Essay Example on Advertisement is one of the greatest Medium








In the competitive world of business Advertisement is one of the greatest medium of communication between the enterprises and its consumers To strengthen the effect of the advertisement enterprises must handpick an endorser with a great amount of credibility The researchers in this study attempted to examine the effect of brand image advertising spokesperson and the advertisement frequency on consumers attitude Basically the whole study revolved around four things the brand image which is the soul of the product consumers attitude toward advertising wherein good brand image can really accumulate and improve positive attitude of the consumers toward advertising the credibility of the Spokesperson that can gain a huge impact to the consumers and the advertising frequency that may have a different effects on consumers attitude towards advertising This study seeks to correlate that combination of good brand image and the spokesman s credibility are essential to add effectivity on advertising In addition to that advertising frequency can manipulate the effect of the advertising itself The researchers may have gathered a lot of previous studies to support their study but they focused mainly on three hypotheses a first brand image positively influences the effect of advertising b second the spokesperson's credibility has a positive influence on consumers attitude towards advertising and c lastly different advertising frequency has different effects on consumers attitude towards advertising To investigate and analyze data the study used a pre experimental design which is a mixed method

They made used of a questionnaire with a 6 point Likert scale to examine the participants regarding of what they feel and judge about the variables They have also prepared a 50 minute famous TV program with six commercial slots inside and are randomly arranged Three measurement scales were used the scale of the brand image scale of credibility of the spokesperson and the scale of the effect of advertising The participants were asked to fill out the first questionnaire about the brand image and the credibility of the spokesperson before watching the advertisements After watching the program they were asked to fill out another questionnaire about their attitude to the target advertisement 457 college students participated in the study They were the second and third year students who studied in the university of Science and Technology in Taipei The findings confirmed the researchers three hypotheses First the study revealed that good brand image influences the consumers attitude towards advertising since it becomes the main source and background of the advertisement hence the enterprises must create a good brand image and transmit it to the consumers mind Second the study also found that credibility of the spokesperson can influences consumers attitude towards advertising therefore the endorser must be an influential and a trustworthy person because these characteristics can add up a lot to the advertising Lastly the study found that advertising frequency influences consumers attitude towards advertising which contrast the theory of Blair 1987 indicated that high frequency of advertising will bore the audience and lessen its persuasion of advertising

A lot of similar study regarding the brand image and the spokesperson credibility are being studied in the present times However this study covers the effect of advertising frequency on the consumers attitude which made it entirely unique In addition to that the researchers provided bountiful information regarding the topic in their review of related literature and made it easier for the readers to understand the study Another great strength of this study is that in the result of their study they have adjusted the result of the regression model in order to much understand the influence of advertising frequency to the consumers attitude towards the advertising Also they have provided evidences that differ to some of the previous related studies plus the huge number of the participants added strength to the study s data since it has gathered more than four hundred participants that can surely represent a wide scope of the population The research was conducted and published in 2012 and obviously all of the references that have been used were old enough for its credibility to be still valid Considering the date of published one more flaws of this paper is that they used pre experimental design to investigate the responses of the participants and it can be a subject to numerous threats to the validity of the study but the good thing is that they used ANCOVA to analyze their data and adjusted the results using the regression model Overall this study may have proven their hypotheses however the methods used and the implications that were suggested should be re evaluated Regardless of the number of threats to the study's validity due to the methods that was used having a large sample size and an abundance amount of references made and established the study s credibility

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