Abstract
This study investigates the effectiveness of those advertisements in which
performances, particularly the dance items, are presented to attract viewers. The
paper examines the perception of Muslim consumers towards the advertising
containing dance performances. Further, the difference in perception of general
and religious consumers towards such advertisements has been investigated.
Quantitative design has been adopted for this study. Data was collected from
respondents using experimental and survey method. The sample size was of 200
Muslim students both male and female of university with the ages between 19
and 24. The data collected was then fed into SPSS and analyzed using cross
tabulation and T-test. The study found a significant difference between the
general and religious perception towards advertisement containing dance
performances. It was found that advertisements containing such performances
are less liked by consumer and they have little recall and purchase intention.
Findings of the study suggest some practical and theoretical contribution. The
findings of this study differ from earlier studies in which favorable
outcomes have been presented as compared to our findings regarding the dance
performance in advertising. This suggests further research in this area, as most
of the respondents disliked dancing and it is possible that their responses were
not based on the religious factor but on the “dance” itself as an element in
advertising. The outcome of this research is specifically important for the
companies and advertising bodies for attracting more viewers and converting
them into customers based on advertising. And to match the product and
advertising for the customer who associate the advertising with deciding about
using any product.
Rabeeya Raoof, Rizwan Rasheed, Shakir Hafeez. (2020) CONTEMPORARY ADVERTISEMENT TECHNIQUES AND ITS EFFECTIVENESS AMONG MUSLIM CONSUMERS, International Journal of Management Research and Emerging Sciences, Volume 10, Issue 3.
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