The Effect Of The Advertisement To Consumers

Published Date: 02 Nov 2017

4.1 Introduction

In this research, quantitative research method is used to collect data of the effect of the advertisement to consumers. All the advertisement is targeted to the target audience of this research which is alcohol taker and age from 18 to 22 and 26 to 30 years old female and male. The advertisement can view through YouTube.

In order to adhere to research deadlines, we chose the methods that would enable us to collect the results quickly and accurately. Therefore, the survey questionnaires were distributed in hard copies and soft copies. Hard copies were distributed during focus group being conduct, while soft copies sent out together with the video advertisement link. Of the 100 surveys that we had sent out, 30 survey questionnaires were collected in hard copy, and the other were in soft copies which sent out from E-mail and Facebook message service.

4.2 Research Questions and Hypothesis

RQ: To investigate whether advertisement in video form (emotional appeal and sex appeal) will affect youth choosing alcohol’s brand.

H1. Youth will tend to buy particular brand after expose to advertisement.

H2. Emotional appeal of advertisement will influence youth to buy the particular brand.

H3. Sex appeal in advertisement will influence youth to buy the particular brand.

4.3 Survey Questionnaire Layout

The survey questionnaire is made up of two parts: Part A, recall of advertisement and test for emotional appeal and sex appeal, Part B, demographic of respondent. Respondent are instruct not to read the survey questionnaire form until finish watch the three brands video advertisement.

4.4 Data Analysis

In this survey analysis, data will be collected from each of the brands video advertisement, Carlsberg, Heineken and Tiger which in the top three ranks in Malaysia. The result of the effect of the advertisements towards the youth will be analyzed with detailed explanations on the results of the survey.

Respondents’ demographic profile also will be analyzed which included, sex, age, staying location and those must be an alcohol consumer. The buying behavior and purchasing decision before and after viewing the advertisement will be analyzed as below. The respondent’s age must be either between 18 to 22 years old or 26 to 30 years old. Beside, SPSS system is being use for data analysis on this study.

4.5 Hypothesis

4.5.1 H1. Youth will tend to buy particular brand after expose to advertisement.

The reliability test result as below:

Reliability Statistics

Cronbach's Alpha

N of Items

.605

7

Frequency

Percent

Valid Percent

Cumulative Percent

Valid

much more likely

4

4.0

4.0

4.0

somewhat more likely

25

25.0

25.0

29.0

no difference

60

60.0

60.0

89.0

somewhat less likely

3

3.0

3.0

92.0

less likely

8

8.0

8.0

100.0

Total

100

100.0

100.0

Table 1.0 Do you think alcohol ads make it more or less likely that you might try drinking?

From table 1.0, most of respondent feels there is no difference that ads can change their mind or perception on their buying behavior, or choosing on certain brands. In 100 respondents 60 of them choose ‘no difference’, 25 of them choose somewhat more likely and only 4 choose ‘much more likely’.

Frequency

Percent

Valid Percent

Cumulative Percent

Valid

Carlsberg

34

34.0

34.0

34.0

Heineken

34

34.0

34.0

68.0

Tiger

15

15.0

15.0

83.0

Other

17

17.0

17.0

100.0

Total

100

100.0

100.0

Table 2.0 In the pass 12 month, which brand of beer do you frequently consume?

Table 2.0 shown that consumer that consumes Carlsberg and Heineken in the past 12 months have the equal number, which is 34 people with 34%. Tiger beer has 15 respondents (15%); whereas17 respondents (17%) drink another brand of beer.

4.5.1.1 Effectiveness and buying intention of advertisement crosses tabulation with brand consumer

Carlsberg consumer

effective

Percentage

Total

very low

low

neutral

high

very high

of high and very high

beer

Carlsberg

Heineken

Tiger

1

1

2

1

4

7

5

15

18

18

8

4

9

6

3

79.4%

41.2%

20.5%

34

34

34

Table 3.0 Effectiveness of ads cross tabulation with Carlsberg consumer

Carlsberg beer consumer saying that Carlsberg advertisement are more effective than the other two brands, it recorded 18 out of 34 respondents choosing ‘high’ and 9 respondents go for ‘very high’, which is 79.4%. While, Tiger beer advertisement only 20.5 %, a total of 8 respondents choose from ‘high’ and ‘very high’.

Carlsberg consumer

buy

Percentage

Total

very low

low

neutral

high

very high

of high and very high

beer

Carlsberg

Heineken

Tiger

2

2

7

1

4

5

7

13

18

20

6

2

4

9

2

70.5%

44.1%

11.8%

34

34

34

Table 3.1 Buying intention of ads cross tabulation with Carlsberg consumer

From the table 3.1, we can see that Carlsberg consumer is still loyal to the brand, as 24 respondents will remain choosing Carlsberg after viewing the video ads. 70.5% of them tend to buy Carlsberg after viewing the advertisement.

Heineken consumer

Effective

Percentage

Total

very low

low

neutral

high

very high

of high and very high

beer

Carlsberg

Heineken

Tiger

0

0

6

0

2

6

6

11

19

18

10

2

10

11

1

82.3%

61.8%

8.8%

34

34

34

Table 4.0 Effectiveness of ads cross tabulation with Heineken consumer

From the table 4.0, we can see that Heineken beer consumer had given a high score to Carlsberg beer ads, which mean the effectiveness of the ads is higher. There are 18 votes of ‘high’ and 10 for ‘very high’ out of the total 34 people. Compare to Table 4.0, we can see that Heineken consumer also feels Heineken ads have a certain level of attractiveness. As it gains total scores of 21 for ‘high’ and ‘very high’ 7 people more compare with Table 4.0.

Heineken consumer

buy

Percentage

Total

very low

low

neutral

high

very high

of high and very high

beer

Carlsberg

Heineken

Tiger

1

0

4

0

3

10

8

11

16

19

6

3

6

14

1

73.5%

58.8%

11.8%

34

34

34

Table 4.1 Buying intention of ads cross tabulation with Heineken consumer

25 out of 34 of Heineken consumer would like to try out Carlsberg after viewing the video ads instead of remain in Heineken beer. Only 58.8% of Heineken consumer would like to buy Heineken beer after viewing the advertisement. 73.5 of them would like to have a try on Carlsberg beer.

Tiger consumer

effective

Percentage

Total

very low

low

neutral

high

very high

of high and very high

Beer

Carlsberg

Heineken

Tiger

0

1

1

1

1

4

4

6

6

6

4

3

4

3

1

66.7%

46.7%

26.7%

15

15

15

Table 5.0 Effectiveness of ads cross tabulation with Tiger consumer

In 100 respondents, only 15 people take Tiger beer in the past12months, and 10 of them saying that Carlsberg beer ads are attractive, which consists 66.7% of them.

Tiger consumer

buy

Percentage

Total

very low

low

neutral

high

very high

of high and very high

beer

Carlsberg

Heineken

Tiger

1

1

3

2

2

2

3

7

7

4

3

3

5

2

0

60%

31.2%

20%

15

15

15

Table 5.1 Buying intention of ads cross tabulation with Tiger consumer

More than half (9 out of 15 respondents, which consists 60% in total) of the Tiger consumer would like to buy Carlsberg after watching the video ads, and 10 of them feel the ads is attractive (refer to table 4.2).

4.5.1.2 Difference of male and female towards the effectiveness of video advertisement

Gender

Brands

Effective

Percentage

Total

very low

low

neutral

high

very high

of high and very high

Carlsberg

1

2

11

18

18

72%

50

Male

Heineken

2

4

20

16

8

48%

50

Tiger

7

7

28

5

3

16%

50

Carlsberg

0

1

7

35

7

84%

50

Female

Heineken

1

6

15

13

15

56%

50

Tiger

5

14

23

6

2

16%

50

Table 6.0 Difference of male and female towards the effectiveness of video ads

Table 6.0 shows 84% of female feel that Carlsberg advertisement is effective compare with the other two. While 72% of male respondents also vote for Carlsberg’s advertisement. Only 16% of them, male and female feel Tiger beer advertisement is effective.

4.5.1.3 Difference of male and female of buying intention after watching video advertisement

Gender

Brands

buy

Percentage

Total

very low

low

neutral

high

very high

of high and very high

Carlsberg

4

4

10

24

8

64%

50

Male

Heineken

3

5

22

6

14

40%

50

Tiger

10

10

24

4

2

12%

50

Carlsberg

4

2

10

25

9

68%

50

Female

Heineken

5

7

12

11

15

52%

50

Tiger

10

15

18

6

1

14%

50

Table 6.1 Difference of male and female of buying intention after watching video ads

Although 84% of female feel the advertisement is effective (Table 6.0), but only 68% (Table 6.1) of them will buy the brands. On the other hand, 56% of the female feel Heineken advertisement is effective, and 52% of them remain to choose Heineken beer. From the two tables we can see that a male will stick to the brand that they feel the advertisement effective than female.

4.5.1.4 Difference younger youth and elder youth toward the effectiveness of the video advertisement

 

 

 

 

Effective

 

 

 

Age

Brand

Very low

Low

Neutral

High

Very high

Percentage of high and very high

Total

18-22

Carlsberg

1

3

11

24

11

70%

50

 

Heineken

2

6

20

14

8

44%

50

 

tiger

6

14

22

6

2

16%

50

26-30

Carlsberg

0

0

7

29

14

86%

50

 

Heineken

1

4

15

15

15

60%

50

 

tiger

6

7

29

5

3

16%

50

Table 7.0 the difference between younger youth and elder youth toward the effectiveness of the video advertisement

Most of the elder youth feel that those advertisement are effective than younger youth. As shown on table 7.0, clearly see that elder youth have higher selected score than younger youth of the effectiveness of ads.

4.5.1.5 Difference younger youth and elder youth of buying intension after watching the video advertisement

 

 

 

 

Buying Intention

 

 

 

Age

Brand

Very low

Low

Neutral

High

Very high

Percentage of high and very high

Total

18-22

Carlsberg

4

4

12

22

8

60%

50

 

Heineken

3

7

22

8

10

36%

50

 

tiger

12

14

17

5

2

14%

50

26-30

Carlsberg

4

2

8

27

9

72%

50

 

Heineken

5

5

12

9

19

56%

50

 

tiger

8

11

25

5

1

12%

50

Table 7.1 Difference younger youth and elder youth of buying intension after watching the video advertisement

From Table 7.1, most of elder youth think the advertisement is effective, and table 4.4.1 show they will like to try out the beer as the ads is attractive and make them would like to buy after viewing the video ads.

4.5.2 H2. Emotional appeal of advertisement will influence youth to buy the particular brand.

The reliability test result as below:

Reliability Statistics

Cronbach's Alpha

N of Items

.800

3

Emotional mean

Effective mean

Buying mean

Emotional mean

Pearson Correlation

1

.606**

.511**

Sig. (2-tailed)

.000

.000

N

100

100

100

Effective mean

Pearson Correlation

.606**

1

.652**

Sig. (2-tailed)

.000

.000

N

100

100

100

Buying mean

Pearson Correlation

.511**

.652**

1

Sig. (2-tailed)

.000

.000

N

100

100

100

** Correlation is significant at the 0.01 level (2-tailed).

Table 8.0 Correlation of emotional appeal, effectiveness of video advertisement and the buying intension

It is 99% significant for all the correlation, as we can see they have very high significant point which all above 0.01. It is strong relationship between the effectiveness of an ad to influence a person to buy certain brand after viewing the video advertisement.

4.5.2.1 Male and female youth with emotional appeal, effectiveness of advertisement and buying intention

The reliability test result as below:

Reliability Statistics of male

Cronbach's Alpha

N of Items

.833

3

Reliability Statistics of female

Cronbach's Alpha

N of Items

.761

3

Male

Emotional mean

Effective mean

Buying mean

Emotional mean

Pearson Correlation

1

.718**

.533**

Sig. (2-tailed)

.000

.000

N

50

50

50

Effective

Mean

Pearson Correlation

.718**

1

.665**

Sig. (2-tailed)

.000

.000

N

50

50

50

Buying mean

Pearson Correlation

.533**

.665**

1

Sig. (2-tailed)

.000

.000

N

50

50

50

**. Correlation is significant at the 0.01 level (2-tailed).

Table 9.0 Correlation of male youth with the emotional appeal, effectiveness of advertisement and buying intention.

Female

Emotional mean

Effective mean

Buying mean

Emotional mean

Pearson Correlation

1

.464**

.492**

Sig. (2-tailed)

.001

.000

N

50

50

50

Effective mean

Pearson Correlation

.464**

1

.644**

Sig. (2-tailed)

.001

.000

N

50

50

50

Buying mean

Pearson Correlation

.492**

.644**

1

Sig. (2-tailed)

.000

.000

N

50

50

50

**. Correlation is significant at the 0.01 level (2-tailed).

Table 9.1 Correlation of female youth with the emotional appeal, effectiveness of advertisement and buying intention.

Table 9.0 and Table 9.1 shown the significance level of the data is higher than 0.01, which mean it is 99% significant with the correlation of emotional appeal with effectiveness of advertisement and buying intention. From these two tables, the correlation of emotional appeal and effective of the advertisement from male respondents is 0.718, while female only 0.464. The correlation of emotional appeal with buying intention of male and female is 0.533 and 0.492. Also, there is no much difference between the effectiveness of advertisement with buying intention of male and female, 0.665 for male and 0.644 for female.

4.5.2.2 Young male and female youth with the effectiveness and buying intention

The reliability test result as below:

Reliability Statistics of male

Cronbach's Alpha

N of Items

.786

3

Reliability Statistics of female

Cronbach's Alpha

N of Items

.757

3

Male

Emotional mean

Effective mean

Buying mean

Emotional mean

Pearson Correlation

1

.750**

.392

Sig. (2-tailed)

.000

.053

N

25

25

25

Effective mean

Pearson Correlation

.750**

1

.572**

Sig. (2-tailed)

.000

.003

N

25

25

25

Buying mean

Pearson Correlation

.392

.572**

1

Sig. (2-tailed)

.053

.003

N

25

25

25

**. Correlation is significant at the 0.01 level (2-tailed).

Table 10.0 Correlation of male young youth with the emotional appeal, effectiveness of advertisement and buying intention.

Female

Emotional mean

Effective mean

Buying mean

Emotional mean

Pearson Correlation

1

.486*

.338

Sig. (2-tailed)

.014

.098

N

25

25

25

Effective mean

Pearson Correlation

.486*

1

.724**

Sig. (2-tailed)

.014

.000

N

25

25

25

Buying mean

Pearson Correlation

.338

.724**

1

Sig. (2-tailed)

.098

.000

N

25

25

25

*. Correlation is significant at the 0.05 level (2-tailed).

**. Correlation is significant at the 0.01 level (2-tailed).

Table 10.1 Correlation of female young youth with the effectiveness of advertisement and buying intention.

Table 4.5.1 and 4.5.4 show the correlation between emotional appeals and buying intention is not significant. The relation from young male respondents of the emotional appeal and effectiveness of advertisement is 0.750, 99% significant, while the female is much lower than male, which is 0.486, and 95% significant. On the other hand, the relation of effectiveness of the advertisement with the buying intention, young female higher than males which is 0.724 at significant value and male only 0.572 at significant value as well.

4.5.2.3 Elder male and female youth with the emotional appeal, effectiveness and buying intention

The reliability test result as below:

Reliability Statistics of male

Cronbach's Alpha

N of Items

.834

3

Reliability Statistics of female

Cronbach's Alpha

N of Items

.834

3

Male

Emotional mean

Effective mean

Buying mean

Emotional mean

Pearson Correlation

1

.673**

.583**

Sig. (2-tailed)

.000

.002

N

25

25

25

Effective mean

Pearson Correlation

.673**

1

.706**

Sig. (2-tailed)

.000

.000

N

25

25

25

Buying mean

Pearson Correlation

.583**

.706**

1

Sig. (2-tailed)

.002

.000

N

25

25

25

**. Correlation is significant at the 0.01 level (2-tailed).

Table 11.0 Correlation of male elder youth with the emotional appeal, effectiveness of advertisement and buying intention.

Female

Emotional mean

Effective mean

Buying mean

Emotional mean

Pearson Correlation

1

.428*

.562**

Sig. (2-tailed)

.033

.003

N

25

25

25

Effective mean

Pearson Correlation

.428*

1

.582**

Sig. (2-tailed)

.033

.002

N

25

25

25

Buying mean

Pearson Correlation

.562**

.582**

1

Sig. (2-tailed)

.003

.002

N

25

25

25

*. Correlation is significant at the 0.05 level (2-tailed).

**. Correlation is significant at the 0.01 level (2-tailed).

Table 11.1 Correlation of female elder youth with the effectiveness of advertisement and buying intention.

Compare with elder male and female, the correlation of emotional appeal and effectiveness of advertisements, elder male have higher significant point than females, which is 0.673, 99% significant and female is 0.428 to 95% significant. Also, the correlation of effectiveness of advertisement with buying intention of elder male is higher than elder female. Elder male have 0.706, 99% significant point, while elder female just 0.582.

4.5.3 H3. Sex appeal in advertisement will influence youth to buy the particular brand.

The reliability test result as below:

Reliability Statistics

Cronbach's Alpha

N of Items

.800

3

Sex mean

Effective mean

Buying mean

Sex mean

Pearson Correlation

1

.492**

.393**

Sig. (2-tailed)

.000

.000

N

100

100

100

Effective mean

Pearson Correlation

.492**

1

.652**

Sig. (2-tailed)

.000

.000

N

100

100

100

Buying mean

Pearson Correlation

.393**

.652**

1

Sig. (2-tailed)

.000

.000

N

100

100

100

**. Correlation is significant at the 0.01 level (2-tailed).

Table 12.0 Correlation of sex appeal, effectiveness of video advertisement and the buying intension

It is 99% significant of this table. Compare to table 4.5, sex appeal are less influence than emotional appeal. Although the sex has less influences to the effectiveness of the ads, but still it affect the buying intention of consumer.

4.5.3.1 Male and female youth with sex appeal, effectiveness of ads and buying intention

The reliability test result as below:

Reliability Statistics of male

Cronbach's Alpha

N of Items

.836

3

Reliability Statistics of female

Cronbach's Alpha

N of Items

.621

3

Male

Sex mean

Effective mean

Buying mean

Sex mean

Pearson Correlation

1

.709**

.542**

Sig. (2-tailed)

.000

.000

N

50

50

50

Effective mean

Pearson Correlation

.709**

1

.665**

Sig. (2-tailed)

.000

.000

N

50

50

50

Buying mean

Pearson Correlation

.542**

.665**

1

Sig. (2-tailed)

.000

.000

N

50

50

50

**. Correlation is significant at the 0.01 level (2-tailed).

Table 13.0 Male with sex appeal, effectiveness of video advertisement and the buying intension

Female

Sex mean

Effective mean

Buying mean

Sex mean

Pearson Correlation

1

.205

.233

Sig. (2-tailed)

.152

.103

N

50

50

50

Effective mean

Pearson Correlation

.205

1

.644**

Sig. (2-tailed)

.152

.000

N

50

50

50

Buying mean

Pearson Correlation

.233

.644**

1

Sig. (2-tailed)

.103

.000

N

50

50

50

**. Correlation is significant at the 0.01 level (2-tailed).

Table 13.1 Correlation of female youth with sex appeal, effectiveness of advertisement and buying intention.

Table 13.0 and Table 13.1 find out the relation between male and female towards sex appeal, the effectiveness of advertisement and their buying intention after viewing the video. Male respondent give us the result that sex appeal will make an advertisement effective and this cause them to buy the brand. This can clearly see from Table 13.0, 99% significant of the result of sex appeal with effectiveness of advertisement is 0.709, and effectiveness with buying intention is 0.665.

Table 13.1 show that there is no strong effect of sex appeal toward female respondent, effectiveness of an advertisement will make female have an intention to buy certain brand, but that not from the appeal of an advertisement.

4.5.3.2 Male and female younger youth with sex appeal, effectiveness of advertisement and buying intention

The reliability test result as below:

Reliability Statistics of male

Cronbach's Alpha

N of Items

.753

3

Reliability Statistics of female

Cronbach's Alpha

N of Items

.806

3

Male

Sex mean

Effective mean

Buying mean

Sex mean

Pearson Correlation

1

.745**

.343

Sig. (2-tailed)

.000

.094

N

25

25

25

Effective mean

Pearson Correlation

.745**

1

.482*

Sig. (2-tailed)

.000

.015

N

25

25

25

Buying mean

Pearson Correlation

.343

.482*

1

Sig. (2-tailed)

.094

.015

N

25

25

25

**. Correlation is significant at the 0.01 level (2-tailed).

*. Correlation is significant at the 0.05 level (2-tailed).

Table 14.0 Correlation of male younger youth with sex appeal, effectiveness of advertisement and buying intention.

Female

Sex mean

Effective mean

Buying mean

Sex mean

Pearson Correlation

1

.512**

.521**

Sig. (2-tailed)

.009

.008

N

25

25

25

Effective mean

Pearson Correlation

.512**

1

.724**

Sig. (2-tailed)

.009

.000

N

25

25

25

Buying mean

Pearson Correlation

.521**

.724**

1

Sig. (2-tailed)

.008

.000

N

25

25

25

**. Correlation is significant at the 0.01 level (2-tailed).

Table 14.1 Correlation of female younger youth with sex appeal, effectiveness of advertisement and buying intention.

From Table 14.0, young male youth will not really buying the brand although the advertisement is effective to them. But, sex appeal will make them feel the advertisement is effective, with 99% significant of prove on 0.745 significant level. Compare young female (Table 14.1) with young male (Table 14.0), sex appeal are not effect much on the effectiveness of an advertisement and they will not buy certain product just because sex appeal.

4.5.3.3 Male elder youth with sex appeal, effectiveness of advertisement and buying intention

The reliability test result as below:

Reliability Statistics of male

Cronbach's Alpha

N of Items

.845

3

Reliability Statistics of female

Cronbach's Alpha

N of Items

.470

3

Male

Sex mean

Effective mean

Buying mean

Sex mean

Pearson Correlation

1

.677**

.637**

Sig. (2-tailed)

.000

.001

N

25

25

25

Effective mean

Pearson Correlation

.677**

1

.706**

Sig. (2-tailed)

.000

.000

N

25

25

25

Buying mean

Pearson Correlation

.637**

.706**

1

Sig. (2-tailed)

.001

.000

N

25

25

25

**. Correlation is significant at the 0.01 level (2-tailed).

Table 15.0 Correlation of male elder youth with sex appeal, effectiveness of advertisement and buying intention.

Female

Sex mean

Effective mean

Buying mean

Sex mean

Pearson Correlation

1

.022

.091

Sig. (2-tailed)

.918

.664

N

25

25

25

Effective mean

Pearson Correlation

.022

1

.582**

Sig. (2-tailed)

.918

.002

N

25

25

25

Buying mean

Pearson Correlation

.091

.582**

1

Sig. (2-tailed)

.664

.002

N

25

25

25

**. Correlation is significant at the 0.01 level (2-tailed).

Table 15.1 Correlation of female elder youth with sex appeal, effectiveness of advertisement and buying intention.

Table 15.0 shows, elder male will get effect by the sex appeal by buying the brands and also feel the advertisement are effective. This table is 99% significant.

Chapter 5: Discussion

5.1 Overview

In this chapter, the results of this research will be discussed and compiled. All the result and data that collected will be analyzed in this chapter. The achievement of the objective will be concluded by referring back to the hypothesis that has been made in the previous chapter. The conclusion is to find out whether the results and data collected supports the objectives and hypothesis of this research.

All the objectives are achieved which means an alcohol advertisement in video form influence youth to choosing the brand. The result in chapter 4 explained how the emotional and sex appeal in video ads influence those youth.

Based on the data that collected, youth will change their brand if they found the ads are attractive and effective either is the emotional appeal or sex appeal. Also, from the result, we can see that sex appeal is not that effective on female youth, while the male youth have a higher rate on that. Referring to effect of emotional appeal, male and female have not much difference, but there is slightly low of female compare to male.

5.2 Discussion of findings

5.2.1 Youth will buy particular brand after expose to advertisement

In order to analyse our H1. Youth will tend to buy particular brand after expose to advertisement, we have identified through Table 3.0 to Table 5.1, that it is supported. This is because from all the tables, it shows a high percentage of buying intention as they feel the advertisement is effective to them. This means that the more effective of an advertisement, the higher buying intention will be had.

Our Hypothesis 1 is further supported by Berger & Mitchell (1989), who state advertisement can make consumer choose the brand when they shop, as the brand had already in their mind.

In order to support this hypothesis and make it strong, male and female perception and their age level are being separated to analyze the result. Table 6.0 and 6.1 show that most of male and female consumers will tend to buy the brands that they feel the advertisement is effective. Compare both genders, from the result of the female consumer, the purchase intention will slightly lower than male consumer even though they have higher percentage (84%) than male consumer (72%) in the feeling of effectiveness of the advertisement.

Comparing younger youth and elder youth which is 18-22 years old and 26-30 years old, Table 7.0 and 7.1 shows elder youth feel the advertisement is effective, and the percentage they will go to purchase the product is higher than younger youth. From the finding above we can see the intention of younger youth for buying the brand that they feel effective of is lower than elder youth. Hasting, Anderson, Cooke & Gordon (2005), say that younger youth who expose to the advertisement might not get affected, but they will more like to try in the future. With this, the result is supported.

5.2.2 Emotional appeal affected youth

After successfully proving H1, we move on to investigate H2 which states that: Emotional appeal of advertisement will influence youth to buy the particular brand.

Referring to Table 8.0, the correlation emotional appeal and effectiveness of advertisement is above the significance level. By this we can say that emotional appeal is affected youth and the table also show youth will tend to buy the brand once they feel the advertisement is effective.

Same with H1, this hypothesis also will be analysed by separated to male and female, younger youth and elder youth. Table 9.0 and 9.1 given the result that males will get affected by emotional appeal more than female. Hope (2001) saying that youth will get effected by the advertisement is because they feel the image suit them. Most of the beer advertisement is portrait male is macho when drinking beer and having girls around.

When looking for younger youth and elder youth, it shows that elder youth will buy the brand if they feel the advertisement is effective. While younger youth are not really buying the brand although they feel the advertisement is effective. This support by Strickland (1983, cited in Grube 1995), as youth will not really get influenced by advertisement but is from their family and peers.

5.2.3 Sex appeal not really affect much on youth

By proving H3. Sex appeal in advertisement will influence youth to buy the particular brand, Table 12.0 shows us the effect of sex appeal is lower than the emotional appeal. This might because of the culture in Malaysia are not that open minded as western country, and sex appeal are less applying in Malaysia advertising industry.

But there is a difference when we separate out the data into male and female. The result that we gain from Table 13.0 and 13.1 are totally different. Male consumer feels the advertisement is effective can because of the sex appeal in the advertisement. While female are not. This statement is supported by Baumeister, Catanese & Vohs, 2001 (cited in Jaideep Sengupta & Dahl 2008), he says that male have positive attitudes toward sex than female.

Looking at younger and elder youth, it shows that younger youth will feel the advertisement is effective when sex appeal is applied, but they will not really have the intention of buying. While at the elder youth side, they feel the advertisement is effective cause of the sex appeal, and at the end they will tend to buy the brands. Still, these two statements are applying to male consumer. Only younger female youth will get affected by sex appeal, while elder female youth are not. Again, this is supported by Belch, Holgerson, Blech & Koppman (1982) statements of women will exhibit poorer attitude towards sex appeal in advertisements.

5.3 Limitation of the study

There is some limitation when conducting this study, as the study need to show the respondents video advertisement, so we need device to show the advertisement. And conducting this study by using focus group, we have to find a place that can set up the device like laptop to show everyone the video.

Beside of this, a focus group is hardly to conduct, as we need to group 5-6 people, we are hardly to get respondent to participate in the focus group. This may because of the poor timing and the inconvenient for them to travel to a place.

Although sending through Facebook or E-mail is much easier, but respondents will feel troublesome as need to watch the video.

5.4 Suggestion on future study

In order to overcome the limitations faced in this research, researchers can use printed advertisement instead of video advertisement. While using online email or instant message method by using Facebook or Skype to send out the link and the questionnaire will easier and save resources than conducting by using focus group.

In future studies can use more than one advertisement for one brand, so that the result might more accurately than just referring to one advertisement of that particular brand.

5.5 Conclusion

As a conclusion, all the objectives and hypothesis are achieved which mean video advertisements of alcohol a have certain level of influencing to youth, with included emotional and sex appeal element.