ABSTRACT
A Study on the effect of commercial models depending on the types of advertising creative expressions and product categories
Sang-Young Kim
Dep. of Advertising & Public Relations
Graduation School of Mass Communication
Yonsei Univercity
Today, as the competition among companies is sharpened, the important of promotion management, one of marketing activities, is increased more and more. Advertising portion in promotion management in crease higher and higher.
It is notable fact that, in the process of advertising communication, the communication effect varies depending on information source and it s attribute.
Information sender, the model in advertisement, is one of the popular issues which has been studied in the field of information source related variables.
More than 220 TV commercials aired by network television in Korea from January, 1999 to February, 2000 were used in this study to find out the effectiveness and effect of commercial models depending on t he types of advertising creative expressions (emotional ap peal vs. rational appeal) and product categories. The product categories given in this study are all twelve, which are toothpaste, shampoo/rinse, soap, launder powder, toothbrush, body washer, hair-dyeing, kitchen cleaner, mouth cleaner, bacterium killer, fabric softener, and bathroom cleaner. Convenience sampling method was used for the subjects in this experiment. Accordingly, housewives in the age of 20th and 30th residing in Seoul and the capital region participated in this study. The number of total subject samples was 5,000. One hundred subjects were allocated to the each of the commercials for every month during this experiment period. This study used SPSS for WIN 9.0 to analyze the data collected from the experiment and used ANOVA to analyze model effect depending on the types of advertising creative expressions and product categories.
To find out which types of commercial models would be effective for which kinds of situations, four research questions were asked. Those are as follows.
Research1. The types of commercial models make any difference in advertising effect depending on the types of advertising creative expression, so called emotional appeal vs. rational appeal?
Research2. The types of commercial models make any difference in advertising effect depending on the types of product categories?
Research3. The types of commercial models make any difference in advertising effect depending on the ages of target audiences?
Research4. Does model preference make any difference in advertising effect?
First, On the other hand, for both emotional and rational appeals, baby models showed higher level of advertising effect rather than famous models and others in all aspects of advertising effect index such like advertising recall, messaging power, and buying impulse p ower. For the emotional appeal ads, famous models showed lower level of advertising recall than baby mod els and foreign models, but they showed higher level of advertising recall than non-famous and ordinary models. Also, for the rational appeal ads, famous models were less effective t han non-famous and ordinary models in terms of messaging power and buying impulse power. As a whole, for both emotional and rational appeal ads, baby models showed statistically meaningful difference in all aspects of advertising effect index.
Second, in the experiment of model effects depending on various product industries, it was found that famous models were effective rather than other types of models only in the terms of advertising recall only the toothpaste ads. For the other product categories, famous model didn't make any difference from other. In otherwise, foreign models were effective in massaging power and buying impulse power for toothpaste ads. Also, they were effective in all aspects of advertising effect index for shampoo and rinse ads and were effective in advertising recall for hair-dyeing ads. For soap ads, non-famous models were effective and advertising recall was high when the commercial didn't use models in toothbrush ads. Baby models were effective in advertising recall and buying power for bacterium killer and fabric softener ads.
Third, in the experiment of model effect depending on the ages of target audiences, foreign models were effective in advertising recall and messaging power for the subjects in the age of 20th. Famous models were effective in advertising recall and messaging power for the subjects in the age of 30th. For both subjects in the of 20th and 30th, baby models were effective in messaging power, and ordinary models were effective in buying impulse power.
Fourth, the TV Commercial carrying highly preferred models were very effective in all aspects of advertising effect index.
It should be understood that there are some limits in this research . The ads analyzed, her e, were limited to living goods, the number of model types were not big enough, and also the subjects participated in this study were limited to women. Nevertheless, it is believed that the four research questions mentioned in this study, would be very helpful to set up model strategy in advertising campaign planning.
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