IDENTIFICATION AND MEASUREMENT OF INFLUENCING FACTORS IN THE EFFECTIVENESS OF ADVERTISING TO CLASS C CONSUMER

Abstract

Nowadays, though we can observe a growing interest in business related to the “class C”, little we really know about this consumer. This uncertainty brings to a weak position in terms of advertisement – missing clear directives for the development of ads to this target. This research intended to enlarge our knowledge about this public and to offer reliable information for the development of TV commercials for the “class C”. With this objective in mind, we tried to identify and to measure two factors that could influence the effectiveness of advertising: likability and purchase intention. The research can be divided in two different parts: the qualitative analysis – in which were used techniques like desk research and in deep interviews - and the experiment. Through this last part, we got 632 feedbacks on commercials – that was the product of the analysis of 8 ads done by 79 consumers. Those answers were used in different analysis, such as correlation and regression.The results found suggested a reflection of different characteristics in the advertisement’s likability and intention to purchase by the consumer. The main factors that would cause an ad to be efficient would be adjectives like “convincing”, “worth remembering”, “gentle” and “emotional”, and values like “product quality”, “family” and “friendship”. The answers found were quite generic and broad – what suggests that there were more researches to be done about each of the attributes identified in this research as an “efficient factor”.