THE MOTIVATING POWERS BEHIND ATHLETIC “GOT MILK” ADS
Ryer, Robert M.
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The purpose of the current study to determine what specific characteristics were most influential within a print ad. The study involved 160 participants, 80 male and 80 female who viewed a total of 4 magazine ads from the widely popular “Got Milk” campaign all of which involved a sport celebrity. Of these 4 ads, 2 of them showed the athlete in a “sex appeal” ad whereas the other 2 did not. The individuals sampled were asked to fill out a Likert Scale questionnaire on the 4 ads. The data suggested that the female participants responded favorably to the ads that depicted non-sexy endorsers whereas, male participants have more positive feelings toward the ad when they are exposed to the sexy endorsers. The results and knowledge gained from this study can add to the literature and better help marketing teams creating print ads that yield more positive responses when viewed.