Are advertising appeal effective? Insights from a Meta Analysis

In this research we conduct a very comprehensive quantitative literature review to study: i) whether and by what size advertisements with appeals are more persuasive and better liked than advertisiments with no appeals; ii) the various appeals in order determine their relative effectiveness on two outcome variables: Persuasion and Attitude toward the Ad (Aad). Results confirm that ads carrying appeals are significantly more persuasive and better liked than are ads with no appeals. In addition, we found strong evidences that the impact of the most important types of appeals on consumer response differ significantly from each other.