
10
0
Yes No A lot Not much
ANALYSIS:
25
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 FAVOURITE ELEMENT:-

Image 31 18.1%
26
What elements in an animated Color 59 34.5%
advertisement you like the most? Font 9 5.3%
Graphics 25 14.6%
Music (jingles) 47 27.5%
What elements in an
animated advertising
you like most?
18%
27% Image
Color
Font
Graphics
Music (jingles)
15% 35%
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 color in animated advertisements.
FAMI LARITY WITH PRODUCT: -
TABLE 9 5 10 YEARS 11 15 YEARS
27
Count Column N Count Column N
% %
You are familiar with Confectionaries 69 72.6% 22 28.9%
advertisement of which Noodles 14 14.7% 34 44.7%
product? Energy drinks 8 8.4% 11 14.5%
Ice cream 4 4.2% 9 11.8%
80
You are familiar with
advertisement of
70 which product?
60
Confectionaries
50 Noodles
Energy drinks
Ice cream
40
30
20
10
0
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
PURCHASE OF PRODUCT:
28
After watching your favorite advertisements Yes 163 95.3%
have you purchased that product? No 8 4.7%
5% After watching your

favorite
advertisement have
you purchased
product?
Yes
No
95%
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.
PURCHASE DECISION:--
29
How often you insist your parents to Always 26 15.2%
purchase product after watching Sometimes 43 25.1%
advertisement of the same? Usually 78 45.6%
Rarely 16 9.4%
Not at all 8 4.7%
90 How often you

insist your
80 parents to
purchase the
70 product?
Series1
60
50
40
30
20
10
0
Always Sometimes Usually Rarely Not at all
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
30
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 consumer and 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 consumers 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
31
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
Childrens 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.
T OTAL COST ASSOCIATED WITH THE RESEARCH:-
Printing and stationery: PRs 1800
Transportation cost: PRs2850
Photocopy cost: PRs 1990
Time cost: Minimum two hours daily
Other cost: PRs 2550
OVERALL EXPERIENCE WITH THE REPORT:-

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 beyo nd their
capacities and put maximum efforts for the success of this report which is truly incredible and
no doubt highly praiseworthy.
32
BI BLIOGRAPHY:-
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
33
A
N
D
I
X
rESPONSE OF MR KAMAL JAFFERY (SPECTRUM Y&R)

34
Animation for the film and television industry sector is the backbone of Pakistan film industry
3D is mostly associated with movies and animation; however its scope isnt 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 Pakistans advertising began with Ding Dong bubbles 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&Gs health care brand Safeguard stepped outside of the norms, and did something
remarkably creative and introduced Pakistans very own animated superhero named
Commander Safeguard.
As always, a trend started and every other brand caught on the bandwagon to create superhero
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 cant just read theoretical books or listen to podcasts on your mobile. You need
to have a computer in your access, and that requires proper electricity and high speed
internet connection. You cant 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 Pakistans 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
techniques we use will soon become outdated as new robust methods and softwares 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 Research Report On Impact of Animated Advertisements On Consumers

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I NTRODUCTION:

ANI MATION HAS BECOME AN EFFECTIVE TOOL IN

RELAITON OF CONSUMERS AND ANIMAED

ADVANTAGES OF ANIMATION IN ADVERTISING:

Clay animation: Animation of figures created of plasticize , clay, or other

Silhouette animation: Generally animation in which the animated figures are

Puppet animation: Animation of puppets (or other objects) constructed of

Pixilation : Used to describe the process of animating live objects

Drawn animation: Animation consisting of images drawn on paper or some

Direct-on-film animation: Animation made by painting, etching, or otherwise

Cut-out animation: Animation in which the animated figures are paper

CGI animation: Animation of computer generated images in which the

SCOPE OF THE STUDY:

OBJECTIVES OF THE STUDY:

To know the impact of animated ads of different products on children.

Originally, animation terminology referred to its medium as a means of creating a complete

some researches previously conducted are discussed below;

Data Collection Method :-

Primary data ----------- Questionnaires and structured interview

Secondary data --------- Research reports, published articles and

Instrument design: Both open and close ended questions in questionnaire.

Comments on research instrument:-

Both the research instruments of Questionnaire and Structured interview proved to

Structured interview from agency provided us a detailed information regarding our

MEASUREMENT SCALE USED:-

1 for children of age 5-10 years (55.6%)

2 for children of age 11 -15 years (44.4 %)

EXPECTED CONTRIBUTION OF THE STUDY:

2. Financial and budgetary limitation

Research cost to our budgeted cost as we allocated in our RFP.

4. Issue of confidentiality by agencies created problems when presenting findings

5. collection of qualitative data was more time consuming

7. Unpredictable behavior of respondents

SPSS CALCULATIONS AND

Model R R Square Adjusted R Square Std. Error of the Estimate

Null hypothesis: Ho: level of consumers influence Depends on No of hours they

Alternate Hypothesis: HA: Consumers influence DOES NOT depend on No .of

Level of significance: = 0.05

Test statistic : F Test (F-Cal) 16.327; p value (0.000)

Conclude that our model is significant.

Value df Asymp. Sig. (2-sided)

P earson Chi-Square 2 .648 a 3 .4 49

Level of significance: = 0.05

Test statistic : Pearson chi square; p value (0.449)

Rejection rule: Reject Ho if p calculated is less than o.005

that both the variables are independence

like dislike Total

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%

Expected Count 13.8 .2 14.0

% within hours spent 92.9% 7.1% 100.0%

more than_ three Count 5 0 5

% 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%

FREQUENCY PERCENT VALID PERCENT CUMULATIVE PERCENT

AGE GROUPS 5-10 YEARS

Two 30 31.6% 18 23.7%