Research On The Effect Of Perceptual Advertisement On The Juveniles In Varying Involvement Degrees

Questionnaires have been used in the research. I have designed a questionnaire and, after pilot investigation, formed a more standard questionnaire including 70 items. With juveniles or teenagers as the research objects, I have collected 174 useful questionnaires through on-the-spot investigation. The data have been analyzed by using SAS software and the afterward results keep closely consistent with the hypotheses. The results are: the effect of advertisement for different products on the juveniles varies according to the appealing mode of perception. But low-involvement products vary in a higher degree than high-involvement products, especially under the circumstances of sales promotion. Comparatively high-involvement products vary slightly under the circumstances of sales promotion. These results can serve as a reference for advertising quickly-consumed goods as well as durable goods, targeted on the juvenile consumers. In addition, this research will also provide ample room for the further study of this topic, to the extent that some questions still remain to be solved.