Citation

Leow, Meng Chew and Ong, Lee Yeng and Loo, Eng Keong (2019) Gender and Age Difference in Personal Involvement Inventory on Preventive Awareness Ad in Malaysia. ACM International Conference Proceeding Series, 148262. pp. 129-133. ISSN 2374-6769

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Abstract

Personal involvement is the factor identified as the determinant of a successful ad campaign. High involvement leads to high engagement and high relevance to the ad content. In any public awareness campaign, however, high personal involvement is not always guaranteed. In preventive awareness campaign, in particular, personal involvement is usually low. Beside proving this empirically, this study also attempts to find out about the attitudinal and emotional responses of the audience toward the public awareness ads. The study found that despite having relatively lower personal involvement in term of ad content, the audience relates higher with the value aspects of the ads.

Item Type:	Article
Uncontrolled Keywords:	Personal Involvement Inventory (PII), preventive awareness ads, gender, age, ad effectiveness
Subjects:	H Social Sciences > HG Finance > HG179 Personal finance
Divisions:	Faculty of Information Science and Technology (FIST)
Depositing User:	Ms Suzilawati Abu Samah
Date Deposited:	21 Jan 2022 01:31
Last Modified:	21 Jan 2022 01:31
URII:	http://shdl.mmu.edu.my/id/eprint/9002

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