Advertising effectiveness in communication of brands with various degrees of functionality and symbolism

Abstract

Functional and symbolic brand aspects were surveyed to determine their influence in the communication of product attributes, both intrinsic and extrinsic, when seeking more effective advertising. An experiment was carried out using hypothetical scenarios. Methodology included interviews with advertising professionals, creation of advertising copies and use of a questionnaire for undergraduate business students from a major Brazilian university. Data were evaluated by frequency analysis, general and graphic comparison of averages, distance and proximity measures and a t-test, as well as multiple and logistic regressions. Results indicate that products with high degrees of functionality and symbolism provide more effective copies when copies focus predominantly on intrinsic attributes. The same is true for products with a high degree of functionality and low symbolism. In both situations extrinsic attributes also merit attention. For products with low functionality and high symbolism, the extrinsic attributes should be communicated predominantly. These management implications deserve reflection, not for direct application in practice, but as additional information for insight and enlightenment in relation to more effective advertising.