The Influence of Advertising Appeal and Advertising Media Type on the Advertising Effect

• Main Authors: Kuei-Chuan Chang, 張桂娟
• Other Authors: Prof. Yung-Ching Ho
• Format: Others
• Language: zh-TW
• Published: 2003
• Online Access: http://ndltd.ncl.edu.tw/handle/65540837852622618114

碩士 === 中國文化大學 === 國際企業管理研究所 === 91 === During the past, the preference of this type of research has always been focused on the effect of the single television or internet advertising. Only a few studies were done on the advertising appeal and the advertising media type on the advertising. Thus, this has inspired the researcher to pay particular attention on this issue. This study focuses on the issue of the influence of advertising appeal and advertising media type on the advertising effect. This research were done be means of demographic statistics. The results are as follows: The influences of advertising appeal and advertising media type are significant on the advertising effect. If the appeal is rational, the internet media is better than the media of the television. However, if the media type is internet, the rational appeal is better than the emotional appeal. Therefore we can conclude that the internet media with rational appeal is the best effect on advertisement. The research also shows that the brand effects are most significant on the gender types, where the male pays more attention to the brand than the female. It is significant on the level of education in the area of advertising consciousness. As for the advertising media type, it is more significant on the income of the consumers. Lastly, the advertising attitude is most significant on the area of consuming.