In the ELM Model, the Impact of Argument Quality and Spokesman Type on Advertisement Effect: Taking Frozen Prepared Foods as an Example

• Main Authors: Chiu Wei-ting, 邱薇婷
• Other Authors: Day Rong-Fuh
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/95512205787126731544

碩士 === 南台科技大學 === 行銷與流通管理系 === 97 === The market of the frozen prepared food has rapidly grown up more than 25% during theses two years. The main concern of marketing practitioners is how to consolidate or increase their share of the market by advertising. In order to make effective public communication, practitioners generally manipulate two of the important structural components in their advertisement: argument quality and spokesman type. However, to date, there are few theoretical guidelines of how to combine these two components in an advertising initiative particularly in the context of the frozen prepared food marketing. In this study, based on the ELM model, we attempted to examine the effects of the argument quality (i.e. strong and weak argument) and spokesman types (celebrities, experts, the typical consumer) and their interactive effect on advertising effects, such as… An experiment was administrated in which each subject was asked to view a fictitious plain advertisement first and then filled in a questionary. Total 300 subjects were recruited. Using ANOVA for analysis, we haves following findings. First, on the quality , strong arguments can be caused by a more measured attitude toward the ad and product attitudes. In addition, regardless of strong or weak arguments on attitudes and purchase intention spokesman had no significant difference. Secondly, the spokesman in the ad, the celebrity spokesmen significantly induces more product attitude, spokesman attitude and purchase intention then the others. Finally, in the interaction, the strong argument with the experts spokesmen have a better ad attitude and purchase intention, in addition, the quality of the weak argument with celebrity spokesmen for a better product attitude, spokesman attitude and purchase intention.