ATTITUDES OF AUDIENCE TOWARDS REPEAT

ADVERTISEMENTS DURING CRICKET MATCH-A CASE OF HBL

ADS

Submitted by:

Namra Qasim

Submitted to:

Sir Usman Ghani

BBA, 7th E

MARKETING

Institute of Management Sciences

 Table of contents
Chapter 1
1.1 Introduction
3

1.2 Research statement.

1.3 Objectives

1.4 Significance of research

1.5 Scope of the study

1.6 Methodology.

1.7 Limitations of the study .

1.8 Research design.

Chapter 2..
2.1 Literature Review
4

Chapter 3..
3.0 Analysis and results.

Tables of frequencies

3.1 (Q)

3.2 (Q1)

3.3 (Q2)

3.4 (Q3).

3.5 (Q4)

3.6 (Q5)

3.6 (Q6)

3.7 (Q7)

Tables of cross tabulations with gender

3.8 Q1*Gender

3.9 Q2*Gender

3.10 Q3*Gender

3.11 Q4*Gender

3.12 Q5*Gender

3.13 Q6*Gender

3.14 Q7*Gender

Tables of cross tabulation with occupation

3.15 Q1*Occupation

3.16 Q2*Occupation

3.17 Q3*Occupation

3.18 Q4*Occupation

3.19 Q5*Occupation

3.20 Q6*Occupation

3.21 Q7*Occupation

Chapter 4
4.1 Conclusion

4.2 Recommendations

References

Appendix.
 Abstract:

The main focus on the companys marketing is advertising nowadays, which has so
much influence that nothing can be marketed without advertising . Just to inform
your customers of what your company is offering media is the only option now to let
people know. Media is so influential these days they repeat advertisements of
companies just to get into the customers mind. Repeating advertisements has
surely been a tool to grab customers for a companys offerings. This research
focuses on the effects of repeat advertisements on the purchase decisions of
customers. In this research we will be focusing just on the HBL (Habib Bank Limited)
ads which are aired on TV during the cricket matches on different sports channels.
This will also show attitudes of people towards the ads , are they motivated by
those ads to use the services of the company or not.

This research was conducted I Peshawar. Responses through questionnaires were

collected from the Institute of Management Sciences, various people of different
professions. People ranging from 19-45 and above was a target sample for the
research and convenient sampling was used to collect data from the targeted
audience. A total of 150 questionnaires were collected from the targeted audience
group..The questionnaire comprises of total 7 questions. The analysis and finding
section shows that the television ads which are repeated several times during a
cricket match do not get much of attention. Repeating advertisements show no
effect on the customers purchase decisions. Consumers find that the theme of the
ads plays an important role in grabbing the customers interest. Advertisement is
the most important source to promote the brand. TV is the most attractive source to
attract customer attention; it requires high investment.
Chapter 1 :

Introduction
Repetition of ad means when an ad exposes more than one time in a day. The
repetition of ads, use of celebrity in ads and product perceived quality that is the
judgment of consumer about the product superiority and excellence, influences
consumer to purchase that brand. In purchase decision consumer select one
product and decided to purchase it.
The advertiser must aware about the frequency of media that how much
frequency of exposure will be effective to create positive response from consumers.
So advertiser should also have to decide that, how many times the ad will repeat in
a day or week/month. Because sometime repetition of ads put positive impact on
customer and sometime it leads to negative response. According to
Krugman (1972), the first exposure of customer to television advertisement raises
the
curiosity and then second exposure of television advertisement lead to an
evaluation and in third exposure customer decide that whether to purchase product
or not. According to Vakratas and Ambler (1999), One to three exposures are
enough for purchase. There are several studies of purchase decision and how the
purchase decision affected by the repeated exposure to advertising. According to
Lewin and Kurt (1936) for Perceived quality, consumer is willing to pay a price
premium for brand .The perception about quality for strong brand adds value in the
evaluation of consumer purchase. Most of time belongings of communication
repetition on attitudes and purchase decision have been studied. Most studies show
that the viewer understands the message in a few exposures but further exposures
lead to negative response. For example, on advertising wear out (Balder and
Sternthal 1980) and in the literatures on the attitudinal impact of mere exposure
(Harrison 1977; Zajonc 1968) were emerge by such type of U-curves for impact of
repetition. With the repetition of ad, selection of celebrity that will endorse the
brand is also important factor. Celebrity in the ads plays a major role in consumer
purchase decision. On celebrities companies is spending billion of rupees, because
companies are confident that they will get return through their advertised products.
Past studies on celebrates endorsement shows that the use of celebrity in
advertisement generate attention from consumers and greater publicity.
The study will concentrate on repeated ads and their effect on purchase
decisions. This research will find out the pros and cons of the repeated
advertisements and their effect on the buying decisions.
Reseaerch Statement:
Attitudes of audience towards repeat advertisements during a cricket match-A case
of HBL

Objectives:
1. To find the attitude of people towards repeat ads of HBL during cricket
match.
2. To investigate how people purchased the brand either because of repeat
ads or some other reason.
3. To explore the main reasons why people purchased either positive or
negative.

Significance of the study:

Selection of this topic was made because nowadays media has been so much
influential which was not needed enough. Just to show that repeating the ads is not
only the way you can retain in your customers mind there are certain other things
which can make the ads retain in customers mind. The topic is selected just to show
the attitudes of the customers regarding the repeated advertisements. How their
attitudes of buying are effected by the repetition of such ads during cricket
matches. This study will highlight whether attitudes of customers are changed with
the repetition of ads or there are other factors which are the reason why people go
and try a specific product/service. As every business is trying to attract more and
more customers and competition is becoming tougher day by day. This study will
help us know the reaction which customers show while being exposed to specific
ads several times in a cricket match.

Scope of the study:

This research will target people of ages between 19-45 and above, which comes
under the categories of students and other professions o f life. As this research will
be conducted by one individual with limited and scarce resources so the study will
focus on the University students plus the other professions which can be easily
approached. The geographical boundary of this research is limited to Peshawar. This
research will only focus on the repetition of ads and the attitudes towards the ads of
the customers.

Methodology:
The research is conducted in Peshawar. Responses through questionnaires are
collected from university students ,housewives, businessmen and other professions.
The target sample is people of ages between 19-to45 and above and convenience
sampling technique is used for the purpose of collecting data from the target
group ,a total of 150 questionnaires are collected from the students and other
professions. . Tool used for the findings of the study is ANOVA and on the basis of
the responses of target sample conclusion will be drawn.

For the data which will be required to draw my conclusion regarding my topic will be
from:

1 Primary data: The primary data for this research will be gathered through
questionnaires distributed among the target sample .
2 Secondary data: The secondary data will be gathered through the review of
different relevant articles, publications journals etc.

Convenience sampling will be used to gather the data from the target group.

Limitations of the study:

Time
Money

Research design:

Unit of analysis

It will be directed towards the target audience between the age group 19-45
and above
Time frame:

One shot: The data is collected at one time.

Chapter 2

Literature Review

Broach & J (1995) examined the impact of television programs on viewers

perceptions of television
commercial. Data collected from twenty participants that was student of university
of Midwestern. Four
products commercial were selected (toothpaste, crystal ice cream, McDonald, wilt
radio). ANOVA method is applied. The test result shows no significant f value; it
means that all commercials have equal level of pleasantness. Finding from the
study shows that commercial will be effective after pleasant program, and
commercial will be depressed after unpleasant program. This study suggests that
effect of program content should be examined in future research. Batra and Ray
(1986) Study the impact of advertisement repetition on attitude based on condition
such as motivation, ability, and opportunity. In this study 30 second commercial was
used and 131 households were exposed to this commercial. Object of the study was
to determine the difference in ad repetition effect across different situations. ANOVA
method is applied. The result shows that motivation /ability are significant with ad
repetition. When the repetition of ad increases it will also increase the brand
attitude and purchase intention.

Repetition of ad means when an ad exposes more than one time in a day. The
repetition of ads, use of
celebrity in ads and product perceived quality that is the judgment of consumer
about the product
superiority and excellence, influences consumer to purchase that brand. In purchase
decision consumer select one product and decided to purchase it.
The advertiser must aware about the frequency of media that how much frequency
of exposure will be
effective to create positive response from consumers. So advertiser should also
have to decide that, how many times the ad will repeat in a day or week/month.
Because sometime repetition of ads put positive impact on customer and sometime
it leads to negative response. According to Krugman (1972), the first exposure of
customer to television advertisement raises the curiosity and then second exposure
of television advertisement lead to an evaluation and in third exposure customer
decide that whether to purchase product or not. According to Vakratas and Ambler
(1999), One to three exposures are enough for purchase. There are several studies
of purchase decision and how the purchase decision affected by the repeated
exposure to advertising. According to Lewin and Kurt (1936) for Perceived quality,
consumer is willing to pay a price premium for brand .The perception about quality
for strong brand adds value in the evaluation of consumer purchase. Most of time
belongings of communication repetition on attitudes and purchase decision have
been studied. Most studies show that the viewer understands the message in a few
exposures but further exposures lead to negative response. For example, on
advertising wear out (Balder and Sternthal 1980) and in the literatures on the
attitudinal impact of mere exposure (Harrison 1977; Zajonc 1968) were emerge by
such type of U-curves for
impact of repetition. With the repetition of ad, selection of celebrity that will endorse
the brand is also important factor. Celebrity in the ads plays a major role in
consumer purchase decision. On celebrities companies is spending billion of rupees,
because companies are confident that they will get return through their advertised
products. Past studies on celebrates endorsement shows that the use of celebrity in
advertisement generate attention from consumers and greater publicity.
The previous studies done on this topic show that the repetition of ads directs
customer to not take interest in the ads. . A television "celebrity" is for the most
part a salesman, not an entertainer, and reporters discover that some stories are
better left unreported. Gossage and Howard say that the role of the reader has also
changed from independent consumer to the bait of the advertiser (Gossage and
Howard, 1965). Advertising also, to a greater extent, affect both the allocation of
resources and the distribution of wealth. Without a doubt, it is well understood that
advertising in the identical packaged goods sector of the economy, has proved to
be an institution performing the task of the allocation of resources and distribution
of wealth. If we understand clearly this phenomena and the historical importance of
national advertising we come to know of the theory of capitalism.

Extensive research has been carried out by researchers on the consumer market i.e.
how marketers advertise their goods and services; but it is astonishing that there
has not been any research carried out on business-to-business exploration of how
marketing related organizations in fact market to marketers. There are a great deal
of services that marketers consume, let it be advertising services, marketing
research, strategy services, promotional activities or consultancy services.

Television advertising in the U.S. and in other countries involves two main tasks:
1.) Creating a television advertisement that meets broadcast standards
2.) Placing the advertisement on television via a targeted air time media buy that
reaches the desired customer.
To accomplish these tasks, it is important to choose a television production
company and advertising agency with pertinent expertise in these two arenas, and
it is preferable to choose an agency that both produces advertisements and places
air time, because expertise in broadcast quality production and broadcast standards
is vital to gaining the advertisement's acceptance by the networks. After the advent
of cheap video software and consumer cameras, numerous individuals have offered
video production services on the internet. Video production companies that do not
regularly place TV ads on the air often have their productions rejected by networks
for technical or content issues, due to their inexperience with creating broadcast-
ready content.
Extensive researches have been carried out on the advertising area. There are
many reasons why people have positive plus negative attitudes towards the
advertisements which are repeated so much in a day. The bombardment of the ads
leads them to just change the channel as the specific ads is aired.
Chapter 3

Analysis & Findings

The questionnaire was distributed in institute of management sciences located in

phase seven , among housewives , businessmen and other people belonging to
other professions. One hundred and fifty questionnaires were distributed among
both male and female of age group of 19-45 and above years.

Institute of
management
sciences, Male Female Total
housewives,
businessmen &
other professions
92 58 150
The responses collected from the samples are given below along with their
percentage result. The analysis of each question is also given below .The reader can
easily understand the analysis and finding portion of this study

Table 3.1

How often do you watch cricket matches on t.v?

Cumulative Mean
Frequency Percent Valid Percent Percent

Valid Never 22 14.7 14.7 14.7

Rarely 33 22.0 22.0 36.7

Once in a while 21 14.0 14.0 50.7 3.2333

Sometimes 36 24.0 24.0 74.7

Always 38 25.3 25.3 100.0

Total 150 100.0 100.0

The table 3.1 shows that out of 150 respondents 14.7% never , 22.0% rarely,
14.0% once in a while, 24.0% sometimes and 25.3% always watch cricket
matches.

Table 3.2
 Do you take interest in the advertisements during the matches?

Cumulative
Frequency Percent Valid Percent Percent

Valid Never 55 36.7 36.7 36.7

Rarely 34 22.7 22.7 59.3

Once in while 14 9.3 9.3 68.7

Sometimes 41 27.3 27.3 96.0

Always 6 4.0 4.0 100.0

Total 150 100.0 100.0

The table 3.2 shows that out of 150 respondents 36.7% never, 22.7% rarely, 9.3%
once in a while, 27.3% sometimes and 4.0% always watch the ads during cricket
matches.

Table 3.3

Do you recall the advertisements of HBL?

Cumulative
Frequency Percent Valid Percent Percent

Valid Yes 78 52.0 52.0 52.0

No 72 48.0 48.0 100.0

Total 150 100.0 100.0

From table 3.3 we interpret that 52.0% of the respondents recall the ads of HBL and
48.0% of the respondents do not recall the ads of HBL.

Table 3.4
 Do you like the ads of HBL?

Cumulative
Frequency Percent Valid Percent Percent

Valid Not at all 27 18.0 18.0 18.0

Not really 27 18.0 18.0 36.0

Undecided 42 28.0 28.0 64.0

Somewhat 35 23.3 23.3 87.3

Very much 19 12.7 12.7 100.0

Total 150 100.0 100.0

The table 3.4 shows that amongst the 150 respondents 18.0% not at all, 18.0% not
really,28.0% undecidedly, 23.3% somewhat and 12.7% very much like the ads of
HBL.

Table 3.5

The repetition of HBL ads is irritating?

Cumulative
Frequency Percent Valid Percent Percent

Valid Strongly Disagree 34 22.7 22.7 22.7

Disagree 32 21.3 21.3 44.0

Neutral 25 16.7 16.7 60.7

Agree 32 21.3 21.3 82.0

Strongly Agree 27 18.0 18.0 100.0

Total 150 100.0 100.0

Table 3.5 shows that out of 150 respondents 22.7% strongly disagree, 21.3%
disagree, 16.7% neutrally, 21.3% Agree and 18.0% strongly agree that repetition of
the HBL ads is irritating.
Table 3.6

You like the humor used in these ads ?

Cumulative
Frequency Percent Valid Percent Percent

Valid Strongly Disagree 24 16.0 16.0 16.0

Disagree 26 17.3 17.3 33.3

Neutral 61 40.7 40.7 74.0

Agree 32 21.3 21.3 95.3

Strongly Agree 7 4.7 4.7 100.0

Total 150 100.0 100.0

From the table 3.6 we interpret that 16.0% strongly disagree,17.3% disagree,40.7%
neutrally,21.3% agree and 4.7% strongly agree that humor used in the HBL ads is
liked by them.

Table 3.7

How have these ads influenced you?

Cumulative
Frequency Percent Valid Percent Percent

Valid Opened and account in HBL 16 10.7 10.7 10.7

Lead to positive attitude

20 13.3 13.3 24.0
towards HBL

Lead to negative influence

15 10.0 10.0 34.0
towards HBL

No effect 99 66.0 66.0 100.0

Total 150 100.0 100.0

The table shows that out of 150 respondents 10.7% opened an account in HBL,
13.3% lead to positive attitude towards HBL, 10.0% lead to negative attitude
towards HBL and 66.0% had no effect. This shows that how much were the
respondents influenced by these ads.

Table 3.8

How often do you watch cricket matches on t.v? * Gender of the respondents Cross tabulation

Gender of the respondents

Male Female Total

How often do you watch Never Count 10 12 22

cricket matches on t.v?
% within Gender of the
10.9% 20.7% 14.7%
respondents

Rarely Count 17 16 33

% within Gender of the

18.5% 27.6% 22.0%
respondents

Once in a while Count 16 5 21

% within Gender of the

17.4% 8.6% 14.0%
respondents

Sometimes Count 19 17 36

% within Gender of the

20.7% 29.3% 24.0%
respondents

Always Count 30 8 38

% within Gender of the

32.6% 13.8% 25.3%
respondents

Total Count 92 58 150

% within Gender of the

100.0% 100.0% 100.0%
respondents

In this table we have cross tabbed gender with the how often do you watch cricket
matches?out of 150 respondents 92% of males and 58% of females watch the
cricket ads.
Table 3.9

Do you like the ads of HBL? * Gender of the respondents Cross tabulation

Gender of the respondents

Male Female Total

Do you like the ads of HBL? Not at all Count 19 8 27

% within Gender of the

20.7% 13.8% 18.0%
respondents

Not really Count 15 12 27

% within Gender of the

16.3% 20.7% 18.0%
respondents

Undecided Count 24 18 42

% within Gender of the

26.1% 31.0% 28.0%
respondents

Somewhat Count 23 12 35

% within Gender of the

25.0% 20.7% 23.3%
respondents

Very much Count 11 8 19

% within Gender of the

12.0% 13.8% 12.7%
respondents

Total Count 92 58 150

% within Gender of the

100.0% 100.0% 100.0%
respondents

The table shows the cross tabulation between gender and do you like HBL
advertisements?This shows that out of 150 respondents 26.1% of males and 31.0%
of females undecidedly like HBL ads.

Table 3.10
 Do you take interest in the advertisements during the matches? * Gender of the respondents Crosstabulation

Gender of the respondents

Male Female Total

Do you take interest in the Never Count 32 23 55

advertisements during the
% within Gender of the
matches? 34.8% 39.7% 36.7%
respondents

Rarely Count 23 11 34

% within Gender of the

25.0% 19.0% 22.7%
respondents

Once in while Count 9 5 14

% within Gender of the

9.8% 8.6% 9.3%
respondents

Sometimes Count 22 19 41

% within Gender of the

23.9% 32.8% 27.3%
respondents

Always Count 6 0 6

% within Gender of the

6.5% .0% 4.0%
respondents

Total Count 92 58 150

% within Gender of the

100.0% 100.0% 100.0%
respondents

This table shows that out of 150 respondents 32% of male and 23% never watch the
ads during cricket matches.

Table 3.11
 Do you recall the advertisements of HBL? * Gender of the respondents Crosstabulation

Gender of the respondents

Male Female Total

Do you recall the Yes Count 50 28 78

advertisements of HBL?
% within Gender of the
54.3% 48.3% 52.0%
respondents

No Count 42 30 72

% within Gender of the

45.7% 51.7% 48.0%
respondents

Total Count 92 58 150

% within Gender of the

100.0% 100.0% 100.0%
respondents

This table shows the cross tabulation between the gender and do the respondents
recall the ads of HBL? Out of the 150 respondents 54.3% of male recall the ads and
51.7% of females do not recall the ads of HBL.

Table 3.12
 The repetition of HBL ads is irritating? * Gender of the respondents Crosstabulation

Gender of the respondents

Male Female Total

The repitition of HBL ads is Strongly Disagree Count 23 11 34

irritating?
% within Gender of the
25.0% 19.0% 22.7%
respondents

Disagree Count 17 15 32

% within Gender of the

18.5% 25.9% 21.3%
respondents

Neutral Count 14 11 25

% within Gender of the

15.2% 19.0% 16.7%
respondents

Agree Count 20 12 32

% within Gender of the

21.7% 20.7% 21.3%
respondents

Strongly Agree Count 18 9 27

% within Gender of the

19.6% 15.5% 18.0%
respondents

Total Count 92 58 150

% within Gender of the

100.0% 100.0% 100.0%
respondents

The table shows that 25.0% of the males strongly disagree that repetition of HBL
ads is irritating and 25.9% of the females disagree that Hbl ads are irritating. In total
out of 150 respondents 22.7% strongly disagree,21.3% disagree,16.7%
neutrally,21.3% agree and 18.0% strongly agree that HBL ads are irritating.

Table 3.13
 You like the humor used in these ads ? * Gender of the respondents Crosstabulation

Gender of the respondents

Male Female Total

You like the humor used in Strongly Disagree Count 15 9 24

these ads ?
% within Gender of the
16.3% 15.5% 16.0%
respondents

Disagree Count 17 9 26

% within Gender of the

18.5% 15.5% 17.3%
respondents

Neutral Count 37 24 61

% within Gender of the

40.2% 41.4% 40.7%
respondents

Agree Count 19 13 32

% within Gender of the

20.7% 22.4% 21.3%
respondents

Strongly Agree Count 4 3 7

% within Gender of the

4.3% 5.2% 4.7%
respondents

Total Count 92 58 150

% within Gender of the

100.0% 100.0% 100.0%
respondents

This table shows that 40.2% of the male respondents and 41.4% of the female
respondents somewhat like he humor used in the ads of HBL.in total out of 150
respondents 16.0% strongly disagree, 17.3% disagree, 40.7% neutrally, 21.3%
agree and 4.7% strongly agree that they like the humor used in the ads of HBL.

Table 3.14
 How have these ads influenced you? * Gender of the respondents Crosstabulation

Gender of the
respondents

Male Female Total

How have these ads Opened and account in Count 10 6 16

influenced you? HBL
% within Gender of the
10.9% 10.3% 10.7%
respondents

Lead to positive attitude Count 15 5 20

towards HBL
% within Gender of the
16.3% 8.6% 13.3%
respondents

Lead to negative Count 12 3 15

influence towards HBL
% within Gender of the
13.0% 5.2% 10.0%
respondents

No effect Count 55 44 99

% within Gender of the

59.8% 75.9% 66.0%
respondents

Total Count 92 58 150

% within Gender of the

100.0% 100.0% 100.0%
respondents

This table shows that 59.8% of males and 75.9% females had no effect after
watching the HBL ads.In total out of the 150 respondents 10.7% opened an account
in HBL, 13.3% lead to positive attitude towards HBL, 10.0% lead to negative attitude
towards HBL ,66.0% had no effect by the HBL ads.

Table 3.15
 How often do you watch cricket matches on t.v? * Occupation of the respondent Crosstabulation

Occupation of the respondent

1 2 3 4 Total

How often do you watch Never Count 14 1 1 6 22

cricket matches on t.v?
% within Occupation of
14.3% 9.1% 12.5% 18.2% 14.7%
the respondent

Rarely Count 20 3 2 8 33

% within Occupation of
20.4% 27.3% 25.0% 24.2% 22.0%
the respondent

Once in a while Count 14 3 0 4 21

% within Occupation of
14.3% 27.3% .0% 12.1% 14.0%
the respondent

Sometimes Count 24 3 0 9 36

% within Occupation of
24.5% 27.3% .0% 27.3% 24.0%
the respondent

Always Count 26 1 5 6 38

% within Occupation of
26.5% 9.1% 62.5% 18.2% 25.3%
the respondent

Total Count 98 11 8 33 150

% within Occupation of
100.0% 100.0% 100.0% 100.0% 100.0%
the respondent

This table shows that in total of 98% of students, 11% of housewives, 8% of

businessmen,33% of other professions watch the cricket matches. Also the table
shows that 26.5% of students and 62.5% of the businessmen watch cricket
matches.

Table 3.16
 Do you take interest in the advertisements during the matches? * Occupation of the respondent
Crosstabulation

Occupation of the respondent Total

1 2 3 4

Do you take interest in Never Count 42 3 3 7 55

the advertisements
% within Occupation of
during the matches? 42.9% 27.3% 37.5% 21.2% 36.7%
the respondent

Rarely Count 22 1 0 11 34

% within Occupation of
22.4% 9.1% .0% 33.3% 22.7%
the respondent

Once in while Count 11 1 1 1 14

% within Occupation of
11.2% 9.1% 12.5% 3.0% 9.3%
the respondent

Sometimes Count 19 5 4 13 41

% within Occupation of
19.4% 45.5% 50.0% 39.4% 27.3%
the respondent

Always Count 4 1 0 1 6

% within Occupation of
4.1% 9.1% .0% 3.0% 4.0%
the respondent

Total Count 98 11 8 33 150

% within Occupation of
100.0% 100.0% 100.0% 100.0% 100.0%
the respondent

This table shows that 42.9% of majority students never watch the ads during cricket
matches,45.5% of the housewives and 50% of businessmen sometimes watch the
ads during the cricket matches, and 39.4% of the other professions sometimes
watch the ads during the cricket matches.

Table 3.17
 Do you recall the advertisements of HBL? * Occupation of the respondent Crosstabulation

Occupation of the respondent Total

1 2 3 4

Do you recall the Yes Count 51 5 5 17 78

advertisements of HBL?
% within Occupation of the
52.0% 45.5% 62.5% 51.5% 52.0%
respondent

No Count 47 6 3 16 72

% within Occupation of the

48.0% 54.5% 37.5% 48.5% 48.0%
respondent

Total Count 98 11 8 33 150

% within Occupation of the

100.0% 100.0% 100.0% 100.0% 100.0%
respondent

This table shows that 52.0% of students,62.5% of businessmen and 51.5% of other
professions recall the ads of HBL and 54.5% of the housewives do not recall the ads
of HBL.

Table 3.18
 Do you like the ads of HBL? * Occupation of the respondent Crosstabulation

Occupation of the respondent

1 2 3 4 Total

Do you like the ads of Not at all Count 18 2 1 6 27

HBL?
% within Occupation of the
18.4% 18.2% 12.5% 18.2% 18.0%
respondent

Not really Count 20 2 0 5 27

% within Occupation of the

20.4% 18.2% .0% 15.2% 18.0%
respondent

Undecided Count 23 3 3 13 42

% within Occupation of the

23.5% 27.3% 37.5% 39.4% 28.0%
respondent

Somewhat Count 26 4 2 3 35

% within Occupation of the

26.5% 36.4% 25.0% 9.1% 23.3%
respondent

Very much Count 11 0 2 6 19

% within Occupation of the

11.2% .0% 25.0% 18.2% 12.7%
respondent

Total Count 98 11 8 33 150

% within Occupation of the

100.0% 100.0% 100.0% 100.0% 100.0%
respondent

This table shows that 26.5% of students and 36.4% housewives somewhat like the
ads of HBL, 37.5% of the businessmen and 39.4% of other professions undecidedly
lie the ads of HBL.

Table 3.19
 The repitition of HBL ads is irritating? * Occupation of the respondent Crosstabulation

Occupation of the respondent Total

1 2 3 4

The repitition of HBL ads Strongly Disagree Count 21 3 1 9 34

is irritating?
% within Occupation of
21.4% 27.3% 12.5% 27.3% 22.7%
the respondent

Disagree Count 20 5 2 5 32

% within Occupation of
20.4% 45.5% 25.0% 15.2% 21.3%
the respondent

Neutral Count 17 0 3 5 25

% within Occupation of
17.3% .0% 37.5% 15.2% 16.7%
the respondent

Agree Count 18 2 2 10 32

% within Occupation of
18.4% 18.2% 25.0% 30.3% 21.3%
the respondent

Strongly Agree Count 22 1 0 4 27

% within Occupation of
22.4% 9.1% .0% 12.1% 18.0%
the respondent

Total Count 98 11 8 33 150

% within Occupation of
100.0% 100.0% 100.0% 100.0% 100.0%
the respondent

Table shows that 22.4% of the students think that repetition of the HBL ads is
irritating,45.5% of the housewives think that the ads of HBL is irritating , 25.0% of
the businessmen disagree plus agree equally that the HBL ads are irritating,30.3%
of the other professions think that the HBL ads are irritating.

Table 3.20
 You like the humor used in these ads ? * Occupation of the respondent Crosstabulation

Occupation of the respondent Total

1 2 3 4

You like the humor used Strongly Disagree Count 15 0 2 7 24

in these ads ?
% within Occupation of
15.3% .0% 25.0% 21.2% 16.0%
the respondent

Disagree Count 15 1 1 9 26

% within Occupation of
15.3% 9.1% 12.5% 27.3% 17.3%
the respondent

Neutral Count 40 8 4 9 61

% within Occupation of
40.8% 72.7% 50.0% 27.3% 40.7%
the respondent

Agree Count 23 2 1 6 32

% within Occupation of
23.5% 18.2% 12.5% 18.2% 21.3%
the respondent

Strongly Agree Count 5 0 0 2 7

% within Occupation of
5.1% .0% .0% 6.1% 4.7%
the respondent

Total Count 98 11 8 33 150

% within Occupation of
100.0% 100.0% 100.0% 100.0% 100.0%
the respondent

This table shows that 40.8% of students neutrally like the humor used in the HBL is
liked by them,72.7% of the housewives, 50.0% of the businessmen and 27.3% of
the other professions think that the humor used in the ads is liked by them.

Table 3.21
 How have these ads influenced you? * Occupation of the respondent Crosstabulation

Occupation of the respondent Total

1 2 3 4

How have these ads Opened and account in Count 9 1 2 4 16

influenced you? HBL
% within Occupation of
9.2% 9.1% 25.0% 12.1% 10.7%
the respondent

Lead to positive attitude Count 16 1 1 2 20

towards HBL
% within Occupation of
16.3% 9.1% 12.5% 6.1% 13.3%
the respondent

Lead to negative Count 9 2 0 4 15

influence towards HBL
% within Occupation of
9.2% 18.2% .0% 12.1% 10.0%
the respondent

No effect Count 64 7 5 23 99

% within Occupation of
65.3% 63.6% 62.5% 69.7% 66.0%
the respondent

Total Count 98 11 8 33 150

% within Occupation of
100.0% 100.0% 100.0% 100.0% 100.0%
the respondent

Table shows that 65.3% of students, 63.3% of the housewives, 62.5% businessmen
and 69.7% of the respondents are not influenced by the HBL ads means the ads
have no effect on the respondents.

Chapter 4
 Conclusion

The objective of the study was to judge the attitudes of the customers that while
watching cricket matches what are their attitudes when ads are repeated of
HBL.The analysis section clearly showed that people are not really interested in the
repetition of ads during cricket matches. And thus, the repetition of ads did not
mostly have any effect on the attitudes of the customers. Apart from this people are
interested in advertisements but if it has a theme which is very strong enough to
retain in a customers mind. It was inferred that repetition of ads during their
favorite cricket matches neither effects them positively nor negatively. They just
irritate them. The humor of the ads also do not attract the customers such that they
go and avail the services. This shows that the ads which are repeated should also
have some interesting theme, something which is appealing to the customers in
majority.

They believe that the repetition of ads is not a good idea to force a customer to go
and avail the services of HBL. They should have something innovative. However it is
also concluded that repetition of ads does not have any effect on the attitudes of
the customers. The target population cleared the fact that repetition of
advertisements of HBL during cricket matches will not attract customers to avail
their bank services. The target sample clearly highlighted their opinions in their
responses that the ads with good themes and innovative ideas also lead them to
but the product or avail the service and experience the sense of satisfaction and
dissatisfaction.Some results also illustrates that repeated ads do effect their
attitudes. The students and other professions showed a positive approach to the
questions asked regarding the repetition of ads during the cricket matches. The
theme of the advertisements is the most important factor for the customers when it
comes to evaluate different factors of the advertisements. Having themes
interesting is considered a well being of a company.

Recommendations

Companies should take care of their credibility and not repeat ads such that people
stop taking interest in their ads or in their company.The companies should carefully
examine and then aire their ads at specific time slots so that the ads get some sort
of interest . This will make the ads and the companys credibility remain high in the
customers minds. They should take interest in gaining customers not just spreading
throughout their minds by repeating ads. The companies must understand that
people get fedup very easily nowadays if they do not see any content which is
innovative and interesting in their own minds.

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 Appendix

Questionnaire

Age:___ Gender:______
Occupation:_____

1.How often do you watch cricket matches on t.v?

Never
Rarely
Once in a while
Sometimes
Always

2.Do you take interest in the advertisements during the matches?

Never
Rarely
Once in a while
Sometimes
Always
3.Do you recall the advertisements of HBL?

Yes
No

4.Do you like the ads og HBL?

Not at all
Not Really
Undecided
Somewhat
Very much

5.The repetition of HBL ads is irritating.

Strongly Disagree
Disagree
Neutral
Agree
Strongly Agree

6.You like the humor used in these ads ?

Strongly Disagree
Disagree
Neutral
Agree
Strongly Agree

7.How as these ads influenced you

Opened account in HBL

Lead to positive attitude towards HBL
Lead to negative influence towards HBL
No effect