The Effect of Advertising appeal and Repetition on Customers Purchase Intention in the Case of Anchor Milk in Addis Ababa

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Addis Ababa University


The purpose of this study was to examine the effect of advertising appeal and repetition on customers purchase intention of Anchor milk. The researcher focused on television advertising. Population was users of Anchor milk and who watched Anchor milk advertisement in the area of Addis Ababa. The study adopted an explanatory (Causal) research design. To select sample population both convenience and purposive sampling method were employed. The data were collected through structured questionnaire which resulted in 176 valid responses. Data analysis was done using descriptive analysis, correlation, regression and one-way ANOVA using SPSS version 20.Results indicated that emotional appeals and rational appeal have positive and significant effect on purchase intention. Emotional appeal has more significant effect on purchase intention than rational appeal. Contrary, repetition has negative and significant effect on purchase intention. The result shows select suitable advertising appeal and fixing optimal number of exposure need critical decision. This suggests that companies should give great consideration to advertising appeal and advertising repetition.



advertising, emotional appeal, rational appeal