| abstract |
| Background Due to the rapidly aging population and the increasing popularity of social media today, senior models are emerging as brand endorsers. Advertisements featuring senior models increase consumer attention and are often used as a differentiation strategy by marketers. Thus the main purpose of this study is to explore various factors that influence the advertising effectiveness of senior models.
Methods A survey was conducted among 343 respondents to analyze factors influencing the advertising effectiveness of senior models. A t-test and regression analysis was used on two types of advertisements (senior models and younger models) to examine the advertising effectiveness.
Result Advertisements featuring senior models are found to be more effective in terms of attention, novelty, and attractiveness, whereas perceived fit is found to be higher in advertisements with younger models. Moreover, there was no significant difference between the statistical significance of the factors affecting attitude and purchase intention of both types of advertisments.
Conclusion To use senior models in advertisements, perceived fit should be considered as a priority. This is because advertising models have a significant effect on consumers’ brand selection, especially among low-involvement products. |
|
|
| Key Words |
| 시니어 모델, 적합성, 주목도, Senior model, Perceived fit, Attention |
|
|
|
 |
|
Full Text