The Influence of Advertising Slogans and Advertising Appeals on Advertising Effectiveness
| Autor: | Chun-Yi Jiang, 姜君怡 |
|---|---|
| Rok vydání: | 2004 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 92 In our daily life, there are all kinds of advertising slogans. According to previous studies, advertising slogan is one of very important and common marketing techniques, and has great influence on the advertising effectiveness. However, the effectiveness of the type of slogans has not been explored yet. Meanwhile, advertising appeals types is also an important factor to advertising effectiveness. Therefore, this study used a 3（type of slogans: declarative vs. interrogative vs. imperative）× 2（type of appeals: rational vs. emotional）between-subject design to measure the advertising effectiveness including advertising recalls, attitude toward advertisement, attitude toward product, and purchase intention. Experiment stimulus was a print advertisement of cellular phone. Two hundred and forty-four college students in NTU participated in the experiment. The major findings are: 1. Declarative slogan led to greater advertising recall. 2. Interrogative slogan led to better attitude toward advertisement. 3. Rational appeal led to greater recall and attitude toward advertisement. 4. No significant effect was found on purchase intention. Since there is no interaction between types of advertising slogans and appeals, it is suggested that marketing practitioners may consider these two factors separately when making advertising decisions. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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