Tv Advertising Elements Of Research, And Brand Loyalty

Advertising is a traditional tool of Marketing Communication with a history of over 100 years in the field of its effect study. However, the majority of the studies focus on the broadcasting effect and selling effect, and sensibility effect study also restricts to the level of Brand Favor. Terence A. Shimp(2005)figured out for the first time that the objective of Marketing is promoting the brand value as well as that the highest level of Ad Effect is Brand Loyalty. Though Brand Loyalty couldn't always be achieved, it is the most valuable factor in Brand Equity which also defines the perennial profit. However, study in Ad Effect in the level of Brand Loyalty is almost a blank nowadays. As a classic media widely used in the field of mass advertising, TV is also very popular in our country. Referring to the assessment of TV Ad Effect in the level of Brand Loyalty, there has been no one who could deal with the problem scientifically. Therefore, it has become an urgent issue which marketing specialists could take control of and assess, instead of the subjective judgment of the Ad makers themselves. Meanwhile, it may cause the inconsistency between Marketing Objectives and the Ad, which is bound to bring huge loss for the enterprises.Therefore, based on the background above, I attempt to find the path how the Ad Elements affect Brand Loyalty, and to what kind of extent or degree they do finally. On one hand, it fills gaps in the aspect of Ad Effect Research in theory; on the other, by comparing the impact of television advertising elements of the path influencing Brand Loyalty, it provides a basis for the advertising staff in Ad Agency and the corporate marketing manager in making decisions on advertising creativity, Ad Effect monitoring and evaluation.After establishing the above-mentioned purpose of the study, I find the following theoretical supports through the collation of documents as follows: 1. TV Ad Elements owe influences on Brand Attitude through Ad Attitude; 2. Ad Attitude owes influences on consumers'desire and action through Brand Attitude; 3. Brand Attitude gives rise to Brand Loyalty; 4. Ad Attitude may directly influence consumers'desire or action under low consumer-involvement.The thesis is a kind of study between Ad Elements and Bran Loyalty, taking M-Zone TV Ad as sample, designing questionnaire to collect data, and using SPSS, AMOS as analytic tools. Before data processing, I use the two tools above to deal with reliability testing and validity testing. During the data analyzing, I use descriptive analysis to describe the customers'attitude toward Ad Elements including Document, Story details, Background music and Spokesperson, as well as customers'attitude toward the brand and the level of brand loyalty. Then, I use Structural Equation Models to analyze the relationship between the independent variables and the dependent variables. Finally, I use descriptive analysis to find out the antecedent causes of Ad Elements Attitude. We can get the results to help us to make decisions.According to the results, I get the following conclusions.A. Spokesperson owns positive-going influence on Brand Loyalty through Brand Attitude. So we can improve customers'attitude toward Spokesperson to increase Brand Loyalty. And the most important point we should pay attention to when we choose Spokesperson for an Ad is whether the person adapts to the product, service and concept of the brand.B. Background music directly owns positive-going influence on Brand Loyalty, which means we could improve customers'attitude toward Background music to increase Brand Loyalty. And the most important point we should pay attention to when we choose Background music for an Ad is whether it is absorbing enough. What's more, whether the music is fashionable or warm is also important antecedent of consumers''attitude toward Ad Music.C. Story details own positive-going influence on Brand Loyalty through Brand Attitude. So we can improve customers'attitude toward Story details to increase Brand Loyalty. And the most important point we should pay attention to when we design Story details for an Ad is whether the story is absorbing and interesting enough. What's more, whether the story is affecting, warm or commonweal is also important antecedent of consumers''attitude toward Ad Story.D. There are interactions among Story details, Background music and Spokesperson. Though the interactions are very small, we should attach great importance to the resultant force when they are together as an Ad.E. From the analytic results, Spokesperson is the most important factor in Ad Elements which can increase Brand Loyalty to the biggest extent, Background music comes the second, and Story details is the last one. Document has no significant influence on Brand Loyalty.In order to improve customers'brand loyalty which is the highest level of Ad effect, the marketing specialists in enterprises and the Ad makers in Ad agencies can refer to the five conclusions above, aiming to success in the fierce marketing competition with brand value improving and long-term profit increasing.