ABSTRACT

Nowadays, it is sure that companies have to make an effort to plan more scientific, positive marketing strategy than the present under the business circumstances is changing rapidly. With this, customers' impressions from advertisement are factually helpful to enhancing corporate's image and product reliance, and have a marke deffecton their end consumption activities and buying behaviors. This advertisement is calculated to appeal to customers.The character advertisement by mass media plays an important role during companies are always willing to consider ways to assist themselves in making their operation more competitive.

With aview to shedding light on the influences of the characters of newspaper advertisement on customers' attitude, this study has dealt with what differences there are their preference of characters and their purchasing behavior in accord ance with character-utilized a dvertisement and their counter parts. I have come up with the following findings.

First, this researcher knew that there wasn't significant differences among the preference, the visual effect, the familiarity, the impulse purchasing with regard to customers' response to the character advertising on newspaper.

Second, customers' reliance, understanding, impression showed more positive response to high-participation products than low-participation products in case of developing character.

Third, whether or not high-participation products, it was sure that the character advertisement on newspaper gained an advantage over at the as pects of such various factors as the preference, the visual effect, the familiarity, the impulse purchasing, the reliance, the understanding, the impression etc.In other words, the character advertisement was helpful to enhancing the companies' competitiveness.

There searcherc an represent following results on the basis of the above characteristic factors.

First, there needs to make an effort to enhance customers' favour, familiarity, visual pleasure by the utilization of character advertising on newspaper, and also there need to make an effort to cooperate in making the advertisement of product more memorable.

Second, especially, there has to make an effort to improve product information and product reliability by the positive, effective utilization of character advertising in case of advertising high-participation product in a newspaper.

Third, character-utilized newspaper advertisements cause customers a good feeling toward and confidence in the names and trademarks of firms, lingering in the minds of customers and exerting a favorable influence on the purchase of products.So it is absolutely natural and necessary that companies should try to make appropriate use of characters of human appearance and animal commanding a relatively high impression so as to enhance the images of their products as of the companies in question.

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