• East Asian Journal of Business Economics (EAJBE)
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• v.2 no.2
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• pp.53-57
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• 2014

Persuasive emotion advertising has great effect on attention and motivation. The using of negative emotions has been an interest in consumer psychology and advertising. This is because emotions place impact on consumers, attention and decision making. Emotions are also believed to cretin evoke brand name from memory. This paper presents the evidence for the impact of negative emotions by comparing then greater with positive emotions advertising.

• Archives of design research
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• v.13 no.3
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• pp.111-122
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• 2000

To achieve the advertising objectives, we must first draw out consumer's advertisingto advertising, and then realize the data processing course from comprehension to the retention of the advertising contents. In current media environment, however, the value of advertising as the method of attracting consumer's attention is declining due to the current situation of newspaper and magazine advertising as follows. As for newspapers, competitive messages are increasing on a continuous basis; the size of advertising section and the number of newspaper pages has been increased along with the popularization of color advertising. As for magazines, more pages are allocated for advertising rather than for the actual contents. In such communication environment, it is believed that only the advertising capable of uniquely appealing to consumers can achieve the purpose of advertising. Hence, this research attempts to discuss the effective ways of promoting attention in print media through the case studies covering the design principles relating to layout and the layout format, among the visualization processes related to the consumers'memory.

• Journal of Advanced Technology Convergence
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• v.3 no.1
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• pp.21-31
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• 2024

The study confirmed the relationship between attractiveness and suitability in the relationship between the formativeness of creating the artistic form of a virtual influencer who acts as an advertising model, advertising attention, and advertising attitude. To confirm this, the subjects of the study were the MZ generation and X generation, which have a high rate of SNS use. The analysis method used SPSS statistics 27.0 and SPSS process macro version. The research results are as follows. First, it was confirmed that attractiveness and suitability fully mediate the relationship between formativeness and advertising attention. In the path of formativeness and advertising attention, the total effect was found to be higher than the direct effect, and it was confirmed that there was a double parallel mediation effect through attractiveness and suitability in the relationship between the formativeness of virtual influencers and advertising attention. Second, it was confirmed that formativeness affects the mediating variable, attractiveness, but attractiveness does not affect attitude toward advertising. Since formativeness affects suitability and suitability in turn influences attitude toward advertising, it was confirmed that there is a full mediating effect between these variables. According to these results, the parallel mediating effect of attractiveness and formativeness was not confirmed in the relationship between formativeness and attitude towards advertising. The above study is significant in that it presents academic implications and practical implications by examining the dual and parallel mediating effects of attractiveness and suitability in the relationship between formativeness, advertising attention, and advertising attitude variables, which are considered in the production of virtual influencers.

• International journal of advanced smart convergence
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• v.12 no.2
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• pp.1-16
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• 2023

Influencer advertising, which has gained significant attention in academia and industry, is widely adopted as a digital marketing strategy. This study empirically analyzes the impact of perceived influencer channel attributes and ad attributes on the suitability of advertisements and their effects on consumers' positive and negative advertising behaviors. The research aims to identify various factors that can enhance the effectiveness of influencer advertising. The results reveal that among the influencer channel attributes, informativeness and intimacy have a positive impact on ad suitability, while ad clutter has a negative impact. Additionally, ad-influencer fit positively affect ad attention and negatively influences ad avoidance. Based on these findings, companies can enhance the effectiveness of influencer advertising by first selecting influencers who align well with the advertisement and emphasizing informativeness and emotional bonding to improve ad suitability. Moreover, the study suggests that influencer advertising strategies can be effective as long as they avoid excessive ad clutter, as it diminishes ad suitability. Marketing practitioners and advertising planners can utilize these insights to formulate more effective influencer advertising strategies.

• The Journal of Industrial Distribution & Business
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• v.11 no.7
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• pp.7-17
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• 2020

Purpose: The purpose of this study was to identify factors that enhance the effectiveness of bulk text message advertising on consumer attention in the telecommunications industry in Zimbabwe. Research design, data and methodology: The study collected data using structured questionnaires. The study attracted 293 responses from consumer subscribers of the Zimbabwean telecommunications industry. Data was analysed using SPSS and measures of association, direction, strength and significance were used. Results: The study found out that the examined variables of bulk text messaging (Simplicity, Frequency and Informativeness) had a positive significant impact on consumers' attention (β= 0.645; p-value < 0.05). The study examined four bulk text advertising determinants, namely frequency, simplicity, informativeness and credibility. Only credibility was found to be statistically insignificant (p-value > 0.05), whilst frequency had an inverse effect on consumer attention. Simplicity of bulk text advertisements recorded a high positive and significant impact whilst informativeness was also positively, and significantly affecting consumer attention. Conclusions: The study concluded that for bulk text advertising to be effective, text messages should be informative, easy to understand and dispatched less frequently. It was further concluded that bulk text advertising should follow permission marketing where consumers consent before hand to be recipients of commercials.

• Journal of Digital Convergence
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• v.10 no.4
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• pp.129-136
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• 2012

This study is presented on the corporate advertising strategy utilizing internet on corporate social responsibility in the context of the articles. To this end, Internet articles divided into positive and negative contexts, and has even attracted the attention of Internet articles and high /low and then separated into groups on ad attitudes and corporate image, the interaction effect was examined. Firstly, the Internet, a low level of condition of the article noted, in the context of a positive than a negative context, recall rates were higher. Second, the context of Internet articles and attention on the interaction effect between attitude toward advertising appeared. Third, the context of Internet articles and attention on the interaction effects between the corporate image appeared. Finally, the context of Internet articles and attention on competitive interactions between the corporate management was effective. Thus, the context of Internet articles based on the level of attention and context to determine the effect of advertising by consumer advertising awareness and favorable attitude toward corporate advertising and corporate image enhancement and competitiveness of business management can be an effective strategic plan suggests that.

• Journal of Information Technology Services
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• v.18 no.1
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• pp.1-12
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• 2019

The purpose of this study is to find out what type of skip button used in forced exposure advertising is the most positive to the users. The four types of skip buttons were produced for the experiment and tested by survey and eye tracker to reveal the effects of the skip buttons on perceived intrusion, advertising attention, attitude toward advertising, and memory consisting of recall and recognition. Out of 80 participants, 20 were randomly assigned to the specific type of skip button group. The results showed that there is no statistical difference in advertising attention, perceived intrusiveness and attitude toward advertising. However, the recall and recognition rate are the highest in the static text type and kinetic text, product image, and default follow statistically. This study has implications for using skip buttons as a major variable for inventory of TrueView advertising effects and suggests that the amount of information in the image is critical processed by users within very short time.

• Journal of the Korean Home Economics Association
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• v.48 no.10
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• pp.121-132
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• 2010

This study was intended to identify the persuasion effects of online cosmetic advertising according to scarcity message type and product type. For the experiment, 4 stimuli were developed as experimental stimuli for the 2(scarcity message type: quantity scarcity message vs distinctiveness scarcity message) X 2(product type: hedonic product vs utilitarian product) factorial design. Participants were 160 students, and they allocated 40 students in each group. They responded a questionnaire. The results were as follows. First, distinctiveness scarcity message showed more effective than quantity scarcity message in advertising attitude, product attitude, brand attitude, and purchase intention. Second, hedonic product showed more effective than utilitarian product in advertising attitude, product attitude, brand attitude, advertising attention, click-through intention, and purchase intention. Third, there was interaction effect according to scarcity message type and product type on the aspect of advertising attitude, advertisement attention, and click-through intention.

• Journal of the Korean Graphic Arts Communication Society
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• v.30 no.1
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• pp.71-81
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• 2012

A research framework and hypothesis were established for analysing layout-factors of bus wrapping which influence on brand attitude. 130 questionnaire were distributed and 123 copies were retreated at metropolitan area. SPSS 12.0 was used for frequency analysis, factor analysis, and reliability analysis. For testing hypothesis multi-regression analysis were utilized. Attention, readability, explicitness, formativeness, creativity are partially significant to establish brand attitude. Attention and readability are insignificant, while explicitness, formativeness, creativity are significant to establish brand attitude. The most effective independent variables are creativity, and explicitness and formativeness are followed. In particular sensual, original, fresh layout of bus wrapping are highly significant.

• Journal of the Korean Society of Clothing and Textiles
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• v.26 no.1
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• pp.112-123
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• 2002

The purpose of this study was to establish the strategy for Internet fashion homepage advertising that attracts consumers attention and discloses clothing brand to consumers continually. In this paper, the following subjects were set up: (a) to classify the structure and evaluation factors of the fashion homepage advertising, (b) to analyze the effect of demographic variables and clothing involvement of consumer on fashion homepage advertising structures and evaluation factors. A random sample of 553 people in the age group 16-34s living in Seoul and Kyungki region during March 2000 was selected from Internet users. SPSS package was used for data analysis. Frequency, Percentage, Factor analysis, ANOVA, Duncan test and regression analysis were applied. The results of this research were as follows: First, in the process of classifying the dimension of the fashion homepage advertising, homepage advertising structure was composed of 5 factors: interactive, amusing factor, professional information, fashion information and useful information. And homepage advertising evaluating factors were interesting, information and irritation. Second, it was found that clothing involvement influenced fashion homepage advertising. High involvement group preferred the fashion information factor of the homepage advertising structure and low involvement group was useful information factor of the homepage advertising structure. Both high and low involvement groups preferred interesting factor of the homepage advertising evaluation. Third, demographic variables also influenced fashion homepage advertising Females manifested greater interests in informative factor of homepage advertising than males. Findings from this study provide an insight into fashion homepage advertising strategy related to consumers clothing behavior.