Abstract
The Advertising Effect by the advertising model type and the audience age.
Yoo, Sun Woong/ Major in Advertising and Public Relations Graduate School of Mass Communications Chung-Ang University
Lee, Sang Bin, Ph. D./ Professor of Psychology Chonbuk National University
Lyi, DeRyong, Ph. D./ Professor of Advertising and Public Relations Chung-Ang University
It was a fact that the celebrity endorsers made a high charge for advertising performance before 1998. And the audiences were confused by celebrity endorsers because these endorsed too many products or companies and became overexposed. Do celebrity endorsers have a positive advertising effect on products or companies? On the other hand, does consumer remember advertising model for a long time when the model in young, or older. And which advertising model have a influence on purchase intention of age-neutral product.
The research of Advertising model that have studied by former advertising researchers include the effect of celebrity endorser, the characteristic of the elderly as advertising audience, the purchase intention pattern of the elderly consumers, the influences of advertising model on advertising effect, and so on.
The purpose of this study was to divide advertising model into the young-adults and the elderly, and examine how much these model types influence on purchase intention of ageneutral product.
Dependent variables of this study was advertising effect such as brand name recall, cognitive response, attitude toward the ad(Aad), brand attitude(Ab), attitude toward the model, and purchase intention(PI). To test Hypothesis in this study, research method adopted experiment.
The subjects of this research consisted of 180(90 young-adults/the elderly/the young-adults and elderly) and audience type (the young-adults/the elderly consumer), and all subjects were randomly assigned to six experimental groups.
The results of this study are as follows:
The first, the young-adults subjects showed more cognitive response than the elderly subjects without respect to response direction(positively/negatively), and this result was significant. The second, the elderly subjects showed more favorable attitude toward the ad, brand attitude, attitude toward advertising model, and purchase intention than young-adults subjects, and this result was significant. The thirds, however, there was no main effect of advertising model, and interaction effect. In sum, there was no age group effect in age-neutral product, and there was only advertising effect by subjects age.
According to the results of this study, marketer should discriminate clearly where his product of consumed widely or target specific age group, and in particular needs not to use model of specific age in age-neutral product.