3 D Animated Spokes Characters As Tools Of Effective Message Delivery To Youth

Abstract

The first research question of this study is Does animated television advertisement predicts brand preference? to answer this research question the corresponding research objective is To assess the impact of animated television advertisement on brand preference and the corresponding hypothesis is H3: Animated television advertisement will predict the brand preference. To test this hypothesis the correlation analysis was conducted that revealed that there is a positive and significant association between animated television advertisements. The second objective of this study is, to assess the mediating role of brand awareness in the association between animated television advertisements and brand preference . The corresponding hypothesis is, H6: Brand awareness will mediate the relationship between animated television advertisements and brand preference . The regression analysis results are used to analyze the mediating role of brand awareness between the effectiveness of 3D animated television advertisement and brand preference. The third objective of this study is, to assess the mediating role of purchase intention in the association between animated television advertisements and brand preference . The corresponding hypothesis is, H7: Purchase intention will mediate the relationship between animated television advertisements and brand preference . The regression analysis results are used to analyze the mediating role of purchase intention between the effectiveness of 3D animated television advertisement and brand preference. It pointed out the gap between the high importance of the effectiveness of advertisement using 3D animated spokes character being used by the advertisement industry and respective brand managers of different companies and brands. This comprehensive and systematic research is going to add value to the effectiveness of advertisement using 3D animated spokes character and formation of its structure in literature.