Abstract:
Television advertisements, as one major marketing communication mix tool has to be
carried out effectively and efficiently to achieve the organizational objectives in the very
tumultuous business environment. Among the elements of a television advertisement,
colour, the magic of light plays an important role in delivering of the desired message to
the target audience. From early days of evolution, all living beings respond to colours
considerably. They have assigned specific meanings to certain colours. Therefore,
meaning of colours and impact of colours may divergent from context to context. Then,
problem concerned here is that how the meaning of colour is perceived in the Sri Lankan
milieu and what is the impact of colour perception by customers to the effectiveness of
television advertisements. Hence, the objective of the study is to find out the perception
of colour by the customers and their impact to the effectiveness of the television
advertisements. As a pioneering effect recounting to colour perception and its
effectiveness of the television advertisements, study on awfully closed to the exploratory
in nature. The sample was drawn on convenience sampling method and descriptive
statistics were used to analyse the raw data into meaningful findings. The sample size
was limited to 250 television viewer. The findings of the study revealed that customers
as a whole have assigned some meanings for certain colours. When they recall
television advertisements of brands using a specific colour the recall rate was effectual.
When considering with other elements of television advertisement, the customers’ recall
on colours were accurate. In conclusion, it is clear that colours play an important role in
television advertisements and it should be given due consideration in the Sri Lankan
context.
