Aspect that Affect the Attractiveness of Advertisement

Yumeng He ()
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Yumeng He: Shanghai Pinghe School

A chapter in Proceedings of the 3rd International Conference on Economic Development and Business Culture (ICEDBC 2023), 2024, pp 173-179 from Springer

Abstract: Abstract Almost all businesses in the market providing goods or services need to make advertisements. With the development of technology, different forms and types of advertising were appearing in our life. Business wants to gain the most effect from the money they paid. Therefore, marketers would investigate the different advertisements and try to maximize the effectiveness and attractiveness of their ads. This passage investigates the different aspects that affect an advertisement’s effectiveness and attractiveness: color, position, location, content, creativity, music, endorsement, length, and preceding and succeeding. These include both positive and negative factors that affect the effectiveness of the ad. This review paper is based on existing research papers in the related area.

Keywords: Advertising effectiveness; Advertisement; business; Attractiveness of advertisement (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-246-0_20

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DOI: 10.2991/978-94-6463-246-0_20

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