The Influence of Advertising Spokesperson, Advertising Appeal and Advertising Expose in the Advertising Effect

• Main Authors: Chao Hsin-Chieh, 曹馨潔
• Other Authors: Ho Yung-Ching
• Format: Others
• Language: zh-TW
• Published: 2004
• Online Access: http://ndltd.ncl.edu.tw/handle/87009131851996708525

碩士 === 中國文化大學 === 國際企業管理研究所 === 92 === Advertisement has influenced in our life with frequently expose. Advertiser try to change consumer’s attitude and purchase intension by delivering message with ad-vertisement. Advertiser has also dedicated to produce impressive ad to attract consumer. Therefore, let me wonder, which kind of ad is the best, try to focus on the investigation of the influences of advertising spokesperson, advertising appeals and advertising ex-pose upon advertising effect. Experimental approaches have been used to verify the research. Shampoo is cho-sen to serve as experimental product. The experiment is designed to include 12 sets. There are in total 858 effective questionnaires in the research. Research results are shown as below. Advertising effects have outstanding differ-ence in advertising spokesperson (celebrity/expert/typical consumer), Advertising Ex-pose(one/twice/forth), advertisingappeal (rationality/sensitivity). especially in celebity spokesperson which has wider affection. Advertising appeal (rationality/sensitivity), however, has much obvious impact on advertisement memory and advertisement atti-tude only. Advertising expose, however, has much obvious impact on advertisement memory only.It is same with advertisement expose of forth degree. However, in vari-ous combination of interaction, only Advertising appeal and Advertising Expose have markedly affected to attitude towards spokesperson, attitude towards products and attitude towards brand.