ABSTRACT
A Study on the Effect of Advertising Attitude
by Types of Advertising Appeals and Consumer Satisfaction
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Choi, Kang Seok |
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Major in Advertising & Public Relations |
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Graduate School of Advertising & Public Relations |
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Hong-ik University |
The purpose of the theses is to analyze the effect of advertising
attitude by types of advertising appeal and consumer satisfaction.
Factor Analysis and Cronbach's a were useful as satistical proesses
for verifying in order to find out valid and credit of the poll.
In addition, noe-way ANOVA, and Pearson's correlation analysis were
used to measure and test research questions.
The Results of this thesis were as follow.
First, experimental groups preferred the quality-intention advertising
to the image-intention advertising about attitudes of advertising
by types of advertising appeal. That is, the experimental groups
preferred the advertising, brand, and purchase to affirmative attitude
of the quality-intention advertising
According to this result, the quality-intention advertising in
case of cosmetic advertising will be more useful in generating favorable
attitudes towards the advertising, brand, and purchase.
Second, the experimental group selected the personal-satisfaction
claim of customer satisfaction claims. In other words, most of experimental
groups preferred the attitudes of advertising, brand and purchase
by personal-satisfaction claim to the attitudes of advertising,
brand and pruchase by the rest of coustomer satisfaction claims.
According to the experimental results, the personal-satisfaction
claim will be more useful in promoting favorable attitudes toward
the advertising, brand and purchase in case of cosmetic advertising.
In conclusion, the above research results would be, although limited
in tis general applicability, useful as ane of the guidelines in
understanding the strategic implications in advertising practices.
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