A Study on Key Words on Print- Advertisements of Skin-Care Products and Their Relationship with Consumers’ Purchasing Behaviour Project Adviser: Dr. Shu-chiu Rita Hung Members of the Research Project: Amber Carina Kelly Yuffie

Outline of the Presentation  CH1 Introduction presented by Kelly  CH2 Literature Review presented by Amber  CH3 Methodology presented by Carina  CH4 Research results & Discussions presented by Yuffie  CH5 Summary presented by Kelly

Chapter 1 Introduction

Background Our lives are full of advertisements. People are affected by ads easily. So, ads become very important for people. In particular, advertisement is a vital marketing strategy to appeal consumers into purchasing intentions. Wording in print-ads plays a key role to trigger such consumers’ buying behaviors.

Purpose of the Study The aims of this study are : To find out keywords in print-advertisements. To investigate whether the keywords on print- advertisements of skin-care products can affect consumers’ purchasing behaviors.

Significance of the Study Images Keywords Brand Messages Bring more understands of which words are most or least frequently used on print- advertisements of skin-care products. Bring more knowledge of the relationship between keywords and consumers’ behaviors.

Chapter 2 Literature Review

Literature Review Advertisements The Purpose of Advertisements The Importance of Advertisements Print Advertisements Key Words in Print-Ads Consumer Behaviors

Advertisements 蕭 (2005, p.35) point out: If the message lack the attraction, it’s hard to affect consumers, even if advertisements do well.

The Purpose of Advertisements Advertisement is regarded as a persuasive art. 蕭 (2000, p.16)says: advertisements are a mass communication activity which should follow the advertiser’s needs and wants, and the purpose is to reach the specific sales of the product.

The Importance of Advertisements When people see an advertisement, and then he or she wants to buy the product. 44.8% consumers sometimes buy the products they’ve seen in the advertisements. 44.8% consumers always purchase the product they’ve seen in ads. 8.4%consumers do not choose the product they’ve seen in advertisements.

Print Advertisements 蕭 (2005, p. 271)says: a magazine has a good quality in printing, and it has many specific and suitable customers.

Key Words in Print-Advertisements A clear headline can arrest consumers’ sight. 蕭 (2005, p.226) states that when consumers read magazines or newspaper, they skimmed quickly, not read carefully.

Consumer Behaviors The vary needs would make the purchasing options different. In other words, “need” can affect consumer purchasing behaviors. According to Blackwell R. D., Minard P. W., & Emgel J. F., need recognition relies on how much difference exists between the actual state and the desired state.

The Relationship between Advertising Psychology and Consumer Behavior 林 and 張 (2006, p.14) say that when consumers proceed to choose a product or a service, psychological factor is an important influence. 王 (1988, p. 17) also writes that advertising psychology is a study to persuade consumer to buy the product by looking into human spirit, action.

Chapter 3 Methodology

set up research questions plan research procedure design a questionnaire find research subjects

Research Questions Q1: Which words appear most frequently in the collected print-advertisements? Q2: Which words appear least frequently in the collected print-advertisements? Q3: What is the relationship between these key words and consumers’ purchasing behaviors?

Research Procedure Review Research Literature Establish the Study Structure and Research Questions Collect Print- advertisements Analyze the Frequency of the Key Words Answer the Research Questions Use Excel to Analyze the Data Use Questionnaires as the Research Instrument

Questionnaire Researchers use the questionnaire as the research instrument to study consumers’ behaviors with key words on print advertisement. Part 1 Personal Basic Data Questionnaire Occupation Age Gender Section A Consumers’ Purchasing Reasons Section B Key Words and Purchasing Behaviors Part 2

Researchers distributed and collected questionnaires from March 8 th to March 11 th in Taipei and Taoyuan. The questionnaires were collected from - Tai power company - Ta Zhi Elementry School - Commonwealth of Pennsylvania of Trade and Investment - The students of MCU in Taoyuan campus and Vanung University.

Data Collection Print- Advertisements The researchers collect 45 print-advertisements from 8 magazines Which were published during July, 2008 to February 2010

Research Subjects The number of subjects who helped answer our questionnaire is 104.The 104 participants were chosen in random, without limiting their gender, age, and occupation.

Chapter 4 Research Results and Discussion

Research Question 1 Which words appear most frequently in the collected print-advertisements?

The frequency of various key word on 45 collected print-ads

Research Question 1 Which words appear most frequently in the collected print-advertisements? ‘Moist’ 21 times ‘Whitening’ 16 times ‘Anti-aging’ 6 times.

Research Question 2 Which words appear least frequently in the collected print-advertisements?

The frequency of various key word on 45 collected print-ads

‘Spot lightening’ 1 time ‘Anti-acne’ 1 time Research Question 2 Which words appear least frequently in the collected print-advertisements?

Research Question 3 What is the relationship between these key words and consumers’ purchasing behaviors?

The percentage of the participants would be influenced by the different key words

The key words: ‘Moist’ 90% ‘Soothing’ 72% ‘Whitening’ 71% ‘Spot lightening’ 49% ‘Anti-acne’ 48% Research Question 3 Top three key words to affect consumers on purchasing. Bottom Two key words to affect consumers on purchasing.

Research Question 3 The participants would be attracted and affected by the key words on print-ads, and purchase the product. The keywords must have an obvious and influencing impact on consumers’ purchasing behaviours.

The percentage of participants would be influenced by different factors: Key word- 46% Quality- 94% Price-93% Practicability- 93%  key word is not the only factor to affect consumers’ purchasing behaviours. Research Question 3

Further Discussions The easiest to be influenced group of participants is between years old, as 58%.

Chapter 5 Summary

Summary and results Research Question 1: Which words appear most frequently in the collected print-advertisements? A: According to the datum, the most frequency key word is ‘moist’, which means that most of the consumers may care about this function and may be affected by this “keyword”. Research Question 2: Which words appear least frequently in the collected print-advertisements? A: From the datum, the rarest key words showing on print-ads are ‘spot lightening’ and ‘anti-acne’. Research Question 3: What is the relationship between these key words and consumers’ purchasing behaviors? A: The relationship between key words and consumer purchasing behaviors is positive, that is, key words do attract people to have purchasing behaviors, because there is 46% of respondents strongly agreed/agreed that the influence of key words. However, key words are not the main/only factor to affect consumer purchasing behaviors.

Limitations Focus on gathering the keywords on skin care products’ print advertisements. The researchers cannot gather the keywords on print-ads in all the magazines on the market. There are a little studies related to “keywords”.

Suggestions for Further Studies Enlarge the scale of the study. Gather more print advertisements. Investigate various kinds of products then compare their results. Study the keywords on the Internet. (Ex: Yahoo keywords.)

Reference Anderson, C. H. & Vincze, J. W. (2000). Strategic Marketing Management. USA, Boston: Houghton Mifflin. Blackwell, R. D., Miniard, P. W.., & Engel, J. F. (2006). Consumer Behavior (10 th Ed. ). USA, Mason: Thomson Higher Education 林靈宏, & 張魁峯. (2006). Consumer Behavior (2nd Ed.).Taipei, Taipei: Wu-Nan. 蕭湘文. (2000). Creativity in Advertising. Taipei, Taipei: Wu-Nan. 呂冠瑩. (2006). Advertising (3rd ed.). Taipei, Taipei: Wun-Ching. 蕭富峰. (2005). Marketing Strategy in Advertising. Taipei. Taipei: 御書房. 漆梅君. (2003). 透視消費者 (3 rd Ed.). Taipei, Taipei: 學富文化. 鄒風, & 孟林明. (1997). Consumer Psychology. Taipei, Chung He: San Min. Tamura Zin. (2006). 靠一行字賣翻天 ( 陳岳夫譯 ).

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