The Influence Of Advertisements’ Types On The Effects

On commodity markets, nostalgia will make consumers seek goods, so the relationship between nostalgia and marketing increasingly close. People tend to be nostalgic sustenance into demand for certain products, services or brands. Currently, the nostalgia marketing concern in the field of marketing, many companies have begun to use the theme of nostalgia advertising, but the current study of nostalgia marketing is still in its infancy, lack of relevant empirical research.First, this study has been reviewed and summarized research, building models of different types of demands between advertising and advertising effectiveness. This article will ad type as an argument into nostalgia nostalgic advertising and non-advertising two types; advertising effectiveness as the dependent variable, advertising effectiveness contain advertising and brand attitude attitudes two dimensions; through the experimental method, to study whether the type of advertisement have a significant impact on attitudes and brand attitudes, and to explore the level of personal nostalgia advertising are excited to play an intermediary role between the types of ads and ad performance, whether involved in the relationship between the degree of influence on the regulation has played a significant role in this study Unlike previous studies in the level of personal nostalgia is divided into four dimensions:the last image, physiological responses, positive emotions and negative emotions.This study confirms the nostalgic ads will eventually inspire consumers a better attitude toward the ad and brand attitudes, personal nostalgia levels between ad type and ad performance played an intermediary role, while the degree of involvement played a significant role in the regulation compared to the high degree of involvement in the low involvement of the ad type has a significant effect on advertising positive effect. Finally, the results of empirical research to do some interpretation put forward feasible suggestions for nostalgia and advertising and marketing.