Advertising is one of the ways thatconnects enterprises to consumers. Although enterprises have their own brandimage they all have a common goal and that is to employ the right person fortheir products or services to make an impact on the consumers. Besides brandimage and spokesperson, another component that can affect the consumers’ opinionis advertising frequency. In their study on The Effect of AdvertisementFrequency on the Advertisement Attitude-The controlled Effects of Brand Imageand Spokesperson’s Credibility, Chu et al. (2012) aimed to know the effects ofbrand image and the credibility of the spokesperson on the consumers’ opinion,in addition to the effects of advertising frequency.In today’s modern world, multipleenterprises compete to be on top consequently the way they advertise theirproducts or services can have a massive effect on the consumers. The authors focusedtheir research on three hypotheses – (a) first, brand image positively influencesthe effect of advertising (b) second, the spokesperson’s credibility has apositive influence on consumers’ attitude towards advertising and (c) third, different advertising frequency hasdifferent effects on consumers’ attitude towards advertising.
The researchers used a hybrid method togather and examine information. They modified a 50-minute popular televisionshow including 6 commercials with their target and interfering advertisementsat a frequency of 1, 2, 4 and 6. Two survey-questionnaires containing questionsabout the brand image, spokesperson’s credibility and attitude to advertisingwere used at different times.
The 457 participants who joined in this experimentwere second and third years students who studied in the university of Scienceand Technology in Taipei. Before watching the program, the participants weretold to answer a questionnaire about the brand image and spokesperson’s credibility.After watching the program, they were asked to fill out another questionnaireabout their reaction to the advertisement.The findings proved the researchers’three hypotheses. First, the study showed that the students’ view of the brandimage had a positive effect on them naturally, the higher the brand image, thehigher the consumers’ attitude towards advertising is. Second, similar to thefirst hypotheses the experiment also showed that the spokesperson’s credibilityhad a positive effect on them assuming that the credibility of the spokespersonis higher, then the consumers’ attitude towards advertising would also behigher. Lastly, the study revealed that different advertising frequency didhave different effects on the consumers’ attitude towards advertising, theybelieved that when participantsunderstood the brand of the product and trusted the spokesperson to a degree,the participants’ attitude towards advertising frequency varied when they viewthe advertisement at different times. As stated by Blair, high frequency ofadvertising will bore the audience and less persuasion of advertising has aworse effect even though the frequency of broadcasting is increased whichcontradicted to what the researchers had analyzed in their data that showedthem that higher frequency has higher influence on consumers’ attitude.
The topic about the effects of brand image,spokesperson’s credibility and advertisement frequency on the advertisement attitudeof consumers is old which means there is a possibility of it being a replicationor an extension of previous studies. Despite being a replication or extensionof other studies, it is still a good paper as it contains information fromprevious studies for instance the questions used in the questionnaires werefrom other researchers.This study was published in 2012; furthermore,majority of the studies that were used as reference were between a decade and fourdecades old if it is to be subtracted to the current year which could lead toproblems for the paper. Some of the reference materials that were used werereasonable given the time it was written; however, it should be noted that thiskind of study has been examined by numerous researchers so there should be atleast a recent study that was used in the making of this article.Overall, the studyseems well-made apart from the study’s and reference material’s old age.However, the researchers only used this experiment on college students, theyshould also use them on all ages as it may have different results from whatthey had learned.