Advertising has a pretty simple role: to persuade consumers to buy the company’s product while creating awareness about it. Advertising spam is on the rise in television primetime. It is becoming easier and easier for consumers to tune out advertisements and not pay attention to the message. So the question is: which advertisements “stick” to the consumers’ minds and actually lead to intent to purchase? This study attempts to analyze this by investigating recall differences between two broad categories of advertisements: “persuasive” and “informative” and eventual purchase intent differences that arise due to the advertisements. The study was an experiment, with 45 participants, asked to view a half hour documentary interrupted with four intervals of 12 advertisements, equal ratio of persuasive and informative advertisements. A comparison of mean recall scores using the t-test showed a significantly higher recall score for persuasive advertisements than for informative advertisements. The difference in purchase intent resulting from the two categories of advertisements was negligible.
Keywords: Advertising, Persuasion, Recall, Purchase Intent
By investing in advertising, marketers strive to induce additional sales of their product by making consumers aware of their brand and persuading them of its superiority. Therefore, advertising has a pretty simple role: to persuade consumers to buy the company’s product while creating awareness about it.
The battle of advertising continues beyond persuasion. It is observed that the top brands continuously advertise to keep themselves in the mind of the consumer; a distinguished place among other brands. Their brand name is the first that should come to mind ...
... middle of paper ...
... pp. 127-136.
Till, Brian D., and Michael Busler (2000), "The Match-Up Hypothesis: Physical Attraction, Expertise, and the Role of Fit on Brand Attitude, Purchase Intent, and Brand Beliefs," Journal of Advertising, 29 (3), 1-13.
Tull, D. (1965). The Carry-Over Effect of Advertising. The Journal of Marketing Vol 29 , 45-53.
Um, N.-H. (2008). Revisit Elaboration Likelihood Model: How Advertising Appeals Work on Attitudinal and Behavioral Brand Loyalty Centering Around Low vs. High-Involvement Product. European Journal of Social Sciences – Volume 7, Number 1 , pp. 126-139.
Verma, S. (2009). Do All Advertising Appeals Influence Consumer Purchase Decision. Global Business Review Vol 10 , 33-43.
Zauberman, G., Ratner, R. K., & Kim, B. K. ( 2009). Memories as Assets: Strategic Memory Protection in Choice over Time. Journal of Consumer Research, Vol. 35 , 715-729.
Need Writing Help?
Get feedback on grammar, clarity, concision and logic instantly.Check your paper »
- In persuasive writing, a writer takes a position FOR or AGAINST an issue and writes to convince the reader to believe or do something. Persuasive writing is often used in advertisements to get the reader to buy a product. It is also used in essays and other types of writing to get the reader to accept a point of view. In order to convince the reader you need more than opinion; you need facts or examples to back your opinion. So, be sure to do the research. Persuasive writing follows a particular format.... [tags: Writing an Essay]
1005 words (2.9 pages)
- In today’s society, advertising plays a huge part of sale production around the world. Advertising is found in almost every place imaginable and where a person least expects it. Some advertisements are very noticeable and distinct, while others are very subtle yet the human eye tends to catch them. There are advertisements all around us which include signs, posters, news papers, Internet, television, movies and much more. Just take a look around and see how many ads can be found. On average, an American sees up to 3000 advertisements in one day.(ASP) I find this is somewhat believable because advertisements are everywhere.... [tags: advertisements,]
868 words (2.5 pages)
- On the morning of September 11, 2001, exactly at 9:22 a.m., I woke up to start my day and turned my television on. Instantly, Fox News had reported that a commercial plane had smashed into the Twin Towers of New York City, just minutes earlier. While the story was certainly shocking, I wanted to know more and watched the horrific aftermath unfold, as it continued to happen. I remember an incredible feeling of sadness that I could do nothing to help the people in these buildings, as well as a great concern that more attempts could be made to create further tragedy elsewhere.... [tags: Total Recall Memory ]
938 words (2.7 pages)
- Time is always changing, from a second, to a minute, to an hour, to a day, it’s ever changing. Although people don’t change overnight, over the course of a decade, change is imminent whether tremendously or insignificantly. New technology is developed, people grow older and more knowledgeable with each passing day, and societal values can change drastically or very minimally overtime. The industry of advertisement has changed with society in order to properly market to certain audiences. The advertisements played on children’s networks have changed overtime to compensate for change in both the children’s industry as well as the industry of the parents of those children.... [tags: Advertisements, Fast Food, Televisions]
1096 words (3.1 pages)
- A huge part of being an American is being a consumer. Consumerism is a social and economic order and ideology that encourages the purchase of goods and services. Consumers play an important role in a capitalist society, which we as Americans are a part of. “Capitalism is an economic system in which individuals or private corporations can own and operate the production of goods, make decisions about the price of those goods, and distribute them as they deem appropriate” (Carl 99). “Starting at the young age of two, children are exposed to advertising through different media perspectives.... [tags: consumerism, goods, services]
1600 words (4.6 pages)
- Advertisements and commercials have been an integral part of American history for many years. Since the invention of the newspaper, people in the United States and lots of other countries have been heavily influenced by advertisements. These ingenious tools are used to make people desire to buy a product or contribute to the success of a product in some way. In more modern history advertisements have been implemented into television and other mediums of mass media. Because so many people watch television everyday it is the perfect tool to advertise with.... [tags: geico, marketing, methods, strategy]
1116 words (3.2 pages)
- Analyzing the Construction of Television Advertisements For my research project, I chose to research television commercials on the United Paramount Network, more commonly known as UPN, which is channel 13 in my area. I chose this station for two main reasons. Firstly, UPN is currently in trouble, both financially, and programming-wise. The reason is related to its wandering demographic focus during primetime, because of the wide ranging variety of shows it airs. UPN’s current lineup is geared on different nights toward market segments.... [tags: Exploratory Essays Research Papers]
2176 words (6.2 pages)
- Television can be used to demonstrate the product in action, or to use colour and sound to build an atmosphere around the product, thus enhancing its image (Fahy & Jobber, 2006). The emphasis for this thesis will be television advertisements, because of the many elements of television, sound, colour, sight and motion that aid the presentation of the message. Also the fact that Brassington and Pettitt (2000) argue that television is better for creating an advertisement message with emotional appeals, contributes to our concentration to television advertisements.... [tags: Communication, Media]
779 words (2.2 pages)
- Television Advertising Television advertisement takes an important part of everyday human's life. Everyday millions of people in America and the world watches Television and advertisements. Television advertisements are very common these days. They appear in public where a lot of people can hear and watch. For example, commercials tend to appear on the radio, foot ball game where a lot of people are watching, and in on television. Advertisement is seen many times especially on television. Television is the most efficient way for business industries to use to take advantage of showing advertisement.... [tags: Television Advertisements TV]
1032 words (2.9 pages)
- Television Advertisements Statistics tells us that the average person sees about 150 000 television adverts before they have reached the age of 35. Television adverts have been very successful for their ability to impose both visual and auditory effects. They are known for their humour, pity and for their power of persuasion. The potential for advertising through the medium of television was swiftly recognised and a multi-million pound industry was generated. I have chosen the 'More Th>n Insurance' advert because it is interesting in terms of its simplicity and lack of sophistication, yet its immediate appeal is also interesting.... [tags: Papers]
1033 words (3 pages)