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BUSN 480 Instructor

Group members Irtifa Nasir

Omar Farooq

Ahmad Amjad

Raheel Butt

Bilal Aslam

Marketing Research

Forman Christian College University

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Letter of transmittal

This research analyzes if there is a relation between advertisements shown on the in house cable

channels and brand image of an organizations; the problem was defined by Atlas Honda

motorcycles’ management, because they want to advertise on television, however marketing

department thought it not the right medium to advertise. We employed both methods of research

qualitative and quantitative for this project; we conducted a focus group with the viewers of in

house cable channels and an in-depth interview with a cable buying agency (KUNDANZ) in

order to find if there is a correlation or a direct relationship between these two variables. Our

research finally concluded with quantitative survey with150 participants, sampling was done

through non probability methods, which were potential Atlas Honda buyers and also watched in

house cable advertisements. We were able to find some previously unknown facts during this

research based on observation. We encourage Atlas Honda to further conduct a quantitative

research based on our findings before making a decision.

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Table of Contents
Letter of Transmittal………………………………………………………………………………………………..….1
Acknowledgement ………………………………………………………………………………………………..…...3
Executive Summary……………………………………………………………………………………………..…......4
a. Major findings
b. Conclusions
c. Recommendations
Literature review & problem definition………………………………………………………………………..………8
d. Background to the problem
e. Secondary data analysis
f. Discussions with client/industry experts
g. Statement of management decision problem
h. Theoretical foundations guiding the research
i. Statement of the research problem, hypotheses
Research design/methodology………………………………………………………………………………………..10
j. Qualitative research procedure & data collection methods
k. Insights gained from qualitative research
l. Quantitative research procedure (questionnaire development)
m. Sampling
n. Data collection methods
Data analysis method……………………………………………………………………………..…………..………13
o. Tables, graphs, verbal descriptions, statistics
p. Major finding
Conclusion…………………………………………………………..……………………………………………..…20
Recommendations ………………………………………………………………………………………………....…21
Exhibits & appendices……………………………………………………………………………………………..…22
q. Questionnaires, moderators’ guide, any additional relevant secondary data
Bibliography / References…………………….…………………………………………………………………...….33
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Acknowledgement

We would like to thank our instructor, Ms. Irtifa Nasir, for guiding us through this research and

providing us with her invaluable feedback. We would also like to thank Mr. Waqas Asghar from

Atlas Honda for providing us with any pertinent information we required to make this research

possible.
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Executive summary:

Our secondary research supported the argument that advertisement on cable channels is cost

effective and area specific. (The PBS Brand versus Cable Brands) These findings were

favorable from Atlas Honda’s perspective because they wanted to a medium to advertise that

both components mentioned above. In order to further support that line of argument we

conducted an interview with a market expert, a cable buying agency Kundanz, the CEO of the

company Mr. Zarbakht, was very positive about the fact that new way of advertising is to get a

spot on in house cable channels, he explained that most people do not know the difference

between a tellop and an advert made by an advertising agency and mostly people have negative

associations with cable adverts is attributed to their shoddy execution and not to the medium

itself. He further went on to say that this psychological effect is changing with more

multinationals deciding to place their adverts on in house cable channels. (Appendix, list of

multinationals advertising on cable channels) He further supported his argument with a fact that

initially most multinationals has their percussions about advertising on new media but eventually

they realized that is the most convenient and cost effective method of advertising in today’s

world. ‘ROI plays an important role while making a decision about the right medium for

advertising’, he observed, ‘today’s advertiser is more apprehensive about the outcome of

advertising, with a shrinking economy he does not wants get expensive spots that do not translate

into purchases.’

In order to get how a customer feels about an organization’s image while watch an advert on in

house cable channels we conducted a focus group. A 50% of the respondents turned in to watch

channels with no land rights, for example star plus and Zee TV for entertainment, 83 % thought

that adverts shown on in house cable channels were badly executed, 90% said that had not seen
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any advert of a MNC on a in house cable channel, and 85% said they would not view a

product/service negatively if they were to watch an advert of it on in house cable channels. This

focus group indicated that although viewers have not frequently come across adverts of MNCs

on in house cable channels, however they it would not change their perception of about the

organization. We conducted an unstructured observation of how a viewer reacts to a adverts on

in house cable channels and most of them found those adverts entertaining but not effective in

communicating the message, we concluded that it was the execution the adverts that has made

them funny and the medium of communication. General perception about these advertisements

were not mostly favorable, some people thought of them as funny, while others useful based on

their socioeconomic background.

Based on the gathered the information we finally started our primary research. We used

quantitative method for our research, a questionnaire consisting of 17 questions and used non

probability sampling. Our results reiterated previously found facts that most viewers had not seen

multinationals advertise on in house cable channels, and a 45 % said that they should advertise

on in house cable channels.

Recommendations:

We recommend Atlas Honda to conduct another research to observe customer’s buying behavior

in the market after they have been exposed to adverts shown on in house cable channels and a

focus group of potential buyers on how they felt after watching an advert on a cable channel.
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Problem Definition:

Organizations in the future will manage feelings, beliefs, perceptions and values, the asset of

emotional capital, as the hidden resources with the power to translate people's knowledge into

positive action (Emotional Capital, ) Organizations now these day are concerned about brand

quality more than anything else. Brand equity is the financial value of a brand which provides

capital/value to products and services (Kapferer, 2007). It is an aggregate of brand associations,

brand awareness and brand experience that makes a brand able to charge that extra premium. It is

only natural that organizations manufacturers/services are very concerned when it comes to

brand equity and brand image. Lately due to this companies have been refraining from spending

large amount of money to get a spot on national television channels primarily because it costs

them, and an increased frequency can only be ensured by huge amount of money spent, even

then the effectiveness of advertising cannot be ensured(The Benefits of Bundling: Integrating

Cable and Online Advertising)

That is why advertisers are looking into unconventional modes of advertising whether it is

through new media or in house cable channels. New media has struck a chord with me many

multinationals that is why almost all big companies have their online portfolio; websites,

Facebook and Twitter interfaces, however, they are still apprehensive about advertising on in

house call channels this due to badly executed telops that sends a wrong signal to the advertiser

that brand might suffer from negative associations in consumer’s mind. Atlas Honda Limited is a

joint venture between the Atlas group and Honda Motor Company, Japan (Honda.com.pk) it’s a

largest selling motorcycle brand in the country (Policy Analysis on the Competitive Advantage

of the Motorcycle Industry in Pakistan) Atlas Honda has revisited their marketing strategy quite

recently.
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The first step at the start of the project was to identify the problem. Identification of the problem

is the most critical and important stage in the research. To identify the problem we met with the

marketing manager at Atlas Honda (the decision maker) and then with the industry expert. Once

that was done the behavioral aspects were inspected. The company provided us sufficient

insights on what the problem was and what were the constraints, which helped us to define the

management and marketing decision problem.

Management  and Marketing decision problem:

The team went to the marketing department at Atlas Honda and conducted a meeting with the

marketing manager to identify the problem. One of our members had already done his

internship at Atlas Honda. The marketing manager told us that they want to increase the reach of

their advertisements and target more people, to achieve this end the company wanted to advertise

on the television. But advertising on television was not feasible for Atlas Honda due to its

limited advertising budget. The marketing manager said that he had recently purchased a slot on

Ten Sports during the Pakistan-England series for 8.1 million which was very expensive.

Therefore the company was looking at the alternative medium i.e. in-house cable channels but

was also worried about its brand image. So they wanted us to investigate the relationship

between “advertising on in-house channels” and “brand image of Atlas Honda”

Management decision problem:

“The top management wanted to reach out to more regional and area specific audience , in order

to serve that end they wanted to advertise on television”.

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Marketing decision problem:

“Advertising budget is not enough to run a campaign on television, they also doubted its

effectiveness, so they were looking at alternative ways to reach out to these customers .i.e. in-

house cable channels but also were concerned about tarnished brand image”

Research problem: (Literature review )

As mentioned above our group applied both primary and secondary approach the problem, these

approaches was both objective and theoretical. The secondary approach entailed content

analysis of online research available (PBS brand vs. cable brands) it included both aspects of the

problem faced by the management

A) How to reach to area specific audience

B) How to cut down on budget spent on TV

Our secondary research concluded that more advertisers are now interested in placing adverts on

cable channels more than ever, primarily because getting a spot on a national broadcast

television is not only expensive but its effectiveness is also doubted. (Advertising Expenses:

Standard Advertising Rates) This secondary research is however was conducted on American

demographics that limited our research, because we were not able to find any research already

available online for Pakistani audience. We also made unstructured observations of how

people watch television and what do they like to watch, what are their perceptions about the

adverts usually air on in house cable channels.

 They thought mostly departmental stores and educational institutes advertise on in house

cable channels
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 They felt Atlas Honda was good quality product

 Most of them had not seen any multinational advertise on in house cable channels

The focus group also suggested the same the results most of the participants had a favorable view

about watching Atlas Honda’s advert on these channels. The preliminary research and

assumptions helped the group to frame research questions to further define the components of

the marketing decision problem. The answers to these questions will help the group clarify the

design to be utilized and reach to the result. Keeping mind the components of problem faced by

marketing and management department we arrive at following questions

1) Customer’s perceptions about Atlas Honda quality?

2) Cable viewers associations with advertisements on in house channels?

3) Purchase behavior of customer after watching advertisements on cable channels?

4) Selection of in cable channels?

5) Do customers behave differently in their purchase habits after watching advertisements

on in house cable channels and national television?

6) Is brand image affected by showing advertising on in house cable channels?

7) Have customers viewed any multination advertise on in house cable channels?

In order to define the problem at hand more precisely, and to provide a clear specification
of the descriptive design, the six W’s were answered as per the components of the
marketing research problem and the research questions made.

 Who: the target audience is potential buyers of Atlas Honda motor cycles and
viewers of in house cable channels.
 What: what information should be obtained from the respondents; perceptions of
the advertisements shown on these channels.
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 When: Observations about the viewing habits and their perceptions about
advertisements is to be made while they are watching TV.
 Where: research locations is usually homes for making observations, however for
a focus group we gather respondents to a single place.
 Why: the reason of conducting the research is to find out is a relationship between
brand image of Atlas Honda and their plan to advertise on in house cable channels.
 Way: observation in home, case studies, journals, focus group and questionnaire.

Research design:

After we decided the management and marketing decision problems we conducted secondary

research to investigate more about the problem at hand. The secondary research consisted of

literature review of different journals and case studies available online.  We came across an

exhaustive study of advertisements aired on cable channels and public broadcast channels by

Sylvia M. Chan-Olmsted (Assessing the Brand Image of Public Television in a Multichannel

Environment) ‘This study compares viewers’ perceptions of public television to competing cable

networks and explores the importance of perceived value of content shown on it, it also explores

the audience’s viewing behavior’. This research, however has its limitations because it done on

American audience and their viewing behavior. We came across an important article on why

advertiser now prefer to show their adverts on cable channels than national TV(Advertise on

Cable Without Breaking Your Budget)

 Because it is not expensive

 And advertisers cans target specific audience based on their area

However both these references of research are impaired because they are done for the American

demographics. These two facts, however, support the premise that Atlas Honda should advertise
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on in house channels, but we need a more local evidence of the fact that it could be a success

keeping in mind the Pakistani customer, the other component of the research problem remains

unanswered that is brand image of Atlas Honda is going to affected by advertising on in house

cable channels.

Meeting with an industry expert:

We used the Key-informant technique i.e. meeting with an industry expert. The team met Mr.

Irfan of the Kundanz, which is a cable buying agency. The objective was to investigate the

relationship between brand image and on advertising in-house cable channel.  He provided us

with some very important and interesting insights which helped us a lot. The major findings were

·   Advertising on the in-house cable channel has no relationship with the brand image

·   Many renowned brands like McDonald’s, KFC and Pantene and others are already advertising on

the in-house channels

·   There brand image has not suffered.

·   Channel selection is done by the experts i.e. agencies and media buying houses keeping in view

the target market.

·   There are various agencies which keep the media record and media tracking

·   Indian channels are the best rated channels in the in-house cable channels as they have the

maximum viewership.
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·   There are almost 43 cable operators in Lahore which operate in different areas like Wateen, KBC

and Worldcall, depending on the license.

·   Advertising rates depends on the time slot. For example between 6 to 12 pm rates are relatively

higher but still it is very cheap as compared to the television.

·   Honda should advertise on the in house channels as most of the competitors like Suzuki, Eagle etc

are also doing this, to capture an audience their competitors are.

When it came to selecting research design, since we had gathered enough data prior to selecting

a research design, we choose descriptive research. In this case not only did we have enough

gathered data, defined the problem but a hypothesis to work with,

‘Atlas Honda’s brand image might be affected by advertising on in house cable channels’

Under conclusive, a descriptive, single cross sectional design was to be applied, since the

information was to be gathered from a fixed sample of respondents only once. . In addition to a

former hypothesis, a secondary analysis was previously done which made the research more

structured than vague; the research questions were made as per an existing problem which was

well defined by the management and known by the research team.

All the research questions were then given the shape of a questionnaire. The questions were

closed ended for convenience of tabulation and customer response, since we had gather enough

qualitative data we did not feel a need for open ended questions. The questions were framed in

easy words understandable by all and arranged in order. In order to find out if the questionnaire

was easy and convenient we had a session in our class with our instructor to find out if the group

was on the right track and based on the feedback, the questionnaire was further modified till all

of the questions showed clear understanding of the questions.

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The scaling techniques we employed were nominal, ordinal and ratio.  It was a

non probability and judgmental sample, because our research sample consisted of respondents

who watched in-house cable channels and were also potential customers of Atlas Honda. The

sample consisted of 150 respondents and they were all males.

The results obtained from primary research resonated with our secondary research, however,

previously stated fact by the CEO of cable buying agency, Kundanz, that people are aware of big

companies advertising on the in house cable channels was disproved by our respondents. Many

of the respondents were not aware of the fact that multinationals advertise on in house cable

channels and they did not think favorably of the advertisements shown on these channels.

Ironically most viewers did not attribute their negative associations to in house cable channels

but the content shown on it.

Data analysis:

After collecting the data from the questionnaires, we made variables on SPSS and then entered

data from 150 questionnaires. SPSS data analysis was used to obtain results for the research in

hand, and following trends were observed.

Demographics:

We have conducted quantitative research only on men, because in Pakistan they are the primary

users of motorcycles. We gave four age brackets to our respondents keeping in mind that from

what age people start using motorbikes as means of transportation, following results were

obtained from the collected data

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AGE
21%
24% 4%

51%

Less then 18 19-25 26-35 36 above

The majority of our respondents, which is almost 51%, were from the age bracket of 19-25 years.

Then on the second position with 24% were people from age bracket of 26-35 followed by

respondents less than 18 years old with 21%. The smallest percentage is from the age bracket 36

and above which was 4 %.

Income group:

The respondents were given four income brackets to get an insight into their monthly income,

following were the results from data analysis.

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INCOME

8%
36000 Above

28%
26000-35000 INCOME

46%
16000-25000

18%
Less then 15000

0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%

46 % of the total 150 respondents had monthly income in the bracket of 16000-25000. 28%

earned between 26000-35000.bracket 18% respondents had income less than 15000 and only 8%

were earning more than 36000 rupees.

Hours spent watch cable TV per day:

We asked our respondents that how many hours on average they spent watching cable TV per

day. We gave them four brackets to answer this question.

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Hour Spent Watching Cable TV

50%
45%
40%
35%
30%
46%
25% 40%
20%
15%
10% 9%
5% 5%
0%
1-2 Hours 3-4 Hours 5-6 Hours More than 6 Hours

Maximum respondents spent 1 to 2 or 3 to 4 hours watching cable TV per day: 46% and 40%

respectively. Only 9% respondents watched cable TV for 5-6 hours and merely 5% watched it

for more than 6 hours.

Multinationals on in house cable channels:

We asked our respondents that if they had seen any famous company’s advertisement on in-

house cable channels. The following were the responses.

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Have you ever seen any famous company's advertisement on

in-house cable channels?

Other 1%

Can't Recall
21%
No

Yes 60%
18%
0%
10%
20%
30% 40%
50%
60%

60% respondents said that they had never seen a famous company’s advertisement on in-house

cable channels, 18% respondents had seen their advertisement and 21% could not recall that if

they have or not.

Cable advertisements:

We asked our respondents how do they evaluate adverts shown on in house cable channels. The

results are listed as follows.

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1% 22%

37%

High Quality
Average
Low Quality
Others

40%

40% of the respondents thought that they were of average quality and 37% thought it to be of

low quality. 22% respondents said that they think a cable advertisements are high quality.

Perceived quality of Atlas Honda:

Our respondents perceive the quality of Atlas Honda motorcycles as following

Quality of Atlas Honda Motor Cycles

71.70%
80.00%
70.00%
60.00%
50.00%
26.70%
40.00%
30.00%
20.00% 1.60%
10.00%
0.00%
High Quality Average Quality Low Quality
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Honda Atlas holds a very positive image in the minds of people. A very large percentage of the

total respondents i.e. 71.7% think of Atlas Honda to be a high quality brand. 26.7% thinks of it

as an average quality brand and only 1.6% thinks of it as a low quality brand.

Atlas Honda on cable channels:

We asked our respondents if they would like to see Atlas Honda advertisements on in house

cable channels. The following were the results of this.

Should Atlad Honda Advertise on In-house Cable Channels

16%
Not Sure

36%
No

48%
Yes

0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%

48% respondents said that they want Atlas Honda to advertise on in-house cable channels. 36%

said that they wouldn’t like Atlas Honda to do that. And 16% said that they are not sure about it.

Conclusion:
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b) area specific for more reach, for instance different ads for Lahore and Karachi and this form of

advertising serves the purpose. Ironically most in house cable viewers did not have positive

associations with commercials shown on these channels, however they responded favorably to

watching multinationals adverts on these channels, a 45% based on these results With respect to

our sample, 50% of the potential buyers fall in the age bracket of 19-25 years. Majority of our

sample has per month income between 16000-25000 rupees. Most people in our sample watch 1-

2 or 3-4 hours of cable TV per day. Most of them have not seen any famous company’s

advertisement on in house cable channels. The perceive quality of Atlas Honda Motorcycles in

high for majority of the sample. Most of the people in our sample rate in house cable channels

advertisements as average or low quality because of different reasons like poor execution;

production and direction. They would like Atlas Honda to advertise on in-house cable channels

with some good creative ideas that make a good advertisement.

This analysis shows that there is a potential for Atlas Honda to advertise on in-house cable

channels but some further insights are needed on that matter.

1) Secondary and primary research suggests that it is a very cost effective medium for

communication

2) Atlas Honda was looking for a medium to air their adverts, that was cost effective and

this medium seems appropriate

3) There is a desire for watching Atlas Honda’s adverts on

4) However, customer’s desire to see the advert of Atlas Honda and their evaluation of the

quality of adverts shown on these channels is contradictory

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Recommendation:

Although this research has not been able prove the hypothesis that brand image of Atlas Honda

will be affected by advertising on in house cable channels it has not only answered few

components of the problem faced by management but also suggested different paths to take in to

further investigate this topic.

This research indicates that there is not a direct relationship between people’s perceptions of a

company and general adverts shown on these channels, because they still view the idea of Atlas

Honda advertising on in house cable channels favorably. However, this merely an attitude or

thought shown by the customers which may not translate into reality of purchase behavior, more

importantly it may actually affect brand image negative. We suggest Atlas Honda to undertake

another research that finds out feelings of customers after watching their adverts on in house

cable channels. This kind of research can be done with panels. If Atlas Honda is to advertise on

the in house cable channels they should make sure their adverts are not as same as shown on the

national TV channels, because that would negate the idea of area specific advertising. We also

suggest to undertake a study of customer’s post watching the advert behavior, in order to find out

does the message shown translate to into a purchase or not.

Exhibit and appendices:

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List of companies Kundanz is providing services to

This Document is the property of KUNDANZ Media Group

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What do you think about the quality of Atlas Honda motorcycles?

Cumulative
Frequency Percent Valid Percent Percent

Valid High quality 86 71.7 71.7 71.7

Average 32 26.7 26.7 98.3

Low quality 2 1.7 1.7 100.0

Total 120 100.0 100.0

Do you think Atlas Honda motorcycles should advertise on in house cable

channels?

Cumulative
Frequency Percent Valid Percent Percent

Valid Yes 56 46.7 46.7 46.7

NO 44 36.7 36.7 83.3

Not sure 20 16.7 16.7 100.0

Total 120 100.0 100.0

Questionnaire for primarily research

Questionnaire
This research tries to find out if brand image of Atlas Honda is going to be affected by
advertising on cable channels, in this questionnaire the term ‘in-house cable channels’ refers to
local channels owned by cable operators e.g. Wateen Movies, WorldCall Cinema, (LCN English)
etc.

1) How many hours do you spend watching cable TV per day?

o 1-2 Hours
o 3-4 Hours
o 5-6 Hours
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o More than 6 Hours

2) Do you watch in-house cable channels?

o Yes
o No
3) What in-house cable channels do you watch mostly? (You can tick more than one option)
Films
Stage dramas
Sports
Songs
Indian channels, recorded telecast (Star Plus etcetera )

4) Do you watch commercials shown on in-house channels?

o Yes, regularly
o No, I switch to other channels
o Sometimes

5) Have you ever seen any famous company’s advertisement on an in-house cable channel?

o Yes

o No

o Can’t recall

o If yes, then which ones?

_______________________________________________________
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6) Do you have trust issues while purchasing a product advertised on in-house cable
channels? (You can tick more than one option)

Yes

Depends on the Product

Depends on the Advertisement

No, it’s all the same

7) Pakistanis consider a product more reliable when it is advertised on national channels

such as Geo TV and ARY as compared to in-house cable channels?
o Yes
o No

8) What do you think about the quality of Atlas Honda motorcycles?

o High quality
o Average
o Low quality

9) What kind of companies do you think usually advertise on the in-house cable channels?
(You can tick more than one option)
Local small companies
Big companies
I don’t know
Others (Please specify)

___________________________________________
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10) Companies you think that are most likely to advertise on in-house cable channels? (You
can tick more than one options)
Telecommunication
Beverages
Cosmetics
Fast food companies
Others (Please specify)

___________________________________________

11) What is the first word that comes to your mind when you think of a cable advertisement?
o High quality
o Average
o Low quality
o Others (Please specify)

___________________________________________

12) What in your opinion makes a good advertisement? (You can tick more than one
options)
Execution
Cast
Material
Humor
Others (Please specify)_________________________________________________
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13) Do you think Atlas Honda motorcycle should advertise on in-house cable channels?
o Yes
o No
o Not sure

14) Honda Atlas motorcycles should advertise on cable channels because other local
motorcycle manufacturers are doing that?
o Yes
o No

15) Brands advertised on cable channels are usually of low quality?

o Yes
o No

16) What is your age group?

o Less than 18
o 19-25
o 26-35
o 36 above

17) What best defines your monthly income?

o Less than 15000
o 16000-25000
o 26000-35000
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o 36000 above
Focus group:

Moderator's Guide for focus group.

Good morning and warm welcome to the focus group. We appreciate your willingness to take
out time to join this session. We are conducting a research for Alas Honda motor cycle. Our team
members include Omar Farooq, Ahmed Amjad, Raheel Butt and Billal Aslam. I am will be your
moderator and the rest will take notes. During the course of discussion we I will be using the
word in house cable channels, the term refer to local channels owned by cable operators e.g.
Wateen Movies, WorldCall Cinema, (LCN English) etc. The main purpose of this focus group is
to find out a relationship between advertisements shown on the in house cable channels and
consumer’s perceptions. Your opinions will not be shared with anyone except for the use of this
research and our instructors.

Refreshments are available.

 Let us ensure that anyone don’t have issues regarding recording this discussion
 There is no right or wrong answers and no judgments on comments. Just say what you
want to.

DISCLOSURES

Before we started, there are some points of information to remember:

 Confidentiality- Everything that you say here will be kept confidential, please sign the
consent form.
 Audio-Video Taping- The whole session will be recorded by audio and video taping, if
any one of you have any objection please let us know.
 GROUND RULES:
 Please talk on your turn, with clear and loud voice so that everyone can hear you.
 Feel free to respond directly to someone who has made a point.
 Please be respectful to other people’s comments and try not to be judgmental.
Warm up questions

Please introduce yourself one by on

Name, Occupation/profession, area of residence.

Opening Questions
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I. How many of you guys watch cable television?

II. What is the time you are likely to watch these channels?

III. What are your favorite channels and programs?

Main Questions

Q. 1) Do you watch advertisements on in house cable channels?

Q.2) what is your opinion about ads on cable channels?

Possible Prompts: What do you think about these ads on cable channels?

What about their standards?

Are they funny, useful, effective, able to make customer aware of product / services?

Q.3) what makes quality ads?

Possible Prompts: What do you think a good ad has? Famous personality, heavy budget,
frequency, time duration etc.

Q.4) why do you think that different companies advertise on cable?

Q.5) Have you ever seen multinational company advertise on cable?

Possible Prompts: What about personal perception about that particular brand?

Q.6) what’s your favorite advert on cable channel?

Q.8) why do you like that advert?

Possible prompts: execution, personality or humor

Q.9) Please give a rank these brand in order.

Honda, Ravi, Eagle, Suzuki, Metro, Pak Hero, Road Prince

Q.10) what is your perception about Honda motor bikes?

Possible Prompts: Do they communicate with consumers in a right way?

Have seen its advertisement of “Mein Honda Hee Laayn Saan”?

Do you like/dislike this ad?

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Q.11) Should Atlas Honda advertize on in house cable channels? If yes then why?

if no, then why not?

CLOSING

We would like to thank you all for taking out time for this focus group.

In depth interview with a market expert

Company: Cable Buying House Agency (Kundandz).

CEO: Mr. Zarbkhat

Introduction:

We want to thank you for taking out the time to meet us today. We are conducting a research for

our course of marketing research; this project was assigned to us by our instructor and marketing

manager at Atlas Honda..

Our research question is to find out if there is a relationship between advertisements shown on

the in house cable channels and brand image of organizations, do big brands advertise on in-

house cable channels, does their brand image suffer by airing advertisements on in-house cable

channels.

Warm up questions

I. Tell us about the background of your company?

II. What is a cable buying house?

III. How many channels do you operate?

IV. List of clients?

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Problem solving questions

Q.1) what kind of companies approach you and how?

Q.2) what is the reach of the advertisement on shown on in house cable channels?

Q.3) who make these advertisements?

Possible Prompts: Is it executed by you or do you hire advertising agencies?

Q.4) what is the strategy of airing an ad on cable channel?

Q.5) what is the pricing criteria for advertisements on cable?

Q.6) how do you rate good/bad ads on cable channel?

Q.7) is there any feedback system after advertisement of particular brand?

8) Do you keep demographics in mind while placing an advert on a specific in house channel?

Possible Prompts: Middle class, upper class, lower class

Q.9) what is the most viewed in house channel?

Q.10) How do find out about the most viewed channel?

Q.11) who maintains the level of quality of ads?

Possible Prompts: We mean PEMRA etc, How many channels do you operate under PEMRA?

Do you have any ethical, morality and standards?

Q.12) how many cable networks are working in city/area in Lahore?

Q13) Do cable operators maintain consumer data?

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Q.13) Would you advise Atlas Honda’s to place its ad on in house cable channels?

Closing:

Your responses will be summarized along with other findings in the focus group that we will

conduct. This in-depth interview will help us in choosing our research design; we thank you for

your time and help.

References

Advertise on Cable Without Breaking Your Budget

(http://advertising.about.com/od/televisionandradio/a/cableadvertise.htm)
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The PBS Brand Versus Cable Brands: Assessing the Brand Image ofPublic Television in a Multichannel
Environment (http://www.jou.ufl.edu/people/faculty/chanolmsted/PBS%20Branding.pdf)

Emotional Capital author Kevin Thomson 1998

Brand identity, Kapferer, 2007 (http://www.van-haaften.nl/index.php?

option=com_content&view=article&id=77%3Abrandidentity&catid=48%3Amerkbeleid&Itemid=70&lang
=nl)

The Benefits of Bundling: Integrating Cable and Online Advertising

(http://www.coxmedia.com/content/com.coxmedia.pages.PageMedia/6/BenefitsOfBundling.pdf)

Policy Analysis on the Competitive Advantage of the Motorcycle Industry in Pakistan

(http://www.competitiveness.org.pk/downloads/MotorcycleIndustryReport.pdf)

Atlas Honda: the power of dreams (http://www.honda.com.pk/)

Advertising Expenses: Standard Advertising Rates

(http://smallbusinessadvertisingstrategies.com/advertising-expenses-standard-advertising-rates/)