An Evaluation of the Communication Effectiveness of Selected Television Commercials.

Abstract

The purpose of this study was to evaluate the communication effectiveness of two toilet soap commercials. The researcher also sought to understand how audi- ences process television advertising based on the involvement theory. Interviews and focus groups were used to collect data. It was discovered that the commercials did not achieve some of the set communi- Ucation objectives. One lacked the ability to persuade the audience whereas the other failed to arouse interest and desire for the advertised product. This was attributed to the type and amount of information provided and the style of execution. It was concluded that creativity in the use of humor, drama, and music is impor- tant for arousing interest in the product but sufficient information is necessary to elicit purchase intention. It was also discovered that attitudes toward commer- cials and the brands advertised may develop in low-involvement situations. How- ever, these attitudes do not always lead to purchase behavior. At the conclusion of the study, a set of guidelines was developed for advertising practitioners.