Evaluating The Relationship Between Logical Advertising Appeals, Consumers ' Cognitive Information Processing Styles, And Advertising Effectiveness Essay

2270 Words10 Pages
Evaluating the Relationship between Logical Advertising Appeals, Consumers’ Cognitive Information Processing Styles, and Advertising Effectiveness
In the present competitive era, all company communicators seek to put some information in their contacts or customers ' mind that affect their decision to purchase. Companies’ efforts to create attention to their messages on the one hand and the increasing advertising messages, on the other hand, have created a significant paradox in the field of advertising. In such circumstances, the advertiser may spend many costs without reaching the target without the necessary ensuring of their ads ' effectiveness. Therefore, the importance of this research is what all have believed today. The purpose of this research is to evaluate and explain the relationship between the logical advertising appeals, consumer cognitive information processing styles, and advertising effectiveness. The present study is applied in terms of the purpose, and descriptive and correlational in terms of data collection. The required data were collected using inventory and distributing it among 133 students. SPSS and LISREL software are used to analyze the data. The results showed that advertising appeal has a direct and positive impact on the logical process style and the effectiveness of advertising. The hypothesis of the effectiveness of logical processing style on advertising effectiveness is rejected. Thus, advertising companies should conduct their marketing

More about Evaluating The Relationship Between Logical Advertising Appeals, Consumers ' Cognitive Information Processing Styles, And Advertising Effectiveness Essay

Get Access