How brand familiarity influences advertising effectiveness of non-profit organizations

Abstract Non-Profit Organizations (NPOs) find themselves in a very competitive environment, as everyday consumers are constantly exposed to numerous advertisements; thus, they must ways capture consumers’ attention. The objective of this study is explore how the different elements (image, text, logo) print advertisements NPOs using emotional appeals (positive and negative) familiar unfamiliar brand influence donation behaviour attitude toward ad (Aad). Using eye-tracking technology survey, we conducted two experiments, one with brands another brand. results showed advertisement areas on which participants fixated their relationship participants’ towards behaviour. For NPOs, less time it took participant first fixate logo area, more positive when used negative frame. Also, spent image area negatively framed ads had ad. On other hand, for brand, correlation behaviour, indicating that takes chose donate.