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International journal of Innovative Research in Management
ISSN 2319 – 6912
(July 2014, issue 3 volume 7)
Anatomical Effects of Billboard Advertising on Consumers'
Purchase Intent of Beer
__________________________________________________________________
*Ugonna, Ikechukwu Adolphus, **Ndubisi, Emmanuel Chidozie, ***Otugo,
Nkeiru Esther, ****Eze, Precious Chikezie & *****Akabogu, Okey Christopher
Dept. of Marketing, Faculty of Management Sciences, Anambra State University,
Anambra State, Nigeria
________________________________________________________________________
ABSTRACT
The influences of the anatomical components of the AIDCA theory of advertising, an extension
of AIDA, were tested in this study, using a billboard advertisement of Hero beer in Awka,
capital city of Anambra State, Nigeria. AIDCA is an acronym for the Attention, Interest,
Desire, Conviction, and Action which an advertisement is expected to induce in consumers. The
study focused on the influences which the variables encapsulated in the AIDCA theory had on
beer consumers' Purchase Intent of Hero beer in the study area. Through a survey of a
convenience sample of 200 beer consumers in the study area, the study used a questionnaire to
measure and analyze the influences which the AIDCA variables had on the Purchase Intent of
beer consumers. Using a multiple regression model, the AIDCA independent variables
significantly explained about 50% (R-squared=.473) of the variability in the consumers'
Purchase Intent, the dependent variable. The R-squared is largely attributable to the
independent variables Attention and Interest, the only two significant independent variables in
the model. For further testing of the efficacy of the AIDCA theory, further studies should
replicate the theory and methodology used in this study, with a different billboard advertisement
of Hero beer in the study area.
Keywords: 'AIDCA', billboard, advertisement, purchase intent, Hero beer
-------------------------------------------------------------------------------------------------------*Corresponding Author: Akabogu, O.C.; +2348039594774; Email: [email protected]
INTRODUCTION
1.1
Background of the Study
Purchasers of consumer products, such as beer, are exposed to numerous advertising
stimuli aimed at either creating/increasing awareness, stimulating purchase intent, and
generating trial/retrial of the products. There may also exist other attitudinal or/and behavioral
objectives that the advertisements may be aimed at accomplishing. Marketing theory and
advertising copywriting consider advertisements as means of making what might be
characterized as complete sales presentations. Marketing practitioners also visualize adverting
as an essential promotional tool in formulating promotional strategies (Engel, Blackwell, and
Kollat, 1978).
An advertisement, in terms of its constituent elements, is expected to have an anatomy
comprising of at least four essential elements as argued by the AIDA and AIDCA theories of
advertising, and explained in Anyanwu (2003), Engel et al., and Parker (2012). AIDCA is an
extension of AIDA, a popular advertising construct in advertising. AIDCA is an acronym that
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stands for the Attention, Interest, Desire, Conviction, and Action elements or stimuli that are
implicitly or/and explicitly coalesced into what is called an advertisement, targeted at
consumers to elicit some desirable promotional or/and sales effects. Typologies of advertising
include advertising embodied in physical forms such as billboard, newspaper, and magazine
advertising, which typify advertising in its physical forms. Radio advertising, for instance, is an
example of advertising in an unseen, but heard, form.
A physical form of advertising, billboard advertising, is of interest in this study.
Advertising seems to run across the entire gamut of consumer products, especially in the socalled developed countries. In Nigeria, the advertising of consumer products is not widespread
in the category of consumer products, but advertising of beer in Nigeria is noticeably visible in
most states of Nigeria, including Anambra State, Nigeria. Beer advertising, and billboard
advertising in particular, is commonplace in the Anambra State beer marketplace. Billboard
advertising of the Hero brand of beer in Awka, Anambra State, Nigeria, is visibly present and
loud in Awka.
There appears to be a dearth of literature on how the anatomical members of billboard
advertisements of beer influence consumers' Purchase Intent of beer. There is also a lack of
evidence in the literature that the AIDCA theory has been applied to study how billboard
advertisements of beer affect consumers' Purchase Intent of beer, despite the numerous
billboard advertisements on beer.
This study is born out of the desire to apply a theoretical approach, AIDCA, to analyze
the anatomical effects of billboard advertising of beer on consumers' Purchase Intent of beer.
Consequently, the theoretical framework for this study rests on the AIDCA theory of
advertising. The AIDCA theory of advertising essentially posits that the Attention, Interest,
Desire, Conviction, and Action elements of an advertisement induce an attitude or/and behavior
in the consumers. The resulting attitudinal or/and behavioral effects could be for the consumers
to become aware or more aware of the product, develop a purchase intent of the product or to
purchase/repurchase the product. Purchase intent of the product may ultimately result in actual
purchase of the product. Consequently, it is salient to study how the anatomy of a billboard
advertisement of a consumer product may influence consumers' Purchase Intent of the product.
1.2
Statement of the Problem
Billboard advertising may be effective in stimulating consumers' Purchase Intent of beer.
Consequently, the research problem focuses on the void that may be extant due to the nonapplication of the AIDCA theory to study consumers' Purchase Intent of beer, using a billboard
advertisement of the Hero beer and Awka, a capital city of Anambra State, Nigeria, as study
slices.
1.3
Objectives of the Study
Using a billboard advertisement of Hero in Awka, the study area, and keeping in view
the theoretical framework for this study, the objective of this study is to identify which of the
advertising elements in the AIDCA advertising theory significantly influence consumers'
purchase intent of Hero beer
1.4
Research Question
The following research question will be raised in order to address the objective of the
study:
RQ: Do the advertising elements coalesced in the AIDCA advertising theory significantly
influence consumers' purchase intent of Hero beer?
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1.5
Research Hypothesis
The following research hypothesis, in null form, will be tested to answer the research
question posed in this study.
Ho: The advertising elements coalesced in the AIDCA advertising theory do not
significantly influence consumers' purchase intent of Hero beer.
1.6
Significance of the Study
This study extends the testing of the AIDCA theory in an environment beyond where the
theory was originally conceived, and perhaps first tested. The findings of this research
significantly creates awareness of the effects of the components of billboard advertising, as
configured in this study, on consumers’ purchase intent of Hero beer. Identification of the
significant anatomical constituents of billboard advertising contributes to producing billboards
with enhanced promotional effects on consumers of Hero beer, and perhaps other beer brands
too. The study serves as a piece of motivation to organizations wishing to advertise their
beverages. This work yields benefits to advertising copywriters and advertising managers of
beverages. This study is also of importance to the academia as additional literature in the
understanding of AIDA, AIDCA, and other extensions of AIDA.
1.7
Scope and Limitations of the Study
Subject and Variable Scope.
This study's subject scope is delimited to
advertising, billboard advertising specifically as shown in the picture attached herein, which is
an aspect of promotions in marketing. The variables of interest in the study are the advertising
elements encapsulated in the AIDCA theory, and consumers' purchase intent. The variables in
the AIDCA theory are independent variables that are theorized to influence consumers' purchase
intent, a dependent variable in the study.
Geographical scope. Awka, a commercial city and the capital of
Anambra State, Nigeria is the geographical area of study. Anambra State, Nigeria, consists of a
collection of cultural groups that have somehow related languages, customs and traditions.
Study unit scope/Brand of interest. The units of study in this work consist of
only adult consumers of beer who at the time of this study resided in Awka, and have seen and
read the billboard advertising of Hero, whose picture is attached herein.
Limitations of the study. Availability of subjects for this study, within a
compressed study time, was obviously a limitation in this study, given a tight deadline for study
completion.
Additionally, consumer-based marketing research seems to be an unfamiliar
subject to many study participants in many places of the world, including the geographical area
of this study.
REVIEW OF RELATED LITERATURE
2.1
Introduction
For close to a century, advertising researchers and practitioners the world over have
diligently sought to understand just how advertising influences buyers' purchase intentions. The
way in which target audiences process and ultimately use advertising information to influence
product and brand choices is considered a top priority research area for contemporary marketing
and advertising researchers. In the past, advertising and marketing communications went to
work only for the purpose of increasing sales, but today one can argue that advertising is
considered one of the important elements of customer service. One of the important issues in
the realm of advertising is evaluation of advertising effectiveness. Advertising changes attitude,
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increases knowledge, reforms behavior, informs the audience, strengthens relations, promotes
exchanges, and reminds the audience of the various features of a product. This study examines
an attitudinal change in purchase intent that may be induced by a Hero beer billboard
advertisement.
2.2
Development and evolution of Advertising theories
Barry and Howard (1990) traced the development and evolution of advertising theories
when they wrote that
In 1898 E. St Elmo Lewis developed AID (Attention, Interest, and Desire) as a sales guide for
salesmen to be successful in moving a prospect to buy. Later, AID became AIDA (Attention,
Interest, Desire, and Action) when the action stage was considered necessary to convince
salesmen to move buyer prospects through complete selling process. In 1910 Printers Ink
Editorial developed AlCA (Attention, Interest, Conviction, and Action), and argued that a
complete advertisement must follow this conjecture of persuasion. In 1911 Arthur F. Sheldon
developed AIDAS as Attention, Interest, Desire, Action, and Satisfaction. He added 'Permanent
satisfaction' as a necessary part of the persuasive and long-run selling process. In 1915 Samuel
R . Hall developed AICCA as Attention, Interest, Confidence, Conviction, and Action as the
necessary steps in writing a good, persuasive advertisement. In 1921 Harry D. Kitson developed
AIDCA as Attention, Interest, Desire, Conviction and Action. He used this model in writing
about how the mind of the buyer works. In 1940 Clyde Bedell developed AIDCA as Attention,
Interest, Desire, Conviction and Action. In 1956 Merrill Devoe developed AIDMA as Attention,
Interest, Desire, Memory and Action. Barry et al. (1990).
The first published hierarchy of effects in advertising was operative in marketing
communications since 1898 and researchers and practitioners continue to contest the hierarchy
notion till today. The vast majority of them merely offer changes in nomenclature to the
traditional hierarchy-of-effects model which hypothesized that audiences respond to messages
in a cognitive, affective, and conative (behavioral) sequence. More recently, however,
researchers have begun to debate the existence of a single hierarchy sequence and have
proposed alternative order hierarchy models (Lavidge and Steiner 1961).
Proponents of the traditional hierarchy framework claim that audiences of advertising
and other marketing communications respond to those messages in a very ordered way:
cognitively first ('thinking'), affectively second ('feeling'), and conatively third ('doing')
(Lavidge and Steiner, 1961). Billboard Advertising is an investment in a 'long-term' process that
moved consumers over time through a variety of stair-step stages, beginning with product
'unawareness' and moving ultimately to actual purchase. The view of the stages of the
advertising hierarchy is implicitly a causal one. However, by recognizing that advertising is
essentially a 'long-term' process, it suggests that a causal influence between stages must occur
only in the long-run, although it may not be found in the short-run. The argument that a
favorable response at one step is a necessary, but not sufficient condition for a favorable
response at the next step is central to the idea of advertising hierarchy of response models to this
day (Preston and Thorson, 1983).
Lavidge-Steinetr (1961) posited that the Model stage advertising involves Conative, Affective,
and Cognition while Model order involves Purchase, Conviction, Preference, Liking,
Knowledge, and Awareness. At the Conative stage are purchase and conviction; at Affective
stage we have preference and liking; at Cognition stage we have Knowledge and Awareness.
AIDA was theorized as a behavioral model intended to ensure that an advertisement raises
awareness, stimulates interest, and leads the customer to desire and eventually action (Hackley,
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2005). The AIDA theory was seen as highly persuasive and is said to often unconsciously
affect our thinking (Butterfield, 1997). AIDA theory suggests that for an advertisement to be
effective, it has to be one that commands Attention, leads to Interest in the product, then to
Desire to own or use the product, and then finally leads to Action (Mackay, 2005). For a
billboard to contribute to success it has to be designed so that the customer passes through all
these four phases, with all being equally important. The theory implies that the billboard should
inject memorable and believable messages that will make trigger consumers to act in a certain
way (Brierley, 2002).
In marketing, grabbing the attention of potential customers or clients is imperative to
gaining interest in the product. Once that interest is established, a business must make potential
customers or clients desire the product enough to take action, generally by purchasing the
product. There's a particular way consumers react to a marketing message. Marketers can gain
the attention of consumers by product samples, large visual signs and other sensory techniques.
Once the marketer has the attention of the consumer, they must craft their interest through
product demonstrations, information and advertising. Companies must then build desire by
focusing on creating a want for their specific brand, and lastly, consumer action through
promotions, discounts and calling out of features or benefits. The AIDA model of advertising
which stands for Attention, Interest, Desire, Action is perhaps the simplest formula you will
ever find anywhere, yet also the most powerful, and perhaps controversial too.
Attention. The first thing billboard advertising copy needs to do is grab the viewer's
attention. If not, the viewer may be lost for good. A billboard should have an appeal required
for the brand to be promoted. A billboard advert should immediately catch the viewer’s
attention. For instance, many brands make use of highly popular celebrities in their billboard
adverts in order to grab attention. In developing advertising billboards, it is advised that
marketing managers should always start by identifying the targeted audience and its reasons to
purchase a specific product or service.
Interest. Once the attention of viewers is caught, then the viewers interest in the product
needs to be generated. The interest objective sometimes uses emotions to address the fact that
the purchase is a good bargain, the right step, a sound decision, etc. A billboard should be
designed to create interest.
Desire. There is huge difference between being interested in something and desiring it.
The viewer's interest needs to be converted into a strong desire for what is being offered. A
billboard advert must create a strong motivation and generate a need to buy the product, even if
there is no immediate need. This can happen only if the copywriters have used the correct
appeal in the billboard advertisement
Action. When a brand of beer promotes its image through a billboard, the advertisers
attempt to ensure that they are able to convince their customers to make a final buy or be
inquisitive to know more about the product/brand. No matter how attractive and customer
focused an advert may be, if there is no strong positioning in the minds of the customer, the
brand will be lost in the viewers' minds. A billboard advertisement should tell the audience how
beneficial the product. An advert will create a strong impact only if it is able to highlight the
benefits its target market will get with using the product, and only then will action towards a
purchase take place. Consumers tend to buy a product only when they see the benefits that the
product or service can deliver.
2.3
AIDCA Theory in Brief
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1.
Grab the potential client's or customer's attention. Whether the advertising involves
commercials, posters or billboards, the advert should be attention-grabbing. Catchy audio
visuals or interesting pictures are often used.
2.
Arouse the potential customer's interest by using visuals that relate to them. This will
require obtaining information about potential clients or consumers. Businesses can run studies,
take surveys or even just ask questions to gain information about what interests potential clients
or customers, and then use these cues in advertising formats.
3.
Give the customer a desire for the product or service. A business should show the
benefits of using the product or service advertised.
4.
Convince the viewers that the expected benefits from the product or service are real and
desirable.
5.
Invite the customers to purchase the product or service. Often, encouraging the
customers to act quickly can make the difference between success and failure in marketing.
Offering sales or discounts with time limitations is one way of making customers act quickly.
RESEARCH METHODOLOGY
3.1
Introduction
Quantitative methodology, as discussed by Malhotra (2007), was adopted for this study.
This methodology permits the use of quantitative data obtained through a structured data
collection instrument. Unlike qualitative methodology, quantitative methodology permits the
use of statistical analysis to make inferences and recommendations.
3.2
Research Design
The research design used for this study is the survey method. This involved the use of a
descriptive, single cross-sectional design, using a non-probability sampling method, the
convenience sampling method. The quantitative methodology used assumed that the influences
of the advertising elements or variables on consumers' purchase intent can be regarded as
interval variables from which means and variances can be obtained for statistical analysis, as
used in Akabogu (2013a,b,c).
3.3
Population of the Study
Only adult beer consumers who at the time of this study resided in Awka, and have seen
and read the billboard advertising of Hero beer used for this study (see picture in the appendix).
The population of Anambra State is estimated to be about 4.1 million people, which is about 3%
of Nigeria’s population of about 140.5 million people (Nigerian Population Commission, 2006).
3.4
Sampling and Sample Size
No available database of the qualified population for the study was found at the time of
this study. Therefore, since there was no sampling frame, the convenience sampling method
was used to obtain a sample of 200 for this study, as suggested by Malhotra (2007). The data,
through the convenience sampling method, were obtained from beer consumers at hotels,
restaurants, road side eating places, and places where beer was sold and consumed in Awka,
capital city of Anambra State, Nigeria. A structured questionnaire was used to collect data on
the influences of the AIDCA advertising variables on beer consumers’ purchase intent of Hero
beer.
3.5
Measuring Instrument
Influences on consumers’ purchase intent, attitudes, satisfaction, and behavior can be
assessed on continuous Likert type scales, as suggested by Malhotra (2007), and used in
Akabogu (2013a, b, c). Based on this literature, a structured questionnaire with continuous
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scales was used to collect data on the influences of the AIDC variables on consumers' purchase
intent of Hero beer in the study area.
3.6
Reliability and Validity of the Data Collection Instrument
Reliability.
Many types of reliability tests are available in the literature
(Malhotra, 2007). As indicated in Malhotra (2007) and Akabogu (2013), a convenience sample
of 20 beer consumers was used to pretest the questionnaire, and calculate the Cronbach's alpha,
an estimate of the reliability of the data collection instrument. A Cronbach's alpha of .85 was
obtained, thus indicating a high reliability of the data collection instrument.
Validity. Of the many types of validity tests in the literature, the face or content
validity test was used for validity test of the questionnaire Malhotra (2007) and Akabogu
(2013). The content validity of the questionnaire was estimated by six marketing practitioners
in Awka, the area of the study.
3.7
Data Collection
Source and type of Data. Primary data were collected from a convenience
sample of 200 respondents from the qualified population of beer consumers in Awka, the area
of study. A survey method was used to collect primary data from the convenience sample of
qualified subjects in the population. The questionnaire was administered to the qualified
subjects in a face to face setting in fast food restaurants, hotels, street-side food joints, and other
places where beer was served in Awka city. The respondents were politely requested in those
areas to participate in the study, if they chose to, after they had peruse the picture of the
billboard advertisement used for the study (see appendix). No other means of data collection
was used in this study.
3.8
Procedures and Analytical Techniques
The hypotheses in this study were tested by using computerized multiple regression
analysis to determine if there are significant variations in the influences of the AIDCA
advertising variables on consumers' purchase intent of Hero beer in Awka, based on the specific
billboard advertisement used in this study. Consumers' purchase intent is the dependent
variable in this study, with the AIDCA variables as independent variables. An R-squared
measure of .473 was obtained, showing that the advertising variables encapsulated in the
AIDCA advertising theory explained about 50% of the variability in consumers' purchase intent
of Hero beer in Awka.
3.9
Assumptions
The assumptions made in this study are very much in line with the assumptions made in
Akabogu (2013a,b,c), and supported by Malhotra (2007). The study assumed that
statistical inferences can be made on the basis of non-probability sample information,
such as information obtained through convenience and judgmental sampling methods.
The
results from a non-probability sample may not be generalized to the population, simply
because the convenience and judgmental
sampling methods do not produce representative
samples. Akabogu (2013a,b,c)
Malhotra (2007) notes that even though convenience sampling has its limitations, yet it is used
in many marketing research surveys, and the author recommends sample sizes that have been
found to be experientially suitable for market research surveys involving non-probability
sampling. The assumption that the influences of the AIDCA advertising variables can take on
interval values may be arguable as Churchill (1979) noted that there existed some argument
about the use of interval rating scales that are used to measure variables that may be not be
continuous. Akabogu (2013a,b,c) also noted that "to worsen the pain in the assumption of
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continuity in the scale of measurement, some other requirements according to theoretical
statistics may not be met". However, Malhotra (2007) opined that, "often, the statistical theory
requirements are satisfied in pragmatic data analyses involving analysis of variance, and
regression analysis, thus making them commonly used analytical techniques". Also, the
assumption that the variables involved in the study are not transformable into log-linear,
quadratic, and other forms, could be erroneous. It must be noted that the assumptions made in
this study are not comprehensive.
4.0
RESULTS AND DISCUSSION
Using computerized data analysis, the hypotheses in this study were tested, and the
results in Table I below are the results of the analysis and test of hypotheses.
Table I
Ho: The advertising elements coalesced in the AIDCA advertising theory do not
significantly influence consumers' purchase intent of Hero beer.
Dependent Variable: Purchase Intent
R-Squared = .473
Independent Variables
Attention
B- Coefficient
.21
Std Error
.06
t
3.60
P-Value
.000
Interest
Desire
Conviction
Action
.48
-.01
-.10
4.26
.05
.06
.07
.05
9.72
-.13
-.1.41
.90
.000
.894
.161
.371
A multiple regression model was used to test the hypotheses in this study, as shown in Table I
above. With an R squared of .473, the independent variables in the model explained about 50%
of the variability in the dependent variable, purchase intent. Only two variables, attention and
interest, showed significant influences on consumers' purchase of Hero beer, based on the
billboard advertisement of Hero in the study area. The two variables, attention and interest,
must have been largely responsible for the observed variability in consumers' purchase intent.
5.0
CONCLUSIONS AND RECOMMENDATIONS
Conclusions
Given the analysis in Table I above, and subsequent interpretation of results, this study
concludes that the AIDCA theory, as an advertising paradigm, is significant and relevant in
understanding consumers' purchase intent of Hero beer in the study area, based on the particular
billboard used in this study. The study, however, also concludes that only the Attention and
Interest components of the AIDCA theory are significant drivers of the consumers' purchase
intent of Hero beer in the study area.
Recommendations
Given the findings and conclusions reached in this study, the following
recommendations are worth considering.
1.
The anatomical elements coalesced in the AIDCA theory should be considered as useful
tools in the evaluation of the effectiveness of billboard advertisement.
2.
The methodology used in this study can be replicated with other different billboard
advertisements of Hero beer in the study area, and other areas.
3.
Other advertising theories can be used to study consumers' purchase intent of Hero beer
in the study area to determine if higher or lower variability in purchase intent can be obtained.
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4.
Since a non-probability sampling approach was used in this study, caution should be
taken in adopting the results from this study. In future studies, if possible, larger probability
samples can be used to compare results, and for more generalizable application of the findings.
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APPENDICES
Data Collection Instrument
Adopted from Malhotra (2007) and Akabogu (2013c)
BILLBOARD ADVERT STUDY
I am Ikechukwu Ugonna, a doctoral student at Anambra State University. I am conducting a
research on how beer consumers who reside in Awka, Anambra state, perceive and respond to
this billboard advertisement of Hero beer, as shown in this picture. The information obtained
from this study will be used strictly and only for the purposes of understanding beer consumers'
perceptions of and responses to this billboard advertisement of Hero beer in Awka, Anambra
State, Nigeria, and also for the teaching of marketing in educational institutions. Your name is
not required for this study, and all information that you volunteer will be used only for the
purposes stated above. Please, would you be kind enough to freely partake in this study by
completing this short questionnaire? Your cooperation will be highly appreciated.
(QI is asked only after finding out if the subjects, at the time of the study, resided in Awka,
Anambra State, have bought and consumed beer at least once in Awka, and have actually seen
and read the billboard advertisement in the picture shown to them.)
QI
On a scale of 1-5, as shown below, and based on the billboard advertisement of Hero beer as
shown in the picture, please indicate your PURCHASE INTENT of Hero beer? (Check one
answer only.)
5 = Definitely will buy
4 = Probably will buy
3 = Might or might not buy
2 = Probably will not buy
1 = Definitely will not buy
QII
On a scale of 1-5, as shown below, how much do the ATTENTION getting elements (benefits,
news, and curiosity) contained in this billboard advertisement of Hero beer, as shown in this
picture, influence your purchase intent of Hero beer? (Check one answer only.)
5 = Very much influences
4 = Somehow influences
3 = Neutral or No opinion
2 = Somehow does not influence
1 = Very much does not influence
QIII
On a scale of 1-5, as shown below, how much does the INTEREST you now have for Hero
beer, based on the billboard advertisement of Hero beer that you have seen and read in the
picture shown to you, influence your purchase intent of Hero beer? (Check one answer only.)
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5 = Very much influences
4 = Somehow influences
3 = Neutral or No opinion
2 = Somehow does not influence
1 = Very much does not influence
QIV
On a scale of 1-5, as shown below, how much does the DESIRE (justification) you now have to
want to buy Hero beer, based on the billboard advertisement of Hero beer shown in this picture,
influence your purchase intent of Hero beer? (Check one answer only.)
5 = Very much influences
4 = Somehow influences
3 = Neutral or No opinion
2 = Somehow does not influence
1 = Very much does not influence
QV
On a scale of 1-5, as shown below, how much does the CONVICTION (confidence and
comfort) you now have to want to buy Hero beer, based on the billboard advertisement of Hero
beer shown in this picture, influence your purchase intent of Hero beer? (Check one answer
only.)
5 = Very much influences
4 = Somehow influences
3 = Neutral or No opinion
2 = Somehow does not influence
1 = Very much does not influence
QVI
On a scale of 1-5, as shown below, how much does the ACTION (motivation) generated in you
now to want to buy Hero beer, based on the billboard advertisement of Hero beer shown in this
picture, influence your purchase intent of Hero beer? (Check one answer only.)
5 = Very much influences
4 = Somehow influences
3 = Neutral or No opinion
2 = Somehow does not influence
1 = Very much does not influence
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