PROJECT REPORT

COMPARATIVE STUDY OF AUDIENCE PERCEPTION OF

ANIMATED ADVERTISEMENT AND CELEBRITY ADVERTISEMENT :

A STUDY ON TOURISM INDUSTRY.

Submitted in partial fulfilment of MBA program 2012-14

Submitted To:

Submitted By:
MEGHA DOGRA ASU026

Ms. Shilpa Bhakar

Assistant Professor School of Management Sciences Apeejay Stya University

Certificate by Guide

This is to certify that major research project work done on COMPARATIVE STUDY OF AUDIENCE PERCEPTION OF ANIMATED ADVERTISEMENT AND CELEBRITY

ADVERTISEMENT: A STUDY ON TOURISM INDUSTRY submitted to Apeejay Stya University, Gurgaon by .. in partial fulfilment of the requirement for the award of Master of Business Administration. This is a work carried out by her under my supervision and guidance. This work has not been submitted anywhere else for any other degree/diploma. The original work was carried at Apeejay Stya University.

Date: 7

June 2013

Ms. Shilpa Bhakar

Assistant Professor School of Management Sciences Apeejay Stya University Gurgaon, Haryana

DECLARATION

hereby

declare that

the

research

project

work

entitled

COMPARATIVE STUDY OF AUDIENCE PERCEPTION OF ANIMATED ADVERTISEMENT AND CELEBRITY is ADVERTISEMENT: A STUDY ON TOURISM INDUSTRY

submitted to Apeejay Stya University, Gurgaon is a record of original work done by me under the guidance of Ms, Shilpa Bhakar, Assistant Professor, School of Management Sciences, Apeejay Stya University, Gurgaon and this research project work has not been performed for the award of any other degree or diploma and similar project if any.

ACKNOWLEGEMENT

I would like to express my deep gratitude to Ms. Shilpa Bhakar, Assistant Professor (Marketing), Apeejay Management School, Apeejay Stya University for her constant support, guidance and motivation which helped me immensely in completing this project. The insistence on taking up a relatively new topic, helped me to understand the prospects how the audience perceived about the advertisement. I also would like to thank my respondents for giving me their valuable time and providing me with the information needed to carry out the research successfully.

TABLE OF CONTENTS

SI NO. 1 2

CONTENT INTRODUCTION LITERATURE REVIEW

PAGE NO. 1-1 2-4

4 5 6 6 7
8

OBJECTIVES HYPOTHESIS OF STUDY RESEARCH METHODOLOGY RESULTS DISCUSSION LIMITATIONS CONCLUSION REFFERENCES
ANNEXURE ANNEXURE1 ANNEXURE2 ANNEXURE3 ANNEXURE4 ANNEXURE5

AND THE

5-5

6-6 AND 7-11 12-12 13-13

INTRODUCTION The use of endorsements in marketing is not a new phenomenon and multiple studies have investigated the importance of endorsements in product advertising. Endorsement applications have been researched ,however, few sources have compared these applications to determine which is the most effective. To communicate the right message, a marketer can make use of advertising which can be defined as a message that is paid and controlled by the advertiser and directed to the masses in an impersonal manner. Endorsers are presumably effective because they have the ability to transfer their personal attributes, expertise, class and style, directly to the product being advertised. essential to plan the advertising strategy to provide a guide for the advertising activities. Advertising is used to, draw the attention to the products and services of the organisation and to provide a personality to the brand in order to make the product stand out amongst its competitors. One way to draw attention to the product is to make use of an endorser. The endorser transfers its characteristics onto the product and if the target consumers like or aspire to posses the endorsers characteristics it will intentionally call them to action to purchase the product or service. Motion perception in animation follows many of the same principles as does motion perception in film. However, since animated motions must be generated computationally to some extent, the issue of how to generate perceptually plausible motion also provides an interesting platform for experimentation. Humans can recognize motion type, character gender, and even character identity from motion capture data displayed using point light walkers, a cloud composed of a series of joint markers moving through space. Even animals can also be recognized by their motion as a ,however, for the purposes of this discussion, we shall consider only the generation of perceptually plausible humanoid motion. One of the most difficult challenges in synthesizing human motion is how to make it look real. Overly accurate solutions, such as full computational synthesis models can appear overly cyclic and "faked". However, discontinuities in visual motion are perceptually salient. Stability and order are also key to creating realistic motion. Bodenheimer et al tested the introduction of biomechanically-derived noise into cyclic computationally synthesized running motions. An introduction of about 17% noise produced the most perceptually plausible results. This result suggests that to produce truly natural motion, synthesis methods need only be "good enough": smooth enough to produce a continuous natural gait, but also containing some noisy error steps violating the perfect continuity of the motion. Further, experiments with simulation have shown that increasing the realism of the surrounding scene actually increases the viewer's visual tolerance of error in the motion. Introducing a realistic context often means that more distractors are introduced into a scene. Since the human perceptual system is only capable of

handling a limited number of items at a given time, these distractors force the visual system to use ensemble processing on the scene and flaws in the motion can subsequently become averaged out of the perceived motion of the scene.

LITERATURE REVIEW
A celebrity endorser is an individual who is known to the public (actor, sports figure, entertainer, etc) for his or her achievements in areas other than that of the product class endorsed (Friedman & Friedman ,1979). Using a celebrity in advertising is therefore likely to positively affect consumers brand attitudes and purchase intentions. To ensure positive results, however, it is critical for advertisers to have a clear understanding of the black box of celebrity endorsement. It has been proved that the effect of celebrity is more on customers mind. It is challenging and interesting to seek creative ways to market tourism destinations with appealing advertisements that help persuade consumers to actually travel. For tourism destination marketers, it is imperative to know what forms of advertising should be used to attract and convince consumers to make travel-purchasing decisions. The main purpose of using celebrity is to gain attention, to promote the product to influence more customers to take their product, status symbol. It has been estimated that about 10% of the dollars spent on television advertising are used in celebrity endorsement advertisements (Agarwal & Kamakura,1995). Celebrity endorsement activity has been increasing over the past years. The billions of dollars spent per year on celebrity endorsement contracts show that celebrities, like Liz Hurley, Britney Spears and Tiger Woods, play an important role for the advertising industry (Daneshvary and Schwer ,2000 Kambitsis et al. 2002). The credibility of an advertisement plays an important role in convincing the target audience of the attractiveness of the companys brand. Pursuing a celebrity endorsement strategy enables advertisers to project a credible image in terms of expertise, persuasiveness, trustworthiness, and objectiveness (Till and Shimp 1998). Theory and practice prove that the use of super stars in advertising generates a lot of publicity and attention from the public (Ohanian,1991). Celebrity influenced a lot on customer minds. Customer tries to make a link between them and their brand. Companies frequently use spokespersons to deliver their advertising message and convince consumers of their brands. A widely used and very popular type of spokesperson is the celebrity endorser (Tom et al. 1992). The reason for using celebrities as spokespersons goes back to their huge potential influence. Compared to other endorser types, famous people achieve a higher degree of attention and recall. They increase awareness of a companys advertising, create positive feelings towards brands and are perceived by consumers as more entertaining (Solomon 2002). To create effective messages, celebrity advertisers also have to consider the attractiveness of the spokesperson (McCracken 1989). Source attractiveness refers to the endorsers physical appearance, personality, likeability, and similarity to the receiver, thus to the perceived social value of the source (Solomon 2002). The use of (by corresponding standards) attractive people is common practice in television and print advertising, with physically attractive

communicators having proved to be more successful in influencing customers attitudes and beliefs than unattractive spokespersons (Ohanian 1991). This behaviour mainly goes back to a halo effect, whereby persons who perform well on one dimension, e.g. physical attractiveness, are assumed to excel on others as well, e.g. happiness and coolness (Solomon 2002). The tourism industry is uniquely visual (MacKay, 1997), and marketing in the tourism industry depends mostly on advertising through visual forms of communication; therefore, tourism destination marketers most commonly use pictures to convey important attributes and features of tourism destinations (Dann, 1996). Picture forms of advertisements not only feature the tourism destination, but also communicate characteristics, concepts, values, and ideas about the destination to the prospective traveler (MacKay, 1997). Presenting pictures of tourism destinations can be a highly effective method of tourism destination advertisement, as pictures are more easily recalled or recognized by consumers than are words (Mac Innis & Price, 1987). There are certain risks associated with using celebrity endorsers, such as poor athletic performance and scandals and this may damage corporate image both personal and criminal - and finally how this impacts shareholders for the sponsor firm. Sometimes bad image of celebrity may ruin the brand image in customers mind. The number of products a celebrity endorses negatively influences consumer perceptions of endorser credibility and likeability, as well as the attitude toward the ad (Tripp et al. 1994). Animation is defined as a dynamic visual statement, form, or structure that evolves through movement over time (Baecker and Small 1990). Animation has become an important design tool in recent graphic interfaces because they motivate consumer actions and draw viewersattention to specific product features. In recent years, numerous corporations continuously design animated characters (such as Qoo of Qoo Juice, Ah Long of Taiwan Life, Pukii Pig of Shanghai Commercial and Savings Bank, and Open-chan of Seven-Eleven) as spokespersons for companyowned brands and products. The reason for this is that animated spokes characters can convey a personality and impression to consumers the way humans do (Callcott and Phillips, 1996). (Callcott and Alvey 1991) and (Callcott and Phillips (1996) determined three major elements that explain why animated spokescharacters are popular: relevance to products, expertise, and nostalgia. (Callcott and Alvey 1991) discovered that the reason animated spokes characters had better advertisement effectiveness is the nostalgia they possess. Manufacturers usually propose nostalgic slogans to arouse consumer's memory, making consumers recall the old times. They also want to trigger the use of endorsed products via consumers trust in animated spokes-characters (Neeley et al., 2000). For example, the famous U.S. brands, Pillsbury Doughboy, The Jolly Green Giant and Mc. Donald's Ronald have become brand icons that can arouse positive emotions and recall from consumers. Relevance to products refers to when consumers can easily connect product features with the features of animated spokes-characters, stimulating the effect of matching (Garretson and Niedrich, 2004). For example, the physical appearance of the Michelin Man is easily associated with the advertised products. (Callcot and Phillips,1996) indicated that when consumers purchase inexpensive products with a low level of involvement and limited brand differentiation, they are more easily influenced by animated spokes-characters. Prior marketing research has mostly addressed animation in the context of banner

advertisements (ads) on Web sites. Evidence has suggested that viewers are repelled by blinking banner ads (Hamilton 1998). Yet, Hong et al (2004) have illustrated that an animated flashing item is able to attract users attention and facilitate quicker location of the item in certain contexts. Animation, which offers entertainment as a form of visual art, has evolved into a character-based business with the potential to expand its base by offering digital content to media such as the Internet and mobile phones. In addition, the animation market has potential benefits, including the production of animated TV shows and movies, video title sales, and merchandise sales featuring animated characters. Animated banner ads may raise brand awareness, brand preference, and purchase intention as compared with static ones (Briggs and Hollis 1997). They could also affect viewer cognitions, resulting in quicker responses and better recalls (Li and Bukovac1999). Further, the speed of animation may influence physiological arousal, recall, and impression pertaining to the advertised contents (Sundar and Kalyanaraman 2004). Since attention is a scarce resource (Lachman et al. 1979), animation may help enhance a Web site and attract viewers attentions. Originally, animation terminology referred to its medium as a means of creating a complete re-presentation of reality because animation can create the true nature of what we are seeing in movies and TV because of its ability to fill the gaps when reality simply doesnt look real enough. Further, animated Web sites may be seen as more emotionally interesting and imagery provoking than static Web sites because of the dynamism conveyed by the transformation in contents. It will be useful to observe if previous results on banner ads continue to hold for Web sites. Animation can be recognized as it means to be produced the world beyond all imagination. Many advertising practitioners have recognized animation as a new advertising design tool and a form of visual art in the current entertainment and tourism industry.

Despite the perception in some quarters that cartoons constitute an important medium for framing social issues, they are often dismissed on the grounds of political absurdity and ideological insignificance. Cartoons are seen as offering just passing chuckles rather than any deep reflection on social advertisements. The perception may be related to the cartoon's discursive spatial limitation and its very nature as a visual mode of communication. Extraneous animation that is present continuously or appears suddenly can act as a distraction, making it difficult to concentrate on pertinent information. Thus, it disturbs and then often annoys people as they search for useful information on the advertisement, lengthening the time needed to obtain information correctly

OBJECTIVES OF THE STUDY

To develop and standardize a measure to evaluate advertisement effectiveness. To evaluate the advertisement effectiveness of animated advertisement in tourism industry. To evaluate the advertisement effectiveness of celebrity advertisement in tourism industry. To evaluate the relationship between animated advertisement celebrity advertisement and ad effectiveness tourism industry. To open new vistas for further research.

HYPOTHESIS OF THE STUDY

Ho1: There is no significant effect of animated advertisement on advertisement effectiveness in tourism industry. Ha1: There is significant effect of animated advertisement on advertisement in tourism industry. Ho2: There is no significant effect of animated advertisement on advertisement effectiveness in tourism industry. SHa2: There is significant effect of animated advertisement on advertisement in tourism industry. Ho3: There is no significant difference between the effectiveness of advertisement endorse by celebrities and animation characters. Ha3: There is significant difference between the effectiveness of advertisement of advertisement endorse by celebrities and animation characters.

RESEARCH METHODOLOGY
The Study: The study was causal in nature with survey method being used for data collection. Sampling Design Population: The population included viewers from Delhi region Sampling frame: Since the data was collected through personal contact the sampling frame included general viewers from Delhi region Sample size: Sample size was 100 respondents. Sample elements: Individual respondents were the sample elements. Sampling techniques: Purposive sampling technique was used to select the sample. Tools used for data collection: Self designed questionnaires were used to evaluate Audience Perception of animated advertisement and celebrity advertisement. Data was collected on a 7 point Likert type scale, where 1 indicated minimum agreement and 7 indicated maximum agreement. Tools used for data analysis: Item to total correlation was applied to check the internal consistency of the questionnaires. CronBach Reliability test was applied to find out the reliability of the questionnaires. Factor analysis was applied to find out the underlying factors of the questionnaires.

RESULTS AND DISCUSSIONS

Audience perception towards advertising Questionnaire Reliability: Reliability test was carried out on the data collected using audience perception towards advertising questionnaire using SPSS software and the result of Cronbach Alpha reliability test is given below
Reliability Statistics Cronbach's Alpha Cronbach's Alpha Based on Standardized Items N of Items

.950

.951

15

Reliability test was carried out on questionnaires to evaluate whether the questionnaire was reliable for conducting the study or not. If the value of reliability test was found to be more than 0.7 the questionnaire is considered reliable. Here from the table it can be seen that the value of Cronbach Alpha reliability test is .950 which is more than 0.7 therefore the audience perception towards advertising was considered reliable for conducting the study. Kaiser- Meyer-Olkin Measure of Sampling Adequacy and Bartletts Test of Sphericity
KMO and Bartlett's Testa Kaiser-Meyer-Olkin Measure of Sampling Adequacy. Bartlett's Test of Sphericity Approx. Chi-Square Difference Significance .951 2355.468 105 .000

matrix; each variable correlates perfectly with itself (r = 1) but has no correlation with the other variables (r = 0). The Bartletts Test of Sphericity was tested through Chi-Square value having a value of 2355.468, which is significant at 0% level of significance. Therefore, the above hypothesis is rejected, indicating that the data was suitable for Kaiser-Meyer-Olkin (KMO) measure of sampling The

adequacy. Kaiser-Meyer-Olkin (KMO) measure of sampling adequacy:

Kaiser-Meyer-Olkin (KMO) measure of sampling adequacy is an index used to examine the appropriateness of factor analysis. High values (between 0.5 and 1.0) indicate factor analysis is appropriate. Values below 0.5 imply that factor analysis may not be appropriate. The Kaiser - Meyer - Olkin Measure of Sampling Adequacy value for audience perception measure was 0.928 indicating that the sample was adequate to consider the data suitable for factor analysis. Bartlett's test of Sphericity: Bartlett's test of sphericity is a statistic test used to examine the hypothesis that the variables are uncorrelated and hence they are suitable for factor analysis.

Factor Analysis
Principle component factor analysis with varimax rotation and Kaiser Normalization was applied. The factor analysis resulted in 15 factors. The details about the factors, initial eigenvalues, extraction sum of squared loadings, rotation sums of squared loadings is given in the table given below.
Total Variance Explained Factor Initial Eigenvalues Extraction Sums of Squared Loadings Total % of Variance 1 2 3 9.002 1.224 .685 60.013 8.159 4.565 Cumulative % 60.013 68.172 72.736 8.650 .838 Total % of Variance 57.664 5.584 Cumulative % 57.664 63.248 5.198 4.289 Total Rotation Sums of Squared Loadings % of Variance 34.655 28.593 Cumulative % 34.655 63.248

4 5 6 7 8 9 10 11 12 13 14 15

.592 .523 .474 .430 .372 .303 .294 .261 .247 .226 .190 .177

3.947 3.488 3.159 2.865 2.479 2.018 1.961 1.742 1.649 1.507 1.266 1.183

76.683 80.171 83.330 86.196 88.675 90.692 92.654 94.396 96.045 97.552 98.817 100.000

Extraction Method: Principal component analysis. Rotation Method: Varimax with Kaiser Normalization.
Rotated Component Matrixa Component 1 Believable Motivates Image Relevant Info Better Futureads Talkto Humour Fun Creativity Cheerful Attractive Appealing Pleasure .837 .816 .808 .753 .712 .700 .689 .531 .016 .385 .458 .408 .476 .596 .550 2 .304 .187 .219 .333 .286 .401 .482 .442 .830 .762 .730 .723 .698 .619 .568

From the above table we can conclude that believable(This ad is better than other state's ad), motivates(this ad motivates you to visit their state), image(can you relate this ad with state's image), relevant(the ad message is relevant), information(. This ad gives thorough information about tourist destination in the

state), better(This ad better than other state's ad), futureads(Would you like to see similar ads like this in future), talk to(You will talk to someone about this ad) all these factors are under component 1. Humour(Is there is any humour in this ad), fun(It was fun to watch the ad), creativity(Do you find creativity in this ad), cheerful(The ad is cheerful), attractive(Can you consider this ad attractive enough), appealing(The ad is appealing to your eye), pleasure(This ad is pleasurable) all these factors are under component 2. One Way Annova between Gujarat advertisement and Madhya Pradesh advertisement,

Descriptives N Mean Std. Deviation Std. Error 95% Confidence Interval Minimum Maximum for Mean Lower Bound male Totalmp female Total male totalgujarat female Total 58 75.6897 51 81.0588 109 78.2018 55 73.1636 43 66.4419 98 70.2143 18.29410 2.40213 13.30024 1.86241 16.30257 1.56150 19.62214 2.64585 19.85339 3.02761 19.90609 2.01082 70.8795 77.3181 75.1067 67.8590 60.3319 66.2234 Upper Bound 80.4998 84.7996 81.2970 78.4682 72.5518 74.2052 30.00 22.00 22.00 15.00 24.00 15.00 105.00 102.00 105.00 105.00 105.00 105.00

From the above table : Madhya Pradesh: male - 58, mean - 75.6897 female - 51, mean - 81.0588 From lower bound and upper bound we can see that there is more variation in males(2.40213) as compare to females(1.86241) in Madhya Pradesh. Gujarat: male - 55, mean - 73.1636 female - 43, mean - 66.4419 From the lower bound and upper bound we can see that there is more variation in females(3.02761) as compare to males(2.64585) in Gujarat. Null hypothesis H0 (1) : There is no significant difference between the perception of male and female towards the advertisement of Gujarat. Null hypothesis H0 (2) : There is no significant difference between the perception of male and female towards the advertisement of Madhya Pradesh.

ANOVA Sum of Squares Between Groups totalmp Within Groups Total Between Groups totalgujarat Within Groups Total 782.322 27921.237 28703.560 1090.368 37346.132 38436.500 df 1 107 108 1 96 97 1090.368 389.022 2.803 .097 Mean Square 782.322 260.946 F 2.998 Sig. .086

Test of Homogeneity of Variances Levene Statistic Totalmp Totalgujarat 4.932 .349 1 1 107 96 .028 .556 df1 df2 Sig.

Null hypothesis H0 (1) : Variance between male and females is not rejected in Gujarat because the significance is more than .05 and it is equal by chance. Null hypothesis H0 (2) : Variance between males and females in Madhya Pradesh is rejected because significance is less than .05.

Descriptive Statistics N mp guj Valid N (listwise) 109 98 98 Minimum 22.00 15.00 Maximum 105.00 105.00 Mean 78.2018 70.2143 Std. Deviation 16.30257 19.90609 Variance 265.774 396.253

From the above table we can conclude that average perception for gujarat(70.2143) is less than average perception for madhya pradesh(78.2018)

LIMITATION 1: Some of the people were not responsive.

2: Possibility of error in data collection because many of the respondents may have not given a answer to the questionnaire. 3: Sample size was less to represent the whole population. 4: The time period of research was short. 5: Respondents behaviour was very casual. 6: Financial resources are not available.

CONCLUSION
This report introduced two types of advertisement one is celebrity advertisement and the other is animated advertisement. Each advertisement featured their uniqueness. Both advertisements are totally different to each other and giving cut throat competition . After study we got that in Anova test the significance level is more than 0.05 this shows that there is no difference between perception of male and female and if it so then it is due to chance. It was found that average 78.2018 of Madhya Pradesh advertisement is greater than the average 70.2143 of Gujarat advertisement. However Madhya Pradesh advertisement is more perceived by the audience as compare to the Gujarat advertisement.

REFERENCES
1. Friedman, HH & Friedman, L 1979, Endorser effectiveness by product type, Journal of Advertising Research, vol. 19, no. 5, pp. 63-71. 2. Agrawal, J & Kamakura, WA 1995, The economic worth of celebrity endorsers: an event study analysis, Journal of Marketing, 59, pp. 56-62. 3. Daneshvary, Rennae and R. Keith Schwer (2000), The Association Endorsement and Consumers Intention to Purchase, Journal of Consumer Marketing, 17 (3), 203213. 4. Ohanian, Roobina (1991), The Impact of Celebrity Spokespersons Perceived Image on Consumers Intention to Purchase, Journal of Advertising Research, 31 (1), 4653. 5. Tripp, C, Jensen, T, & Carlson, L 1994, The effects of multiple product endorsements by celebrities on consumers attitudes and intentions, Journal of Consumer Research, vol. 20, pp. 535-547. 6. Till, Brian D. and Michael Busler (1998), Matching Products with Endorsers: Attractiveness versus Expertise, Journal of Consumer Marketing, 15 (6), 576586. 7. Tom, Gail, Rebecca Clark, Laura Elmer, Edward Grech, Joseph Masetti, Jr., and Harmona Sandhar (1992), The Use of Created versus Celebrity Spokespersons in Advertisements, Journal of Consumer Marketing, 9 (4), 45-51. 8. Solomon, Michael R. (2002), Consumer Behavior: Buying, Having, and Being, 5th ed., New Jersey: Prentice Hall. 9. McCracken, Grant (1989), Who Is the Celebrity Endorser? Cultural Foundations of the Endorsement Process, Journal of Consumer Research, 16 (3), 310-321. 10. Callcott MF, Alvey PA (1991). Toons sell . . . and sometimes they don't: An advertising spokes-character typology and exploratory study. Proc. Conf. Am. Acad. Advert., pp. 43-52.

11. Callcott MF, Phillips BJ (1996). Observations: Elves make good cookies: Creating likable spokes-character advertising. J. Advert. Res., 36(5): 73-78. 12. Neeley SM, Macias W, Clark TM, Lee, WN (2000). Advertising spokescharacter attributes and the use relationships. In Proceedings of the 2000 Society of Consumer Psychology Conference, J. Inman, J. Tepper, and T. Whittler, eds., San Antonio, TX. Soc. Consum.Psychol., pp. 94-99. 13. Garretson JA, Niedrich RW (2004). Spokes-characters: creating character trust and positive brand attitudes. J. Advert., 33(2): 25-36. 14. Baecker, R. & I. Small (1990). Animation at the Interface, in The Art of Human-Computer Interface Design, ed. B. Laurel, Addison-Wesley Publishing Company, pp.251-267 15. MacKay, Kelly. (2007). Pictorial element of destination in image formation. Annals of Tourism Research. 24 (3), 537-565.

ANNEXURE
ANNEXURE 1 QUESTIONNAIRE Dear Sir/Madam I, MEGHA DOGRA, a student of MBA-II Semester of School of Management Sciences, Apeejay Stya University is undergoing a Research Project as a part of my MBA course. You are requested to kindly respond to the questions mentioned below. The information so collected will be used strictly for academic purpose only. Kindly respond to the questions mentioned below where 1 indicates the minimum agreement and 7 indicates the maximum agreement. Respondent Name: _______________________ Gender : Female:________ / Male:________ Advertisement : Madhya Pradesh:__________/ Gujarat: _________

1. This ad better than other state's ad. 1 2 3 4 5 6 7

2. Can you relate this ad with state's image. 1 2 3 4 5 6 7

3. The ad message is relevant. 1 2 3 4 5 6 7

4. Can you consider this ad attractive enough. 1 2 3 4 5 6 7

5. The ad is cheerful. 1 2 3 4 5 6 7

6. This ad is pleasurable . 1 2 3 4 5 6 7

7. Is there is any humour in this ad. 1 2 3 4 5 6 7

8. The ad is appealing to your eye. 1 2 3 4 5 6 7

9. It was fun to watch the ad. 1 2 3 4 5 6 7

10. You will talk to someone about this ad. 1 2 3 4 5 6 7

11. Do you find creativity in this ad. 1 2 3 4 5 6 7

12. Would you like to see similar ads like this in future. 1 2 3 4 5 6 7

13. This ad motivates you to visit their state? 1 2 3 4 5 6 7

14. This ad gives thorough information about tourist destination in the state. 1 2 3 4 5 6 7

15. The benefits described in the ad are believable to me. 1 2 3 4 5 6 7

TABLE

Annexure 1
Reliability test result of Cronbach Alpha reliability test is given below :
Reliability Statistics Cronbach's Alpha Cronbach's Alpha Based on Standardized Items N of Items

.950

.951

15

Annexure 2
KMO Test Sphericity
KMO and Bartlett's Testa Kaiser-Meyer-Olkin Measure of Sampling Adequacy. Bartlett's Test of Sphericity Approx. Chi-Square Difference Significance .951 2355.468 105 .000

Annexure 3
Factor Analysis

Total Variance Explained Factor Initial Eigen values Extraction Sums of Squared Loadings Total % of Variance 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 9.002 1.224 .685 .592 .523 .474 .430 .372 .303 .294 .261 .247 .226 .190 .177 60.013 8.159 4.565 3.947 3.488 3.159 2.865 2.479 2.018 1.961 1.742 1.649 1.507 1.266 1.183 Cumulative % 60.013 68.172 72.736 76.683 80.171 83.330 86.196 88.675 90.692 92.654 94.396 96.045 97.552 98.817 100.000 8.650 .838 Total % of Variance 57.664 5.584 Cumulative % 57.664 63.248 5.198 4.289 Total Rotation Sums of Squared Loadings % of Variance 34.655 28.593 Cumulative % 34.655 63.248

Annexure 4
One way anova
ANOVA
Sum of Squares Between Groups totalmp Within Groups Total Between Groups totalgujarat Within Groups Total 782.322 27921.237 28703.560 1090.368 37346.132 38436.500 df 1 107 108 1 96 97 1090.368 389.022 2.803 .097 Mean Square 782.322 260.946 F 2.998 Sig. .086

Test of Homogeneity of Variances Levene Statistic df1 df2 Sig.

totalmp totalgujarat

4.932 .349

1 1

107 96

.028 .556

Annexure 5 Descriptive test

Descriptive Statistics N mp guj Valid N (listwise) 109 98 98 Minimum 22.00 15.00 Maximum 105.00 105.00 Mean 78.2018 70.2143 Std. Deviation 16.30257 19.90609 Variance 265.774 396.253