The appeal types of male perfume advertising and product involvement on advertising effectiveness
| Autor: | SHIH,CHIA-SHUN, 石珈熏 |
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| Rok vydání: | 2016 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 104 Perfume is a sense of product that combines vision with smell, and the perfume advertisement is the most direct marketing approach that conveys a product to consumers via the sense of sight. Advertisers use different types of advertising appeals to design an advertisement in which they not only emphasize brand personality but also use positive image reflected from advertising endorsers to achieve effective advertising. This study adopted laboratory experimentation with higher internal validit. The experiment is comprised of 6 conditions with 3 × 2 between-subjects and used an online survey designed with Google Doc. A total of 276 valid samples were collected via internet. The study showed that there were interactive effects between product involvements and advertising appeals in male perfume advertisements. Admiration appeal was the most effective appeal to high-involvement consumers; next is pride and then sex appeal. In contrast, sex appeal in advertising was most effective to low-involvement consumers; next is admiration and then pride appeal. Therefore, when designing a male perfume advertisement, advertisers should take into account different levels of consumer involvement and use the fit appeal so that the advertisement can appeal to consumers with different levels of involvement, thus make them willing to purchase a product. Moreover, this study has proven more than once the importance of brand image and advertising endorsers. For consumers, a good brand means consistent delivery of good quality. Consumers may prefer a product over others simply out of trusting a brand’s consistency. Similarly, a decent endorser represents a positive image. Consumers may carry their feelings toward an endorser over into a brand or a product. Thus, if advertisers can use the effect of brand image or endorsers to their advantage, it will definitely create unexpected value for companies. After all, the purpose of advertising is to create more revenue. The research findings can serve as a reference for people working in advertisement design or clients hiring advertisers to ensure effective advertising. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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