Source characteristics and advertising effectiveness: the roles of message processing motivation and product category knowledge

Cengiz Yilmaz, E. Eser Telci, Muzaffer Bodur and Tutku Eker Iscioglu

The study examines the impact of source likeability and source credibility on the effectiveness of print advertisements.

Source characteristics and advertising effectiveness: the roles of message processing motivation and product category knowledge

Cengiz Yilmaz

Middle East Technical University

E. Eser Telci

Istanbul Kemerburgaz University

Muzaffer Bodur

Bogaziçi University

Tutku Eker Iscioglu

Istanbul Kemerburgaz University

Introduction

Identifying the processes through which advertising influences consumers has been a never-ending pursuit of marketing researchers and practitioners. In today's information-rich environment, the average consumer is exposed to an abundance of marketing communications every moment and, as a result, not much impact is generated by many (if not most) advertising messages. Marketers therefore focus more on the effectiveness of their communications to...

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