The Impact of Endorsement Advertising and Product Involvement on Advertising Effectiveness

• Main Authors: Tzu-Lan Wang, 王姿嵐
• Other Authors: 作者未提供
• Format: Others
• Language: zh-TW
• Published: 2005
• Online Access: http://ndltd.ncl.edu.tw/handle/u95bw5

碩士 === 銘傳大學 === 設計創作研究所碩士班 === 93 === There are many ways to present advertisements. The personal endorsement is one of the most popular techniques in recent years and is also used a lot in Taiwan’s advertisements. For example, P&G invited Sylvia Chang as a spokesperson of women’s personal hygiene, using her own personal experience to endorse their product. It was the first time that a tampon advertisement was shown on television with a celebrity as a spokesperson. (CtiTV, 2004). However it’s difficult to select a well-known popular spokesperson that fits the features and characteristics of the product when the personal endorsement is decided to communicate messages in an advertisement. This study selected the credit card and tomato juice as high and low involvement products, and also used different types of people as spokesperson, conducted combination of six experiments. After making a survey of college students’ perception towards the advertisement, the product, the spokesperson and their willingness to purchase the product, 198 responses were obtained. The main used statistical analyses are Variance analysis, T-distribution, and Regression analysis. The study found: (1) In the advertisements of the low involvement product, looking at the attitude towards the advertisement, the product and the spokesperson, and the willingness of the consumer to purchase, having a celebrity as a spokesperson gave the best result. While in high involvement product, having the typical consumer as a spokesperson gave the best result. While using specialists as a spokesperson gave the lowest effect, no where near as effective as having a celebrity or an ideal consumer as a spokesperson. (2) In the advertisements of the low involvement product, the attitude towards the advertisement, the product, and the spokesperson were the best and a more willingness of the consumer to purchase the product. (3) The study found having a background in design had an effect on the attitude toward the advertisement but not towards the product, the spokesperson or the willingness to purchase.