JOSEPH Chimaraoke1, NADUBE Paul Meeting2 , OGAN Henrietta Ingo3
123Department of Marketing, Faculty of Administration and Management
Rivers State University, Port Harcourt
Corresponding email: chijoefrank@gmail.com
Abstract
The study investigated the relationship between factual appeal and advertising effectiveness of four-star hotels in Port Harcourt. Factual appeal was the predictor variable, while advertising effectiveness was the criterion variable. The study adopted a survey research design and correlational method of investigation.
The study population comprised twelve (12) four-star hotels. Based on the small size of the population, a census was taken. Thirty-six (36) respondents comprising (business managers, front desk officers, and sales/booking managers) from the twelve (12) four-star hotels took part in the study. Pearson’s Product Moment Correlation was used to test the hypotheses with the aid of Statistical Packages for Social Science, version 23.0. The p-values were calculated to determine the significance of the hypothesized relationships. The study showed positive and statistically significant relationship between factual appeal and measures of advertising effectiveness (brand awareness, attitude change and salience). The study therefore concludes that there is a positive significant relationship between factual appeal and advertising effectiveness of fourstar hotels in Port Harcourt; and recommends that four-star hotels in Port Harcourt should adopt factual appeal as an essential advertising message strategy to improve effectiveness of their advertising messages.
Keywords: Advertising effectiveness, attitude change, brand awareness, factual appeal, salience.