Public Attitude towards Advertising

Version 1.3
31st December, 2009

a joint research study
FEBRUARY 2010

SLIDE #
RESEARCH OBJECTIVE 3

SCOPE OF WORK 4

METHODOLOGY 5

KEY FINDS 6 - 33
 Analysis Flow 7
 Attitude Towards Advertisements 8 – 15

CONTENT
 Drivers of Positive Attitudes Towards Advt. 16 – 19
 Selected Beliefs Towards Advertising 20 – 25
 Advertisement Habits 26 – 33

APPENDIX 34 - 76
 Literature Reviewed 35
 Advanced Analysis (Factor Analysis) 36 - 40
 Belief Measurements (Detailed analysis) 41 – 64
 Attitude Measurements (Detailed analysis) 65 - 75

RESEARCH OBJECTIVE
To examine general populations
perception and attitude
towards advertising

SCOPE OF STUDY
 16 – 45 years old males & females
WHO?
 SEC A – D

 Fieldwork Start: 2nd November, 2009
WHEN ?
 Fieldwork End: 9th November, 2009

 Karachi
 Lahore
WHERE ?  Rawalpindi / Islamabad
 Peshawar
 Quetta

 464 F2F, D2D interviews
WHAT ?
 25 minutes pen/paper based interview

ANALYSIS FLOW
The presentation will provide the answers to the following questions:

1. Attitude towards advertisements

2. Drivers of positive attitude towards advertising

3. Selected aspects of belief towards advertisement

4. Habits towards TV commercials

ATITUDE TOWARDS
ADVERTISEMENTS

OVERALL AD LIKEABILITY
7
17 Don't like Advertisements at all
12
Somewhat don't like advertisements

70% 10 Neither like nor dislike Advertisements

Somewhat like Advertisements

Like advertisements a lot
53

Mean: 3.62
RWP
KHI LHR QUT PSW Female
Overall Likeability (%) /ISD Male F
A B D E G
C

76 70 73 79
(Top 2 boxes) DE DE DE
43 28 63
F
3.74
3.56 3.63 3.89
(Mean ) DE
E E
3.30 2.95 3.39
F

TRUST ON ADVERTISEMENTS
10
21 Completely Disagree
10
Somewhat Disagree

Neither Agree nor Disagree
19
Somewhat Agree

41
Completely Agree

Mean: 3.53
Overall, I feel that I can trust RWP
/ISD Male F
advertisements (%) A B D E G
C

66 60 64
38 38 59 64

3.67 3.64 3.70
(Mean) BDE
3.33
DE
3.20 3.13 3.38
F

ENJOY WATCHING ADVERTISEMENTS
9
Completely Disagree
26
12
Somewhat Disagree

16
Somewhat Agree

Completely Agree
37

Mean: 3.61
I enjoy watching advertisements RWP
/ISD Male F
(%) A B D E G
C

66 65 66
33 38 60 67

3.74 3.49 3.70 3.81
(Mean) DE D DE
2.90 3.20 3.44
F

ADVERTISEMENTS ALLOW GOOD BARGAIN
8
14
Somewhat Disagree


17 Somewhat Agree

Completely Agree
36

Mean: 3.55
I refer to advertising because it
allows me to enjoy the best deal RWP/
KHI LHR QUT PSW Male Female
ISD
A B D E F G
out of the competing products C
advertised (%)

70 56 56 38 69
(Top 2 boxes) BDE DE E E
19 53
F

3.83 3.31 3.42 3.85
(Mean) BCDE E E
3.05 2.77 3.29
F

SAME TREND OBSERVED IN …
Support for Positive opinion about Trust in advertised vs. non-
Advertisements Advertisements advertised products
57% 63% 56%

10 5 7
25 11 21 10
27
15

21
27
17
32 35
36

Completely Disagree Somewhat Disagree Neither Agree nor Disagree Somewhat Agree Completely Agree

ATTITUDE TOWARDS ADVERTISING
Grand Mean
70% 3.5

3.78 3.72 3.69 3.57 3.55 3.49
3.21
2.94

Ads provide Ads are useful Generally, my I support I watch I support I like I am grateful to
information on because they opinion of advertisements advertisements advertisements advertisements advertisements
latest ideas promote latest advertising is because they because I get because they because they because they
technology favorable. encourage best deal out of play an do not offend help lower
creativity competing important part society prices of
products in my buying electronics
decisions.

ATTITUDE TOWARDS ADVERTISING

Below Average Above Average
46.2% 53.8%

Mean = 3.5

1 6.5% 2 24.3% 3 41.1% 4 28.1% 5

DRIVERS OF POSITIVE ATTITUDE
TOWARDS ADVERTISING

FACTOR ANALYSIS – BELIEF MEASUREMENT
Description Factor Label

Ads are important because they provide information in an
Beneficial Infotainment
entertaining manner that brings competition in the market
to give benefit to both consumers and the overall economy
27%

Ads are insulting average consumers to purchase
Consumer Manipulation
unaffordable and flamboyant products resulting in distorted
values
19%

Socially & Financially Damaging
Damaging society, both financially & socially
24%

Ads persuade people to live in a fantasy world resulting in
Materialism
purchase of unnecessary products, which is usually bad for
the society
22%

Enjoyable & exciting ads which teach fashion, so as to Hedonic
influence others 30%

Click here for factor attributes

DIMENSIONS* OF ADVERTISING BELIEFS

Hedonic 30%

Beneficial infotainment 27%

Socially & Financially damaging 24%

Materialism 22%

Consumer manipulation 19%

*Those who either agree or strongly agree

SELECTED BELIEFS
TOWARDS ADVERTISEMENTS

TOP PRIORITY IN ADVERTISEMENTS

Cumulative: 100%

43%
41%

10%
4%
2%

Information Education Entertainment Controlling Anti Social Behavior Balancing Social Norms

DO ADVERTISEMENTS BENEFIT BUYER?
8
Completely Disagree
28 12
Somewhat Disagree


19 Somewhat Agree

Completely Agree
32

Mean: 3.60
In General, Advertising Promotes RWP
Competition Which Benefits The A B
/ISD
D E F G
C
Consumer (%)
61 69 59 58 70
(Top 2 boxes) E E E E
16 52
F

3.69 3.66 3.42 3.63 3.88
(Mean) E E E E
2.88 3.36
F

DO ADVERTISEMENTS CREATE JOBS?

12

13 Somewhat Disagree


Somewhat Agree
18
32 Completely Agree

Mean: 3.45
Advertising Provides Employment RWP
/ISD Male F
Opportunities (%) A B D E G
C

59 59 61 68
38 25 48
F

3.64 3.45 3.86
(Mean) BDE
3.26
DE
2.80 2.89 3.08
F

DO ADS HELP IN CREATION OF A HEALTHY
SOCIETY?
7
23 12 Completely Disagree

Somewhat Disagree

21
Somewhat Agree

Completely Agree
37

Mean: 3.55
On The Basis Of RWP
Information, Advertising Develops A B
/ISD
D E F G
C
A Healthy Society (%)
68 55 53 48
(Top 2 boxes) BCDE E E E
22 60 59

3.78 3.50 3.45 3.72
(Mean) 3.27 2.97 3.40
BE E E F

ADVERTISED VS. UN-ADVERTISED PRODUCTS
7
21 Complete Disagree
10

Somewhat Disagree


27 Somewhat Agree

35 Completely Agree

Mean: 3.51
I trust in products that are RWP/
advertised more than those not A B
ISD
D E F G
C
advertised (%)
62
(Top 2 boxes) CDE
51 45 45 39 52 60

3.74 3.69
(Mean) BCDE
3.29 3.34 3.15 3.11 3.36
F

ADS SEEN ON DIFFERENT MEDIA

Within Week Within 24 hrs

98
83
75

59
47
32
28
21
16 17
8 7 7 5
3 3 2 0
TV Signage Newspapers Malls Magazines Radio Cellular Internet Cinema

NUMBERS OF HOURS SPENT ON TELEVISION
Overall KHI LHR RWP/ISD QUT PSW Male Female
Number of Hours Spent on TV (%) (%) (%) (%) (%) (%) (%) (%)
A B C D E F G

34
Less then one hour 9 6 12 9 8
ABCD
7 11

From 1 hour to 2 hours 33 30 36 41 25 34 35 30

30 33
From 2 hours to 3 hours 26
E
21 27 23 13 20
F

From 3 hours to 4 hours 17 19 16 13 13 9 18 15

18
From 4 hours to 5 hours 10 12 10 5
CE
5 13 7

10 5
From 5 hours to 6 hours 3 3 3 3
A
2
G
1

2 3 3 2
From 6 hours to 7 hours 1 -
A A A
- *
F
3 3
From 7 hours to 8 hours 1 1 - -
B B
1 -

Average (Hours) 2.5 2.6 2.5 2.3 3.1 1.9 2.6 2.4

A/B/C/D/E/F/G = Sig test

WHAT DO VIEWERS DO DURING AD BREAK

6 Watch few of the Ads
6
Watch all the Ads
6

39 Change the channel
7
Start working something else

Make the TV mute /decrease its
volume
17
Besides working on other things
watch all the ads

Others
18

NO. OF BREAKS DURING A 1-HOUR PROGRAM
KHI LHR RWP/ISD QUT PSW Male Female
Overall
Number of Breaks (%)
(%) (%) (%) (%) (%) (%) (%)
A B C D E F G
26 28 41
One 24
B
14
B
23
AB
26 21

56
Two 43 43 37
B
38 39 40 46

17 36 19 26
Three 21
C ACDE
6 13
C
17
F
9 8 9
Four 6
E
5 2
E
-
G
2

5 3 8 4
More then five 2 -
A A AE
-
G
-

3
No AD 1 1 - 2
B
- 1 *

10
Others 3 3 2 2
BC
2 3 3

Average (Breaks) 2.14 2.08 2.48 1.90 2.31 1.78 2.21 2.06

A/B/C/D/E/F/G = Sig test

LENGTH OF BREAKS
KHI LHR RWP/ISD QUT PSW Male Female
Overall
Length of Breaks (%)
(%) (%) (%) (%) (%) (%) (%)
A B C D E F G

23 23 36
Less then one minute 17
BC
9 5
BC ABC
17 18
46 42 48 44
From 1 minute to 2 minutes 38
B
17
B B B
34 42
18 25 20
From 2 minutes to 3 minutes 19
D DE D
3 9 20 19
9 13 6
From 3 minutes to 4 minutes 5 2
A A
3
A
5 6
23
ACDE
9 3 5 9 12
10
From 5 minutes to 6 minutes 3 2 4 5
AE
- 4 1
5 3
From 6 minutes to 7 minutes 2 1 3 2
A
-
G
-
4
A
2 3 - 2 1

More than 10 minutes 1 1 2 2 - - 2 *

No AD break 2 3 2 2 5 - 3 2

Average (Minutes) 2.39 1.83 3.50 2.74 2.32 1.50 2.58 2.17

SUM-UP

1. Key driver for driving attitude towards advertisements is “beneficial infotainment”.

2. Overall viewers are in favor of advertisement and have positive opinions that they
are enjoy watching advertisement and they have also shown trust in it.

3. Viewers also believe that advertisement creates jobs, and makes society healthy
which benefits the buyer. Advertisement creates competition which benefits
consumers.

4. However, Peshawar and Quetta consumers are mostly at odds with Metro consumers.
This may be due to a more conservative culture, or other aspects that may require
exploration.

5. Peshawar and Quetta have ranked Education 1st, and Information 2nd. These elements
could play a positive role in improving the attitude towards advertisements of these
two cities.

LITERATURE REVIEWED

 Public Attitudes Towards Advertising - an Empirical Investigation (Hristo,
Economic Alternatives, Issue 1 2007)

 Attitude towards advertising among students at private higher learning institutions
in Selangor (Jayarman, Wong, UNITAR E-Journal, January 2007)

 Public Attitudes Towards Advertising - More favorable than you might think
(Shavitt et al, Journal of Advertising Research, July – August 1998)

 Why do they hate us? International attitudes towards America, American brands
and advertising (Fullerton, Place Branding, Vol. 1, 2 2005)

 Attitudes and perception changes in the process of internationalization, A Chinese
case study (Wen-Ling, APEC)

ADVANCE ANALYSIS
FACTOR ANALYSIS

A NON-TECHNICAL ANALOGY:

 A mother sees various bumps and shapes under a blanket at the bottom of a bed.
When one shape moves toward the top of the bed, all the other bumps and shapes
move toward the top also, so the mother concludes that what is under the blanket is a
single thing, most likely her child. Similarly, factor analysis takes as input a number
of measures and tests, analogous to the bumps and shapes. Those that move together
are considered a single thing, which it labels a factor. That is, in factor analysis the
researcher is assuming that there is a "child" out there in the form of an underlying
factor, and he or she takes simultaneous movement (correlation) as evidence of its
existence

WHAT IS FACTOR ANALYSIS?

 Factor analysis is used to uncover the latent structure (dimensions) of a set of
variables. It reduces attribute space from a larger number of variables to a smaller
number of factors and as such is a "non-dependent" procedure (that is, it does not
assume a dependent variable is specified).

FACTOR ANALYSIS
 Factor analysis was run on the following questions to reduce data and also
to find out the underlying dimensions
– Beliefs towards advertising
– Attitude towards advertising

 Beliefs towards Advertising
– Total 25 variables were used in factor (these were replicate from a study in
Malaysia)
– 5 factor solution was produced(number of factor was determined via Scree
plot)
– 3 attributes were eliminated during analysis due to low/cross loading.
– Cronbach's Alpha was used to measure the reliability of factor analysis the
value varies between 0.6 to 0.9

 Attitude towards Advertising
– Total 10 variables were used in factor analysis
– Factor analysis was used to find out single dependent variable
– Two attributes were eliminated due to low loading

FACTOR ANALYSIS – BELIEF MEASUREMENT*
H3_3 : Keeps updated about products/services
H3_1 : Valuable source of sales information
H2_1 : Helps economy
H1_5 : Funny & enjoyable characters
H2_5 : Results in better products
H1_1 : Amusing and entertaining
H7_5 : Wear branded goods because of advertising
H3_2 : Advertising tells which brands have features
H2.3 : Promotes competition for consumer benefits
H6_2 : Insults intelligence of average consumers.
H7_3 : Makes people buy unaffordable products to showoff
H5_2 : Distorts the values of youth.
H5_1 : Promotes undesirable values
H2_2 : Wasteful for economic resources
H6_1 : Persuade people unnecessarily to buy things
H6_3 : People buy a lot of things unnecessarily
H7_1 : Live in fantasy world
H5_3 : promoted products bad for society
H1_3 : Take pleasure to think about advertising content
H1_4 : Contains excitement and surprises
H7_4 : Helps in learning fashion to impress others
H1_2 : More enjoyable than other contents

*Those who either agree or strongly agree

HEDONIC/PLEASURE
Mean

Advertising Is Amusing And Entertaining 70 10 17 3.78

Advertising Contains Funny Characters And Is
68 17 15 3.80
Enjoyable

Advertising Contains Excitement And Surprises 65 15 20 3.64

Take Pleasure In Thinking About What I Saw Or
59 18 23 3.49
Heard In Advertisements

Even More Enjoyable than other content In Media 58 18 25 3.43

Strongly Agree/Agree Neutral Strongly Disagree/Disagree

 Majority of the respondents find advertising entertaining. However, the long term impact seems to
fade away, as only 59% of the respondents take pleasure in recalling ads.
 Only 58% seem to enjoy ads more than other content on media.

HEDONIC/PLEASURE

RWP Young
KHI LHR QUT PSW Male Female Teen Adult Mature
/ISD Adult
Hedonic/Pleasures (%) (%)
(%)
(%) (%) (%) (%) (%)
(%)
(%) (%)
A B D E F G H J K
C I

Quite Often, Advertising Is Amusing 76 67 70 55 28 77
63 73 72 68 69
And Entertaining DE E E E F

Sometimes Advertisements Are
Even More Enjoyable Than Contents 63 48 72 53 66 66 60
23 53 62 46
In Media i.e. TV, Radio, Magazines BE E BDE E K K K
& Newspapers
Sometimes I Take Pleasure In
63 55 61 67
Thinking About What I Saw Or DE E E
45 30 51
F
63 62 61 52

Advertising Contains A Lot Of 69 68 59 74
45 34 57 60 65 68 63
Excitement And Surprises DE DE E F

Most Of The Time Advertising
71 73
Contains Funny Characters And Is CDE CDE
55 48 48 63 73 70 76 66 63
Enjoyable

HEDONIC/PLEASURE
RWP Young
Hedonic/Pleasure A B
/ISD
D E F G H
Adult
J K
C I

Quite Often, Advertising Is Amusing 4.02 3.57 3.72 3.63 3.99
2.61 3.59 3.71 3.78 3.78 3.80
And Entertaining BE E E E F

Sometimes Advertisements Are
Even More Enjoyable Than Contents 3.61 3.84 3.48 3.58 3.53 3.55
3.06 2.70 3.31 3.55 3.18
In Media i.e. TV, Radio, Magazines & BE BE E F K K
Newspapers
Sometimes I Take Pleasure In
3.68 3.52 3.78
Thinking About What I Saw Or BDE
3.25
E
3.13 3.02 3.23
F
3.58 3.53 3.54 3.36

Advertising Contains A Lot Of 3.77 3.64 3.47 3.98
3.27 3.06 3.35 3.58 3.60 3.72 3.61
Excitement And Surprises DE E E F

Most Of The Time Advertising
3.99 3.74 3.99
Contains Funny Characters And Is CDE DE
3.47 3.27 3.27 3.63
F
3.83 3.91 3.78 3.72
Enjoyable

GOOD FOR ECONOMY/ECONOMIC ROLE
Mean

Advertising Results In Better Products In The Market 67 15 18 3.76

Advertising Helps Our Nation's Economy 66 16 18 3.69

Advertising Promotes Competition Which Benefits
61 19 20 3.60
The Consumer

Advertising Helps Raise Our Standard Of Living 61 20 19 3.63

Advertising Provides Employment Opportunities 57 18 25 3.45

Advertising Is Wasteful Of Money 38 19 43 2.88

Advertising Is Wasteful Of Our Economic Resources 36 20 44 2.86

 More than half the respondents believe that advertising is good in terms of economic aspects in
one way or the other, from better products in the market to providing employment opportunities.
 The opinion on advertising as a waste of money and resources is largely divided; the advertising
industry as a whole should ensure that proof of positive economic role of advertising is conveyed
to the consumers by an independent source.

GOOD FOR ECONOMY AND ECONOMY ROLL
RWP Young
Good for Economy and Economy /ISD Adult
(%) (%) (%) (%) (%) (%) (%) (%) (%)
Roll (%) (%)
A B D E F G H J K
C I

In General, Advertising Helps Our 69 64 75 50 73
30 59 63 69 65 64
Nations Economy DE E DE E F

Advertising Is Wasteful Of Our 38 58 43
24 28 38 34 43 40 34 33
Economic Resources B ABE B

In General, Advertising Promotes
61 69 59 58 70
Competition Which Benefits The 16 52 55 59 66 57
E E E E F
Consumer
Advertising Helps Raise Our 65 61 61 68
38 38 55 59 64 62 59
Standard Of Living DE DE DE F

Advertising Results In Better 75 69 53 73
38 25 62 73 71 70 58
Products In The Market CED CDE E F

34 42 48 48 46
Advertising Is Wasteful Of Money 17 27 32 35 37 41
E E AE E G

Advertising Provides Employment 59 59 61 68
38 25 48 59 60 57 55
Opportunities DE DE DE F

GOOD FOR ECONOMY AND ECONOMY ROLL
RWP Young
Good for Economy and Economy KHI LHR QUT PSW Male Female Teen Adult Mature
/ISD Adult
Roll A B D E F G H J K
C I

In General, Advertising Helps Our 3.87 3.50 3.80 3.88
3.20 2.86 3.53 3.59 3.72 3.68 3.71
Nations Economy BDE E DE F

Advertising Is Wasteful Of Our 2.92 3.31
2.55 2.85 2.75 2.89 2.82 3.10 2.94 2.85 2.72
Economic Resources B ADE

In General, Advertising Promotes
3.69 3.66 3.42 3.63 3.88
Competition Which Benefits The E E E E
2.88 3.36
F
3.41 3.63 3.69 3.55
Consumer
Advertising Helps Raise Our 3.84 3.45 3.56 3.96
3.10 2.98 3.35 3.53 3.68 3.65 3.61
Standard Of Living BDE E DE F

Advertising Results In Better 4.05 3.62 3.95
3.38 2.95 3.02 3.58 3.83 3.91 3.76 3.62
Products In The Market BCDE DE F

3.20 3.06
Advertising Is Wasteful Of Money 2.76 2.98 3.11
E
2.75
G
2.67 2.95 2.80 2.84 2.96

Advertising Provides Employment 3.64 3.45 3.86
3.26 2.80 2.89 3.08 3.53 3.50 3.47 3.34
Opportunities BDE DE F

PRODUCT INFORMATION/CONSUMER BENEFITS
Mean

Advertising Keeps Me Up To Date About Products/
74 14 13 3.99
Services Available In The Marketplace

Advertising is a Valuable Source Of Information
71 14 14 3.91
About Sales

Advertising tells Me Which Brands Have The
61 20 19 3.64
Features I Am Looking For

Advertising Helps Me Know which Products Will Or
57 19 24 3.49
Will Not Reflect The Sort Of Person I am


 The informational aspect of advertising seems to have a strong impact on consumers psyche.
Majority perceive advertisements as a valuable source of information about products/services
and their features.
 However, advertisements providing self-imagery still seem to be lacking. Only 57% of the
consumers could relate themselves to the products advertised on different media.


RWP Young
Product Information & Consumer /ISD Adult
(%) (%) (%) (%) (%) (%) (%) (%) (%)
Benefits (%) (%)
A B D E F G H J K
C I

Advertising Is A Valuable Source Of 75 67 81 82
55 42 62 74 73 72 68
Information About Sales DE E BDE F

Advertising Tells Me Which Brands 66 60 58 55 67 70
31 57 60 61 53
Have The Features I Am Looking For E E E E F K

Advertising Keeps Me Up To Date 82
70 70 53
About Products/ Services Available BCD 30 71 77 72 76 77 69
DE E E
In The Marketplace E

Advertising Helps Me Know Which
66 49 52 50 67
Products Will Or Will Not Reflect 25 48 55 61 58 53
BCE E E E F
The Sort Of Person


RWP Young
Product Information & Consumer KHI LHR QUT PSW Male Female Teen Adult Mature
/ISD Adult
Benefits A B D E F G H J K
C I

Advertising Is A Valuable Source Of 4.10 3.65 4.14 4.26
3.52 3.11 3.61 3.94 3.94 3.93 3.87
Information About Sales BDE E BDE F

Advertising Tells Me Which Brands 3.82 3.43 3.66 3.65 3.87
2.98 3.44 3.63 3.66 3.74 3.52
Have The Features I Am Looking For BE E E E F

Advertising Keeps Me Up To Date
4.27
About Products/ Services Available BDE
3.72 4.00 3.30 3.03 3.83 4.17 3.97 4.06 4.09 3.84
In The Marketplace
Advertising Helps Me Know Which
3.75 3.20 3.33 3.42 3.79
Products Will Or Will Not Reflect BCE E DE E
2.95 3.23
F
3.41 3.53 3.57 3.40
The Sort Of Person

VALUES CORRUPTION
Mean
Need To Decrease The Trend Of Obscenity In
74 13 14 4.03
Advertising

Should Be A Ban On Advertising Of Harmful Or 3.98
73 11 16
Dangerous Products

Has Bad Influence On Adults As Well As Kids 47 16 37 3.10

Promotes Undesirable Values In Our Society 46 24 30 3.23

Some Products/Services Promoted In Advertising Are
45 21 34 3.16
Bad For Our Society

Most Of The Advertising Distorts The Values Of Our
44 20 37 3.07
Youth


 Consumers seem to have an idea of the power of advertisements to mold society. Majority disliked the
idea of any obscenity or advertisements of harmful/dangerous products on the media.
 However, the opinion is largely divided whether current advertising has any bad influence on the
society. Only 44 – 46% of the people believe that advertising plays a +ve role in distorting our values.

VALUES CORRUPTION
RWP Young
/ISD Adult
Value Corruption (%) (%)
(%)
(%) (%) (%) (%) (%)
(%)
(%) (%)
A B D E F G H J K
C I

Advertising Promotes Undesirable 41 55 58
33 20 46 46 40 49 42 49
Values In Our Society E ADE ADE

Most Of The Advertising Distorts 54 73
34 33 22 44 43 48 35 45 46
The Values Of Our Youth ADE ABDE

Some Products/Services Promoted
38 60 58 38
In Advertising Are Bad For Our 13 45 45 43 42 48 46
E ADE ADE E
Society
Advertising Has Bad Influence On 42 54 63
35 22 49 44 43 42 50 47
Adults As Well As Kids E ADE ADE
Advertising Is Making Us A Nation
Of Conformists - Everyone Acting 61 72 77 58
25 67 61 69 63 66 60
The Same Way And Liking The E E ADE E
Same Things.

There Is A Need To Decrease The 76 80 70 60 78 77 81
30 69 60 67
Trend Of Obscenity In Advertising DE DE E E F H HK
There Should Be A Ban On
74 74 81
Advertising Of Harmful Or 48 50 69 76 79 77 75 65
DE DE DE
Dangerous Products.

VALUES CORRUPTION
RWP Young
Value Corruption A B
/ISD
D E F G H
Adult
J K
C I

Advertising Promotes Undesirable 3.36 3.64
3.13 2.83 2.81 3.24 3.23 3.19 3.34 3.17 3.25
Values In Our Society DE ADE

Most Of The Advertising Distorts The 2.79 3.26
3.95 2.77 2.70 3.11 3.01 3.10 2.94 3.11 3.09
Values Of Our Youth ADE ABDE

Some Products/Services Promoted
2.99 3.44 3.52 3.13
In Advertising Are Bad For Our E AE AE E
2.50 3.17 3.16 3.13 3.05 3.18 3.24
Society
Advertising Has Bad Influence On 3.38 3.64
2.88 2.80 2.55 3.13 3.06 2.81 2.97 3.20 3.18
Adults As Well As Kids ADE ADE

Advertising Is Making Us A Nation Of
3.58 3.89 4.27 3.48
Conformists - Everyone Acting The Same E
2.78 3.75 3.67 3.66 3.87 3.69 3.65
AE ABDE E
Way And Liking The Same Things.

There Is A Need To Decrease The 4.18 4.10 3.81 3.63 4.24 4.24
2.91 3.85 3.78 4.08 3.84
Trend Of Obscenity In Advertising CDE DE E E F HK
There Should Be A Ban On
4.03 3.95 4.31 4.25 4.18
Advertising Of Harmful Or Dangerous DE DE BDE
3.10 3.39 3.75
F
4.02
K
4.02 3.78
Products.

CONSUMER MANIPULATION
Mean
Too Much Of Today's Advertising Is Based On
74 15 11 4.04
Exaggeration
Influences Consumers Choice & Opinions By 3.63
63 15 21
Presenting Celebrities
Creates Trivial Difference Between Products That Are 3.60
58 23 18
Identical Or Similar In Composition

Tends To Confuse People With Bewildering Choices 56 17 27 3.39

Persuades People To Buy Things That They Should 3.38
54 20 26
Not Buy
People Buy A Lot Of Things That They Do Not 3.32
52 21 27
Really Need

Insults The Intelligence Of The Average Consumers 34 24 42 2.78


 While values corruption is not seen much of an issue, however, majority believe that advertising is
manipulative, and influences consumers into buying products that they do not need.
 Majority disagree with the statement that advertising insults the intelligence of average consumers.

RWP Young
/ISD Adult
Consumer Manipulation (%) (%)
(%)
(%) (%) (%) (%) (%)
(%)
(%) (%)
A B D E F G H J K
C I

Advertising Persuades People To Buy 46 64 77 43
22 52 55 54 50 54 55
Things That They Should Not Buy E ADE ADE E

Advertising Insults The Intelligence Of 24 42 41
55 33 33 26 38 33 34 32
The Average Consumers A ADE G

Because Of Advertising, People Buy A Lot 47 60 69
35 25 48 56 62 46 50 54
Of Things That They Do Not Really Need E ADE ADE

Too Much Of Today's Advertising Is Based 78 74 73 60
39 70 78 78 76 72 72
On Exaggeration DE E E E

Advertising Just Tends To Confuse People 51 59 78 58 66
27 47 60 61 56 50
With Bewildering Choices E E ABDE E F

Advertising Influences Consumers Choice 61 72 69 69
43 39 59 59 65 65 62
& Opinions By Presenting Celebrities DE DE DE F
Too Many Of Today's Advertisements
Attempt To Create A Trivial Or Imaginary
57 64 72 40 67
Difference Between Products That Are 22 50 54 62 58 57
E DE ADE E F
Actually Identical Or Very Similar In
Composition

RWP Young
Consumer Manipulation A B
/ISD
D E F G H
Adult
J K
C I

Advertising Persuades People To Buy 3.23 3.50 4.03
3.10 2.78 3.37 3.39 3.40 3.32 3.33 3.47
Things That They Should Not Buy E E ABDE

Advertising Insults The Intelligence Of 2.92 3.52 2.97 2.96
2.51 2.73 2.58 2.79 2.91 2.75 2.73
The Average Consumers A ABDE A G

Because Of Advertising, People Buy A Lot 3.33 3.91
3.24 2.92 2.91 3.25 3.41 3.59 3.15 3.30 3.39
Of Things That They Do Not Really Need E ABDE

Too Much Of Today's Advertising Is 4.19 3.92 4.09 4.16 4.29
3.67 3.23 3.93 4.11 4.07 3.86
Based On Exaggeration BDE E E F K

Advertising Just Tends To Confuse People 3.31 4.03 3.45 3.61
3.31 2.94 3.19 3.41 3.40 3.48 3.26
With Bewildering Choices E ABDE E F

Advertising Influences Consumers Choice 3.55 3.80 3.89 3.90
3.13 3.14 3.39 3.61 3.65 3.71 3.52
& Opinions By Presenting Celebrities E DE DE F

Too Many Of Today's Advertisements
Attempt To Create A Trivial Or Imaginary
3.62 3.56 3.97 3.30 3.89
Difference Between Products That Are 2.84 3.35 3.48 3.68 3.58 3.60
E E ABDE E F
Actually Identical Or Very Similar In
Composition

MATERIALISM
Mean

People Wear Branded Goods Because Of Advertising 70 13 16 3.86

Tends To Make People Live In A World Of Fantasy 64 14 22 3.63

Making Us A Nation Of Conformists - Everyone 3.71
64 16 20
Acting The Same Way And Liking The Same Things
Needs To Be Close to Reality 57 19 24 3.48

Making Us A Materialistic Society 55 22 23 3.44
From Advertising, I Learn About Fashions To
53 19 28 3.31
Impress Others
Makes People Buy Unaffordable Products Just To
49 20 31 3.14
Show Off
Fosters Monopolies 49 28 23 3.38

Results In Lowering Prices Of Consumer Products 46 16 38 3.05


 By parading an endless array of material goods in an enticing way, more than half the
respondents believe that advertising is preoccupying consumers with commercial concerns.

MATERIALISM
RWP Young
/ISD Adult
Materialism (%) (%)
(%)
(%) (%) (%) (%) (%)
(%)
(%) (%)
A B D E F G H J K
C I

Advertising Tends To Make People Live In 66 67 70 69 75 70
35 36 60 60 56
A World Of Fantasy DE DE DE F K K

Advertising Is Making Us A Materialistic
55 54 69 61
Society--Overly Interested In Buying And 38 30 52 58 64 49 48
DE E BDE K
Owning Things

Advertising Makes People Buy 60 78 50 54
37 28 43 49 42 55 45
Unaffordable Products Just To Show Off AE ABDE E G

From Advertising, I Learn About Fashions 62 62
44 50 33 34 45 53 57 55 48
To Impress Others BDE F

People Wear Branded Goods Because Of 75 69 77
48 33 67 75 66 71 76 65
Advertising DE DE DE

Advertising Needs To Be Closed With 58 59 72 67
25 30 49 64 59 55 56
Reality DE DE ADE F

49 50 59
Advertising Fosters Monopolies 25 30 45 53 58 48 47 48
DE DE DE

Advertising Results In Lowering Prices Of 55 53
45 38 35 33 40 35 49 43 50
Consumer Products CDE F

MATERIALISM
RWP Young
Materialism A B
/ISD
D E F G H
Adult
J K
C I

Advertising Tends To Make People Live In 3.78 3.45 3.86 3.86 3.97 3.82
2.95 3.02 3.44 3.41 3.44
A World Of Fantasy BDE DE BDE F IK IK

Advertising Is Making Us A Materialistic
3.49 3.69
Society--Overly Interested In Buying And 3.35 3.10 3.03 3.34 3.55 3.52 3.28 3.60 3.33
E DE
Owning Things

Advertising Makes People Buy 3.40 4.00 3.30
2.80 3.20 2.86 2.95 2.96 2.97 3.26 3.17
Unaffordable Products Just To Show Off AE ABDE G

From Advertising, I Learn About Fashions 3.62 3.20 3.64
2.91 2.70 2.97 3.01 3.38 3.44 3.34 3.14
To Impress Others BCDE D F

People Wear Branded Goods Because Of 4.05 3.71 3.94 4.03
3.13 2.97 3.71 3.80 3.87 3.96 3.75
Advertising BDE DE DE F

Advertising Needs To Be Closed With 3.56 3.31 3.89 3.77
2.70 3.05 3.22 3.54 3.46 3.52 3.42
Reality DE D BDE F

3.41 3.73 3.69
Advertising Fosters Monopolies 3.29 2.88 3.03 3.12 3.56 3.37 3.36 3.36
DE BDE F

Advertising Results In Lowering Prices Of 3.23 3.34 3.25
3.06 2.78 2.85 2.81 2.80 2.92 3.11 2.89
Consumer Products CE F J

MISCELLANEOUS
Mean

Rules For Advertising Should Be Developed By The
60 23 17 3.60
Advertising Association Rather Than Government

On The Basis Of Information, Advertising Develops A 3.15
59 21 20
Healthy Society

Advertising Gives Less Expensive & Free Content 48 28 24 3.55

Advertized Things Fulfilled The Claims Promoted Via 3.34
43 24 33
Advertisings


 Public opinion suggests that advertising should be regulated by advertising association rather than
the government.
 However, credibility is a major issue and only 43% of the opinion is in favor of products matching
the claims made in advertisements.

MISCELLANEOUS

RWP Young
Regulation of Advertisement & /ISD Adult
(%) (%) (%) (%) (%) (%) (%) (%) (%)
Credibility (%) (%)
A B D E F G H J K
C I

Rules For Advertising Should Be 63 58 67
Developed By The Advertising Association 48 30 57 64 63 59 65 53
E E DE
Rather Than Government

Advertized Things Fulfilled The Claims 51 41 45
33 22 43 43 40 39 46 44
Promoted Via Advertisings BE E E

68
On The Basis Of Information, Advertising 55 53 48
BCD 22 60 59 55 62 59 60
Develops A Healthy Society E E E
E

Advertising Gives Less Expensive & Free 54 47 42
20 25 41 57 46 51 48 47
Contends On Different Media Vehicle DE DE DE

MISCELLANEOUS

RWP Young
Regulation of Advertisement & KHI LHR QUT PSW Male Female Teen Adult Mature
/ISD Adult
Credibility A B D E F G H J K
C I

Rules For Advertising Should Be 3.63 3.48 3.95 3.76
Developed By The Advertising 3.35 3.13 3.46 3.62 3.54 3.68 3.54
E E BDE F
Association Rather Than Government

Advertized Things Fulfilled The Claims 3.46
2.74 2.92 3.05 2.83 3.07 3.23 3.05 3.13 3.13 3.21
Promoted Via Advertisings BCE

On The Basis Of Information, Advertising 3.78 3.50 3.45 3.72
3.27 2.97 3.40 3.58 3.60 3.51 3.56
Develops A Healthy Society BE E E F

3.58
Advertising Gives Less Expensive & Free 3.17 3.16 2.91 3.72
BCD 2.38 3.01 3.24 3.53 3.30 3.29
Contends On Different Media Vehicle D D D F
E

SUPPORT FOR ADS

10
Complete Disagree
25
15 Somewhat Disagree


Somewhat Agree
17

32 Completely Agree

Mean: 3.49
I support advertisements because
RWP
they play an important role in my KHI LHR
/ISD
QUT PSW Male Female
A B D E F G
buying decisions (%) C

63 52 61 50 65
(Top 2 boxes) E E E E
30 52
F

3.63 3.66 3.71
(Mean) BE
3.26
BDE
3.17 2.98 3.29
F

POSITIVE OPINION ABOUT ADVERTISEMENTS
5
11 Complete Disagree
27
Somewhat Disagree

21 Neither Agree nor Disagree

Somewhat Agree

36 Completely Agree

Mean: 3.69
My general opinion of advertising is RWP
positive. (%) /ISD
A B D E F G
C

61 72 73 69
(Top 2 boxes) DE ADE DE
40 27 58
F

3.71 3.68 4.05 3.82
(Mean) DE DE BDE
2.92 2.98 3.57
F

ATTITUDE MEASUREMENT
Mean
Through Advertising I Got To Know More Innovative
68 15 17 3.72
Ideas
I Consider Advertising Useful As It Promotes The
67 14 18 3.78
Latest Technology
My General Opinion Of Advertising Is Favorable 63 21 16 3.69

I Refer To Advertising Because It Allows Me To 3.55
61 17 22
Enjoy The Best Deal Out Of The Competing…
I Support Advertising Because It Is Where Creativity
60 21 19 3.57
Is Highly Appreciated
I Support Advertising Because It Plays An Important
58 17 25 3.49
Part In My Buying Decisions
I Avoid Advertising Because It Does Not Provide A 3.17
47 20 33
True Picture Of The Product Advertised
I Like Advertising Because It Never Offends Any 3.21
46 24 30
Part Of Society
I Evade Advertising Because Most Of The 2.94
43 16 41
Advertisement Is Misleading
I Thank Advertising As It Results In Lower Prices Of 2.94
42 17 41
Electronic Products


 Section Parked for time being.

RWP Young
/ISD Adult
(%) (%) (%) (%) (%) (%) (%) (%) (%)
(%) (%)
A B D E F G H J K
C I
I Consider Advertising Useful As It Promotes 75 57 81 48 78 77 72 73
25 58 54
The Latest Technology BDE E BDE E F K K K

Through Advertising I Got To Know More 72 64 86 45 79 74
23 59 64 71 60
Innovative Ideas DE DE ABDE E F K
I Refer To Advertising Because It Allows Me
70 56 56 38 69 65
To Enjoy The Best Deal Out Of The Competing 19 53 68 62 51
BDE DE E E F K
Products Advertised
I Like Advertising Because It Never Offends 53 47 54
33 30 17 43 50 35 48 42
Any Part Of Society CDE E H
I Support Advertising Because It Is Where 64 59 69 70
30 25 51 65 63 61 55
Creativity Is Highly Appreciated DE DE DE F
I Thank Advertising As It Results In Lower 45
42 44 28 33 38 46 37 46 44 40
Prices Of Electronic Products D
I Avoid Advertising Because It Does Not
42 57 55 50 64
Provide A True Picture Of The Product 23 48 46 48 44 43
E AE E E JK
Advertised

I Evade Advertising Because Most Of The 51 47 48
38 40 28 36 45 40 44 42
Advertisement Is Misleading AE E G

My General Opinion Of Advertising Is 61 72 73 69
40 27 58 61 62 64 63
Favorable DE ADE DE F

I Support Advertising Because It Plays An 63 52 61 50 65
30 52 56 64 57 55
Important Part In My Buying Decisions E E E E F

RWP Young
/ISD Adult
A B D E F G H J K
C I
I Consider Advertising Useful As It Promotes 3.99 3.27 4.13 3.25 4.03 3.97 3.82 3.88
2.69 3.45 3.37
The Latest Technology BDE E BDE E F K K K
Through Advertising I Got To Know More 3.99 3.50 3.98 3.40 4.05 3.84 3.99
2.80 3.54 3.70 3.51
Innovative Ideas BDE E BDE E F K K
I Refer To Advertising Because It Allows Me To
3.83 3.31 3.42 3.85 3.66
Enjoy The Best Deal Out Of The Competing 3.05 2.77 3.29 3.65 3.66 3.31
BCDE E E F K
Products Advertised
I Like Advertising Because It Never Offends 3.47 3.11 3.37
2.64 2.85 2.81 3.07 3.05 3.32 3.26 3.13
Any Part Of Society BCDE C F

I Support Advertising Because It Is Where 3.78 3.31 3.72 3.93
2.83 2.89 3.25 3.61 3.59 3.62 3.48
Creativity Is Highly Appreciated BDE DE BDE F
I Thank Advertising As It Results In Lower 3.13
2.95 3.02 2.84 2.77 2.81 2.78 2.65 3.06 3.00 2.90
Prices Of Electronic Products F
I Avoid Advertising Because It Does Not
3.37 3.30 3.58
Provide A True Picture Of The Product 3.05 3.30 2.89 3.24 3.09 3.12 3.16 3.07
AE E K
Advertised
I Evade Advertising Because Most Of The 3.29 3.13
2.75 3.02 3.08 2.67 2.73 2.97 2.88 2.96 2.95
Advertisement Is Misleading AE G

My General Opinion Of Advertising Is 3.71 3.68 4.05 3.82
2.92 2.98 3.57 3.64 3.62 3.73 3.70
Favorable DE DE BDE F

I Support Advertising Because It Plays An 3.63 3.66 3.71
3.26 3.17 2.98 3.29 3.44 3.69 3.43 3.43
Important Part In My Buying Decisions BE BDE F

Public Attitude towards Advertising

Public Attitude towards Advertising

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