Catalogus librorum beati assessoris Eliae Brenneri. (Libri stellula insigniti libros in forma nitidissima designat)

Arkit: A-C8.

Effective Message Design and Media Mix of Senior Mobile Phone in China

The present research focuses on the study of how to design message and select media in advertising to generate customer’s purchase intention towards senior mobile phone in China. The message design concentrates mainly on message framing and fear appeals study while the media selection method is only based on direct matching. For exploring the main research question, the study utilized qualitative methodology. The data collection consisted of a pre-interview questionnaire, interviews, and three sets of experiments. The experiments were designed to test the selected 18 participants’ responses toward different emotional appeals and message framings. The findings illustrate participants’ understanding of senior mobile phone and their media usage habits. Moreover, positive message framing and emotional appeals in advertising are more effective. Gender differences in responding to emotional appeals were explored as well.

De amicitia; quaestiones utiliores in disputationis formâ exhibens

Nimiösivulla myös motto: Cic. in Lael. Non aquâ, non aëre, ...

Bibliotheca Regiae Academiae Aboensis sive elenchus: in quo ejusdem scriptorum & librorum cujuscunq[ue] facultatis, certus numerus ordine alphabetico continetur; expressis quoqu formâ, loco & tempore impressionis

Arkit: A-H2, 1 arkintunnukseton lehti (A1 verso tyhjä).

Bibliotheca Caroli Frider. Mennander, archiepiscopi Upsaliensis. Libri in octavo et minori forma

Arkit: 1 arkintunnukseton lehti, A-2F4, 1 arkintunnukseton lehti, 2G3.

The Influence of Informational and Emotional Advertising Appeals on Advertising Effectiveness – Consumers’ Perspective on the Over-the-Counter Product Advertisements in Finland

Consumers face enormous amounts of promotional messages daily whereas the pharmaceutical companies among other industries spend considerable time and money developing effective advertising strategies. There are multiple possible ways to appeal the target customer in order to increase the effectiveness of the advertisement. In spite of the various possibilities to categorize persuasive communication, the informational and the emotional appeals are the typical approaches. This study assesses the influence of the informational and emotional advertising appeals on the advertising effectiveness in the context of OTCs in Finland. The research method applied in this study is a quantitative survey. The data consists of 461 responses from the target population of 18–80 years old Finnish speaking consumers. The results from the marketing research indicate that the positive correlations of the emotional appeals are much stronger than the positive correlations of the informational appeals relating to the advertising effectiveness. However, on average the Finnish consumers experience the OTC advertisements relying on the informational appeals more effective than the OTC advertisements relying on the emotional appeals. Furthermore, within emotional appeals there is a much greater variety in the experienced advertising effectiveness not providing as stabile and consistent experienced advertising effectiveness compared to the informational appeals. Thus, the OTC advertisement relying more on the emotional appeals are much more risky in terms of advertising effectiveness. There are also differences with the experienced advertising effectiveness between the Finnish consumer groups and the information can be utilised when designing tailored OTC advertisements. The Finnish men consider humorous advertisements more effective than the Finnish women. In addition, the people living outside Uusimaa Region experience higher advertising effectiveness with the advertisements relying more on the informational advertisements compared to the people living in Uusimaa Region. In similar vein, the people with lower education experience higher advertising effectiveness with the advertisements relying more on the informational advertisements compared to the people with high education. Additionally, the older generation perceive an OTC advertisement with a middle-aged celebrity more effective than the younger consumers

De forma regiminis optima

Invocatio: D.D.

De limitata regiminis forma

Invocatio: D.D.

De corporis naturalis interno principio altero, forma nempe substantiali

Painovuosi nimekkeestä.