The Study On The Effect That Life Style, Spokesperson Segment And Involvement With Product Exert On Advertising Effectiveness

There are abundant researches on various factors which affects advertising effectiveness of advertising effectiveness,But those researches were usually limited to studies on the impacts of factors on advertising effectiveness within advertisement framework.The impact of consumers was however,neglected in analyzing advertising effectiveness. This paper will take the following into consideration,including different advert spokesperson,products and segment markets to discuss different advertising effectiveness.This study will discuss the impact of different life style,different advert spokesperson and involvement with product on the advertising effectiveness,in order to understand the connection among life style,spokesperson,involvement with product and advertising effectiveness,therefore offer some advice to product distributor when deciding advert strategies.Based on previous studies,this paper presents three experiments. The object of the study is to explore the impact of advertising effectiveness on life style,spokesperson and involvement with product. One of the experiments is one-factor complete randomalized design experimental(life style);the other experiment is 4×3×2(life style segment,advertising spokespersons and involvement with product) three-factor mixed experimental.The results are:1.The result shows that there are significant differences on spokesperson's valid factors between different life style segments,so hypothesis has been proved.2.The result shows that there are differences on advertising effectiveness of four kinds of life style segments,so hypothesis has been proved.3.The result shows that there are differences on brand attitude of three kinds of advertising spokespersons,the result shows that there are no differences on purchase intentions of three kinds of advertising spokespersons,so hypothesis has been proved.4.The result shows that there are differences on brand attitude of involvement with product,the result shows that there are no differences on purchase intentions of involvement with product,so hypothesis has been part proved.5.The result shows that there are an interaction between life style segments and advertising spokespersons.