Chapter 5
CONCLUSIONS, IMPLICATIONS, RECOMMENDATIONS, LIMITATIONS.
CHAPTER 5:
CONCLUSIONS, IMPLICATIONS, RECOMMENDATIONS, LIMITATIONS
5.1 Conclusion
According to the study, absurdity does play a significant role in the purchase decision of the consumers.
In the case of the four brands under the present study, Alpenliebe and Mentos enjoyed the top-of-the-mind recall. Therefore, researcher concludes that absurdities in ads are helpful in achieving the same.
The margin between the percentage of respondents recalling the creative only and creative plus brand is less. Therefore, absurdities do not result in creative recall outshining brand recall to a greater extent.
In spite of the competition in the industry, Perfetti Van Malle India is the leader in the industry. Perfetti employs absurdities in campaigns of all of its brands. As such the other products that enjoy top of the mind recall (Center Fresh and Chlor-mint) according to our study are also Perfetti brands.
The researcher also found that the commercials that show the product more than once and through the commercial are more effective in getting the brand recall. When absurdities are product related brands do not suffer from being outshined by the creative. The brand recall, in fact, depends on the creative elements like tagline, slogans, and humor.
The study also reveals that many people buy Happydent and Mentos because they liked the ads. Therefore, researcher concludes that the absurdities in these ads have increased the favorability towards the brand.
5.2: Implications
The findings of the study helps us understand how the effective marketing communication of the brands helps the company to increase its sale, and achieve brand recall over competitors brands. In the case of advertising confectioneries a low involvement product the use of absurdities in the advertisements results in generating favorable attitude towards the brand. The absurd ads being full of surprises generate humor as such it leads to more elaborate processing of the ad thus making the brand permanently register in the minds of the people.
2.3 Limitations and Recommendations
1. One of the limitations of our study is generalizability of our research finding across products. Our study was limited to one product category i.e. confectioneries and one medium. The future studies should therefore employ a variety of product types and different medium to investigate if the findings generalize to other conditions.
2. We had chosen products of the company known to be creating absurd ads which are critically acclaimed for their creative to measure if the creative recall outshines brand recall. Future research can focus on ads of other low involvement products not just confectioneries.
3. Our study focused on testing if the absurdity in creative helps in brand recall and increasing the liking (attitude) of brand. However, other forms of communication by the brands (Public Relations, Print, Radio, social media, media i.e. communication of the awards for the commercials are not taken into considerations. These factors also play an important role in enhancing favourable attitude towards the creative and the brand.
4. Another area where further research is required is to determine the scale of absurdity in these commercials. Although, our scale items are internally consistent and have face validity, we have no evidence- of the level of absurdity based on a standard theoretical scale.
5. Researchers in the future can study the effects of product related absurdities to other forms to measure which is more effective in the case of confectioneries.
6. When asked to recall caramel candy many respondents said Eclairs. The researcher could not find out which Éclair brand they were referring to.
7. The second half of the questionnaire was designed in such a way that questions and in some cases answers acted as hints to respondents to recall the brand.
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