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 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. As stated by Blair, 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.

The topic about the effects of brand image,
spokesperson’s credibility and advertisement frequency on the advertisement attitude
of consumers is old which means there is a possibility of it being a replication
or an extension of previous studies. Despite being a replication or extension
of other studies, it is still a good paper as it contains information from
previous studies for instance the questions used in the questionnaires were
from other researchers.

This study was published in 2012; furthermore,
majority of the studies that were used as reference were between a decade and four
decades old if it is to be subtracted to the current year which could lead to
problems for the paper. Some of the reference materials that were used were
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.

Overall, the study
seems well-made apart from the study’s and reference material’s old age.
However, the researchers only used this experiment on college students, they
should also use them on all ages as it may have different results from what
they had learned.


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