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Abstract To establish image of corporate by public benefit advertising is useful to increase sales and profits. Although the utilization of comparative advertising is more frequent, but the advertisi ng effectiveness is argued. So this research shows the advertising effectivene ss of the public benefit advertising presentation by comparing. The main go als of this study describe as following: First, to know the advertising effect iveness of comparative public benefit advertising. Second, to know the adverti sing effectiveness of comparative public benefit advertising by different comp aring ways. Third, to know the influence of extraneous factors, including prod uct involvement、preference of leading brand and advertising involvement. T he methodology methods-Coronbach α test、 correlation analysis、t test and MA NOVA analysis are used in this research. The conclusions of this research include: first, the advertising effectiveness of public benefit advertising of low-level involvement product is more effective than high-level involvement p roduct. Second, for the variable-comparing intensity, indirect comparing publi c benefit advertising is more effective than direct comparing public benefit a dvertising. Third, product involvement and preference of leading brand are bot h important extraneous factors for comparative public benefit advertising.Keyw ords: Comparative advertising, Public benefit Advertising, advertising effecti veness.
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