ABSTRACT

Abdallah khraim 0165124

Marketing research

RESEARCH
PROJECT
[Document subtitle]
Introduction :
Advertising is the structured and composed non personal communication of
information, usually persuasive in nature, about products (goods, services and
ideas) by identified sponsors through various media, it aims to affect behaviour
and create awareness in consumer mind, and Advertising effectiveness pertains
to how well a company's advertising accomplishes the intended. Small companies
use many different statistics or metrics to measure their advertising effectiveness.
These measurements can be used for all types of advertising, including television,
radio, direct mail, Internet and even billboard advertising.

A company's advertising effectiveness usually increases over time with many

messages or exposures. But certain advertising objectives can be realized almost
immediately. Moreover; how variables factors such as Brand showed in the ad,
creativity and trust affects the Advertising effectiveness and how to measure
them, do Brand showed in the ad , creativity and trust influence the Ad reactions
? And in what way?! This study has been designed to answer these questions.

It is very important to know who these variables affect the Ad effectiveness, to

know how to use them in the Ad and what impact they have on the audiences ,
furthermore; to know when , how and why to use them , and what if they will
help the ad to achieve its goals.

Literature review :

AUTHOR I.V D.V METHOD FINDINGS CONTEXT Scales

Harald J. van Price Advertising Survey patterns are not Online -The higher t
Heerde* Maarten effectiveness the same across more I get th
some other p
J. Gijsenberg For business categories and
Marnik G. Dekimpe cycle brands, which topurchase
Jan-Benedict E.M. offers
.2 perceive t
Steenkamp opportunities for negative role
firms that know amount of m
how to ride the in order to o
economic tide
3. Before ma
the amount
spending on
to purchase.

Hyeonjin Soh, Trust Adv , Experimental that trust results Offline -I am willin
Leonard N (willing to effectiveness Secondary from conveyed
use) data trustworthiness making pu
and the strength decisions.
and security of a -I am willing
trusting purchase-re
ad-conveye
relationship
Pooja Sharma Creativity Adv Expert creative advertising Offline The ad mad
effectiveness interviews, that actually sells in advertised
published the market and live
material a hard impression I would like
the product
in mind
3.would like
product on

MARGARET C. Brand in the Adv , Experiment Consumers will Offline I am more in

CAMPBELL KEVIN ad Effectiveness process an ad with result of see
LANE KELLER* an unfamiliar brand I dislike th
sponsor more I feel positi
extensively than an brand.?
ad with a familiar I react fav
brand sponsor The brand
possess th
Patrick De Media Adv Interview low involvement Online /
Pelsmacker , context Effectiveness Experiment individuals perceived offline \
Maggie Geuens, style Survey ads embedded in a
Leuven Gel congruent context as
Anckaert clearer and more
likable. High
involvement
individuals perceived
ads embedded in a
contrasting context
as having a higher
likeability and clarity
Paul A. Pavlou and Interactive Adv Experiment The reciprocal Online
David W. Stewart Advertising effectiveness Secondary communication
data between marketer
 and consumer will
make it difficult to
isolate the
influence of any
one advertising
exposure
Type of adv Airport ad Experiment ethnographic, Offline
Rick T. effectiveness recognition, and
Wilson &Brian D. recall—produced
Till five general
themes. Of
particular interest
is that depending
on the type of
advertising
Ademola B. Consumer Adv Experiment positive mood offline
Owolabi, Ph.D. mood effectiveness group have a
more positive
attitude and
greater
intention to try
advertised
products when
compared with
subjects
in the induced
negative mood
group.
Dalia Mohammed celebrities’ Adv survey celebrities’ Online
Elzubier Diab credibility effectiveness questionnaire likeability and their
attractiveness have
the greatest impact
on both consumers
Attitude and their
purchase behavior
Bobby J. Calder a , Online Adv Experiment when consumers Online
Edward C. engagement effectiveness are highly
Malthouse b,⁎ & “engaged” with a
Ute Schaedel media vehicle they
can be more
responsive to
advertising
Most of the studies based on experimental approach and surveys

Theoretical framework :
In fact, our daily ad exposure depends on many factors—from
where we live to what job we do and how we prefer to spend our leisure
time. Yankelovich, Inc. Said the average modern person is exposed to
around 5,000 ads per day furthermore; that most Americans are exposed to
around 4,000 to 10,000 advertisements
These Ads carry a lots of information to the audiences, in this research we will see
the impact of the creativity in the Ad, Trust in Ad and the Brand showed in the Ad

3-1 Trust
A complex concept studied by scholars from a number of
academic disciplines. It is present in a business relationship
when one partner willingly depends on an exchanging
partner in whom one has confidence. The term “depend” can
take on a number of meanings in this context, including the
willingness of one partner to be vulnerable to the actions of
the other partner, or the expectation of one partner to
receive ethically bound behaviors from the other partner
Previous finding suggest that trust result from trustworthiness and the strength
and security of a trusting relationship
H1: trust will lead positively to affect the customer behavior toward the ad

3-2 Creativity :
The definition of creativity is the ability to come up with new
and exciting ideas When creating creative Ad you came up
with something new to attract more people to see your ad
and to send them massage through that ad as the previous
finding suggest creative advertising that actually sells in the market and live
a hard impression in mind
H2: creative Ad will positively stay in consumer’s mind and led to sales

3-3 Brand in the Ad

A brand is a product, service, or concept that is publicly distinguished from
other products, services, or concepts so that it can be easily communicated
and usually marketed. A brand name is the name of the distinctive product,
service, or concept. Branding is the process of creating and disseminating
the brand name. Branding can be applied to the entire corporate identity as
well as to individual product and service names
The brand shown in the Ad affect the customer in many ways but in this
research will consider the possessing and watching the Ad , previous
finding suggest that Consumers will process an ad with an unfamiliar brand
sponsor more extensively than an ad with a familiar brand sponsor
H3: if the brand in the Ad familiar to the customer, the customer mostly will not
extensively watch the Ad.
Methodology:
I chose the Quantitative research  as an approach ,because it get sense
of behavior able to judge behavior and then present the finding , More
scientific , Focused, Deals with larger samples

The collection tool that I used is the survey , surveys are simple to
administer , the data collected are reliable finally coding , analyzing and
interpretation of the data are relativity simple

The size of the sample is 33 persons , anyone have access to the

internet , so the sample from different ages , education levels ….etc. the
sample based on the non-probability convenience sampling technique using
Electronic: internet survey , distributing the survey in the platforms and the
people will volunteer to fill it , using convenience sampling cause it least
expensive and time consuming ,easy to measure and cooperative .

The scales I used in the survey: nominal scale, ranking scale

Result :
Table 1 : Gender

Males Female
39.4% 60.6%

39.4%of the sample were males and 60.6% were females

Table 2: Age

Under 18 18-25 25- older

30.3% 45.5% 24.2%
30.3 % of the participators were under 18 , 45.5% were from 18-25 years
old and 24% were older

Table 3 : Status

Single Taken
63.3% 46.7%
63.3% are singles and 46.7% are Taken

reliability analysis:

Variable Cronbach alpha

Trust 91%
Creativity 79%
Brand In the Ad 83%

Correlations
TRUS BRAN CREATI
T D VE
 Pearson
1 .263 -.431*
Correlation
TRUST
Sig. (2-tailed) .139 .012
N 33 33 33
Pearson
.263 1 .054
Correlation
BRAND
Sig. (2-tailed) .139 .767
N 33 33 33
Pearson
-.431* .054 1
CREATI Correlation
VE Sig. (2-tailed) .012 .767
N 33 33 33
*. Correlation is significant at the 0.05 level (2-
tailed).

25% shared Variance

The relationship between the Trust ,Brand and creative using Pearson
correlation coefficient is that There is a large correlation between the
variables r=0.5 , n=33, our hypothesis support that result

Recommendation :
1- using these variables in the Ads if the Ad goals on of the results

2- as a result of the correlation I recommend to use these together in the

Ad

3- should focus on the trust in the Ads

References :

American Research Group, Inc 2015 Ten Rules for More Effective
Advertising
https://americanresearchgroup.com

William Wells, John Burnett, Sandra Moriarty, May 29, 2005), Advertising
Principles and Practice[7th Edition] Prentice Hall)(Meta and Purvis 1995)

Stopad.io 2017 advertising today https://stopad.io/blog/ads-seen-daily

Redcrowmarketing -2018 How Many Ads Do You See in One Day?
Redcrowmarketing.com

Davis, J., and F. Schoolman. Associated Press. Business Schools: Harvard to Bar
119 Applicants Who Hacked Admissions Site. The Globe and Mail, March 9, 2005,
p. B12; Mayer, R., An Integrative Model of Organizational Trust

C., Deshpande, R. and G. Zaltman Academy of Management

Review, vol. 20, 1995, p. 709–734; Moorman, C., Deshpande, R.
and G. Altman. Factors Affecting Trust in Market Research
Relationships. Journal of Marketing, vol. 57, 1993, p. 81–101.

YourDictionary definition and usage example. Copyright

2018 by LoveToKnow Corp https://www.yourdictionary.com/brand

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