THE IMPRESSIONS OF CONSUMERS TO SELECT TELEVISION

ADVERTISEMENTS*
1

Jonalyn A. Sacpa , Marita G. Sanchez

2
Student Researcher, Faculty Researcher
1
2
jona_sacpa03@yahoo.com, atiram40@yahoo.com
Cagayan Valley Computer and Information Technology College, Inc.
1

Abstract
Consumers are the best evaluators of any product as they represent the

societal force that drives human beings as they involve themselves

in the exchange process. They need to be satisfied on the demands
of a quality product with equal requirements for price, place, promotions and public relations. Impressions on the relative impact of
leading shampoo products were discerned using select television
advertisements. These include their recall to the headlines of advertisements, concept of appeal, illustrations, appeals to audience,
and sales points. The study made used of both the descriptive and
quantitative methods of analyzing data. Responses from comprehensive interviews on the major bases of the quantitative data
served as the bases in determining the lagged effect of advertising
on consumer purchase behavior. It is hoped that producers of
branded shampoos, sellers and consumers will benefit from this
study.
Keywords: Consumer impressions, TV Advertisements, 4 Ps of
Product
* A paper presented at the 2010 AME (MEGA) Year End Conference in Manila.

1. Introduction
Advertisement can be the greatest baby sitter of all times and the
most believed and trusted by viewers in reaching out a great number of possible and potential users of a certain product [1]. These
can be viewed in television, YouTube (videos) and other means of
electronic media. The combined mixture of sound, sight, color and
emotion make the storyboard more appealing to the audience.
Ads in todays special effects and electronic wizardry, advertising
are more effective and attention seeker when it contains animations. Consumers enjoyed viewing these virtual animations due to
impact of Information Technology in advertising. It was mentioned
in the product features that those marketing authorities excluded
from the 4 Ps is the public relations (PR) [2]. This is due to its independent characteristics that can be separated from the product

CVCITC Research Journal, 1(2): 2014; ISSN: 2362-9029

17

features. Another aspect of this is due to the emotional behaviors

that consumers express when they produce meaningful words,
sounds, and images. The advertisers wanted the consumers to think
of the good impressions they capture from these advertisements
[3]. They evaluate the products according to how they perceived
them. From their thinking, they recall what made them believe that
these products are good or better than the others.
Emotional involvement of the viewer in the advertising world
makes the message run as if the advertisement is meaningful to
specific audiences [3]. There are occasions that televisions serve
well as medium in sharing information to extended audiences.
These are used by advertisers when it comes to the specific targeting of consumer viewers. The power of television when properly
used can be a major player in the fight for creating good business
traffic. It can even reach customers who are never exposed to
e-marketing. It drives customers attention once these are featured
in the net. For some reasons, advertising in television and net has
to do with targeting the specific demographics. Eventually, television still serves a greater number of audiences and brings even
greater opportunities for advertisers and programmers to reach
their specific audiences.
In this study, select advertisements are shown to consumers in Santiago City. As part of the process in knowing their impressions, these consumers were asked with some questions relative to the
viewed advertisement. Their TV exposures, recall, and impressions
on the headlines of advertisements, concepts, illustrations, appeal
to primary and secondary wants, and sales points were the parts of
the checklist given them. Since TV advertisers wanted their designed advertisements to generate increased consumption of the
products and services viewed in TV Commercials, creating and reinventing brand image are common from their agenda of promoting the brand. On the other hand, students of Marketing and Advertising can also learn from these purposes of advertisers as future
copy writers, marketing researchers, story board makers and directors, and many other futures of advertising intelligences. The persuasive messages with factual information can make new impressions from viewers that are significantly different from the other
brands offered in the market place.
1.1 Objectives of the Study
This study is designed to determine the impressions of the product
advertisements among shampoo users in Santiago City.
Specifically, it aimed to present the:

18 Sacpa, J.A. & M.G. Sanchez. The impressions of consumers to select TV advertisements

1. shampoo preferences of the respondents;

2. impressions of the respondents on the shampoo advertisements in terms of:
a. headline of the advertisement;
b. concept of appeal;
c. illustration;
d. appeal to audience; and
e. sales point.
1.2 Literature Review
The expression, we live in an age of advertising, is commonly
heard that it has been almost the trite to the average man who was
not even bothered to pause even briefly and bring to mind the endurable benefits of advertising [4]. This indicates that one can cite
examples of what advertising can do for people despite the presence of media and computers. Advertising is said to be significant
to online users. The purpose of advertising is manifold: conveyance of information, persuasion by logic or cajolery; or by appeal to
such emotions as pride, envy, affection, or shame. These purposes
seek either to change the existing tastes and habits of consumers.
From these, it produces advantage to the advertisers benefit. In
this modern age, escape from the exposures in various media of
communication is irresistible. It becomes customary to hear that
advertising and sales promotions in transit and other types of media is a support system [5]. The widespread encounter with advertisements poses both a problem and an opportunity among businessmen. This implies that impressions made by consumers should
be known by the advertiser before producing the advertisement to
meet their demands.
The ultimate goal of advertising is to affect attitudes and behavior
of those to whom it is directed. It follows that those exercising
managerial positions need to understand the purposes by which
attitudes and behaviors are formed. It needs strategic formation
of their goals. Jingles and phrases that generate and sustain appeal
to the visual and auditory senses are pointed out to be significant
[6]. The effect of television advertisements from viewing by the
public has been successful and persuasive. Many television advertisements feature catchy jingles and cached phases that generated
traffic and sustained brand recall that appeal them. Conversely,
despite the popularity of some advertisements, many considered
them to be annoyance for a number of reasons. They said that the
sound volume of the advertisements tend to be higher volume than
that of regular programs. The increasing number of advertisements

CVCITC Research Journal, 1(2): 2014; ISSN: 2362-9029

19

viewed as well as overplaying of the same advertisement is secondary annoyance as they said, prompting ad campaigns by everyone from cell phone companies and fast food restaurants that are
either climaxes of the plot or a major turning point in the show,
which many people find exciting or entertaining to watch. From the
cognitive standpoint, the core reason why people find advertisements annoying is that the advertisements offer is not of interest
at that moment, or the presentation is not clear. A typical viewer
has seen enough advertisements to anticipate that most advertisements will be bothersome, prompting the viewer to be mercilessly selective in his viewing. Conversely, if an advertisement
strikes a chord with the viewer, such that of an ad for debt relief
when shown to a viewer who received a late notice in the mail, or
with entertainment value beyond the basic message, tend to stay
with the advertisements, even looking forward to viewing it again.
Aptly, TV advertisement in USA is generally considered the most
effective mass-market advertising format, and reflected by the high
prices TV networks change for commercial airtime during popular
TV events [7]. The annual Super Bowl American Football game is
known for its commercial advertisements. For the game itself, the
average cost of a single 30-second TV spot during this game (seen
by 90 million viewers) has reached US$ 2.7 million (as of February
2008).
Television advertisements appeared between shows and also interrupted them at intervals. This method of screening advertisements intended to capture or grab the attention of the audience
while keeping the viewers focus on the Television show [3]. The
intervals in TV shows break the show being presented by the TV
host. In general, advertisers covered the 18 - 49 age demographic;
older viewers have almost no interest to most advertisements. The
number of viewers within the target demographic was more important to ad revenues than total viewers. According to Advertising
Age, during the 2007 - 2008 seasons, Greys anatomy was able to
charge $419,000 per commercial compared with $248,000 for a
commercial during CSI despite having almost 5 million more viewers on the average. Due to its demo strength, viewers were able to
charge almost 3 times for a commercial as Murder. It was even
claimed that though the 2 series had similar total viewer numbers
during the seasons they were aired together. Broadcast networks
were concerned with the increasing number of DVRs that young
viewers used resulting in aging of the live viewing audience and
consequently lowering ad rates.
A number of television advertisements were produced and consid-

20 Sacpa, J.A. & M.G. Sanchez. The impressions of consumers to select TV advertisements

ered as a miniature 30-second movie [8]. Although this advertisement was viewed only once, it has become famous and well-known,
to the point where it was considered a classic television moment.
Only 23 % of the traditional TV viewers watched shampoo commercials during the breaks while 22% watched soft-drink commercials.
However, the figures for the shampoo and soft-drink POP media
were 73% and 48%, respectively. Ad awareness was 5 times higher for the point-of-purchase media than traditional shampoo. This
understandable figure is given that consumers in stores are far
more targeted and disposed to attain product information and 4
times higher for soft-drink product category. Theoretically, advantage channels model has good promise as it associates branding
(specifically brand awareness, recognition and recall) with
point-of-purchase, completing the loop between branding and action. It also addresses the increasing loss of eyeballs during breaks
on TV media - a worldwide rather than just an Asian phenomena
caused by competing channels in the same media, and the remote
control.
In the Philippines, advertising has fast shifted in the way Filipino
consumers interacted with advertising. Both the markets and consumers are changing media viewer that shifted their habits and
exposure as mobile devices. Internet made fast in-roads into the
country as mainstream media [1]. Everyone is aware of TV advertising but due to changing media viewership habits, people are appreciative to wish technology that most acts are imposed. Increasingly, consumers were far more distracted previously, when
limited options for home entertainment were available. Other researches also indicated that attention to details was decreasing,
and the brands advertised needed to fight the viewers attention to
continue and engage with these exposures [6].
On the contrary, a study concluded that marketers today are moving away from the traditional use of celebrities as product hucksters.
The cynical public is no longer passive to what commercials are
saying. The trend now is to brand celebrities with specific merchandise having them used or wore products in public appearances
or promoted them in media interviews-without making it clear that
the celebrities are paid spokespeople.
1.3 Research Paradigm
Advertising Adstock is a concept pattern coined to Simon Broadbent [10]. It describes the prolonged or lagged effect of advertising
on consumer purchase behavior. It is also known as advertising
carry-over. It is an important component of marketing mix models.

CVCITC Research Journal, 1(2): 2014; ISSN: 2362-9029

21

Relating Adstock to advertising, it both reminds and teaches to increase brand awareness and salience, which makes it easier to influence brand choice. Adstock is the mathematical manifestation of
this behavioral process in advertising. The Adstock Theory hinges
on the assumption that exposure to television advertising builds
awareness in the minds of the consumers, influencing their purchase decision. Each new exposure to advertising builds awareness
and its awareness will be higher if there have been recent exposures and lower if there have not been exposed to the audience. In
the absence of further exposures adstock eventually decays to negligible levels. This concept is illustrated below:

2. Methodology
This is a descriptive research using in-depth interviews coupled
with a checklist for data recoding. The result of the impressions
gathered was analyzed into a total summary of result, and interpreted according to the model used by the researcher. Data was
sourced out through the use of the checklist after the respondents
viewing of various ads taken from YouTube and internet. The
questionnaire inventory was floated while the recall process of
those advertisements was still fresh from the minds of the viewer-respondents. A DVD player was used to play the advertising
campaign. Qualitative questions were asked after the viewing process.
There were 120 consumer respondents who viewed the shampoo
advertisement. They were asked to view the 2 brands of shampoos. They accomplished the closed-format questionnaire inventory form using multiple choice types. After the filmstrips were
viewed, they were asked some questions related to the 4 Ps of a
product. It is delimited only to the inventory of impressions about
the brands presented and their recall about the headlines of advertisements, concepts, illustrations, and appeals to primary and secondary wants, and sales points from the products they saw in the
DVD that the researcher played for them. Three (3) brands of
shampoo were the focus of this study: Head and Shoulder, Sunsilk,

22 Sacpa, J.A. & M.G. Sanchez. The impressions of consumers to select TV advertisements

and Vaseline among the shampoo users in Santiago City.

Mean, rank and percent were used in the analyzing of positions of
brands as compared to others.
3. Results and Discussion
Table 1. Respondents Preferences of the Respondents
Brands
Head & Shoulder
Sunsilk
Vaseline
Total

Frequency
80
40
30
150

Percent
53
27
20
100

Rank
1
2
3

The advertising viewers, when asked about their best choices from
the ads they saw in the recently viewed video clips, said that the
Head and Shoulders brand of shampoo made an appealing and captivating ad with 53% of the total responses; Sunsilk with 27%; and
Vaseline with 20%. During the interview, responses to the highest
rank shampoos showed for the words prevents dandruff and become smooth hair of which they clearly understand as the major
concept of the shampoo advertisement. It appeared that half of the
respondents in the highest ranked shampoo were observed in
Sunsilk and Vaseline. This means that contenders of Head and
Shoulder shampoo need more reinforcements in their brand advertisement.
Table 2. Respondents Impressions on the Headline of
Advertisement
Headline of Advertisement
Clear with objectivity and appeal to
the interest of the viewers
2. Catches the attention at a glance
3. Informative of a concept
4. Creates desire to listen or view more
5. Persuades to act immediately
Total
1.

Freq
20

Percent
13

Rank
5

40
25
35
30
150

27
17
23
20
100

1
4
2
3

Table 2 presents the quantitative data on impressions about the

headline of the advertisements which the consumers responded
both the questionnaire inventory and the in-depth interviews. Responses that describe the headline of the advertised brands listed
by them showed that at a glance, they were attracted (27%) with-

CVCITC Research Journal, 1(2): 2014; ISSN: 2362-9029

23

out even knowing the sales message. Their attention to the interest booster bridges them to view more and listen to it (23%) and
gave them the interest of trying the brand later (20%). Other responses were on clearness of objective (13%) and informative of
concept (17%).
Table 3. Respondents Impressions on the Concept of Appeal
Concept on Appeal
1. To the intellect and emotions
2. Reasoning effectiveness
3. Connection of advertiser and the
viewer
4. Description on favorable action
5. Intended audience
Total

Frequency
23
20
30

Percent
19.17
16.67
25.00

35
12
120

Rank
3
4
2

29.17
10.00
100

1
5

The concept of appeal was responded with how they consumers

thought of the brands of shampoos to be better than the others.
This means that a Unique Selling Proposition (USP) can always consider how the consumer perceived the brand. It primarily includes
the basics of appeal on the copy or the overall concept of the advertisement. The respondents, when asked about the viewed advertisements, answered that the viewed ads made them decide to
try the brand (29.17%); made a feeling of connections to the advertised brand (25%), and made them emotionally affected and have
thoughts of it (19.17%). Other answers were effectiveness to reasoning (16.67%) and they were the intended audience (10%). This is
an indication that an advertisement can affect the mindset of the
consumers.
Table 4. Impressions on the Illustration
Illustration
Good balance as a whole
Appropriate use of picture and objects
3. Sequence of presentation is natural
4. Convincing visual effective
Total
1.
2.

Frequency
15
33
22
50
120

Percent
12.50
27.50

Rank
4
2

18.33
41.67
100

3
1

The responses on the illustration of the viewed advertisements

confirmed that viewers were impressed more on the ads visual
effects (41.67%). This was followed with the use of pictures or objects (27.50%) and the arrangement in sequence of presentation

24 Sacpa, J.A. & M.G. Sanchez. The impressions of consumers to select TV advertisements

(18.33%). Others were good balance (12.50%) as this was identified with the lowest rating as presented in Table 5. In this area of
ads evaluation, the illustration, being described in the filmstrips
viewed by the consumers, included visual effects and good balance
of appropriateness of images and objects as they were shown in
sequenced advertisements. Considering their responses in the
follow-up interviews, results showed that the advertisements they
rated lacked a good balance of all the images and visual effects to
convince them about the truth of these advertisements. This
means that the illustration needed improvement for a sustained
goodwill from the manufacturers.
Table 5. Impressions on Appeal to Audience
Appeal to Audience
1. Comfort and social approval
2. Superiority of the product
3. Brand Image
4. Become attractive to opposite sex
5. Economical
6. Information and curiosity
7. Dependable and efficient
Total

Frequency
3
15
10
25
25
35
7
120

Percent
2.50
12.50
8.33
20.83
20.83
29.17
5.83
100

Rank
7
4
5
2.5
2.5
1
6

The impression on appeal to audience is an overall evaluation of

the products as compared to the others. As shown in Table 6, it
appeared that audiences of shampoos demand from the brand on
attractiveness to the opposite sex and economy (20.83%); superiority of product (12.50%); and brand image (8.33%). The least of
these was comfort and social approval (2.50%). This means that
respondents were impressed from the information they received
from the advertisements they saw but they lacked the belief that
these are socially approved by people. This is because of its lack of
dependability and they were uncomfortable with the viewed efficiency of these products.
Table 6. Sales Point Impressions
Sales Point
1. Prevents dandruff
2. Makes hair smooth and soft
3. Fragrance of a flower
4. Shiny and clear
Total

Frequency
45
35
15
25
120

Percent
37.50
29.17
12.50
20.83
100

Rank
1
2
4
3

CVCITC Research Journal, 1(2): 2014; ISSN: 2362-9029

25

Sales point of respondents was focused on to prevent dandruff

(37.50%), makes smooth and soft hair (29.17%), and shiny and clear
hair (20.83%). Based on the findings in Table 6, their interest on
brands of shampoos was on dandruff, smooth, soft, shiny and clear
hair. It is also confirmed by them during the interviews that those
shampoos they thought to provide good impressions were those
with ingredients of preventing them from having dandruff but not
to losing hair. Their appeal to smell in shampoos got the lowest
rank. This means that in order to make one brand of shampoo, a
better mindset is necessary; it must prevent dandruff without falling hair and making a smooth, soft and shiny clear hair. The testimonies of models in the advertisements were found to be weak
by the respondents confirmation on the accuracy of the ads.
References
[1] Garcia, ML.S. (2007). Filipino Consumers and Television Advertising. An Assessment. Quezon City.
[2] Downey, E. A.(2008) Television Ads. Airtime USA: What Could be
Right. Television Today. Pp. 24-29.
[3] Slater, S. (2001). The Power of Television. Chicago USA: American Book Company, USA
[4] Miranda, G.S. (1998). Advertising (3rd Edition). Mandaluyong City,
Philippines: National Bookstore 1998
[5] Chapman, Y.B. (2002). Effective Commercials. New York:
Fairchilds Publications. Inc.
[6] Montero, M.T. (2005). Advertising in Philippine Television: An
Analysis. A Survey Research. Ilolio City, Philippines: University of
San Agustin. Iloilo.
[7] Taylor, W.R. (2007) TV Networks: The Uncompromising Media
Business. USA: Television Today Pp. 12-19.
[8] Storey, J.S. (1998). Television Advertising. Boston, USA: Giun and
Company.
[9] Vandoff, E.R. (2008). Selected of Brand Celebrities: Its Impact to
the Consumers. On Press Release.
[10] Thomas, K.W. (2010). The Right Kind of Retention. Peter
Campbells Talent, Retrieved on Jan 10,2010.

Citation: Sacpa, J.C. and M.G. Sanchez (2014). The impressions of

consumers to select television advertisements. CVCITC Research
Journal, 1(2), pp 16 26.

26 Sacpa, J.A. & M.G. Sanchez. The impressions of consumers to select TV advertisements

Authors Biography
JONALYN C. SACPA
Ms. Jonalyn C. Sacpa is a graduate of Business administration major
in Marketing Management, with distinction as the Best Researcher,
at CVCITC. At present, she is working as an account assistant at
Royal Rubber Equipment Trading in Dubai, United Arab Emirates.
MARITA G. SANCHEZ
Dr. Marita G. Sanchez has been in higher education for more than 3
decades now. Exposed in counseling, instruction and research, she
has crafted researches that made her a local and international research presenter. She has been to Taiwan and Malaysia, and local
avenues in the Philippines for research presentation. Her passion
for research made her qualify to become a member of the Technical
Research Committee and a research reviewer in 2012 in an international conference on media and communications (i-COME12)
situated in Penang, Malaysia. At present, she is a Technical Research
Reviewer of the i-COME 2014 of Universiti Utara Malaysia Sintok,
Kedah, Malaysia. She is the Vice-President for Academics at CVCITC.
Article's contents are provided on a legal copyright transfer under
non-commercial agreement. Readers are allowed to copy, distribute and
communicate article's contents, provided the author's and journal's
names are included. It must not be used for commercial purposes.

R Published by the CVCITC Research, Planning and Publication Office.