Advertising is one of the ways thatconnects enterprises to consumers. Although enterprises have their own brandimage they all have a common goal – to find the right person for their productsor services in order to influence the consumers. Besides brand image andspokesperson, another component that can affect the consumers’ opinion isadvertising frequency. In their study on The Effect of Advertisement Frequencyon the Advertisement Attitude-The controlled Effects of Brand Image andSpokesperson’s Credibility, Chu et al. (2012) attempted 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, numerousenterprises compete to be on top consequently the way they advertise theirproducts or services can have a massive effect on the consumers. The authorsfocused their research on three hypotheses – (a) first, brand image positivelyinfluences the effect of advertising (b) second, the spokesperson’s credibilityhas a positive influence on consumers’ attitude towards advertising and (c)third, different advertising frequency has different effects on consumers’attitude towards advertising.
The researchers applied a hybrid methodto gather 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. The 457 participants who joined in thisexperiment were second and third years students who studied at the Universityof Science and Technology in Taipei. Two survey-questionnaires containingquestions about the brand image, spokesperson’s credibility and attitude toadvertising were used at different times. First, before watching the programthe participants were told to answer a questionnaire about the brand image andspokesperson’s credibility.
Second, after watching the program they were askedto fill out another questionnaire about their reaction to the advertisement.The data validated the researchers’three hypotheses. First, the study revealed that the students’ view of thebrand image had a positive effect on them naturally, the higher the brandimage, the higher the consumers’ attitude towards advertising is. Second,similar to the first hypotheses the experiment also showed that thespokesperson’s credibility had a positive effect on them assuming that the credibilityof the spokesperson is higher, then the consumers’ attitude towards advertisingwould also be higher.
Lastly, the study revealed that different advertisingfrequency did have different effects on the consumers’ attitude towardsadvertising; they believed that when participants understood the brand of theproduct and trusted the spokesperson to a degree, the participants’ attitudetowards advertising frequency varied when they view the advertisement atdifferent times. However, according to Blair (1987) “high frequency ofadvertising will bore the audience and less persuasion of advertising has aworse effect even though the frequency of broadcasting is increased”(p.45-50) which contradicted to what the researchers had analyzed that lead tothem in stating that higher frequency has a higher influence on consumers’attitude.The topic about the effects of brandimage, spokesperson’s credibility and advertisement frequency on theadvertisement attitude of consumers is old which means there is a possibilityof it being a replication or an extension of previous studies.
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Despite being areplication or extension of other studies, it is still a good paper as itcontains information from previous studies, for instance, the questions used inthe questionnaires were from other researchers.This study was published in 2012;furthermore, a majority of the studies that were used as reference were betweena decade and four decades old if it is to be subtracted to the current yearwhich could lead to problems for the paper. Some of the reference materialsthat were used were reasonable given the time it was written; however, itshould be noted that this kind of study has been examined by numerousresearchers so there should be at least a recent study that was used in themaking of this article.Overall, the study seems well-made apartfrom the paper and reference material’s old age.
However there is anotherpossible problem, the researchers only used this experiment on collegestudents; they should also use them for all ages as a wider range of age mayhave different results from what they had learned.
