A Study on the Use of Animals to Increase Advertising Effectiveness and Brand

Abstract

It has been suggested that use of animals can increase effectiveness of advertising and brand. However, previous studies have not shown such effect. In this study, we investigate how animals can be used to increase advertising effectiveness and brand. A research question for this study is: "How can animals be used to increase advertising effectiveness and brand?" We tested following hypotheses. Hypothesis 1: Companies can attract consumers' attention by using animals in their logos and products. Hypothesis 2: Companies can increase effectiveness of their advertising by using appropriate animals in their logos and products. Hypothesis 3: Companies can make social contribution and achieve brand lift by supporting animal welfare activities.