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For inducing consumers'' underlying desires, understanding
what they need, andmaking them to take the action of purchase in
the end , more innovative and creative form of advertising
presented in the media .Advertising plays an extremely important
role in modern marketing activities, enterprises have to know
that how the advertisements can both be creative and fill
customers'' needs and wants. Therefore, thisresearch adopted
several variances of advertising design ,and consumers''
characteristics-self monitoring to get a further understanding.
The main objective of this research is to investigate the
effectiveness of the"attitude toward advertising", "attitude
toward product" and "buying intention" under different type of
brand awareness (low / high), different type of advertising
appeals of the copy (emotional / rational), the presentation of
the source (both the advertising model and the product / only
the product) , and varying level of subjects* self monitoring
(low / high). This study uses 2x2x2 factorial experimental
design. The representative for advertising product is
"cosmetics", including make-up and treatment. Questionaire
survey young women which are age between 18 and 40 lived in the
downtown of Taipei and Hsin-Chu City is adopted for data
collection. To realize the main effects andinteraction of the
independent variables, MANOVA and ANOVA are used for data
analysis. The major finding through empirical demonstration
are:1. No matter what kinds the cosmetics is, the attitude
toward advertising is higher in the "both the model and the
product / emotional appeals of the advertising copy"package.2.
In make-up product, attitude toward product has no significant
difference in the four variables : brand awareness,
advertising appeals of the copy, the presentation of the
source and the level of self monitoring. In treatment product,
attitude toward product is higher when the rational appeals of
the copy is adopted, and in "both the model and the product /
emotional appeals of the copy" package under the low brand
awareness than "only the product / emotional appeals of the
copy" package. And it''s also higher in "rational appeals of
the copy / only the product" package than "emotional appeals
of the copy / only the product" package. Attitude toward product
of monitoring subjects is better than low self monitoring
subjects. 3. In make-up product, buying intention is higher in
the "rational appeals of the copy / high brand awareness"
package than the "emotional appeals of the copy / high brand
awareness" package, and "low brand awareness / emotional appeals
of the copy" package than "high brand awareness / emotional
appeals of the copy" package. But in the treatment product,
buying intention has no significant difference in the four
variables.
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