Advertising is one of the ways that connects enterprises to consumers. Although enterprises have their own brand image they all have a common goal and that is to employ the right person for their products or services to make an impact on the consumers. Besides brand image and spokesperson, another component that can affect the consumers’ opinion is advertising frequency. In their study on The Effect of Advertisement Frequency on the Advertisement Attitude-The controlled Effects of Brand Image and Spokesperson’s Credibility, Chu, Chang et.al (2012) aimed to know the effects of brand image and the credibility of the spokesperson on the consumers’ opinion, in addition to the effects of advertising frequency.
In today’s modern world, multiple enterprises compete to be on top consequently the way they advertise their products or services can have a massive effect on the consumers. The authors focused their research on three hypotheses – (a) first, brand image positively influences the effect of advertising (b) second, the spokesperson’s credibility has a positive influence on consumers’ attitude towards advertising and (c) third, different advertising frequency has different effects on consumers’ attitude towards advertising.
The researchers used a hybrid method to gather and examine information. They modified a 50-minute popular television show including 6 commercials with their target and interfering advertisements at a frequency of 1, 2, 4 and 6. Two survey-questionnaires containing questions about the brand image, spokesperson’s credibility and attitude to advertising were used at different times. The 457 participants who joined in this experiment were second and third years students who studied in the university of Science and Technology in Taipei. Before watching the program, the participants were told to answer a questionnaire about the brand image and spokesperson’s credibility. After watching the program, they were asked to fill out another questionnaire about their reaction to the advertisement.
The findings proved the researchers’ three hypotheses. First, the study showed that the students view of the brand image had a positive effect on them naturally, the higher the brand image, the higher the consumers’ attitude towards advertising is. Second, similar to the first hypotheses the experiment also showed that the spokesperson’s credibility had a positive effect on them assuming that the credibility of the spokesperson is higher, then the consumers’ attitude towards advertising would also be higher. Lastly, the study revealed that different advertising frequency did have different effects on the consumers’ attitude towards advertising, they believed that when participants understood the brand of the product and trusted the spokesperson to a degree, the participants’ attitude towards advertising frequency varied when they view the advertisement at different times. According to Blair’s theory, high frequency of advertising will bore the audience and less persuasion of advertising has a worse effect even though the frequency of broadcasting is increased which contradicted to what the researchers had analyzed in their data that showed them that higher frequency has higher influence on consumers’ attitude.
This research article about the effects of brand image, spokesperson’s credibility and advertisement frequency on the advertisement attitude of consumers is not new; accordingly, this can possibly be a replication or an extension of previous studies. Despite being a replication or extension of other studies it is still a good research paper as it contains information from previous studies although the errors within the previous studies were corrected and some methods were mixed with others in order to get a result.
This study was published in 2012 Furthermore the studies that were used as reference were a decade, two decades, three decades and even four decades old if it is to be subtracted to the current year. Some of the reference materials are reasonable given the time it was written; however, it should be noted that this kind of study has been examined by numerous researchers so there should be at least a recent study that was used in the making of this article.