The Impact Of Product Type, Product Contextual Involvement, And Advertising Word Attributes On Advertising Effectiveness

Advertising exists as an effective way to publicize products.In the more obvious phenomenon of homogenization of commodities,advertising has played a great role in expanding publicity and enhancing competitiveness.Whether an advertisement is successful or not is not only related to the consumer's initial impression of the product,but also to the profit of a product.Therefore,after the launch of an advertisement,the consideration of the effect of advertising has always been a major concern for advertising designers and merchants.The effects of advertising are mainly from two aspects,the consumer and advertising,this paper from the basic elements of advertisement,and the combination of different types of products and product involvement on the above situation,several factors on the advertising effect to.It is hoped that this study can provide some reference for advertising designers and business marketing.In this paper,a total of 2 experiments are conducted by questionnaire and experiment.Among them,the first one is 3 subjects(product type:hedonic product,practical product,neutral product)*2(advertising word attribute:rational advertisement and perceptual advertisement).The second is the mixed design of 3(product type:hedonic products,practical products,neutral products),*2(advertising words attributes:rational advertising words,perceptual advertisements)*2(product scenario involvement:high volume and low volume).The following results are obtained through these two studies.(1)Different type of advertising words has different effects on the effect of advertising.The effect of rational advertising words is better than that of perceptual advertising words.(2)The effects of different types of products on advertising effectiveness are as follows:the practical products and the neutral products are all rational advertising words,the effect is better than the perceptual advertising words,while the hedonic products are rational and emotional advertising words,but the advertising effect is not significant.(3)The influence of different situational involvement on advertising effect is different.The advertising effect of the same product in the high context is better than the low scenario involvement.(4)There are three interactions between product type,advertisement word attribute and product scenario involvement.In the high involvement scenario,the hedonic product's perceptual advertising effect is better than the rational advertising word,while the practical product and the neutral product are the rational advertising words,which are better than the perceptual advertisement words.In the situation of low involvement,no matter what type of product,the effect of rational advertising words is better than that of perceptual advertising.