Impact of Strategic Ambiguity Tagline on Billboard Advertising for Consumers’ Attention

It has become difficult for marketers to attract consumers to their ads and brands in the prevailing competitive world. Therefore, the marketers have adopted different advertisement strategies, including ambiguity in the tagline. It is an effective technique because it forces consumers to think about ambiguity in the tagline. Given its importance, we have developed a model that examines the impact of attitude, perception, and brand motive on ambiguity in the tagline. It also examines the moderating role of brand image on attitude and ambiguity in the tagline. The study has distributed 450 questionnaires to private business universities in Karachi and received 427 questionnaires. Using Smart PLS tested five hypotheses which our results and past study supports. The study found that attitude, perception, and brand motives significantly affect tagline ambiguity. Tagline ambiguity affects customer attention, and brand image moderates attitude and tagline ambiguity. Based on the literature and results, we recommend that marketers create ambiguity in their advertisement messages. Since it generates attention and consumers spend considerable time deliberating the real message behind the ambiguity. It also allows organizations the flexibility of changing their value propositions.