Abstract

The purpose of this study is to identify the factors that affect advertising effectiveness and to investigate the effects of these factors on advertising success. Using a sample of 252 customers the study identified seven factors that affect brand advertising success and effectiveness, namely, advertising message and creativity, advertising media selection, market research, competitiveness, market share, uniqueness, and customer relationship. Path analysis and structural equation modelling (SEM) were used in order to test the proposed conceptual model of the study. The results revealed that advertising media selection has the strongest relationship with brand advertising success and effectiveness and can be considered as the most important factor affecting advertising effectiveness. The second and the third most important factors affecting advertising success were found to be advertising message/creativity and customer relationship. The results also indicated that although competitiveness impacts brand advertising success and effectiveness it is the least important factor among the seven factors identified in this study. Establishing appropriate relationships with customers and other stakeholders in order to understand their needs and demands is an important step toward improving the chances of brand advertising success and effectiveness. These relationships will also help the organizations to design their promotional campaigns according to the characteristics of their target customers which will contribute to the cumulative effectiveness of their brand advertisements.

This work is licensed under a Creative Commons Attribution 4.0 License.