The Effect Of Advertising Appeal And Repetition On Customers Purchase Intention In The Case Of Anchor Milk In Addis Ababa

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

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