advertising effectiveness

A case study of Ras Gas Company Qatar

MADE BY:
Contents
1. Introduction.........................................................................................................................................3
2. Research Objective..................................................................................................................................3
3. Literature review.....................................................................................................................................3
4. Research Philosophy Strategy and Approach..........................................................................................4
5. Implication of Ethical perspective in this research.................................................................................5
6. Research Methodology............................................................................................................................5
7. Interpretation and Data Analysis...........................................................................................................6
8. Conclusion...............................................................................................................................................8
9. References:..............................................................................................................................................9
10: Unfilled Questionnaires.........................................................................................................................9
 1. Introduction
Advertising has the main goal and that is to change the attitude of the customers and
make them that they should buy the products so it could be said that advertising is that
field or area which is known very valuable in the persuasion is studied. In addition to this
with the goal market prosperity, advertising at the international level has become the
vital part of marketing. Therefore it is very important to understand the effectiveness of
advertising. In this report the RAS Gas Qatar advertising effectiveness has been
studied.

2. Research Objective
This study has the primary objective to evaluate the RAS Gas Qatar advertising
effectiveness.

2. Literature review
In some cultures different kind of pervasive advertising styles are famous than
others those advertising brands which compare two different brands are more
famous to people as compared to those who don’t compare two brands and
these are more famous in countries like U.S, socialistic countries like Korea are
one of those countries where those advertisements are popular who indirectly
compare two brands. (Cho et al., 1999; Jeon & Beatty, 2002). Cultural
differences are the main reasons due to which some strategies are said to be
more effective than others among those diverse styles. Over these numerous
courses in which messages can coordinate social qualities, meta-logical audit
has presumed that socially adjusted notices are for the most part more
convincing and preferred loved over socially unabated promotions (Hornikx &
O’Keefe, 2009).
Advertisements can be coinciding with many dimensions but the difference
between self-reliance and socialism is said to be the most elemental (Han &
Shavitt, 1994).Personal aims and benefits are promoted by self-reliance culture
but socialism promotes a sense of sacrifice for the community. Moreover,
 analysts have found that individuals in individualistic societies see nonconformist
messages as more influential, while individuals in collectivistic societies see
collectivistic messages as more enticing (Han & Shavitt, 1994; Zhang & Gelb,
1996).
At the point when considering individuals who encounter either individualistic
society or collectivistic society, and the individuals who experience both societies
similarly (biculturals), individuals who have embraced one culture just supported
the advances that coordinated their own societies (individualistic or collectivistic),
however biculturals respond decidedly to both autonomous and related social
bids (Lau-Gest, 2003).In light of the fact ,it is likely that biculturals have
coordinated social qualities in both societies, making them both similarly
available.
Notwithstanding an abundance of examination demonstrating the enticing
favorable position of coordinating messages to the qualities of the perceiver, for
example, coordinating to one's way of life, the explanations for coordinating
impacts in the social space have gotten less consideration. Case in point, a few
analysts straightforwardly measured members' keenness and guaranteed that
individuals who did not appreciate speculation effort to expand the level of
intuition when the message that coordinates (vs unsuccessfully) how they see
themselves (for example, the message is addressed to cunning seems to
individuals who consider themselves connoisseurs) is explored, and the number
of reflections produced in the light of the message is displayed (Brannon and
McCabe, 2008).

4. Research Philosophy Strategy and Approach

a) Research philosophies:
 Positivism: This theory based on this assumption that each and every miracles
their relations and properties can be examined and verified by way of statistical
evidence.
  Realism: The realism is the philosophical model that can be described as the
system that considers the universal and absolute existence of object.
 Post Positivism: The post positivism is the philosophy models and statistical tools
that analyze, review and amends the facts that rejected by positivism.
 Phenomenology: This is the philosophical doctrine that reviews the structure of
person’s perception means in what one’s interpreted and perceive.
 Interpretivism: This philosophy framework reveals that universal and reality are
no objective these are design by the human beings and the approach used in this
model is the qualitative and it based on the inductive process.

The investigation of rationalist thinking incorporates "framework that are immensely

composed to energize replication and consequently, immovable quality is considered at
the risk to be high and it is expected that the matter fact is given fair-mindedly and by
quantifiable properties can be depicted which are considered independent of the of the
onlooker.

b) Approach used for Research

 Inductive approach: the emerging and suggesting new findings and theories that
is comprised on the scrutinizing the past literature and theories in this approach.
 Deductive approach: This exploration approach test or check the current
hypothesis and this methodology in view of the computable methodology.

Specialist can move through the understanding of consideration by the Assembly and
gives a more diversified structure of research before reaching inductive approach.
Moreover, a personal examination makes it difficult to compile the results to reach an
even larger audience as the revelations and instinctive whenever possible..

c) For this research study Research Strategy chosen is based primarily on surveying

5. Implication of Ethical perspective in this research

The important parts of the study are Moral issues as in them comprehension the
unwavering quality and the consensus of the study is supported. So for the completion
of the study privacy, self-sufficiency and namelessness are critically considered.
6. Research Methodology
a) Research Design
For the objective of manipulating the collectivistic vs. individualistic nature of the
persuasive messages so for the each message different headlines are used. a headline
is being used by the “Individualistic messages that read the “Pure Self-Expression
Treasure Moments” while on the other hand a headline for the collective message is
used that is “Share Special Moments with Your Friends and Family.”
b) Sampling
While getting being agree to get enrolled in the study, a study was started by the
participants that were completely presented on the computers. It was told that the main
interest is in the attitude that is about the advertisement and all the advertisements
could be read as they are performing in the daily life. So one of the four advertisements
that participant was exposed for the fictional camera company and then they were
asked that their attitude would be rated toward the camera being advertised. The two
elements of the advertising were manipulated: specifications of the camera and the
headline. Same imaginary was used by every advertisement.

c) Method of Data Collection

 That initial information which is obtained through the interviews,
questionnaires and meetings is known as primary information.
 The assessment of the primary data is acnes as secondary data like
Journals, books or Internet.
d) Analysis tools
For testing the matching effects for differences at the individual level in collectivism, all
the data is submitted to the analysis of multiple regression in which the quality if the
arguments, the types of advertisement and collectivism were entered as the attitude
predictors. In the steps number 2 and 3 the interaction terms of two ways and three
ways are used respectively. So in the first steps the results are interpreted of model.
 e) Questionnaire structure: The questions which are Open ended questions (For
doing qualitative analysis) and close ended (For doing quantitative analysis)

7. Interpretation and Data Analysis

An important main effect of the argument strength has been found like the strong
arguments (M = 5.32, SD = 0.79) that lead towards the more positive attitude in
comparisons to the weak arguments (M = 4.77, SD = 1.10), B = -.56, t (102) = -3.13, p =
.002. Collectivism has the unexpected main effect like it is predicted by the higher
scores on the on the collectivism more positive attitude towards the product, B = .38, t
(102) = 2.67, p = .009. More consistent and important with our hypotheses these effects
were qualified by a marginally significant 3-way interaction of advertisement type,
argument strength and collectivism, B = 1.00, t (102) = 1.76, p = .08.

Offensive advertisement affect you?

7%
15% Strongly Agree
Agree
45% Disagree
Strongly Disagree

33%

1-4

Impact of advertisement last on you

11% 9% Strongly Agree
Agree
49% Disagree
Strongly Disagree

32%

2-4
 advertising created purpose to
attract attentions
Strongly Agree
8% Agree
9% Disagree
Strongly Disagree
49%

34%

3-4

You will decide to buy a product/

service because you think its cultural
advertisements
Strongly Agree Agree
Disagree Strongly Disagree
11% 9%
46%
34%

4-4

good internal reliability was shown by the scales for collectivism (α = .64), so the
responses were averaged so that the overall index of collectivism were formed like if
there are high number then there would be high collectivism. The responses have been
averaged to form an individualism index like the high individualism is being indicated by
the high numbers that also shows the internal reliability (α = .83).

8. Conclusion
Our hypothesis has been supported by the results for collectivism that matching
advertising has effect on Raps Gas Qatar the cultural appeals in an. However, more
research should be conducted to better understand matching effects among people high
in individualism. Specifically, salience of individualism, matching of product type, and
sample size are the factors that should be attended in future cross-cultural study. so
with the help of this knowledge only the reason will be clarified that why the effects of
the culture matching that were documented previously were occurred but these things
are also extended to the domains which are variously applied. If it is the hope of the
business to fit the particular culture so the persuasion could be increased. But there
must be the surety that there are string arguments.
9. References:
 Jeon, J. O., & Beatty, S. E. (2002). Comparative advertising effectiveness in different
national cultures. Journal of Business Research, 55(11), 907-913.
 Cho, B., Kwon, U., Gentry, J. W., Jun, S., & Krupp, F. (1999). Cultural values reflected
in theme and execution: A comparative study of US and Korean television commercials.
Journal of Advertising, 28(4), 59-73.
 Hornikx, J., & O'Keefe, D. J. (2009). Adapting consumer advertising appeals to cultural
values. Communication Yearbook 33, 39-62.
 Han, S. P., & Shavitt, S. (1994). Persuasion and culture: Advertising appeals in
individualistic and collectivistic societies. Journal of Experimental Social Psychology,
30(4), 326-350.
 Zhang, Y., & Gelb, B. D. (1996). Matching advertising appeals to culture: The influence
of products' use conditions. Journal of Advertising, 25(3), 29-46.
 Lau-Gesk, L. G. (2003). Activating culture through persuasion appeals: An examination
of the bicultural consumer. Journal of Consumer Psychology,13(3), 301-315.
 Brannon, L. A., & McCabe, A. E. (2003). Schema-derived persuasion and perception of
AIDS risk. Health Marketing Quarterly, 20(2), 31-48.

10: Unfilled Questionnaires

Strongly Strongly
Agree Disagree
Agree Disagree
Offensive advertisement affects you?
Impact of cultural advertisement last
on you
Cultural advertising created purpose
to attract attentions
You will decide to buy a
product/service because you think its
cultural advertisements