FINAL YEAR PROJECT

Investigates the effect of TTL advertising

activity on consumer purchase intention of
telecommunication”

SUBMITTED BY: Muhammad Kaleem (57258)

SUPERVISOR: SIR Zeeshan Khan

 PAF – Karachi Institute of Economics and Technology

CERTIFICATE

I am pleased to certify that Mr. Muhammad Kaleem S/O Naik Jan have satisfactorily carried

out research work under the given instruction on the topic of:

“Investigates the effect of TTL advertising activity on consumer purchase

intention of telecommunication”

We further certify that their distinctive original research and their work is worthy of presentation

to

PAF – Karachi Institute of Economics and Technology (North Campus) for the

Final Year Project

______________________

MR. Zeeshan Khan

SUPERVISOR
FINAL PROJECT APPROVAL

Project Title: Investigates the effect of TTL advertising activity on consumer

purchase intention of telecommunication

Submitted by: Muhammad Kaleem (57258)

Project Supervisor: Sir Zeeshan Khan

Academic Year: Fall-2016

The Board of Advanced Studies of PAF-KIET has approved this project, submitted in partially fulfillment

of the requirements for the degree of Bachelor in Business Administration.

APPROVAL COMMITTEE:

______________________ ______________________

MR. Zeeshan Khan Mr. Adnan Anwar

SUPERVISOR (Director Academics)

ACKNOWLEDGEMENT

“To Him belongs the dimension of the Heavens and the earth, it is He who gives, Life and death

and He has power over all things.”

(Al-Quran)

The report in hand is not a hard copy of activities during the working of final year project rather

it is a container of many soft feeling of gratitude, responsibility and affection that were having

during final year.

For this favor, all acclamation to ALLAH, WHO has empowered and enabled me to accomplish

the research project successfully and helps in every problem during the project.

I would like to express my sincere blessings, help and guidance has been and humble gratitude to

My PARENTS who’s a real source of all our achievements in our life.

I definitely thanks our Institute “PAF-Karachi Institute of Economics and Technology”, our

all TEACHERS especially our supervisor MR. Zeeshan Khan, who contribute jointly in

this experience.
LETTER OF TRANSMITTAL

Sir Zeeshan Khan,

Final Project Supervisor,

Paf-Kiet North Campus,

Karachi.

Respected Sir,

As per requirement of my degree of BBA, I am submitting the Final year project report on

“Investigates the effect of TTL advertising activity on consumer purchase intention of

telecommunication”” authorized by you. As per your advice, the report includes objective of

the study and a brief literature survey.

I have tried to cover all the aspects and requirement that are demanded and are essential for this

project.

I am grateful for your guidance and supervision without which this project could have not been

completed.

Your’s Sincerely,

Muhammad Kaleem

(57258)
Table of Contents
Abstract ..................................................................................................................................................... 1
CHAPTER 1: INTRODUCTION ..................................................................................................................... 2
1.1 INTRODUCTION AND BACKGROUND .................................................................................................. 2
1.2 Problem Statement ............................................................................................................................. 5
1.3 Scope of the study .............................................................................................................................. 5
1.4 Research objective .............................................................................................................................. 6
1.5 Research question............................................................................................................................... 6
1.6 Limitation ............................................................................................................................................ 6
1.7 Research Hypothesis: .......................................................................................................................... 6
CHAPTER 2: LITERATURE REVIEW ............................................................................................................. 7
2.1 Introduction ........................................................................................................................................ 7
2.2 Advertising .......................................................................................................................................... 7
2.3 Direct marketing campaign ................................................................................................................. 9
2.4 Mass Media Advertising .................................................................................................................... 17
2.5 Above the line. Below the line, Through the line advertising (ATL, BTL, TTL) .................................. 18
2.6 ATL vs BTL.......................................................................................................................................... 19
2.7 Purchase intention ............................................................................................................................ 20
2.8 Consumer behavior ........................................................................................................................... 14
2.9 Conceptual Framework ..................................................................................................................... 16
2.10 Gap Analysis .................................................................................................................................... 18
CHAPTER 3: RESEARCH METHODS .......................................................................................................... 19
3.1 Data Collection Method .................................................................................................................... 19
3.2 Instrument of data collection ........................................................................................................... 19
3.3 Time Frame ....................................................................................................................................... 27
3.4 Population ......................................................................................................................................... 28
3.5 Sample Size ....................................................................................................................................... 28
3.6 Sampling Technique .......................................................................................................................... 28
3.7 Research Strategy ............................................................................................................................. 28
3.8 Selection Criteria ............................................................................................................................... 29
Through the literature review and questionnaires, a framework is designed to check out the impact of
Mass Media Marketing, Target specific customers, ATL, BTL and TTL and advertising to Purchase
 intention. The following companies are the main pillar of Pakistan telecommunication and the
respondent of questionnaire are users of these networks. ....................................................................... 29
3.9 DELIMITATION OF STUDY.................................................................................................................. 29
3.10 DATA AND STATISTICAL METHOD................................................................................................... 29
Time Frame ......................................................................................................................................... 29
Tools for Statistical Analysis............................................................................................................... 29
3.11 Pilot testing for questionnaire: ....................................................................................................... 30
3.12 Validity and reliability of instrumental scale: ................................................................................. 30
CHAPTER 4: RESULTS AND INTERPRETATIONS ....................................................................................... 25
4.1 Reliability Test ................................................................................................................................... 25
4.2 Research Hypothesis: ........................................................................................................................ 26
4.3 Graphical Representation of questionnaires .................................................................................... 29
4.4 Conclusion ......................................................................................................................................... 38
4.5 Management Report ......................................................................................................................... 39
References .............................................................................................................................................. 34
Kate Newstead, Jennifer Taylor, Rachel Kennedy, Byron Sharp, 2008 The Total Long-Term Sales Effects of
Advertising: Lessons from Single Source journal of advertising research ...................................................... 34
http://www.scribd.com/doc/14008434/Ufone-A-holistic-Overview ......................................................... 34
Appendix ................................................................................................................................................. 35
Abstract
The major aim of this Research Report is to investigate the effect of TTL advertising
activity on consumer purchase intention of telecommunication. Advertising is any personal paid
form of non-personal communication which is aimed at the consumers or target audiences
through different media in order to present and endorse a product or services and ideas (Longe,
2001). In this paper impact of TTL advertising on consumer purchase intention and factor of
advertising ATL, BTL and TTL advertising activities and consumer satisfaction are the key
factors, TTL advertising is more effective and efficient then ATL and BTL advertising activities
to raise the consumers’ Satisfaction towards the Purchase intention of telecommunication. The
consumer Purchase intention is strongly influenced by image of the product which is build by the
advertising activity. The primary data of the study is collected through questionnaires and the
secondary data is collected through Research Paper form different journals. This research study
was conducted from January to May 2016. A sample of 120 respondents was taken, out of
Student, Teachers and staff of universities. The study explore that a creative and well executed
Mass Marketing as well as direct advertisement of telecommunication has always a great impact
on the Consumer Purchase intention of telecommunication. At the same time quality of the
product or services and price are also included with their strong impact on purchase intention of
consumer. Similarly to some level the service of cellular network, celebrity endorsement and
different packages also matter in the consumer purchase intention. Therefore the research
concludes that the positive impact of all TTL advertising is more effective and efficient than
others advertising activities on the Consumer satisfaction and Purchase intention or the consumer
proves the loyalty towards brand by TTL advertising and changes the consumer satisfaction and
increase in consumer purchase intention of telecommunication.

Keywords: Above the line (ATL), Below the line (BTL), Through the line (TTL),
Consumer satisfaction, Consumer purchase intention
CHAPTER 1: INTRODUCTION

1.1 INTRODUCTION AND BACKGROUND

Pakistan Telecommunication Industry was the fastest growing cellular market in Asia.

There is huger competition between the mobile companies, the greatest advantage of their long

supportability, their low rate and SMS and call packages are their main feature, broad system

scope and availability, creative items, segmentation and the mass advertising. Five players in the

telecommunication sector of Pakistan, who are providing the best possible services to the people

of Pakistan. The competition among these five has resulted in the benefit of consumer. The call

rates are so low in comparison of the initial call rates and introduction of new packages each day

have also provided customers with customized packages according to their needs.

Mobilink is the first GSM-based mobile operator in South Asia, the biggest

GSM network in Pakistan and the prepaid and the post paid mobile network give the service all

over Pakistan above the 8500 employee all across Pakistan and the customer is more the 38.2

million.Jeffrey headberg is the CEO of mobilink and head office located in Islamabad.

Ufone is a mobile service provider in Pakistan.29 January, 2001 ufone start its operation

and the third cellular operator in Pakistan. The advertising of ufone is very popular in Pakistan

and give competition to other network. In 2006 ufone become a part of etisalat and buy the

PTCL.

Warid purchase the license in 2004 for nationwide operating the mobile network in

Pakistan the basher tahir the former CEO is the man who launches the warid in Pakistan warid

start is service in May 2005 and in 80 day warid have more the 1 million user in all across.
 Norwegian Telenor group owned the Telenor Pakistan and it is international service

provider of data, voice and Cellular network in 13 different markets in Asia and Europe, the

world largest mobile operator with 166 million mobile subscribers and 33000 employees. The

total subscriber of telenor in Pakistan is more the 36 million and has 26% sim market.

Zong is owned by china mobile Pakistan is a half Pakistani mobile network and the head

quarter is located in Islamabad zong offer data and voice service to post paid and prepaid

customer in all over Pakistan with 2G, 3G and 4G network, the second largest cellular service

provider in Pakistan and largest mobile subscriber base above the 25,6 million and have a share

of 19% in Pakistan mobile operators

Advertising play a key role for any organization and in the service industry consumer

purchase intention is depend on the advertising, the combination of ATL BTL and TTL activity

of the advertising in telecommunication industry is useful for the marketing and sales, in this

competitive era what make you different from other is advertising. we see the fight of different

companies through advertising because the communication between the company and the

consumer ins through the medium of advertising.

In advertising marketers use Above the line (ATL) Below the line (BTL) and Through

the line (TTL) activity to increase sale and target the right customer for their product. The ATL

advertising activity target the Mass Media and large population and in BTL advertising target

small but focus customer like intermediaries and delayed customer and in TTL advertising use

both ATL and BTL factor to convenes the customer to buy their product so all three advertising

activity is use to increase the sales of product and made product image better in customer mind
 In Pakistan there is war between telecommunication network for increase the customer

of their network and don’t lose the loyal customer because in Pakistan 5 different

telecommunication network use advertising as a main tool of getting more customer and

increase the sale, we see a lot of advertising activity from telecommunication network and they

use all three advertising activity . so the effect of TTL advertising activities on consumer

purchase intention of telecommunication and TTL is more effective and efficient then other

activities so marketers have an idea of TTL advertising activity is more useful for their

advertising and have an effect on consumer purchase intention , consumer perception toward

these activity.

Pakistan telecommunication network is fastest growth sector in south Asia there is

competition between five different telecommunication network and they use a lot of advertising

for getting more customer. Companies allocate a lot of budget in advertising because in this

competitive environment advertising is only way to communicate with consumer.

In advertising there is Above the line (ATL) target large customer with television radio

and print media, Below the line (BTL) target delaying customer, retailer using pamphlet, word of

mouth marketing, event at sale point and in Through the lint (TTL) use the factor of ATL and

BTL to target most consumer.

After analyzing the examples of different companies we found that companies prefer

BTL advertising activity rather than ATL and allocate more budget toward the BTL activity.

Through survey the consumer more attractive in BTL activity more than traditional ATL activity,

because the word of mouth marketing and different activity in sale point attract more customers.

.( Marijana Šehović1, Mirjana Duduković2, Jelena Mladenović3, 2014)

 In TTL advertising use the direct marketing and the mass marketing to convince the

customer toward the product and service and there is huge competition between the mobile

operator in Pakistan and they try everything to increase the sale by increasing the purchase

intention of customer because the mobile market is not in a position of growth and the mobile

operator have to increase the customer but decrease the customer of their competitor, so the new

advertising activity TTL is more helpful for the marketer of mobile operator in Pakistan. In my

studies I am going Investigates the effect of TTL advertising activities on consumer purchase

intention of telecommunication and TTL advertising activities is more effective and efficient

than other and consumers perception toward these activities. So marketers have an idea of TTL is

also important activity and its effect the consumer purchase intention, I will find the customer

perception toward the TTL activity through questionnaire.

1.2 Problem Statement

As this world is moving rapidly towards technological fields where as advertisement also

dominate the control of the media and calling the public’s attention to the product which are

offering to sell. My research locates on this area “Investigates the effect of TTL advertising

activities on consumer purchase intention of telecommunication”.

1.3 Scope of the study

The research study could provide information on investigate the effect of TTL advertising

activities on consumer purchase intention of telecommunication. Further, this study would also

be a review on the stats. This study will help the Telecommunication service provider in Pakistan

as this research give the knowledge of the cellular service providers and subscriber about the

possible issues on purchase intention of customer. This study can provide the information of
advertising of telecommunication change by time and TTL is more efficient then other

advertising activities and consumer purchase intention depend or not in it.

1.4 Research objective

 To Investigates the effect of TTL advertising activities on consumer purchase intention of

telecommunication

 To examine the efficiency and effectiveness of TTL advertising activities

1.5 Research question

 Does TTL advertising activities effect on consumer purchase intention of

telecommunication?

 Does TTL advertising activity is more efficient and effective then other

advertising activities?

1.6 Limitation
 Limitation in time and cost for compelling the project.

 Focus on the customer of Telecommunication Company only.

 Research is focus on small size of population.

 The survey is based on sampling method it is not a result of entire customer.

1.7 Research Hypothesis:

Ho1: There is no effect of TTL advertising activities on consumer purchase intention of

telecommunication.

Ho2: TTL advertising activity is not more efficient and effective than other advertising activities.
CHAPTER 2: LITERATURE REVIEW

2.1 Introduction
Pakistan telecommunication network is fastest growth sector in south Asia there is

competition between five different telecommunication network and they use a lot of advertising

for getting more customer. Companies allocate a lot of budget in advertising because in this

competitive environment advertising is only way to communicate with consumer. Purchase

intention of consumer id effect by advertising and the through the ling advertising have an

impact on consumer purchase intention.

2.2 Advertising
Advertising is Personal non-personal form of paid communication regarding a brand or

its product or service to get a customer from direct marketing and a mass medium by a

recognized sponsor. It must be observed that for any marketing activity its use to target the

audience is called paid form of advertisement.

Companies used this method for create knowledge about their product and service, also

creating an image of a new product in a target audience mind and create new customers for the

product and service.

Furthermore an advertising is also use to encourage, remind and increase the purchase

intention of the consumers because advertisement itself educate, enlighten and persuade

customer on their suitability of the product and service offering. (Adekoya Olusola Abiodun,

2011)

Advertisement use broadcast media (television, Radio) and print media (magazines,

newspaper, billboards, flyers normally consist of headlines, information, headline and pictures
about the product and services and sometime use coupon and sales activity. Television and radio

advertisement is using of an video and audio massage that can limit from 15 to 30 seconds longer

and it is called infomercials, (Busari 2002)

Advertisements also use the grocery carts, on the wall of metro station, airport walkways,

and the bus stands also on the airplane, buses and train to put the advertisement on them.

Advertisements are generally located anyplace where a target audience can simply and/or

regularly visit and see videos and/or visual. (Busari 2002)

The main reason of marketing is normally to motivate customer to buy your product and

services. Debate still rules how these happen, e.g. state of mind of people. It is uncontroversial

that appearance to a product and service promotion should increase the attraction (chance) to buy

that product – that is the thing promoter would like to achieve for their spend of time.

The consumer behavior impact by Advertising of product, this is the purpose that

consumer behavior impacts the sale. This thing must be designed with a particular end objective

to critic the advertisement.

This behavioral transform appear in a change in the recent week's sales numbers. In any

case, just a small bit on the grounds that the bigger part of the sales offered to the advertising

didn't purchase from the class this week. Two similar explanation of the lengthy outcome, the

initial thing is to focused on the role of persuasive advertising and the next focused on

informative advertising role. The other advertising is effect those consumer whose previous

behavior to increase the chance of consumption will increase by extra advertising.

 Furthermore the existing week's sale numbers are a miss-crush of a large range of

different impact, from in-store advertising to rival advertisement. Despite of the possibility that,

in dreamland of the marketers, they were completely influenced by advertising only what is

really appear about our advertising… is it assessment of the sales force of the company? Is it the

environment of the media position? Is it a measure of the correctness of the spend (clearly the

sale, Purchase intention impact is depends on what number of people the advertising reaches)?

.(Kate Newstead, Jennifer Taylor, Rachel Kennedy and Byron Sharp 2008)

2.3 Direct marketing campaign

In these competitive era advertising the marketer know that some customer want a

personal attention, first marketers target the subset of same customer and everyone know that

obtaining new customer is more expensive then maintain the old customers, direct marketing is

very important tool of advertising because direct marketing develop long term relationship with

customer and increase customer purchase intention toward product and service, direct marketing

is target the specific group of customer with specific medium and offer . the relation between the

buyer with supplier or supplier with customer, pamphlet, direct mails, SMS, sales team in road

or Retail store and door to door camping etc these are the medium use by marketers in direct

marketing campaign, now a day’s people have less time for shopping or they are too busy to

watch advertising in TV or news paper so marketers have advertise their product at a point of

sale and change the customer mind toward yours product or approach the customer by mail or

SMS and tell them in this particular shopping mall there is some sell, direct marketing is very

useful in every business even in Europe and American 63% of budget in marketing is expand on

direct marketing campaign, there is two way communication in direct marketing so customer is

more comfortable and satisfy with product and services,

 The marketers first made the framework of that campaign in this frame work consist of 4

stages the first one is marketers have make a goal of this campaign the main purpose of this type

of campaign is to increase a sale but marketers have some other goals also, after knowing the

goal a marketers have to know about the specific group of customer they want to target in their

direct marketing campaign after knowing the customer what type of medium use in this direct

marketing campaign ( SMS, Direct Mail ,door to door campaign etc) they medium is depend in

previous two stages the goals and targeted customer of that campaign in the end marketers have

to start this campaign in right time the marketers have to know when they start a campaign.

(Jedid-Jah Jonker, Philip Hans Franses, Nanda Piersma, 2002)

2.4 Mass Media Advertising

What is mass media before get the answer of it first we have know about mass

communication is a form of communication which is transmitted by some medium toward a lot

of people, Mass media are the channels or platform who carries the huge communication, mass

media advertising is the advertising use a channel to reach and interact with mass people , the

television , Radio , Newspaper and billboard and now internet is a medium use by ,marketer to

convey their massage to mass people . now company convey their massage to huge amount of

people through social media in tweet or status update and it is a new medium of mass media

advertising, marketers use Mass media to create a brand image or give them a idea about product

when they found these product in retail store they have something about this product in their

mind and these advertising activity will increase the purchase intention of consumers. now a

day’s marketers have to made Mass Media advertising more innovative and interactive because

research show that’s people believe that’s direct marketing is more effective and interactive and

marketer give lees amount of budget toward the Mass media advertising but the good news in
because of internet and social media advertising take rebirth and companies make more attention

toward this medium. ( Roger D. Wimmer, Joseph R. Dominick, 2007)

2.5 Above the line. Below the line, Through the line advertising (ATL, BTL,
TTL)
Above The Line (ATL) advertising activity is used mass media to promote product and

service and get to the target audiences. ATL is old advertising activities which use usual media

such as television radio and print advertising and now the internet advertising is also in it. These

communication channels are targeting a large audience, not target specific customer. ATL

advertising activity targets the large audience and attracts the huge amount of target customer

toward the product and services.

Below the line (BTL) advertising activities is target a specific customer toward the

product and services, and use the, handbills, pamphlets, promotions. Stickers, brochures and

banners put into sales point, banners and stall of product place on the road. These stalls show the

product sampling and demos at busy places like at event, malls and retail stores or housing

complexes, BTL advertising target the direct customer outreach programmed do make the more

loyal customers, Other BTL advertising activities contain road shows, morning shows or moving

truck with the print ads of product and services, and the sale team interact with audience and give

the information and knowledge about the product and make them a customer of product, Btl

advertising also include direct mail, Personal relation agencies sales promotion agencies and

telemarketing to target the specific group of customers.

Through the line (TTL) advertising activity is a new advertising activity which take the

medium from ATL and BTL advertising activities, TTL use the mass media advertising and also

target the specific customer such as advertiser use the television and radio to target the large
customer and in the end the give their help line no and interact with specific customer, or they

use print media in their promotional activity and also do direct mail to specific customers.

Furthermore, ATL is more efficient and effective when the advertiser the large group

people and its difficult to define the specific audiences but the BTL is more use full, efficient and

effective when you know the target and specific audiences and its take less cost than ATL

advertising activity. (Kateryna Udod, 2014)

2.6 ATL vs BTL

The main purpose of this study is to evaluate the ATL and BTL advertising activity and

the customer perception toward these advertising activities, after evaluation a lot of global

example the researcher conclude that the companies are reducing ATL activity and increasing

the BTL advertising activity, allocate more budget toward BTL advertising activity, in the survey

researchers found that a customer’s consider BTL activity is more effective and get more

attention than ATL advertising activity but it doesn’t means that traditional form of advertising

ATL is not important in now a day but advertisers have to make ATL advertising activities more

innovative Attractive when they are making ATL Promotional campaign.

There is some examples of few multi National companies and the result of the surveys

they found that BTL advertising activity getting more and more important, the customer have a

choice to see them and involved with it or not, People have less time for shopping, their choice

become more superior they want maximum satisfaction and quality in a cost of product and

service and their wants become more specific, because all of that reason companies have to make

efficient and effective promotional campaign when they want to target a specific customer, BTL

activity is become more popular and marketers are willing to invest more in BTL advertising
rather than ATL advertising activity, because of one on one communication marketers invest

more in BTL advertising rather than ATL Advertising, People are getting bore toward the old

ATL advertising activity, Marketers have to make ATL advertising more innovative and

interactive and spend huge budget when there are making these activities. (Markov Jasmina,

Stankov Biljana, Roganović Milijana 2014)

2.7 Purchase intention

In the highly competitive marketing era, if a product or a service wants to create more

customers, it must depend on different advertisement medium to make the position in customer

mind. Though, audience associates with a lot of advertisement campaign in a day. Therefore,

which advertising medium can actually grab consumers’ liking and control their buying decision

and increase a purchase intention. The advertising endorser is also a good method to increase

customer’s intention toward the product and services, In Advertising endorser’s marketers use

famous personalities who have a huge fan club, they create awareness and attractiveness toward

the product. The celebrities convey product messages to grab consumers’ perception in a small

time and more improve consumer purchase intention.

A customers feeling, judgment and outside factor create consumer purchase intention,

and it is a serious reason to expect consumer behavior toward product and service. Purchase

intention can calculate the opportunity of a customer to purchase a product and service, and the

superior the purchase intention is the superior a customer’s motivation is to purchase a product,

Purchase intention indicate that customers will go after their, liking, experience and outside

situation to gather information, estimate alternatives, and create purchase decision.

 Moreover, purchase intention comes from customer’s awareness on benefits and ideals

achievement of quality, and it is a main key to calculate consumer purchase behavior. Monroe

and Krishnan (1985) write that purchase intention is influence by perceived value and quality,

and the higher perceived quality, the more purchase intention is increase toward product and

services. ( Dr. Hsinkuang Chi, Dr. Huery Ren Yeh, Yi Ching Tsai, 2008)

2.8 Consumer behavior

In recent advertising situation, the consumers are the real kings of markets. Without

customers no product or brand can run. All the behavior of the company is concern with the

customers and consumer satisfaction. Buyer behavior study is based on customer buying

behavior; user, payer and buyer are the three different role of consumer. And getting new

customer and maintain those customer toward your product is most important factor and the

behavior of consumer is define the position of your brand and your competitor is always be there

to change the consumer mind toward their product.

Consumer behavior is take great interest of advertisers. The information of consumer

behavior helps the advertiser to realize how customers feel, select and think from alternatives

like products and services, brand and the similar to and how the customers are think by their

surroundings, the location, social groups, salesperson, and family and so on, Buying behavior of

consumer effect by social, culture, psychological and personal factors. The majority of these

factors are uncontainable and away from the marketers but they have to be careful while trying to

recognize the difficult behavior of the consumers. The customer in market is refers not only to

the make a purchase for itself, Patterns of total buying which include pre-purchase and post-

purchase activities. Pre-purchase activity is consisting of the rising awareness of a need and

wants, investigate for assessment of information regarding the products and service that may
convince it. Post-purchase activities include the assessment of the purchased thing in utilize and

the decrease of any nervousness which accompanies the buy of expensive and not regularly buy

items. All of these has implication for buy and repurchase and they are agreeable in conflicting

degree to marketer influence (Foxall 1987). Engel, et al. (1986, 5) describe consumer behavior as

“ individual acts of persons openly mixed up in obtaining, disposing and using of goods and

services, with the decision process that lead and decide these acts”. easy observation provide

partial insight into the multifaceted nature of customer choice and marketer have even more

wanted the more complicated concepts and method of analysis provided by behavioral sciences

in order to recognize, forecast, and maybe control consumer behavior more efficiently. (A.Abdul

Brosekhan, Dr. C. Muthu Velayutham, 2006)

2.9 Conceptual Framework

Direct
Mass Media
Marketing
advertising

Above the line Through the line Below the line

(ATL) (TTL) (BTL)

Advertising

Purchase intention
 Independent variables Dependent variable

Direct Marketing Purchase intention

Mass Media advertising

Above the line (ATL)

Below the line (BTL)

Through the Line (TTL)

Advertising

Purchases intention is dependent variable in my framework and other variable are

connected with Purchase intention, it would be very effective to do analysis. Whenever we talk

about consumer purchase intention is dependent on the advertising of a product and services is

independent but the advertising also effect consumer behavior and the intention to Purace the

product and services will increase by advertising but main question is what kind of advertising,

the advertising have three main activity the ATL BTL and TTL are independent variables, so in

past study researcher have found that’s ATL and BTL advertising activity have an effect on sale

and increase the purchase intention because both advertising activity is use to convey a massage

of product and service toward the target audiences and marketer is more focus on BTL

advertising activity rather than ATL advertising activity, allocate more budget toward BTL, In

ATL use independent variable Mass Media marketing Television, Radio, news paper and

billboards, and BTL use independent variable direct marketing such as Pamphlet , Flyer , SMS,

direct mail etc and TTL is a new term and it use both Direct marketing and Mass Media
advertising to convey a massage toward the customer so all the independent variable Direct

Marketing, indirect marketing, ATL, BTL TTL ,Advertising have an effect on Dependent

variable Purchase intention. So the TTL advertising is more effective and efficient like other two

advertising activity and its help the marketers to increase the purchase intention of consumer.

2.10 Gap Analysis

In advertising marketers use above the line (ATL) Below the line (BTL) and Through the

line (TTL) activity to increase sale and target the right customer for their product. The ATL

advertising activity target the Mass Media and large population and in BTL advertising target

small but focus customer like intermediaries and delayed customer and in TTL advertising use

both ATL and BTL factor to convenes the customer to buy their product so all three advertising

activity is use to increase the sales of product and made product image better in customer

mind.(Kate Newstead, Jennifer Taylor, Rachel Kennedy And Byron Sharp 2008) In the highly

competitive marketing era, if a product or a service wants to create more customers, it must

depend on different advertisement medium to make the position in customer mind. Though,

audience associates with a lot of advertisement campaign in a day. Therefore, which advertising

medium can actually grab consumers’ liking and control their buying decision and increase a

purchase intention. ( Dr. Hsinkuang Chi, Dr. Huery Ren Yeh, Yi Ching Tsai, 2008)

In Pakistan there is war between telecommunication network for increase the customer

of their network and don’t lose the loyal customer because in Pakistan 5 different

telecommunication network use advertising as a main tool of getting more customer and

increase the sale, we see a lot of advertising activity from telecommunication network and they

use all three advertising activity . so the main purpose of my research report is Investigates the

effect of TTL advertising activities on consumer purchase intention of telecommunication and

TTL is more effective and efficient then other activities so marketers have an idea of TTL

advertising activity is more useful for their advertising and have an effect on consumer purchase

intention, and fond consumer perception toward this activity.

CHAPTER 3: RESEARCH METHODS

3.1 Data Collection Method

Data sources

Primary and secondary data is a two different way of data sources. First hand and new

data which gather by researcher is called primary data and second hand or other sources of data

which already existing on published magazines, internet, annual reports, company records and

journals. In this research report data is collect from primary data source.

Data collection

Questionnaires are the mean use of collecting the data. The realistic way of collecting

data are questionnaire. Large number of information collects in short time of period large no of

information is collect through questionnaire.

3.2 Instrument of data collection

Questionnaire is the main instrument of data collection. Normative survey used in

systematically prepared questionnaire for is data collection instrument. Likert scale is use in

close ended structured. The questionnaire work on designed and analyzing to investigate the

effect of TTL advertising activity of consumer purchase intention of telecommunication.

These scaling are as follows.

 1 Strongly Agree

2 Agree

3 Neutral

4 Disagree

5 Strongly Disagree

3.3 Time Frame

Objective January February March April May

Project Name —

Proposal — —

Deliverable 1 —

Deliverable 2 —

Deliverable 3 —

Deliverable 4 —

Final Deliverable —

Final Submission —
3.4 Population
The entire population of Karachi is around 9 million; the sample size which I have

chosen is of 120 Mobile users randomly selected. The questionnaires were distributed online as

well as personal.

3.5 Sample Size

Target the subset of population for the study is called sample. Sample size is very main

key to find out data collection from the large population. The sample size is sum of 120

respondents from the entire population.

3.6 Sampling Technique

The simple random technique is use in this research. Simple random sampling is

normally use by the researchers and it contain one of main benefit of simple random sampling is

allow researchers to use statistical methods to analyze sample results.

3.7 Research Strategy

The strategy used for this research is quantitative research strategy is use for this research

and deductive approach is also used as this research is tested through the assist of earlier studies

and researches. Main variables are extracting from the literature review and examine these

variables and how these variables can help in creating impact on TTL advertising activity on

consumer purchase intention in telecommunication.

3.8 Selection Criteria
Through the literature review and questionnaires, a framework is designed to check out

the impact of Mass Media Marketing, Target specific customers, ATL, BTL and TTL and

advertising to Purchase intention. The following companies are the main pillar of Pakistan

telecommunication and the respondent of questionnaire are users of these networks.

1. Ufone

2. Mobilink

3. Warid

4. Zong

5. Telenor

3.9 DELIMITATION OF STUDY

In this study the main focus is advertising and purchase intention of those people who use

mobile network daily and have knowledge about advertising of the network and these people are

from Karachi.

3.10 DATA AND STATISTICAL METHOD

Time Frame

This time frame of this research is 5 months, the work is divided into 4 deliverable and

the primary data is collect in 4 weeks and by the help of SPSS the data will be analyzed.

Tools for Statistical Analysis

Different types of tools like statistical, SATATA, SAS, SPSS are use in analyzing the

data, for this research SPSS is best and suitable tool for analysis the data.
3.11 Pilot testing for questionnaire:
There are no exact criteria for pilot testing. Suitable number of sample is in use to run a

pilot test for questionnaire. We can examine reliability and validity of our tool that the data and

observation will be according to our need (Gable, 1994)

In this study researcher take a sample size of 120 mobile uses from population size of 2

million people of Karachi. Due to the policy of our institute I have to take the 5% of sample size

for the pilot test to examine the validity and reliability my questionnaire, I have taken the survey

of 6 respondents from the sample for a pilot testing.

3.12 Validity and reliability of instrumental scale

The tools and also questionnaire of the size typically are good quality and also paying

awareness from pilot tests will be base on the desire effect with regards to the set hypothesis and

also aim of the research project. Respondent can potentially to recognize the real questionnaire

and also answer is not conflict with their own positive opinion in accordance with their own

Notion. The importance linked with Cornbach alpha will be above then 0.65 (65%).
CHAPTER 4: RESULTS AND INTERPRETATIONS

4.1 Reliability Test

To test the validity of questionnaires is done through SPSS. Since the table shown above

we can watch the reliability test, that show the authentication of the questionnaire, the value of

cronbach’s alpha is .701 which shows the relatively stability of questionnaires.

4.2 Research Hypothesis:
Ho1: There is no effect of TTL advertising activities on consumer purchase intention of

telecommunication.

One-Sample Test

These one sample test Is use to determine the sample is come with a specific mean from

population and the population means is not always know.

Corelation
 The Null Hypothesis Ho1 is there is no effect of TTL advertising activities on consumer

purchase intention of telecommunication , The value of Pearson correlation is 0.476 and

significance 0.000 is indicate that’s there is positive effect of TTL advertising activity on

consumer purchase intention of telecommunication so the null hypothesis id rejected.

Ho2: TTL advertising activity is not more efficient and effective than other advertising activities.
 In this SPSS test we check the 2nd null hypothesis TTL advertising activity is not more

efficient and effective than other advertising activities. The value of sig is.000 and value of t is

upper then 2 suggest that TTL advertising activity is more effective and efficient then other

advertising activities so the null hypothesis has been rejected.

Advertising activities

The direct marketing is refer to the BTL advertising because in BTL advertising

marketers use direct marketing to target the specific customer such as text messaging, emails,

flayers, Product stall etc, Mass media advertising refer to the ATL advertising because in ATL

advertising Marketers use Mass Media advertising to target the large group of customers such as

Television, Radio, Bill Board , Radio etc) and in TTL advertising activities marketers use both
factors of direct marketing and Mass Media advertising to capture the customer and increase the

purchase intention of customer so this Graph show that’s TTL advertising is more effective and

efficient then other advertising activities.

4.3 Graphical Representation of questionnaires

4.4 Conclusion
Answer show that there are a lot of forms of advertising used by telecommunication

Companies, Such as television, newspapers, posters, magazines, Stall, Event, radio, billboards

and word of mouth. The consumer purchase intention is increase by the advertising activities.

The connection between advertising activities and purchase intention has a strong positive

relationship between the variables of this research. From the finding of this research we
concluded that; telecommunication companies us different advertisement activities to increase

the consumer purchase intention and build the long term relationship with customers.

There is positive effect of TTL advertising activity on consumer purchase intention of

telecommunication when the customer see different type of advertising from different channel is

become easy for customer to select the cellular connection or the packages which is introduce by

the telecommunication companies, the telecommunication show the service by persuasive,

informative and sometime repetition on it to convey the message from TTL advertising activity,

The TTL advertising activity is more effective and efficient the advertising activities

because the advertisers use the direct marketing and as well as mass media marketing to capture

the customer in both marketing activities which is use in TTL advertising the customer found

them self are more special and become more loyal toward your brand, in TV and news paper

give the massage about product to customer and in point of sale staff influence customer

purchase intention and build long term relationship with customers.

4.5 Management Report

My research report give an idea to marketers’ of telecommunication services that’s the

TTL advertising activity effect the consumer purchase intention and TTL advertising ifs more

effective and efficient then other advertising activities, the advertising is changing them self and

marketers have to find a new advertising activities and made traditional advertising activity more

innovative and attractive, the TTL advertising activity is a new term for marketers so in TTL

advertising marketers can use both factors Mass media marketing and direct marketing to capture

the customer toward your product and services because in the competitive era of marketing
marketers have to use new technique and activities to increase their customer and build long term

relationship with customers.

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Appendix