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Impact Of Endorser And Message Appeal On The Success Of An Online Aids Psa, Arti Kulkarni
Impact Of Endorser And Message Appeal On The Success Of An Online Aids Psa, Arti Kulkarni
LSU Master's Theses
This exploratory study investigated the impact of endorser type and message appeal on the success of an online AIDS public service announcement (PSA). The research sought to determine the main effects and interaction effects of endorser and message appeal on the measures of PSAs effectiveness (recall, recognition, attitudinal and behavioral). In order to achieve this goal, the research conducted a 3 X 2 factorial design experiment that manipulated three types of endorsers (celebrity, expert, and typical person) and two types of message appeals (emotional and rational) in the PSA. The researcher expected the expert endorser would be more effective than …