What type of advertisement instigates the intention to buy amongst University of Malta students? : a case study on KitKat

Abstract

As the costs are constantly increasing, organisations need to make sure that the money allocated to advertising is being spent properly and rendering a substantial return on investment. This cannot be done if the right studies, which would be backed by theories, are not conducted. Studies done beforehand however are not in an agreement. Some scholars state that there exists a correlation between the type of advertisement shown and the intention to purchase, whereas others are in disagreement and state that no correlation exists. From this study it was found that there is no correlation between the purchase intention and the type of advert. It was also found that people who have a better attitude towards the brand are more likely to purchase the product than those whom their attitude towards the brand is lower. The types of adverts effect the attitude towards the brand and therefore if the advert is controversial or not to the liking of the viewer, in the long run, purchase intention might be affected. This therefore means that even though advertisements do not influence the purchase intention in the short run, it does not mean that they leave no influence at all.