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    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/115026


    Title: 電視節目置入性行銷效果之研究─節目類型、置入手法暨置入位置之影響
    Authors: 賴建都
    Contributors: 廣告學系
    Keywords: 置入性行銷;節目型態;置入手法;置入位置;眼動儀測量
    Date: 2013
    Issue Date: 2017-12-05 16:37:03 (UTC+8)
    Abstract: 置入性行銷的發展由來已久，近來台灣整體廣告量停滯不前，再加上國家通訊傳播委員會(NCC)於2012年9月通過「電視節目從事商業置入性行銷及贊助」等二項暫行規範，讓置入性行銷的議題再度發酵，儘管部分傳播學者對此開放抱持著質疑的態度，但從廣告行銷的角度而言，置入性行銷不僅有其存在的歷史背景，更具有實務及學術上的意涵，特別是台灣當前景氣低迷，NCC適度開放電視節目的置入性行銷，對整體產業有實質挹注的效用。由於「電視置入性行銷與贊助」於現行的辦法中分開處理，再加上先行相關廣電法規的影響，使業者對於置入性行銷的操作模式仍存在許多模糊的空間，再者廣告從業人員對於置入性行銷的具體效果及閱聽人對節目置入性行銷的態度，仍存有許多模糊的空間亟待進一步的釐清與探討。本研究針對NCC通過之二項暫行規範中的節目置入性行銷部分，從閱聽人的角度探討商品(品牌)於不同節目型態(綜藝與戲劇)中置入、置入手法(顯著性explicit與隱含性implicit)及置入位置(畫面中間與畫面周圍)，對閱聽人所產生的效果。本研究預定進行二年研究，第一年進行質化研究，主要蒐集探討國內外相關置入行銷的文獻及成功案例，並進行相關電視台業者及廣告媒體經營業者，對置入性行銷經驗的深度訪談，此外，研究團隊將進行眼動儀實驗(Eyetracking)，8組實驗操作模式，每組樣本20名，共計160名樣本，觀察樣本對置入節目中的商品(品牌)收視的視覺軌跡及凝視點分布的狀況，以理解閱聽人對置入性行銷物件的視覺認知。第二年研究團隊將與民間電視台合作，進行量化實驗，研究團隊將藉由導向實驗室模擬閱聽人收視電視的時間與情境進行測量，實驗將招募800人次，進行節目型態2×置入手法2×置入位置2，每組100名樣本，本次實驗主要測量受測者對於置入商品的記憶、廣告態度、偏好及購買意願，所得結果並比對前一年的眼動儀測量，以理解置入性行銷的模式何者較容易被閱聽人看見且接受。
    The study will concentrate on the product (brand) placement in the varied programs (drama vs. variety), locations (central vs. peripheral) and techniques (explicit vs. implicit), to understand its effectiveness from the perspectives of audience. The study will be conducted for two years. Qualitative approaches will be applied in the first year to collect relevant literature and case studies, and interview with both TV station and advertising practitioners. Then, the author will use eye-tracking experiment to track subjects’ scan paths and fixations and understand subjects’ visual cognitions. In the second year, the author will cooperate with Formosa TV Station to conduct a quantitative investigation in the project oriented laboratory to simulate the situation of audience watching TV at their houses. The investigation will recruit 800 subjects to fulfill the need of 2×2×2 manipulated models, thus each assigned model will have 100 subjects. This experiment is designed to investigate subjects’ memories, advertising attitudes, preferences and purchase intentions toward the product (brand) placed in the stimulus. The results of this experiment will be compared with previous eye-tracking test to understand what kind of practices of product placement will be accepted and visible to the audience. The outcomes of this study will serve to clarify the effectiveness of product placement in varied programs as well as locations on the screen, implicit or explicit tactics, thus the practitioners will avoid the notion of over-placed their product (brand) in the programs, and maintain a certain quality of TV programs.
    Relation: 執行起迄：2013/08/01~2015/10/31
    102-2410-H-004-212-MY2
    Data Type: report
    Appears in Collections:[Department of Advertising] NSC Projects

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