| Summary: | 碩士 === 義守大學 === 管理學院管理碩博士班 === 100 === This research applies empirical approach, of which the purpose is to find out how both commercial pun slogan and brand awareness could affect consumers' memory toward the advertisement. If a particular commercial slogan could successfully grab consumers' attention, then it will strengthen consumers’ memory and ability to recall a particular advertisement, product, or brand.
ELM (elaboration likelihood model) was utilized by this study to imply the interrelated effect of commercial slogan (pun/general) and brand awareness (high/low level) on consumers’ memory. All collected data are analyzed and statistical hypothesis tested through various methods, which includes (a) descriptive statistics, (b) analysis of variance (ANOVA), and (c) regression analysis. Limitations of the study are also provided.
This result from this study proves that consumers are definitely attracted by commercial pun slogan. Therefore, this study suggests that companies should input more effort in creating strong advertising materials, in order to better impress consumers and to well distinguish own brand to others. If brands with high level of awareness can create large market share through advertising, on the other hand, companies and brands with low awareness should definitely make a good sales pitch by marketing through advertising
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