In this research we conduct a very comprehensive quantitative and qualitative literature review of 978 reports, to study: i) whether and by what size advertisements with appeals are more persuasive and better liked than ads with no appeals; ii) the various appeals in order to determine their relative effectiveness on two outcome variables: Persuasion and Aad (attitude toward the Ad). Results confirm that ads carrying appeals are significantly more persuasive and better liked than are ads with no appeals. In addition, we found strong evidences that the impact of the most important types of appeals on consumer response differ significantly from each other.
Are advertising appeal effective? Insights from a Meta- Analysis
HORNIK, JACOB;MINIERO, GIULIA
2011
Abstract
In this research we conduct a very comprehensive quantitative and qualitative literature review of 978 reports, to study: i) whether and by what size advertisements with appeals are more persuasive and better liked than ads with no appeals; ii) the various appeals in order to determine their relative effectiveness on two outcome variables: Persuasion and Aad (attitude toward the Ad). Results confirm that ads carrying appeals are significantly more persuasive and better liked than are ads with no appeals. In addition, we found strong evidences that the impact of the most important types of appeals on consumer response differ significantly from each other.
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