Subjective or Objective? The Influence of Comparative Advertising Appeals on Advertising Effects
碩士 === 國立高雄應用科技大學 === 國際企業系碩士在職專班 === 104 === The main purpose of this study is to understand how product advertising appeals and advertising message presentation affect advertising effectiveness. (e.g.,advertising attitudes and purchase intention.) This study conducted a 2 (product advertising...
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| Format: | Others |
| Language: | zh-TW |
| Published: |
2016
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| Online Access: | http://ndltd.ncl.edu.tw/handle/ebtkz7 |
| Summary: | 碩士 === 國立高雄應用科技大學 === 國際企業系碩士在職專班 === 104 === The main purpose of this study is to understand how product advertising appeals and advertising message presentation affect advertising effectiveness. (e.g.,advertising attitudes and purchase intention.)
This study conducted a 2 (product advertising appeals: healthy appeal vs. delicious appeal) x 2 (advertising message presentation: subjective vs. objective) between subject experimental design. Totally 4 advertisements were designed to examine the interaction effects of product advertising appeals and advertising message presentation on advertising effectiveness.
The results show that the advertisement is more effective when health appeal advertisement matches with objective message and when delicious appeal advertisement matches with subjective message. This study provides a marketing strategies that food manufacturers, sales, advertisers and marketers could enhance the advertising effect by appropriate match product advertising appeals with advertising message presentation.
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