Viktorija Grigaliūnaitė; Lina Pilelienė
Volume 2, Issue 8 , August 2015, , Pages 810-822
Abstract
This article contributes to the revelation of a relevant and complex problem of the selection of advertising spokesperson while answering the research question, which lays a foundation of the scientific problem: how to choose a spokesperson for advertising to be effective? Accordingly, the aim of the ...
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This article contributes to the revelation of a relevant and complex problem of the selection of advertising spokesperson while answering the research question, which lays a foundation of the scientific problem: how to choose a spokesperson for advertising to be effective? Accordingly, the aim of the article is to determine the impact of spokesperson on advertising effectiveness. Grounded on the theoretical framework, three different theoretical models representing the research hypotheses are analyzed in the article by applying PLS-SEM and PLS path modelling multi-group analysis. The analysis of the research results led to the elaboration of general model of the impact of spokesperson on advertising effectiveness, revealing that consumers’ attitude towards spokesperson that they are exposed to have an influence over their attitude towards advertisement, brand and purchase intention. Nevertheless, it is proved that different advertising spokespersons have different influence on advertising effectiveness. The conclusions are made that if seeking advertising effectiveness expressed as enhanced level of consumers’ purchase intentions, then the choice of celebrity spokesperson highly improves the possibility of creating effective advertising.
Lee Zhao Jian; Rashad Yazdanifard
Volume 2, Issue 6 , June 2015, , Pages 595-608
Abstract
Present paper attempts to examine the effectiveness of modern trend advertising methods in reaching certain outcome. In order to provide evidence for the effectiveness of modern trend advertisement methods, a number of past research studies has been used. The authors will focus on examining and comparing ...
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Present paper attempts to examine the effectiveness of modern trend advertising methods in reaching certain outcome. In order to provide evidence for the effectiveness of modern trend advertisement methods, a number of past research studies has been used. The authors will focus on examining and comparing five major modern trend advertising methods, which include internet ads, mobile app ads, video ads, stealth ads and outdoor digital ads. This paper mainly contributes to the marketers and advertisers. It not only allows the marketers or advertisers to recognize the incorrect ways of advertising, but also the characteristics of the modern trend ad methods. At the same time, it can greatly enhance the effectiveness of advertising. Moreover, the objective is introduced with the support of past findings. Also, major studies are used to support the effectiveness of every main modern trend ad method. At the end, the paper is discussed and concluded with the inferences made based on past research. Lastly, the authors look forward for future research to examine the question and resolve the seemingly ineffective ad methods.
