ABSTRACT

Prior literature suggests that, for low involvement products, transformational advertising should be favored over informational advertising. The current study on 927 consumers from the United Kingdom indicates that transformational and informational ad appeals are equally effective in enhancing brand awareness, but informational ad appeals are more effective in increasing positive quality perceptions and company associations. Confirming previous findings, the positive effect of informational ad appeals on brand awareness is greater for utilitarian products than for hedonic products. This study provides insights guiding the adoption of informational and transformational ad appeals to achieve specific advertising objectives depending on the product type.

摘要

先前的文献表明，对于低参与度的产品，变革性广告应该优于信息性广告。目前针对英国 927 名消费者的研究表明，变革性广告诉求和信息性广告诉求在提高品牌知名度方面同样有效，但信息性广告诉求在增强积极的质量认知和公司联想方面更有效。证实了之前的研究结果，信息广告诉求对品牌知名度的积极影响对于功利性产品来说比对于享乐性产品更大。这项研究提供了见解，指导如何根据产品类型采用信息性和变革性广告诉求来实现特定的广告目标。