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Marketing Strategy of Laundry Shop

In: Business and Management

Submitted By Aumanlane15
Words 16266
Pages 66
THE EFFECTS OF SALON PATRONAGE IN RELATION TO SEX
APPEAL IN PRINT ADVERTISEMENTS by Sandra L. Morris

A Dissertation Presented in Partial Fulfillment
Of the Requirements for the Degree
Doctor of Philosophy

Capella University
June 2006

© Sandra Morris, 2006

THE EFFECTS OF SALON PATRONAGE IN RELATION TO SEX
APPEAL IN PRINT ADVERTISEMENTS by Sandra L. Morris has been approved
June 2006

APPROVED:
JIM MIRABELLA, DBA, Faculty Mentor and Chair
RICHARD MURPHY, DBA, Committee Member
ELAINE GUERRAZZI, Ph.D., Committee Member
ACCEPTED AND SIGNED:
__________________________________________
JIM MIRABELLA, DBA.
__________________________________________
Kurt Linberg, Ph.D.
Dean, School of Business & Technology

ABSTRACT

The purpose of this study is to determine whether there is truth in the notion that sex sells to women better than more conservative advertisements that focus on skills and services when

salon.

advertising

The

study

will

for

an

also

upscale

look

at

full-service

whether

female

consumers are honest with themselves about how they respond to advertisements.
Two advertisements were produced for an upscale salon, one with sex appeal and one without.

A survey was conducted at

that salon which determined whether women would patronize the salon

based

on

the

sexy

advertisement.

The

two

different advertisements were then handed out to a target market of women with different variables such as age and marital status. responsiveness The results of this study showed that the of women

to

a

salon

advertisement

is

dependent on whether the advertisement has sex appeal or no sex appeal.

significantly

Advertisements larger without sex appeal.

response

with rates sex

appeal

than

garnered

advertisements

Additional results showed that that

there is a difference between the percentages of current customers who indicate they would...

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