MAXIMIZING ADVERTISING EFFECTIVENESS
Journal Title: European Journal of Business and Social Sciences - Year 2014, Vol 3, Issue 9
Abstract
This study aims to discover the optimal combination of advertising by incorporating factors including appeal, celebrity endorsement, and new media to assess the influence and effectiveness of advertising. Empirical experiments were conducted using mobile phones as the featured product. Variables tested included two types of appeal (reason and emotion), the presence of celebrity spokespeople, and four types of new media. As a result, the subjects were divided into 16 groups. The data were obtained from surveys on advertisement awareness, advertisement attitudes, brand awareness, brand attitudes, and purchase willingness among students of National Formosa University. A total of 480 effective surveys were collected. The chief methods of analysis were descriptive statistics, t-testing, and Scheffe's method. The results of the study are as follows: (1) Different methods of appeal affect advertisement awareness. It was also found that appeals to reason had a significantly larger effect on advertisement awareness than appeals to emotion. In addition, YouTube was the most effective medium for spreading awareness of an advertisement that appeals to reason. (2) The presence of a celebrity spokesperson affects the attitude toward an advertisement. It was also found that advertisements with celebrity spokespeople generated significantly more positive attitudes than those without celebrity spokespeople. In addition, LINE was the most effective medium for spreading positive attitudes toward advertisements with celebrity spokespeople. (3) As for interactions between the variables, celebrity spokespeople in advertisements that appeal to reason generate significantly better advertisement awareness, brand awareness, and purchase willingness than celebrity spokespeople in advertisements that appeal to emotion. The study found that advertisements spread through LINE that appeal to reason and feature celebrity spokespeople are the most effective type of advertisement studied. The optimal combination of factors for this study is therefore: celebrity spokespeople, appealing to reason, and messaging on LINE.
Authors and Affiliations
Yi Hsu| Graduate Institute of Business and Management National Formosa University evehsu@ms22.hinet.net, Jen Chieh Cheng| abc761020@hotmail.com
Keywords
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- EP ID EP10527
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