Abstract
People by nature love stories. Storytelling is widely used in commercial media advertising, and become an important part of brand marketing. Importance of service is growing, but its intangible and perishable characteristics made it difficult to demonstrate features. Story’s comprehension and persuasion in advertising, made the role of stories or narratives in information processing and story construction as a vehicle for consumer self-identification. Research is aim to explore story form advertising effectiveness at different levels of involvement and different service type on service marketing. In this paper, using design of experiments (DOE) method to develop eight different scenario print ads, including the financial investment services, luxury restaurant, wedding photography and Gym. Hypotheses were examined through questionnaires sampling and statistical linear regression analysis. According to studies, the more story form advertising has better advertising effectiveness than less story form advertising. In addition, when regard product involvement as moderator. When higher involvement with product, more story form advertising has better advertising effectiveness than less story form advertising; in the contrast, when lower involvement with product, more story form advertising and less story form advertising effectiveness has no significant difference. Regarding service type as moderator, more story form advertising has better advertising effectiveness than less story form advertising on hedonic service. On the contrary, less story form advertising has better advertising effectiveness than more story form advertising on utilitarian service.